How A Digital Marketing Growth Stack Evolves Over Time
Historically, marketing has been a major evolutionary force since ancient times. Roman gladiators were paid to wear advertisements on their battle garb, and marketplace sellers from India and China rely on conversation strategies to sell their items.
Although nothing has changed in terms of the need to reach the right buyer with the right messaging, technology is responsible for not only the ways buyers receive and engage with companies, but how brands and marketers feed consumers the right content that empowers their ability to make a purchasing decision.
The fundamentally that has changed marketing forever is the transition from outbound to inbound – a methodology that utilizes interactive, two-way communication where customers seek solutions to their needs through educational content that nurtures them through a buyer’s journey.
Unless the sales cycle doesn’t align, inbound marketing is a major component to that specialize in multiple offerings from SEO to PPC.
But no two agencies offer the same growth stack, and for a growth stack to be truly high-end it must be engineered with an agile approach to accommodate change.
That said, a winning growth stack must not simply be slapped together like ingredients going into a recipe.
However, technology is continuously changing, and any expert agency needs strategic insight into the technology environment. That said, the mar tech must be open and flexible to move with future developments in tech.
To stay focused, marketing managers use following strategy's:
- Define Current State – This is very necessary to determine the various tools needed for certain marketing tasks and why current tools are in use.
- Understand Capabilities – Pinpoint the “can’t live without” and the “nice to have” tech capabilities needed to hit goals.
- Assess the Future – Determine where you need to be. Based on the current mar tech landscape, where are we headed and what will that climate be? What technologies and strategies will you need to be ready? Are you prepared for the future hurdles or do we have a good strategy for that?
Really, it presents a broad vista and is an overused term backed by little thought.
After all, not all forms of content are appropriate for certain organizations, yet content is the heart of every growth stack. For best content you first need to decide which content to format and strategies that are necessary for each client, bucket them, and understand how they work in today’s current space and how they might change in time.
For example, if organic traffic is where most buyers enter the funnel for a particular client, think about how the current SEO strategy attracts leads and consider the evolution of Google in conjunction with technology advancements.
Keywords alone used to rank content that captured leads, then there was a shift to semantic SEO, and now voice search technology is dominant. Be prepared to switch up your content with an upgraded strategy that compliments future climates.
Source : https://digitalagencynetwork.com/how-does-a-digital-marketing-growth-stack-evolve-over-time/