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Over the last couple of days I’ve come across a couple of interesting opportunities related to Polish companies looking to sell their products to the UK. I went on to a couple of web sites, some interesting technology but the layout, style and English was so bad I was actually put off the companies. The message is quite simple – talk to the experts about what you are trying to communicate; what is the best way to do it and then design the mix. Last but by no means least: the export site needs to be in the Queen’s English. Ok, with a few mistakes while speaking but never written – talk to the experts.

The other one was a region in Poland which was trying to promote itself to attract foreign direct investment. That’s a very interesting challenge. To do this well the website has to be really professional. There is massive competition to attract global investment. A very targeted strategy needs to be defined – there are around 500 key decision makers in the global investment market around the world. Sectors have to be defined and detailed communications need to be made. Online is a great tool but you really need to know how to use it.

The enthusiasm for digital marketing really needs to come from the top. It’s only when there’s senior sponsorship that the projects have the right weight, support and budgets to create something transformative for the firm. When it’s from the grass roots upwards you can only take digital so far. But with many senior management teams there’s a real lack of understanding about how this aspect of marketing can work. It’s not just the crazy jargon that scares directors away, it’s also the lack of personal experience on the web and using the tools. So that’s something you have to crack straight away in training. In fact, even before people come to a Digital training Academy, we’ll encourage them to go online and try a few things, like blogging maybe, that they have not done before.

Thanks Danny. What you are saying here is that digital marketing is a great way of making the marketing difference; doing that which is going to set a company apart from the rest; a real opportunity for competitively superior communication which is highly targeted, offers real value and is flexible. Digital marketing also has the power to link conventional media in a very progressive way to enable it to have a higher impact and at the same time be very cost efficient. To broadcast to the masses or narrow down to top managers in a specific sector. To create a marketing matrix of direct mail, online promotion and TV? Highly efficient targeted communication – fast – with global reach.

With that however surely comes a big training need. With digital online you get one chance to get it right. I would see that training needs to be at all levels in an organization – top management down. It needs to be structured to optimize the marketing component but also to harness the full value and stay abreast of the latest online technologies. We have to get to a digital communication continuum which starts with a detailed market analysis, leads to the definition of communication objectives, mix and target definition then last but most important of all a structured campaign plan. All that has to be harnessed in a digital value framework which has the power to move much quicker than conventional marketing frameworks. High quality training is the key to unlocking this?

It’s strange, but when it comes to marketing on the web, many firms assume that this is some form of ‘black magic’ and that everything they have done in the past suddenly doesn’t have any value. Not so. Good web marketing rests on a strong understanding of the customer, clarity of the proposition, relevancy and targeting of the communication, and a clear sales process. Sure, in a new media channel there’s loads of new tools to try out and even more jargon to wrestle with, but good web marketing is simply good marketing. Companies need to have the confidence to get back to basics.

In practice that’s not how most websites are built. Many firms leap straight into building pages and templates without thinking through any of this. They commit the great sin of copying and pasting all of their print brochures onto the web and assume that this is the end of the story. Some even then leave the web off to one side as if it were another printed brochure instead of the heart of managing relationships with their key prospective customers.

The good news is that it doesn’t have to be like this. Even if the technical enthusiasts are leaping to get cracking with building the site, marketing teams can take control, map out the business process and then storyboard the customer experience. More time on strategy not only means less time on build, but more importantly means you won’t have to rebuild the site again in six months when it becomes clear that it’s just doing nothing of value for the firm.

Take your point but I am not at all sure people really know how to get the best out of the web. In the early days it was too slow. Now we are sorting out that problem but you take a random look at a number of web sites and I have the feeling that they are not thought through in terms of who they are trying to talk to; there is little activity in terms of acquiring visitors and if people do click on the site there is no obvious route through the site. It’s almost as though they had an idea for a site, put up a home page, bought an online sales package and then had an idea to bolt on a TV section and off we go. Should the web site not be thought through in terms of strategy, communication objectives and target audience before we put pen to paper?

Absolutely. Marketers need to line up their challenges, biting them off in order. In Poland today, for a mass market brand, that means getting the basic coverage in classic media, but then looking for ways to build the communication to customers who have an active interest in the brand. Not everyone is yet online, so the ‘ideal’ balance of internet marketing will vary between sectors – the trick is to research your audience and find out exactly how much they’re using the web. One of the common mistakes is to assume that a ‘light’ internet user isn’t a strong prospect for your business. Yet the very time that ‘light’ users go online might be at the moment they’re researching the background for deals on a new car, mobile phone or job.

The lessons for marketing teams? Get your website in order first: the right content, easily discoverable, and clearly fitting into the business process of how your customers buy. Once that job’s done it’s time to reach out wider to marketers.

Poland has seen a revolution in its media activity over the last 10 years top down from above the line to point of sale and merchandising. A lot of that activity has been focused on brand awareness building and mass promotion. You only need to look at the television for a couple of hours on any day of the week and your head will be at best left spinning or even totally confused with ads vying for memory time – impossible. As the market becomes more and more competitive do you not think there is a better, more targeted and more customer focused way of promotion using direct, online media?