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The 7Ds of managing digital marketing

22/05/2022    admin   Digital Marketing

Simply put digital marketing, also called online marketing, is the application of digital media, data and technology integrated with traditional marketing communications to achieve marketing objectives. To understand how best to manage digital marketing in a business, it’s useful to scope out what digital marketing involves; which activities are required and how they relate to other marketing activities.

The 7Ds of digital marketing
The 7Ds of digital marketing including key digital marketing concepts and techniques (new)
Digital goals – reviewing what the business or brand is aiming to achieve through using digital marketing, considering how digital marketing can help the business compete better through considering new business and revenue models and investing more in digital transformation and always-on marketing in addition to campaign investments which will have SMART objectives.

Digital audiences – understanding online audience characteristics, behaviours and preferences in order to deliver more relevant content and experiences to different target segments aimed at increasing interactions and so meeting business goals within the competitive online marketplace.

Digital devices – our audiences interact with businesses using a combination of smartphones, tablets, desktop computers, TVs, gaming devices, smart assistants and other connected devices forming the Internet of Things (IoT).

Digital platforms – most interactions on these devices are through a browser or apps from the major ‘platforms’ or online services, that’s Facebook (and Instagram), Google (and YouTube), Twitter, LinkedIn, Apple, Amazon and Microsoft.

Digital media – different paid, owned and earned media communications channels for reaching and engaging audiences including advertising, email and messaging, search engines and social networks. Owned media also include the company websites and/or apps and content strategy

Digital data – the insight businesses collect about their audience profiles and their interactions with businesses which now needs to be protected by law in most countries

Digital technology – the marketing technology or martech that businesses use to create interactive experiences from websites and mobile apps to in-store kiosks and email campaigns



SOSTAC® marketing planning model for digital marketing
SOSTAC® marketing planning model for digital marketing
PR Smith's SOSTAC® model, it's worth getting to know if you're involved with planning marketing strategies or campaigns. SOSTAC® was voted the third most popular model in the CIM poll on marketing models because it's easy to remember and it makes it easy to structure plans for different planning activities.
The RACE Framework: A practical framework to improve your digital marketing
The RACE Framework: A practical framework to improve your digital marketing
RACE is a practical framework developed by Smart Insights (2010) to help marketers manage and improve the commercial value that their organisations gain from digital marketing. It is intended to help create a simplified approach to reviewing the performance of online marketing and taking actions to improve its effectiveness.
The six pillars comprising digital marketing
The six pillars comprising digital marketing
A focus on each of these is important regardless of the size of business. The pillars help show that success in digital marketing isn't just about digital media and platforms, important as they are. Creating an effective digital experience, messaging and quality content to fuel your digital strategy are all vital too.