Digital marketing projects are considered lackluster or outright failures between 50% and 68% of the time, according to more than one study. Over the last few years it is becoming increasingly clear that marketers are struggling to find a winning combination in harnessing all of the power Digital Marketing offers. It is clear not only in the failure rates but in the search for more understanding. Sometimes the reasons are said to be because the technology is advancing too quickly for marketers to keep up. Other times budgets did not allow the project to take advantage of all of the right digital options. The reality is, those are excuses. In marketing, as in life, there are barriers. Barriers require imagination, creativity, knowledge and experience to overcome. The learning curve is great and it learning must occur at a break-neck pace to overcome barriers in today’s marketing. Learning the tools like Social Media, PPC, Display, Native and Contextual, Mobile Search, Search, Local Search and so on, does not begin to help marketers become successful in today’s marketing strategies. There is an epidemic failure in marketing today. Interestingly, the failure occurs no matter whether a marketer is more traditionally inclined or if a marketer is more digitally inclined. The failure exists because there are many dots that need to be connected. The ability to connect the dots requires awareness, bordering on expertise, in several disciplines. Again, there are several dots – only one relates to the specific digital tools you might use to be successful in any project. The understanding required to consistently connect the dots is vast. The information throughout this site is the amalgamation of diverse experience in traditional and digital marketing. It examines all of the dots and applies a systematic approach to successfully align the dots and devise Digital Marketing solutions that consistently work.

Connecting The Marketing “Dots”

Although the path to success in Digital Marketing is dynamic, the following is a list of the primary elements where thorough understanding is required for success.

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Available Tools

How to choose the exact right tools for the tasks at hand

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Resource Strategy

Use available resources (time, talent & budget) to achieve results

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Project Objectives

Learn how to align project objectives to succeed every time

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Expected Results

Learn how to avoid the most common path to failure

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Aqcuire Intelligence

Gathering the data that makes everything better

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Proper Use of Tools

Once you have determined which tools, learn to use them properly

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Continuous Improvement

Learn to devise a strategy for seamless adjustments

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Brand Standards

Understand how brand standards make easy work of all projects

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Measuring Results

Learn how to manage outcomes and expectations

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Project Management

Keep all the plates spinning

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Execution Strategy

Determine how to pull everything together to achieve objectives

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Business Objectives

Strategically align marketing efforts with business objectives

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Communications

Use communication techniques to tie everything together

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Understanding Customers

Learn how to stop guessing about what motivates customers to buy