According to the CEO/Founder
of Digital Marketing Now Tom Sharpior a business strategy must answer three
questions:
1. What the company goals
are?
2. How to achieve those
goals?
3. How an enterprise will
sustainably beat the competition?
These responses don’t
typically drive promotional efforts because many Internet professional are not
thinking beyond their immediate needs; more leads, awareness, traffic, and
revenue. According to Tom, everyday running campaigns and reporting results for
business strategies get lost in the processes, which could decelerate growth,
and hinder long term competitiveness. Tom mentioned, don’t let this happen to
your enterprise; rethink your strategy.
Who is your company? Where
is it going? What is it trying to achieve? These are some of the questions Tom
Sharpior, states, “ If you are struggling to answers these simple questions
your are not alone. When business think beyond their revenue, products, and
services and consider the greater impact they want to make on the world around
them digital, they are positioned for greater success. “. (June 2013) Later on
the author discuss how a key ingredient in rethinking strategy, you must also
rethink the bigger picture purpose of your business. Plan a successful future
for yours company by rethinking its business strategy, ensuring it clearly
defines whom your company is, what it stand for, where it is going and what
success will look like when it arrives. This will produce better results from
all marketing initiatives moving forward.
Next, rethink how you’re
doing what you’re doing. In this 2013, the author make vital point in regards
to your team is working long hours doesn’t mean you’re maximizing results.
Dramatically increase ROI by rethinking how marketing goals are achieved.
Furthermore, in this 2013 article, its mentions how B2B software company, with
much of its business source from overseas, conducted all of its international
digital marketing in English. If it initially rethought its strategy, it
would’ve been easy to see that they should test local language marketing to
drive greater opportunities. Moreover, by rethinking the “how” it can focus
marketing resources in the geographies that matter most, rather than just being
in the market, across a wider range of countries. Most importantly in the long
term, using a target approach will help in scaling more profitably and
unleashing new development potential.
Fortunately, Audiences have
a choice; they can buy from you or they can buy from the competition.
Developing a plan to beat the competition continuously is critical to a winning
strategy. Tom Sharpior, states, “As competitors change tactics, optimization efforts
will need to be adjusted, continually. This where a well-conceived strategy
positions a brand for longer-term growth, regardless of tactics. In comparison,
there is no single optimization tactic that can achieve that.”(June 2013) It’s
critical to build a business in a way that sustainably positions it as the
differentiated best choice.
All in all, it is important
to continue optimizing campaigns and testing different headlines, images and
calls-to-action in your marketing. The authors discuss how one should consider
starting with the strategy first because the right approach opens up new growth
opportunities. Lastly, The CEO/Founder of Digital Marketing Now ends the
article by stating, “ Only be rethinking strategy, can marketing win and win
big, consistently."
Reference:
Shapiro, Tom. "Rethink Digital Strategy To Win Big." Rethink Digital Strategy To Win Big. Website Magazine, 1 June 2013. Web. 5 June 2013. <http://www.websitemagazine.com/content/blogs/issues-pro/pages/rethink-digital-strategy-to-win-big.aspx>.
Shapiro, Tom. "Rethink Digital Strategy To Win Big." Rethink Digital Strategy To Win Big. Website Magazine, 1 June 2013. Web. 5 June 2013. <http://www.websitemagazine.com/content/blogs/issues-pro/pages/rethink-digital-strategy-to-win-big.aspx>.
