Digital Marketing

‘5Ds of managing digital marketing interactions’

Over 3 billion people around the world now regularly use online services to find products, entertainment, friends and romance, and consumer behaviour and the way companies market to both consumers and businesses have changed dramatically

Smart Insights (2010) Introducing RACE: a practical framework to improve your digital marketing. Blog post by Dave Chaffey, 15 July 2010, smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing

proliferation of new media channels, digital technologies and interaction options has given a challenge of understanding, prioritising and managing many new digital communications techniques.

RACE also emphasises the need to plan to create a coordinated, integrated approach to digital marketing, which is integrated with other communications activities.

The key question is not whether to deploy Internet technology – companies have no choice if they want to stay competitive – but how to deploy it.

With the success stories of companies capturing market share following the rapidly increasing adoption of the Internet by consumers and business buyers, it is a prerequisite that all organisations must have an effective online presence to prosper, or possibly even survive!

The challenge for marketers is to assess which innovations or digital disruptors are most relevant to their organisation and to seek to gain advantage through introducing them to a company such that the digital marketing techniques integrate effectively with traditional marketing communications.