Most organizations invest in their external digital footprint.  They start with a strategy, then execute it, monitor it, and if they are good, they feed these results back into the strategy.  A feedback loop is critical, as it both injects market knowledge into the organization, and enables continuous improvement.

Unfortunately, this loop can also introduce a marketing blind spot: With all of the focus on optimization, is the strategic direction still correct?  Is there a category of activity that might be missing?  And are the individual initiatives focused enough… or are they too broad?

One way to answer this question is to consider the relationship between your digital and traditional marketing initiatives.  There are three ways this relationship can be categorized:

1. Digital Outbound:  This group of activities are designed to drive users to action beyond Social Media:  to a website transaction page, to a real-world location or event, to pick up the phone, or to execute some other activity.
2. Digital Inbound:  These are activities designed to move people into a digital community.  Examples include hashtags at conferences to “continue the conversation” and social links on advertising, marketing collateral, and signage.  A Digital Inbound strategy is designed to amplify real-world initiatives online.
3. Digital Community:  This category of initiatives are designed to foster action within a digital community.  Usually this is done for the purpose of increasing brand affinity, market research, or advocacy.  As the community becomes more vibrant, it becomes a strategic asset – something that competitors cannot so easily replicate.

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