The 4T's of Digital Marketing Operations - A new marketing concept.

Imagine yourself traveling to a whole new country!

To ensure that your stay will be as planned and you’ll visit your intended sites all what you have to do before you go is get the country’s right and detailed map – you can’t visit Italy using France’s map.

As well you have to know which transportation method you’ll use, the airplane, metro, taxi, bus… etc, without forgetting that each transportation method requires a different know-how that you shall learn about & each city has different ways of doing stuff such as knowing the detailed route the bus or train takes and where and when to buy your tickets.After knowing where you’re going and how, you have to keep your eyes on the road, to know where you are & how much time you still have to arrive to your intended destination.

Follow the above steps and have a great trip!

The same analogy shall be also followed nowadays in creating your effective digital marketing operations, representing the main pillars of “The 4T’s”.

Each “T” answers a different question and denotes a group of actions assuring the success of any digital marketing operation.

Let me first provide you with a definition of digital marketing operations and then introduce you to each component of this mix:

Digital Marketing Operations combine and derive benefits from the human resources, processes, structures, digital channels, content and target audience to cost- effectively accomplish the desired goals and objectives.

The components of each T are interconnected and vary by importance & is reflected below by colors.

TACTICS:

“How you should pave the road toward your final destination?”

You can't build a great building on a weak foundation. You must have a solid foundation if you're going to have a solid superstructure. -Gordon Hinckley

The first pillar of the “4Ts” it’s the base of any effective digital marketing operation.

It represents the “how” of everything (who, what, where, when & why), simply it is your digital marketing strategy.

TACTICS is made of the below ingredients:

? T: Target Audience: Define your online target audiences’ demographics and challenges to be targeted in all your digital marketing campaigns.

? A: Approach: Determine your main digital marketing operations’ goal with its date of accomplishment.

? C: Coordination: Synchronize between your company's departments (sales, marketing, HR, ....) as well as between the online and offline campaigns & activities to achieve the main goal.

? T: Trajectory: Assign your customers’ buying journey to understand their purchasing behavior.

?I: Influence: Search for people who have influence in your industry since when they share your brands’ message it carries more credibility and influence on your target audience than once you mention it yourself.

? C: Communication Strategy: Set up the methods of your online activities including the way to share your brand's message with the public and whom to reach.

? S: Situation Analysis: Review your barnd's current situation, capabilities & activities to discover its strengths and overcome the weaknesses online.

TOOLS:

"Which tools you should use to reach your final destination?"

The second “T” represents the needed digital marketing tools to achieve the companies’ objectives. From social media to email, mobile & search engine marketing, you know that there are numerous ways to boost your business online and hundreds upon hundreds of digital marketing tools to choose from.

TOOLS are made of (or represent) the below ingredients:

? T: Technologies: Choose the appropriate marketing technologies constantly, that helps you in achieving your digital marketing operations’ goals.

? O: Order: Set up the working module of your digital marketing operations to assure its synergy and defining the time line for each activity.

? O: Originality: Use the technologies in special way with out of the box content and let your audience feel the difference.

? L: Liquidity: Assign the needed budget for the selected technologies (systems), content (stuffs), Ads (Media spent), people (internal and external).

? S: Stuffs: Prepare the required content for your digital marketing campaigns, which could be written content, images, designs, or a videos, to educate, inform, entertain, inspire, reward and help your target audience.

TRAINING:

"How to effectively use the selected tools in order to arrive earlier to your final destination?"

I am still learning - Michel Angelo at 87 years old.

After defining the digital marketing tactics and determining the needed tools, now it's time for the 3rd "T"; Training.

You need to learn how to standalone in order to keep pace with these continually evolving digital marketing tools. To do so, you must gain the knowledge needed by frequently (recommended each 6 months) attending or organizing in-house digital marketing training sessions alongside capturing the needed indicators stating to which end these training sessions had supported their main goal.

TRAINING is made of the below ingredients:

? T: Transfer Learning into Behavior: Moving from learning to results by turning the knowledge and skills participants learned into their behavior at work.

? R: Return on Expectation (ROE): Defining the expectation of the stakeholders before implementing the training program and demonstrate the degree to which their expectations have been satisfied after the training.

? A: Analysis: Gather & analyze data along the way so that instead of measuring what happened, you can influence what happens and maximize current and future program results.

? I: Implementation: Execution of training program that help participants to learn concepts and practice new skills at the same time.

? N: New Encouragement Package: Training can’t produce results alone. There are a number of non-training factors that are requested from stakeholders after training that include encouraging, reinforcing and rewarding performance of gained knowledge and skills on the job. The main issue here is getting more managers to support the training and more trainees applying what they learned to get concrete and valuable results.

? I :Impact: The Training final result according to the stakeholders’ expectations or the impact on the participants’ job performance and the clients’ feedback

? N: NewSkills: Digital marketing industry continuous development requires frequent skills updates that are covered during successive training sessions.

? G: Goodwill: Your team’s intention in taking corrective actions at work after their apex satisfaction in the training sessions.

TRACKING:

"Where to look to keep track on our trajectory on the way to your final destination?"

The last “T” is tracking. It is an essential aspect for the success of any digital marketing operation.

According to a survey of senior marketing executives published in the Harvard Business Review, “more than 80% of respondents were dissatisfied with their ability to measure marketing ROI”.

For that reason, you should focus on the last but not the least “T” – Tracking.

By tracking your KPIs, Google Analytics numbers and social media insights you will stay on the right track during the whole operation.

TRACKING is made of the below ingredients:

? T: Traffic: Determine your website & social media gained visitors from each digital marketing activity in a specific period of time.

? R: ROI: Reveal the return on investment that reflects the selected key performance indicators of your digital marketing campaigns.

? A: Amendments: Make the needed corrections based on the frequent review of your tracking analytics.

? C: Conversion: The process of changing social media presence/website visitors, email recipients etc. to prospects/clients.

? K: KPI’s: Set up your brand's leading, current & lagging indicators of the well being of your digital marketing operations.

? I: Insights: Read between the lines and conclude the results.

? N: Numbers: Determine the most important numbers to keep your eyes on.

? G: Goals: Assign the main goal behind each tracking activity to keep an eye on.

I didn't wake up one day and just build "The 4Ts of Digital Marketing Operations" it's a result of 17 years of experience, and there will be evolving versions of this marketing concept every quarter of the year.

For the importance and effectiveness of this concept we at Right Service had decided to re-shape our digital marketing solutions and make them compatible with it.

We should develop the 4Ts marketing concept in reference to the "PDCA" cycle of continuous improvement: Plan (for an effected 4ts concept) -Do (implementing the concept on our company and clients) -Check (monitor the effectively)-Action (adjust & develop the concept).

Note: Every quarter of the year a new updated version will be created.

#The4TsOf Marketing