Some individuals and businesses who tried to understand how digital marketing works find it hard doing so. If you’re one of them, I believe I have a digital marketing model with which you apply your online marketing tactics, you’ll eventually be turned into a digital marketing professionals irrespective of what function you hold in your organization.
Do you want to understand how to manage digital marketing business, would you like to undergo digital marketing training, have you been searching for a cheap and reliable fully packaged digital marketing training course but ended up finding expensive ones and you really want not just to learn digital marketing but also to find it practicable, understandable and deliverable?
I guess you must’ve gone through some e-marketing websites without getting what you need, you must’ve contacted an online marketing agency which either charged you a lot or was unable to deliver it appropriately to you. Now, take it easy and follow with this model I am about to propose, this model turned a microbiologist into a successful digital marketing agency owner even without spending on online courses.
The Model is Known as TCEO Digital Marketing Model.
Following your digital marketing strategy through the TCEO model will transform you as a novice to a digital marketing expert who will continuously win sales online. Among every other digital marketing models, I always find the TCEO digital marketing model much more effective and interesting to utilize because the grouping in this online marketing model creates a process that results in optimal use of digital tactics.
Looking at the reason why digital technology must be embedded at the core of your marketing processes, digital marketing gives you the better capabilities to segment your audience, customize your messages tailoring their respective needs in valuable, trackable and measurable ways. TCEO model gives you a great digital marketing strategy that will actualize your business goal via the capabilities of the digital technology being embedded into your business processes.
TCEO Digital Marketing Model is Grouped into 4 Interrelated Disciplines:
PHASE 1: THINK
This is the starting point in TCEO approach. It is tasked with developing strategic plans for the digital world. Like traditional communications planning, it includes topics such as consumer insights, research, concept development, budget allocation and channel planning.
It seems too obvious to mention, but the foundation of consistently successful marketing communications lies in thorough planning and strategic preparation. Before you execute digital campaigns, you need to plan them. You need to research and understand your product, your communication challenge, your market, your competitors and, of course, your consumers. This is why planning, strategy and research are grouped under THINK.
PHASE 2: CREATE
This second phase brings concepts to life by executing campaigns and shaping platforms. It covers all aspects of creating web assets, from web design and development to conceptual copywriting, the creation of social media assets, mobile development, engineering business systems and social media integration.
Research, planning and strategy lay the foundation for building successful digital assets – such as websites, mobile sites, web and social media applications, videos and even simple landing pages. This second phase deals with how to create some of these digital assets.
One of the biggest challenges is creating assets that make the most of rapidly evolving technology, while remaining accessible to the range of users in your market. Creating digital assets is not a solitary job. There are many different teams of experts who work together to create something that will delight users. So, it stands to reason that there are many aspects to consider when looking at creating digital assets.
PHASE 3: ENGAGE
Engage is responsible for driving traffic and building relationships. Media buying and planning, search engine optimisation, email marketing, social media and campaign management are some of the key activities here.
It deals with driving traffic to your online assets – and engaging this stream of potential and existing customers by building relationships with them. The beauty of the Internet is that you can track your traffic-driving campaigns and then use that information to measure your results, report on campaigns, and target your marketing more effectively.
It’s useful to consider all of these tactics in terms of their influence on the sales cycle. The sales cycle is the typical sequence of phases through which a customer moves. It’s often represented as a funnel, indicating that there are fewer consumers further along in the sales cycle – you’ll learn about this model in the Think Phase.
While one could argue that all channels are important at every phase of the purchase cycle, some are clearly more influential at specific times than others. ONLINE ADVERTISING is the crucial first step – this is a tactic that builds awareness about and interest in your brand. Sometimes, performance marketing or AFFILIATE MARKETING is used to drive traffic and awareness. Once a potential customer knows about you, they can search for you. Search marketing, which comprises SEARCH ENGINE OPTIMIZATION and SEARCH ADVERTISING, is powerful because it is closely aligned with a customer’s stated intent (in the form of a search query). Choosing you as their preferred option often hinges on how favourably you are seen by others in the market. Being well represented on SOCIAL MEDIA is important for brands marketing online, and online monitoring tools help you to understand how digital communities perceive brands. VIDEO MARKETING is another excellent tool for engaging and capturing your audience’s attention. Digital then takes it further into the realm of building relationships with customers, using digital channels to interact and engage with them. Again, social media plays a big role here, as do traditional CUSTOMER RELATIONSHIP MANAGEMENT (CRM) tactics such as EMAIL MARKETING. With the explosion in web access via mobile devices, it’s important to understand these various channels from a mobile perspective. MOBILE MARKETING is used to create awareness, drive direct action and build relationships.
While measurement and tracking will be discussed in later phase, it’s worth going into the engage phase with an understanding of how we track, report on and pay for various online campaigns.
PHASE 4: OPTIMISE
Optimise is about continuous improvement. It delivers insight and lessons through analytics, data mining, conversion optimisation and testing. Optimise is relevant at each stage of the process.
Planning, research and strategy are important for executing digital marketing campaigns that resonate with audiences. As part of executing these strategies, you need to create digital assets, and then use various channels to drive traffic to those assets, and build relationships with your visitors. As you are doing all of this, it’s important to know: is it actually working? And how might it all work better? This is where Optimise comes in: the process by which you track, analyse and optimise your digital assets and campaigns to achieve the best results. (Yes, that’s track, analyse and optimise, or TAO, so you’ll never forget it.)
With user-friendly reporting interfaces and free, powerful web analytics tools such as Google Analytics, there is no excuse for not knowing what’s happening in your campaigns. Getting into a routine of using data to understand how your visitors are behaving and how you might influence that behaviour is what conversion optimisation is about. You need to use the web analytics data not just to report on how campaigns and digital assets are performing, but also to understand how to make them perform better.
This is just an introduction to TCEO Model to make you understand the basic components that make up each phase before I finally take you through the entire process one step at a time. TCEO model is a model I can’t relate to you without giving credit to the great minds that took their time crafting out the marketing framework. Via a eMarketing: The essential guide to marketing in a digital world, Rob Stokes and the Minds of Quirk comprehensively illustrated TCEO approach and with my further research, experiences coupled with my insights, I will take my time to impact more to you on how you can grow your business using the strategy of TCEO model.
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