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Follow on Google News | Your Approach To Digital Marketing Could Be Back-to-front, Warns Business ExpertBusinesses who leap in boots and all and buy digital technology before they have identified what their marketing objectives are, need to curb their enthusiasm, according to business expert Robb Hecht.
By: David Chandler Hecht, who is a popular blogger and Digital Strategy Director at IMC Strategy Lab, strongly recommends the four-step approach set out in "Groundswell" The book suggests businesses seeking to leverage marketing opportunities from online social media should begin by looking carefully at who their customers are, and what their needs and capabilities are. They should then decide what the objectives of the campaign are: do they want to connect with customers, gather information from them, or something else? Thirdly, they should work out how the campaign or tool will help them to realise their wider brand strategy. Only when all this has been done, should businesses look in depth at what technology (for example instant messaging, microblogging, or developing an iPhone application) According to Hecht, this kind of expert business advice is counterintuitive to many businesspeople, who view selecting a technology solution as the first step in digital marketing, not the last. "Too many brands reach out and grab technologies too soon, before assessing why they want to apply these technologies to their marketing and communications efforts." Mark Sinclair, Features Editor at yourBusinessChannel, the business TV network which produces Robb Hecht's business TV shows, agrees with this analysis. "While it's great that more and more businesses are seeing the potential of social media for marketing, they need to be smart in the way they approach it. Listen to the business experts (http://www.yourbusinesschannel.com/ Robb Hecht's business TV shows appear on yourBusinessChannel each week, along with shows by many other leading business experts. Further links/information: * View this and other business TV shows (http://www.yourbusinesschannel.com) featuring business experts. * News about the latest expert business advice and upcoming business TV shows. * Business television (http://www.yourbusinesschannel.com/ # # # New online business TV show on yourBusinessChannel sees business experts assess marketing strategy of the presidential candidates for the benefit of entrepreneurs around the world. End
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