A Big Digital Marketing Welcome!
Welcome to a series of posts originating from the Digital Marketing assessment trenches. My name is Andrew Dennis and I am the principal analyst for NorthPage Research, a marketing services firm that analyzes Digital Marketing programs for leading organizations in a multitude of industries.
The experience, data and insights gained through the development and delivery of our Digital Marketing Insight service form the basis for this series of posts. Put simply, I have been fortunate to see and learn much by peering into the Digital Marketing operations of organizations of all shapes, sizes and standing and seek to share this knowledge with you.
The Source of the 45 Insights / Posts
NorthPage tests and analyzes the technical, functional and business elements of Digital Marketing Functions including E-Commerce, Websites, Social Media, Content Marketing, Search Engine Marketing and Mobile Marketing for our client organizations and partners. Using a combination of a purpose-built, automated Digital Marketing testing platform and our analysts, NorthPage benchmarks digital marketing programs against more than one thousand best practices from hundreds of leading experts, marketers and organizations.
In addition to identifying strengths, weaknesses and specific improvement opportunities, we relate our assessment findings to organizations’ demand generation and opportunity conversion capabilities. The result: our clients find and implement fixes and enhancements to improve Key Performance Indicator performance. Net: we live to analyze and provide actionable insights and guidance to digital marketers about their programs.
Digital Marketing Highs and Lows
While the rising tide of online activity is lifting all boats, digital marketing spend and activity levels are at record highs while digital marketing effectiveness is at record lows. The online tide, currents and changing horizon befuddle and overwhelm the vast majority of digital marketers while a minority of knowledgeable and proficient digital marketers master the online seas. To press my luck and further the oceanic metaphor, we see lots of digital marketing seasickness, boats on the rocks and rudderless vessels. (Disclosure: I grew up on the Great Lakes and live in New England.)
Please Join Me on this Journey
My strong hope is that you will share your thoughts, experience and approaches to the many challenges inherent to modern digital marketing. Together, I believe that we will help many fellow digital marketers to improve their programs and performance.
Post 1 (of 45!) is available at http://www.northpage.com/digital-marketing-is-larger-and-more-complex-than-you-realize/
Thank you,
Andrew Dennis
Southbury, Connecticut
Reach me directly at andrew at northpage dot com