: Frank Cowell
: Building Your Digital Utopia How to Create Digital Brand Experiences That Systematically Accelerate Grow
: Lioncrest Publishing
: 9781544502236
: 1
: CHF 7.30
:
: Werbung, Marketing
: English
: 154
: kein Kopierschutz
: PC/MAC/eReader/Tablet
: ePUB
Today's digital marketplace is crowded, noisy, and fragmented. Inside organizations large and small, chaos reigns-we work in silos, prioritize the tactics of gurus over strategy, and feel completely overwhelmed by the tools at our disposal. Despite our best efforts, it's like we're stuck on a hamster wheel that feels impossible to escape. Isn't it time we slow down and go back to the basics of business? Building Your Digital Utopia is a call to action for every frustrated executive to simplify your strategy and align your marketing, sales, and service teams so they're part of one powerhouse growth team. Frank Cowell lays out a blueprint to get everyone in your organization aligned around a strategic plan to engage target audiences in meaningful and relevant ways. He also shares five philosophies that will change your approach to organizational growth, give you renewed focus and clarity, and allow you to conquer the chaos by building a brand that not only helps you stand out-but win.

Chapter One


1.Put the Pain in the Past


I understand your pain. I’m one of the founders of a marketing agency that has been in business for more than fifteen years, and in that time, we’ve had to make many adjustments in our approach, particularly in regard to digital marketing. We’ve seen the amazing amount of change brought about by the Internet and technology.

People have greater access than ever, and there’s a low barrier of entry. Consequently, the number of new players is staggering. Practically anyone can start a marketing agency—all they need is a laptop and an Internet connection. They don’t need an office because they can build their team virtually. All necessary software is extremely affordable, and all relevant information is freely available thanks to forums and online communities that freely share their knowledge.

As a result, the industry has become extremely noisy, which can be confusing for buyers. There are so many marketing agencies saying virtually the same thing that people don’t know whom to trust. They can’t tell who has real talent on their teams and who has simply created a slick website and has outsourced everything overseas. It’s not enough for marketers to say, “We’re very good at SEO. Trust us. Look at our great results.” Everyone makes that claim.

Though I started my company fifteen years ago, I’ve been in sales and marketing for more thantwenty-five years, and I’ve seen it all. I’ve watched as companies have adopted ashort-term mindset, chasing every new tactic. They embrace the latest marketing trick, and when it doesn’t pay off in thirty, sixty, or ninety days, they dump it and move on to something else. I’ve also experienced it firsthand—years of hopping from marketing tactic to marketing tactic with very little to show for it.

HubSpot, a leader in marketing, sales, and service enablement software, publishes an annual report on digital marketing, surveying marketing companies on a range of topics. They ask questions like: What are your plans for next year? What are you investing in? What are your concerns? What is your biggest challenge? To that last question, the most common answer year after year is, “Finding clients.”

Think about that. Here are companies selling marketing services