Why do some brands sizzle while others fizzle online? What is the secret recipe to digital marketing success?
The answer lies in BACON. Or more precisely, Digital Bacon, a tantalizingly titled book packed with yummy tips to help your company navigate the online world.
Authored by trilingual digital marketing consultant Alex Rodriguez, Digital Bacon is targeted at marketers and brand owners who need to “go digital” to survive and thrive in an increasingly competitive landscape.
Like its namesake suggests, the book hopes to make your online presence “irresistibly attractive” through a digital strategy with BACON as its acronym:
Now that I’ve whetted your appetite, let us go through each of these phases in turn.
The first step in BACON analyses the current state of one’s digital assets and prevailing market considerations. As part of the Discovery Phase, we should undertake the following:
From the information gleaned in step 1, we need to optimise our offer, determine measurable goals and take exact steps needed to achieve those goals.
A key part of strategy involves selecting Key Performance Indicators (KPIs). Examples include sales per period (units sold), revenue per period (dollar value), average customer value, visitors per period, customer retention rate, marketing ROI, shopping cart abandonment rate, subscriber value and so on.
One should also exploit chinks in our competitor’s armour. These can be anything from brand weaknesses, web traffic volume, backlink weaknesses, customer dissatisfactions (discerned through social listening), unexplored audiences and so on.
Finally, one should develop a strategic scheme encompassing various tactics to bring one’s strategy to fruition. Here are examples of both schemes and tactics (note that a strategic scheme could have multiple tactics to support it):
Execution is the next phase, and this involves creating all the assets needed for a digital marketing strategy.
To achieve creative excellence, we should try to “glue” two or more concepts together in an unforgettable manner. The association should be outrageous, hilarious and exaggerated or even scary. A good example is the title of the book itself Digital Bacon. Beyond this Jedi mind trick, we should embrace mindmapping to link concepts together, observe the world to pick up any positive ideas, be unpredictable, and tap on “cross-media” ideas from the worlds of music, literature or food.
Once our creative ideas are ready, we need to put in place the entire production and pre-production machinery. This covers anything from the design of websites (sitemap, content architecture, mood boards), flow diagrams for applications, draft versions of copy, scratch tracks for audio narrations, scripts for videos, to visual branding elements (logos, design sketches etc).
After our digital assets are ready, we should pair them up with headlines that hook (the book has a whole series of them), and consider visual aesthetic elements like colour, contrast and form.
Now that we’ve got all the assets ready, it is time for us to distribute them according to an organised plan. There are several key points to be considered here:
Last, but certainly not least, we need to account for the successes – or failures – of all the previous steps. From there, we can determine the appropriate corrective and optimization measures.
When analysing our digital marketing efforts, we should review our KPIs, compare data gathered with targets, and interpret the data to determine what worked and what didn’t. With that information, we should optimize our offer based on the following dimensions:
Finally, we should find ways to test our digital marketing through methods like A/B testing (one variable at a time), or multivariate testing (more than one variable).
Slim in size but fat with useful tips, Digital Bacon provides a systematic and thorough guide to digital marketing newbies. Unlike what its name seem to suggest, this book isn’t light-weight in content. On the contrary, it is dripping with lots of juicy and meaty advice that can be instantly applied straight from the oven.
Now, please excuse me while I go and fix myself some real bacon for breakfast. Bon appetit!
Sign up to receive monthly updates