The Marketing Stack Explorer

How (we think) the bits and pieces of internet marketing fit together. Click around to learn more. Read the blog post here.

PAID
EARNED
OWNED
  • What: Pay-to-play advertising where you spend dollars to gain visibility
  • How: Buy impressions, clicks or visibility
  • Examples: Pay per click (PPC), display
  • What: Exposure and attention you can't buy, but you can gain by being valuable
  • How: Answer questions, entertain, shock, be super useful, etc.
  • Examples: Infographics, video, training, articles & posts, live Q&A
  • What: The stuff you fully control and own
  • How: Write it, record it, build it
  • Examples: Your web site, Facebook page, user-generated content
  • Measurability:
  • Targeting:
  • Longevity:
  • Ri$k:
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CONTENT

Content is not 'lots of words to help me rank higher.' It's every form of communication that passes information: Product descriptions, photography, blog posts, articles, white papers, video... Everything.

Content drives your entire business:

  1. It carries your message to folks who discover you
  2. It reinforces that message to folks who search for you
  3. It controls communications with the public and the media when things go right (or wrong)
  4. It tells potential customers about your products
  5. It supports current customers

Content affects every channel: Paid (think of Google Adwords), earned (think of 'organic' search and social media) and owned (your own web site).

  • Measurability:
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  • Ri$k:
ANALYTICS

Analytics tracks impact on key performance indicators (KPIs): Revenue. Profit. Leads. Votes. Whatever the KPI, it should drive your entire analytics strategy.

Analytics:

  1. Tracks channel performance, telling you how you're doing in paid, earned and owned media
  2. Measures audience response, and impact of that response on KPIs

Analytics is not reporting. It's not a static thing. It's an activity. It should point out next actions.

  • Measurability:
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INFRASTRUCTURE

Infrastructure delivers your web site, ads and e-mail, and makes them all look good. Without it, there's no internet, you have no web site, and you have no online brand. To optimize it, look at:

  1. Stability. If it doesn't work, you don't sell anything. Pretty simple.
  2. Load speed. Every second you can shave off site load time increases revenue 8%
  3. Scalability. What happens when you go from 1,000 to 100,000 visitors? If it can't handle the load, you'll miss some of your biggest opportunities for growth
  4. Security. Comply with published standards for internet security. If you're using one of the many open-source tools out there (like WordPress), keep it patched and updated
  5. Web site compatibility. Does your web site work for all current browsers? It doesn't have to appear identical, but it should present a reassuring, functional face to all of them

Infrastructure impacts every other marketing activity and channel. It's the foundation for all digital marketing

  • Measurability:
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These are the channels. You communicate using them. But they depend on the elements.
These are the elements. No marketing can take place without them. They're the foundation of any campaign (that's why they're down here).