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Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework.

kaushik.net
4. . Are you capturing 100% of the Proactively Capture possibilities on YouTube/Google/Bing/Yandex/Baidu Search?
Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework. - kaushik.net - Your Highlight Location 117-117 | Added on Wednesday, 12 June 13 01:50:49
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Social is unique. There is little need/want or commercial intent (see above section on rent). But we know a bit about the unique context. People often proactively raise their hand and friend/follow/like/+1 our brand. So we are Reactively Creating with the hope that when the customer is ready they will proactively look for our brand.
Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework. - kaushik.net - Your Highlight Location 106-109 | Added on Wednesday, 12 June 13 01:49:50
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Proactively Capture: This represents what we do with search. People have a need/want. They go to Bing/Baidu. They seek information to fill that need/want. We show hyper-relevant ads that fit that need/want. Some of the people click on those ads, end up on our site, do business with us. A lot of that search also happens on YouTube.
Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework. - kaushik.net - Your Highlight Location 99-101 | Added on Wednesday, 12 June 13 01:49:06
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All Advertising Can Be Classified Into Two Buckets: RC ? PC
Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework. - kaushik.net - Your Highlight Location 92-92 | Added on Wednesday, 12 June 13 01:47:41
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If all you have is one conversion, say a buy now process or lead gen, then you are making a very poor use of the web. You can of course do ecommerce/lead gen. But what is amazing about the web, unlike TV or Radio or even your physical store, is that you can deliver against multiple customer expectations at a very low cost.
Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework. - kaushik.net - Your Highlight Location 81-83 | Added on Wednesday, 12 June 13 01:46:00
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On an owned existence, you can deliver a cluster of macro and micro outcomes to your direct site visitors as well as to the people you invite via your digital campaigns (search, social, email, display). Unlike on Google+ or Facebook (and you should be on both) you can have product recommendation tools, you can have in-depth information about your products, you can have downloads, you can have lead gen forms, you can have games/videos/branded content, you can have credit card applications, support options, forums/peer-to-peer help areas, you can have ? literally anything your customers are interested in.
Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework. - kaushik.net - Your Highlight Location 76-80 | Added on Wednesday, 12 June 13 01:45:46
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3. On your "own" existence: Are you solving for a local maxima, 2% (one outcome) or are you solving for a global maxima, 100% (a cluster of macro and micro outcomes)?
Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework. - kaushik.net - Your Highlight Location 73-75 | Added on Wednesday, 12 June 13 01:44:58
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Another test to apply: How are you doing in terms of Conversation Rate, Amplification Rate, Applause Rate? Use those metrics to optimize your social existence.
Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework. - kaushik.net - Your Highlight Location 70-72 | Added on Wednesday, 12 June 13 01:44:43
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For brands that are a bit more advanced, an owned existence is increasingly a conversation- or solution-centric mobile website and mobile application.
Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework. - kaushik.net - Your Highlight Location 49-50 | Added on Wednesday, 12 June 13 01:41:53
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You need to have an owned existence as well. For almost all brands, that means a website on your domain and where you set the rules of engagement, own the content (and whether it can be deleted/kept/blacklisted), and determine the sophistication of the creativity; a destination where you send all the "clicks" you collect from your multi-channel inbound marketing strategy, the outcomes you can deliver for your customers, the data you collect (with permission), what you do with it, and so much more.
Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework. - kaushik.net - Your Highlight Location 46-49 | Added on Wednesday, 12 June 13 01:40:04
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1. Do you have both an "own" and a "rent" existence for your brand? When all you have is a presence on Google+ or Facebook (ignore Twitter for now, it is a unique animal), you are renting an audience. Sure, people may circle/like you on those platforms. But everything there is controlled by the platform owner.
Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework. - kaushik.net - Your Highlight Location 36-38 | Added on Wednesday, 12 June 13 01:39:11
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Here are the questions that need answering:
Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework. - kaushik.net - Your Highlight Location 36-36 | Added on Wednesday, 12 June 13 01:38:50
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In each step, figure out what you do well and, more important, figure out what is it that you really stink at. Identify the solutions, build them out, bully the people you have to, massage the egos that need massaging.
Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework. - kaushik.net - Your Highlight Location 26-28 | Added on Wednesday, 12 June 13 01:36:56
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How can a company know if it is staged for complete and glorious success when it comes to digital marketing? What is a good way to self-identify gaps in strategy, to discover the mistakes that might be making your strategy sub-optimal?
Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework. - kaushik.net - Your Highlight Location 13-15 | Added on Wednesday, 12 June 13 01:35:44
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I recommend doing the analysis in the order presented. 1. Rent or own or both. 2. Rent: Shouting or conversation. 3. Own: local or global maxima. 4. Proactively Capture distribution structure. 5. Reactively Create influence strategy. 6. Mobile: 2009 or 2012 or 2015.
Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework. - kaushik.net - Your Highlight Location 168-170 | Added on Wednesday, 12 June 13 09:41:27
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When people scan the barcode of your product using their phones, do you show up #1? Does your product page have the content (reviews, likes, +1s) that customers need to decide if they should buy your product?
Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework. - kaushik.net - Your Highlight Location 163-165 | Added on Wednesday, 12 June 13 09:39:22
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Bonus: Does your mobile strategy bridge the online and offline worlds?
Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework. - kaushik.net - Your Highlight Location 159-160 | Added on Wednesday, 12 June 13 09:38:33
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Beneful, above, is a great example of utility marketing. They not only have a mobile site, their site is uniquely created to leverage the mobile platform and its capabilities to truly become a part of your life.
Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework. - kaushik.net - Your Highlight Location 157-158 | Added on Wednesday, 12 June 13 09:36:40
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If you are truly executing utility marketing via mobile platforms, then congratulations! You are ready for 2015!
Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework. - kaushik.net - Your Highlight Location 154-155 | Added on Wednesday, 12 June 13 09:36:26
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If you are leveraging all the amazing ad formats and extensions to monetize the massive explosion of the opportunity in mobile search (via Bing, Google, Yandex, etc.), congratulations! Your mobile strategy is ready for 2012. As an example see the ad below, it uses mobile app extension, brand endorsement via social extension, plus the normal link to the site. Sweet!
Is Your Brand Magnificent At Digital Marketing? A Diagnostic Framework. - kaushik.net - Your Highlight Location 150-152 | Added on Wednesday, 12 June 13 09:36:16
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