Seven Principles of Digital Marketing
- We don’t do digital marketing but rather, as the head of brand at P&G said, we market in a digital world. Digital marketing should be fully integrated with traditional marketing.
- Marketing should be judged on its contribution to business goals such as leads, opportunities, lower customer acquisition costs, and revenue, and not just marketing campaign metrics like opens, shares, and time on page.
- The customer should be at the center of all marketing, rather than the product.
- Use digital programs to personalize delivery of the right message to the right audience (person) at the right time.
- Use data to optimize programs. As Deming said, “Without data you’re just another person with an opinion.”
- Bring an attitude of experimentation and constant improvement to the work. Recognize that what works for one industry, or company, or product, or audience, may not work for another.
- Be open to change, because what customers want and competitors are doing is likely to change increasingly frequently.
