Category: Marketing
Digital marketing strategy, frameworks, and the odd book review.
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You Cannot Audit a Migration From the Destination
A December migration silently dropped six published posts. The audit I ran eight months later couldn’t see it, because an audit only examines what arrived.
In August I ran a full audit of this blog. It was thorough in the way audits are thorough. It probed 87 URLs, checked every outbound link, read the database, and produced a list of real problems:
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My Perspective on Digital Marketing and AI
Your stack isn’t short of AI. It’s short of tools that talk to each other.
Count the tools your Digital Marketing team opened this week. An SEO tool. A social listening platform. Two analytics platforms, because someone (me) standardised twice. A CMS. A design tool. A DAM. A translation service. A social publishing tool. A survey platform nobody’s looked at since the last wave closed.
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And so it starts
It’s been six weeks since I started my new job, and not everything has gone according to plan. Data seems to be a challenge to gather, as so much of it sits in silos. But one thing I’m appreciative of is the desire of the business to move forward with transforming itself at a time when most other businesses are retreating into their shells.
Unsurprisingly, education appears to be the Number One thing I spend my day doing. Getting the organization to understand that digital is not just a channel, but an entire business model is going to take time. The pandemic this year has shown that we need to open up this new ways of doing business, as the old ways won’t survive in a time of lock-down or circuit breakers.
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60-90 Days: How to Ramp Up in A New Digital Marketing Role
Objective: a) Analyse CX gaps and propose solutions. B) Build/include in roadmap as that it can be addressed in the long term. c) Create solution MVP/ validate and scale (>90day)
Outcome: Identify current / future state use cases and develop roadmap v1
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30-60 Days: How to Ramp Up in A New Digital Marketing Role
Objective: a) Understand customer needs b) Identify gaps and short-term corrections leveraging data from S1 c) Define and develop high impact programs (repeatable and scalable) that will address customer needs
Outcome: Customer user journey map and end-to-end engagement plan across all channels
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