We have spoken about the Digital Marketing Ecosystem or DME rather a lot over the past few months. I thought it might be a good time to speak about exactly what we mean.
An ecosystem is really quite straightforward as a concept. It is a lot of ‘things’ which coexist to ensure that the system, whatever it is, maintains itself and has success. Now as someone who started out as a biologist, it is possible that success is defined differently for me than some. Success in this context does not necessarily convey wildly positive, world-championship level growth; what it does mean is a perpetuation of the ecosystem into the future with an organic development of the most powerful and evolutionarily viable parts to the inevitable detriment and extinction of those parts which don’t make the grade.
So, if you take away some of the sciencey bits from what I have just said and view the DME as an environment within which, if you measure and monitor and change and evolve what you do, nurturing the good bits and weeding out the parts that are less successful, then growth, whilst not of course inevitable will be much more likely.
So what do we do? Well, I have no intention of digging into tools and products because we are largely technology agnostic. We do of course have favourites and we tend to work with what we believe are best of breed products; these however change. We are not working in a static market and changes and developments in the technologies available to build an ecosystem then get it to do what is needed are occurring at breakneck pace. Back to my original ‘so what do we do’ question. We have a fairly simple approach; we look at a business and work with them to determine what it is they want to achieve. That could be growth for its own sake, it could be expansion into a specific market or it could be our favourite, a plan to exit at a specific value within a specific time-frame.
In order to make those things possible, we then analyse what presence and processes the business currently has. We are primarily concerned with their public face; what happens in the big wide world of the web but also all of the functions within a business which either drive or are driven by that.
Next, we will agree some outcomes; put simply, what is it that we are looking to achieve and by when.
We will then work with the business to either create or tweak their online presence with a view to maximising their market presence and their sales potential in the best and quickest way we can.
We look to automate as much as possible and ensure that we put in place real-time reporting capabilities such that, as tiny tweaks and changes are made, both holistic and granular views of the effect of those changes are available and can be acted upon. This makes what we do as close to pre-emptive as possible whilst recognising that whatever buzz-words are used you can only make a response to a situation or a trend after it has started to happen. Even we can’t accurately predict the future!
Ultimately, we are looking for long term engagements with our clients but always with the view that they will own what we provide and we are essentially planning our own redundancy. We are not your business but we are there to help you make it a success.
I realise I haven’t gone into any depth about how we do what we do but that is for a conversation between us; we don’t give all our secrets away.
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