How to succeed through Digital Marketing

If you ask around in the marketing world right now, everyone is Gung-ho about digital marketing, but no one really seems to have a consistent strike rate in terms of successful campaigns. Of course, there are hits and misses in every type of marketing, but boosting about being “data driven and metric traceable” platform, it is a letdown if it fails to churn out consistent results, ain’t it? So what is the hurdle stopping campaigns to be successful? Well, it’s Audience – the only unknown variable in the mix of so many constants.

It’s pretty straightforward data problem right; Managing one unknown variable with the help of so many known constants? It never is. Fortunately, there’s a playbook which looks at audience management with a data-driven holistic approach. The doneNW playbook™. Of course there is no 100% strike rate when it comes to marketing, but this is the best shot one has towards being consistently successful.

doneNW playbook

So, what is doneNW playbook? And how does it work?

"doneNW playbook, or DNW playbook,
is a 5 quadrant procedural blueprint to having a strong
digital footprint for running consistent successful digital campaigns."

What it says, is one needs to look at digital marketing, not only as one platform but in synergy with all aspects of a business beyond just marketing, while not forgetting that it is after all only a platform.

This contradicting statement encapsulates the essence of the role that digital marketing plays for a business. To break it down even further, the playbook has 5 quadrants each representing a stage of the cycle for a business and how the above oxymoronic statement makes so much sense.

Quadrant I –
Manage audience

This contradicting statement encapsulates the essence of the role that digital marketing plays for a business. To break it down even further, the playbook has 5 quadrants each representing a stage of the cycle for a business and how the above oxymoronic statement makes so much sense.

For instance;

Say there is an audience base for a company. The audience can be classified as primary, secondary or tertiary etc. But go further to classify them as decision makers, influencers, negative influencers, competitor loyal, brand loyal, content hoarders, content providers, social samplers, social drivers, etc.

Quadrant III –
Leverage communications

Now, that you have a UI/UX compatible owned platform for having communications. It’s time to invite your audience to your platform. Remember your audience segments above? Not all your audiences have one single agenda therefore will want to come to you for one single agenda. Give them reasons to come to your platform. At this stage, reasons that they can relate to, not what you want them to relate to. Let them make themselves comfortable with the known. Learn about what they are doing, learn about how they are behaving, and learn what are their aspirations and requirements from you. And do it diligently. Be diligent in what you want to learn, what they are offering you as learning and use them in the next stage.

Quadrant IV –
Engage on customer journey

It’s time to use the learning to implement and engage with your audience. Most of the industry has just scratched the surface of behavioral analysis and it’s already yielding results. Imaging how effective it will be when you leverage behavioral analysis to engage with your audience at every stage. We’ll come up with an article entirely on audience and their behaviors in India soon. Till then, keep reading, keep learning. Use the platforms comfortable with your audience, formats that your audience is used to. Communication that you want to drive through them. And every once in a while, surprise them with innovation and freshness.

Quadrant V –
Build revenue streams

Now that you have done all the hard work. It’s time to reap the fruits. The reason why its revenue streams and not sales is because not every audience will convert to a customer. But that doesn’t stop them to be profitable for your business. They might be an advocate to the brand, they might play a role of a follower, an aspirant, a talent or they might simply be neutral. And now, more than ever, having a neutral audience is very critical. As these are the audience that are always at the bottom of the funnel for you.

The playbook stems from multiple social psychological theories including and not restricting, attribution theory, cognitive dissonance, drive theory, schemata theory, observational learning, and elaboration likelihood model. But the primary driver behind the playbook is analyzing successful campaign data sets.

Like every algorithm, if you follow the doneNW playbook with respect to your business, you will get consistent in churning out successful campaigns through digital marketing.

To know more about how doneNW playbook works in real life or to implement it for your business,

write to us: info@donenw.com