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The 12 Cs of a digital business

February 15, 2008 | Internet Marketing

To thrive in todays digital world, you must have a digital strategy that integrates the key disciplines as well as a deep understanding of the details and how to execute them. Here are twelve actionable ideas to grow audience, monetize digital assets, and improve digital operations.

As an online marketer, your day might go like this:

You wake up in the morning, pumped up and optimistic about this new digital world we live in and all the great opportunities it offers. You think about how you’ll seize upon the promise of it all, engaging your customers in new ways; establishing deep, meaningful relationships with them; expanding your audience via community and viral campaigns; creating new user experiences that are compelling and differentiated from the competition; and ultimately hearing the virtual cash register cha-ching as you capitalize on the new digital revenue streams.

But by midday, reality sets in. You shake your head, feeling overwhelmed and somewhat scared about needing to deliver on the hype and promises you’ve made and keeping your online business in business. You secretly wonder if your company has what it takes to survive in a marketplace comprising an increasing number of competitors whom you’ve never heard of and who don’t behave like you. You need to develop new content strategies that require things like metadata, taxonomies, entities, and relevance. Emerging technologies are way over your head; and you must consider new distribution and marketing options, like SEO (define), RSS, widgets, and social bookmarking. And let’s not forgot all the organizational challenges you face with insufficient resources, lack of new media skills, and legacy organizational structures.

Plus, the rules of the game have been thrown out the window, and new rules are being created every day, often by your competitors and disruptive technologies.

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