KANSAS
CITY, Mo., July 16, 2024 /PRNewswire/ -- When a CEO
announces the need for a new marketing plan, the marketing team may
find themselves drowning in a sea of potential digital marketing
strategies.
"A planned approach is possible no matter where a company begins
the process," says Corey Morris, the
CEO of Voltage, a digital marketing, design, and web development
company.
With over two decades of experience, Morris is an
internationally recognized expert who has dedicated his career to
pioneering the field. His book, The Digital Marketing Success
Plan: How to Avoid Poor Communication, Misaligned Expectations, and
Wasted Dollars (2024, Indie Books International) explores
the best ways to generate ROI (return on investment) through
digital strategies.
Morris contends that digital marketing has become a critical
component of marketing strategies, but one that can often feel hard
to implement and measure.
"Keeping up with emerging technologies, dealing with team
turnover mid-campaigns, and hard-to-interpret (key performance
indicators) KPIs are just some of the things that can lead to
frustration and worry that your marketing dollars are being
wasted," says Morris.
Also disruptive to a coherent plan is the turnover of people and
strategies, where a marketing plan outlives the tenure of those who
developed it. Without proper documentation, ideas are lost when
people transition.
The book cites the fact that the average tenure of the CMO
(chief marketing officer) among the top 100 advertisers was 3.1
years in 2023, a decrease from past years.
"No two businesses are the same," Morris states, "so following a
specific process is imperative to optimize your digital marketing
strategy."
Morris created a process called START, which has five
phases:
S is for Strategy. This is where we understand your
business and what goals we can reasonably set and achieve with
digital marketing. We then put everything on the table, including
setting goals, connecting marketing metrics to business outcomes,
and reviewing all past marketing efforts and our expectations
before proceeding to the subsequent phases of the planning
process.
T is for Tactics. This is where we explore all potential
avenues to reach goals, map out business outcomes, and be
open-minded about how we achieve them. We'll evaluate all potential
channels and networks (e.g., SEO, Google Ads, LinkedIn sponsored
content) that we can leverage using leading research and estimation
tools to uncover opportunities to reach our target audiences.
A is for Application. This is the time to fully define
the assets, large and small, that we need to get our house in
order—or to build it. The inventory list includes the creation of
ads, graphics, web pages, copy, content, and necessary creatives
and ads.
R is for Review. Here, we're defining the aspects needed
to manage and measure the successes and provide accountability for
the plan. That means creating performance measurement dashboards
and systems tied to the ultimate ROI equation, roll-up performance,
channel performance, and resource measurement. At this phase, we're
also setting up our project management system or aligning resource
planning platforms to manage the work. Ultimately, we're arriving
at the benchmarks, budgets, reports, and roles overall.
T is for Transformation. In this final phase, we schedule
the tactics so they stay subordinate to the overall strategy. We'll
craft a comprehensive calendar of tactics, optimization processes,
agile strategy, and reporting cycles. We will also map out the
milestones, flights and content pushes, experiments, tasks, and
assignments overall.
This process sets up the best possible outcome with a defined
strategy. It also provides the reporting and full picture of the
ROI needed for ongoing review.
Morris underscores the point that digital marketing is an
investment. This perspective not only highlights the potential
return on investment in digital marketing but also makes a
compelling case for a strategic plan and its execution.
"Without a strategic plan," says Morris, "you're relying on what
is in people's heads, following some sort of checklist, or just
doing things on a whim when there's time or interest. That is not a
recipe for success."
A documented plan, on the other hand, provides a clear roadmap
for your digital marketing efforts, ensuring a more structured and
strategic approach.
Being an expert in digital marketing requires gaining trust
early, driving results, and having a good relationship with the
client. Morris explains that the whole process can take place in a
few months.
Morris's lifelong commitment to empowering others extends beyond
the boardroom. The Kansas City Direct Marketing Association awarded
him the 2019 Marketer of the Year award for his industry
leadership, client success, and community-focused work.
About Indie Book International
Indie Books International serves as an independent publishing
alternative for experts and authorities to help create impact and
influence.
Contact
Henry DeVries
380312@email4pr.com
619-540-3031
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SOURCE Corey Morris