Every day I think of missed opportunities for small, medium and especially large companies in all that relates to communication and online marketing. Searches missed, websites do not, no content, vague or nonexistent presence in social networks and do not talk about the motives that seems invisible.
By the time I started working on digital communication and marketing (2001), I understand that the emerging online world but not to ask questions, the few and often unconvincing answers were insufficient for the old salts of the marketing hang out with daring adventure to allocate their budgets to a universe that did nothing was a symbol of a great fiasco. I refer to the dot com bubble that was centered in 2000. Those who at the time could justify a ROI were very few, almost non-existent. But today in the middle 2012, where the answers are in sufficient quantity and level of firepower What is exactly the reason why your company is out of the game? Is it really aware of the opportunity cost inherent in the topic?
0.0 and 1.0 Companies
0.0 is a company that has not allocated any significant effort to consider the Internet as a platform through which to make your company more competitive.
1st company is one that has devoted itself fragmented and inconsistent web which translates into a shy and not very productive online presence.
The 0.0 or 1.0 call is not important, let alone pretend to be some kind of definition is a simple way to frame that reality in which I seek to contextualize the poor state coexisting thousands of companies around the world who simply do not react forced a change to be more competitive.
Getting Started
The number of possibilities, the speed by which you evolve the subject and the serious shortage of professionals who really serve as guides to guide companies in their posture or communication strategy and online marketing, it simply overwhelming any initiative for those who honestly accept their ignorance on the subject.
Before developing recommend actions disjointed or lacking the minimum strategic thinking (website, pages on social networks, content, applications, etc) to hire an online marketing consultant with a demonstrable and indisputable experience and the ability to serve them devotedly, they help raise a holistic or comprehensive. I do not suggest by this that the whole strategy should be developed in parallel or simultaneously. This works well if you step by step, however, there must be a deep clarity about what and why to set priorities and get through this every step go to the previous fitting, as when there is a puzzle.
This consultant should help you solve the company’s strategic objectives through online marketing strategy, ie, aligning online efforts with the company strategy, identify which agency or provider contract, outlining the roles and tasks critical to staff must hire your company to define what tools or technology add to the equation, defining performance metrics, training or help enable the level appropriate to their team, define channels, budgets, among others.
The idea is that this consultant is not concerned that both sells and I mean the production of brand assets (sites, applications, content, etc.) or media campaigns. We do not want recommendations, are based on their own interests, but in the true interests of his company and the context in which it resides.
This work can easily take 3 to 6 months, the time depends on the point where he is now and the real interest in doing this really well, but once you complete, you will see much clearer, how to start or restart initiatives consistent, profitable and integral.
It is very important to let the consultant outlined a clear and concise action manual and also a series of future interventions to be reviewed as are the tasks or challenges.
A final recommendation on this point please do not hire thinking mainly about money, this media is full of “gurus” of the fifth, to promise things that they are alone, you need to show people you really know that it has fulfilled its promises. His company at this stage of the game, you need to take steps accurate.
Companies are starting to take into account the benefits that social networks and Web 2.0. may bring your brand.