Digital Marketing is basically promotion of brands using all available forms of digital advertising media to reach the target segment. In current marketing media, the popular media includes Radio, mobile, Internet, Television, social media marketing and other less popular forms of digital media like Digital Signage, Digital bill boards, etc. Typically theories on internet marketing are quite contrastting to the popular theories of marketing in BaU marketing.
Check out our article on Digital Marketing – Theories, Strategies and Frameworks
One of the popular approaches for marketing in the digital era is the 7 S approach. The 7 S approach has been developed by McKinsey and is one of the robust approaches for systematically planning a digital marketing blueprint. The 7 S for Digital Marketing typically is the way resources for a digital marketing strategy is systematically utilized.
- Strategy: Does the strategy fit with the vision and mission of your organization? In short, does the strategy gets aligned with the very reason for the firm to exist in the first place? This important for the alignment of strategic intent with actionable ploys.
- Shared values: Does the strategy go hand in hand with the shared values of not only your target customer segment but also of that of the implementers? This critically examines the shared value (or often called the DNA of an organizations) and maps its alignment with the targeted blueprint.
- Structure: Does your organizational structure support adaptations to changes in environment in response to your campaign? This typically addresses the organizational design which will allow the conversion of actionable strategic intent into actionable strategic proactive or reactitive implementation.
- Skill: Do you have the suitable skilled workforce to carry out the campaign successfully? This systematically addresses the access to vital in-house or systematically acquired human resouces which post deployment would create competitive advantage by converting people resource into output specific units of consumable items.
- Staff: Are your staff equipped to deliver your strategy (location wise, access to technical resources)? This becomes important in the era of geographic dispersion among teams where virtual workforces often drive the implementation of a firm’s business strategy. Ubiquity is a critical dimension of the success factors of such an approach.
- Style: Does the campaign thematically fit with the style of your other campaigns? This again is an input that looks into alignment of ploys with the long term strategy of the firm. The critical dimension that is evaluated is the alignment of micro-steps in a process blueprint with the larger well defined scope of such a blue print.
- Systems: Do you have systems in place to carry out the campaign? Is there technical support for your advertising campaigns and marketing plans? This again looks into the mapping of technology, process and people that can help a firm successfully exploit the power of the integrated digital web. It in an internal analysis of the process centric view of the firm.
Hope this clears up the 7S of Digital Marketing. Hope this helps your company to chalk out a successful digital marketing program. Do let us know what you think of the article, with your valuable comments.
Have you read our article on the 4 P’s on Social Marketing? Also did you read our article on the The 4 P’s of Marketing – The Marketing Mix strategies? Do let us know what you think about the integration of these theories.
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