![\"RLA_01\"](\"https:\/\/www.delvinia.com\/wp-content\/uploads\/2014\/10\/RLA_01.png\")
<\/a>Ninety-seven per cent of marketers surveyed in an informal poll by Delvinia agreed with the statement, \u201cDigital should be a core competency of a marketer.\u201d Nevertheless, marketers are overwhelmed by the number of digital marketing tactics and techniques available and the pace of change in the digital space. Before being able to master one technique, another arises or their customers\u2019 online behaviour and preferences change.<\/p>\nWithin this context, marketers feel the need to chase the latest shiny object and find the fastest way to get something in market, including acting in silos. This resulted in the reactive digital marketing era that was characterized by fragmentation, weak return on investment and pressure to keep feeding the content monster that the online channel is. Sound familiar?<\/p>\n
To help improve digital ROI for our clients, Delvinia offers services such as our digital marketing workshops<\/a> and the creation of a digital ecosystem strategy and roadmap. For example, Delvinia created SickKids Foundation\u2019s Digital Ecosystem Strategy and Roadmap in collaboration with the client stakeholders. Though we have not fully implemented the long-term roadmap, SickKids Foundation has already experienced a 650-per cent increase in online donation volume based on the effort so far. The accomplishments were further recognized with the winning of the W3 Gold Award<\/a> in the Health Care Services category recently.<\/p>\n Both the digital marketing workshop and the digital ecosystem strategy work Delvinia conducted are built on three principles:<\/p>\n 1)\u00a0\u00a0\u00a0\u00a0\u00a0 As we know, the digital marketing tools in a marketers\u2019 toolkit can be broken down into paid, owned and earned media. For maximum effect, all three categories of digital tools need to work hand-in-hand together \u2013 paid media\u2019s power alley is in driving traffic; owned media is in engaging and converting; while earned media help fill in the gaps.<\/p>\n Delvinia\u2019s clients often inquire about how to distribute their budgets across these three categories. We advise our clients that the goal of digital marketing is to build equity and momentum with your owned and earned media and the distribution of budget should be based on the context of their owned and earned media state. In other words, if you have few assets and momentum in your owned and paid categories, you will need to rely more on paid media to build momentum. As you build momentum, you can decrease reliance on paid media \u2013 the most expensive form of digital marketing tactics. 2)\u00a0\u00a0\u00a0\u00a0\u00a0 <\/b>Move Towards the Market of One (and Data is Your Natural Resource)<\/b><\/p>\n The marketing industry is moving towards the market of one through leveraging the two key capabilities of the digital channel – deep engagement and customer data collection. With the ability to cost-effectively collect customer preferences and behavioural data today, brands can now provide increasingly relevant, targeted marketing messages and offers to their customers.<\/p>\n In the age where customers are bombarded with brand messages and offers, it is imperative to be relevant and targeted. Brands that fall behind on this aspect will be filtered out by today\u2019s customers \u2013 customers that have now become very savvy at filtering out noise. In turn, these brands will suffer from a decline in marketing effectiveness based on their existing way of marketing.<\/p>\n<\/a> <\/b> Media Working Together<\/b> <\/b><\/p>\n<\/a><\/p>\n