"The 7 Pillars of Digital Marketing is a framework - a map - for the learning, strategy, budgeting, execution and analysis of the entire universe of digital marketing tactics
The 7 Pillars of Digital Marketing
1. Content -
Content is still king. It is the bloodstream and language of digital marketing. Pillar 1 encompasses all forms of web content – copywriting, photography, video, audio and animation. Quality, original content, amidst an ever-growing array of “noise”, is as prized a possession as ever.
2. UX Design -
Pillar 2 is comprised of web design, web development and any element that contributes to the overall user experience (UX), be it via desktop, tablet or smartphone. This essential Pillar requires the skillful combination of creativity and technical proficiency to bring quality UX to life.
3. Search -
SEO is the key tactical component of Pillar 3, and a holy grail for many businesses. This primarily earned media Pillar also includes other types of search, such as organic Comparison Shopping Engines, onsite search (within websites), and Universal Search (for music, images, videos and places).
4. Online Media -
PPC, Retargeting, Display Advertising and Affiliate Marketing (CPA) comprise the loaded Pillar 4. This is where the most online marketing dollars go, making it the richest zip code in the digital marketing world. Media overlaps with Search, Social and Mobile – all primary pathways to digital media spending.
5. CRM -
Customer Relationship Management is all about how customers and leads are managed, organized and communicated to. Pillar 5 includes contact management systems, Email Marketing, and the Funnel (Analytics) of how prospects and customers interact with websites and various digital campaigns.
6. Social Media -
All social networks, blogs and other forms of user-generated content (forums, polls, surveys) are considered in Pillar 6. How to engage Social is a big question for every marketer and brand. Social websites are growing faster than any other kind; hundreds of cloud-based tools are covered in Pillar 6.
7. Mobile -
Pillar 7 consists of Mobile Ads, Mobile Search, Local Social, Mobile Apps, Mobile Websites and Smartphone usage as a payment device. Mobile is revolutionizing the field, making this arguable the most important Pillar of digital marketing. Mobile is the new access point to the web and all other Pillars.
The 49er Matrix can be thought of as a 7-Dimensional Chess Board, upon which we play out the strategic game of Marketing. It is a multi-purpose visualization tool that provides a map of the Digital Marketing universe. The first two dimensions (7 Pillars x 7 Modes) generate 49 blocks or marketing elements, which marketers and executives should account for.
COMPANIES ALREADY FOLLOWING THE 7 PILLARS APPROACH
Arman is a visionary entrepreneur who has built and presently owns several successful companies, including Blueliner, a global digital marketing agency headquartered in New York City, and with presence in five continents. He is the pioneer of the 7 Pillars of Digital Marketing™, a proprietary framework and holistic methodology for the planning, execution and analysis of integrated marketing.