Dynamic Environment in Strategic Management

Dr. Mombang Sihite, MM

 AGILE STRATEGY
AGILE STRATEGY MANAGEMENT IN THE BUILDING THE AGILE
MANAGEMENT : TECHNIQUES DIGITAL AGE, BUSINESS THROUGH DIGITAL
FOR CONTINUOUS HOW DYNAMIC BALANCED TRANSFORMATION
ALIGNMENT AND SCORECARDS TRANSFORM NEIL PERKIN & PETER
IMPROVEMENT, SOREN DECISION MAKING, SPEED ABRAHAM
LYNGSO AND EFFECTIVENESS, DAVID
WIRAEUS • JAMES CREELMAN

MANAGING UNCERTAINTY,
STRATEGIES FOR SURVIVING
AND THRIVING IN
TURBULENT TIMES, MICHEL
SYRETT AND MARION DEVINE

Book References
Contents
1. Introduction: Managing in an Uncertain World
2. Understanding VUCA
3. Strategic Anticipation
4. Navigational leadership
5. Agility
6. Fundamental Trends Shaping Marketing
7. New Frameworks for Marketing in the Digital
Economy
8. Mid Test
9. Tactical Marketing Applications in the Digital
Economy
Cont..
10. Strategy Quality and Strategy Success
11. Team Building for a Strategic Initiative
12. Agile Strategy Management
13. Decision Making Under Uncertainty
14. Model Uncertainty
15. Uncertainty in Technological and
Economic Factors in EPA’s
Decision Making
16. Final Test
Marketing Applications in the
Digital Economy
Review these digital marketing
innovations to identify opportunities to
improve leads and sales
• There is always a huge interest in digital marketing
trends and innovation in marketing as we get
closer to the new year.
• And rightly so, since reviewing innovation in digital
marketing, technology, and platforms for the year
ahead can help marketers identify new
opportunities that agile businesses and marketers
can tap into the right place and know the right
questions.
• Digital marketing trends marketers should focus on
in the future.
RACE Planning
System
The latest innovations through the 70:20:10 rule
of marketing focus. Google's digital marketing
evangelist Avinash Kaushik has explained the
benefits of this mindset :

70% of the time we're going to focus on things

that we know that are very core to our business.
20% is where we're trying to push the
boundaries. You get into the known unknowns.
10% is a true crazy experimental stuff. Trying to
figure out how to do uncomfortable things that
we're going to fail at more than we will succeed
at. But with every success, you build a
competitive advantage.

evaluating innovations can help you push the boundaries, but also improve your digital marketing activities
Top Digital Marketing Trends of 2022
1. Influencer Marketing

Influencer marketing is the practice of using an influencer’s image and

goodwill to promote and advertise a brand’s product or services.
Influencers can be individuals or groups with a massive fan following.

Here are some of the reasons why influencer marketing has gained
momentum in the current business milieu:
 Persuades audience: Influencers have a loyal fanbase, meaning they
can sway the audiences in a jiffy. Many brands opt for influencer
marketing to attract a diverse set of audiences to their products.
 Increases trust: Influencers use social media applications to promote or
advertise products or services. Therefore, many brands opt for
influencer marketing to increase brand awareness and amplify their
social media presence.
 Supports content strategy: Influencer marketing is best suited for filling
the gaps in content marketing strategy.
2. Omnichannel Marketing

Omnichannel marketing is believed to be one of the most effective ways to reach the target
audience. It is an approach that stands true to the definition of digital marketing – using
different digital mediums to promote, engage, and serve customers.

Omnichannel marketing offers a varied set of benefits, which are as follows:

 Attracting new customers and market segments
 Engaging customers after sales
 Increasing trust and loyalty of customers
 Boosting sales and customer satisfaction
 Helps understand customer demand and needs
 Omnichannel marketing is widely used in retail, entertainment, food service, business,
and other industries.
3. Artificial Intelligence

Artificial intelligence (AI) is the process of developing smart computer systems that
can perform similar functions to the human brain. Companies can use AI to gauge
the needs and demands of their customers.

Simultaneously, it can be used to find out patterns in customer buying behaviour,

monitor and offer a solution to formulate a marketing strategy.

Moreover, AI applications like machine learning, deep learning, and others can be
used for various customer and marketing-related activities – including content
creation, ad monitoring, promoting products, interacting with customers, and more.

Therefore, as a digital marketing trend, AI is a boon for companies looking to level

up their advertising game.
4. Video Marketing

Social media platforms have offered a new space for companies to promote their
products or services to their target audience.

Video marketing is a potent digital marketing tool popular among businesses trying
to increase their customer base.

Experts believe that videos are more effective than any other form of content; that’s
why many brands are shifting their focus to developing content-rich and enthralling
videos to promote their products or services.

Similarly, social media applications like Instagram, YouTube, Facebook, and others
have also integrated short-form content into their algorithms, helping brands
proliferate to their target audience.

Therefore, brands looking to increase their customer base can opt for video
marketing as their promotional strategy.
5. Long-form Content
Content marketing is a popular digital marketing trend using which companies often promote
their product or services.
Similarly, long-form content is the subsect of content marketing that consists of blog posts or
articles of more than 3000 words to promote a product or service.
Companies create long-form content intending to increase their visibility, industry expertise,
and customer engagement.
In addition to this, here are some other reasons why businesses opt for long-form content:
 Increases traffic on the website
More people visit the company’s website due to the long-form content’s
popularity. However, people are less likely to explore more products and services
of the brand.
 High ranking on search engine
Search engine ranking and website traffic have a direct correlation. Therefore, an
increase in traffic would lead to a high ranking on a search engine, further
increasing customer interaction and engagement on the website.
 Increases customer engagement and interaction
Long-form content helps in initiating a conversation between a brand and its
customers. Furthermore, it also increases customer engagement and loyalty.
6. Social Media Shopping

The advent of social media has helped businesses closely

interact with their audience and provide a medium to sell
their goods and service.

The integration of social media and e-commerce has opened

doors for an online marketplace for customers from different
strata of society to buy products and services that match their
expectations.

It is a popular social media trend that transcends different

industries.

Moreover, it is an effective way to make your products

available to customers while interacting and engaging with
them.
7. Progressive Web Pages
Progressive web pages are online websites that perform the functions of a mobile application.
They send push notifications, load faster than other sites, and are accessible offline, among others.

A progressive web page is one of the latest digital marketing trends that has addressed the need for
websites that can offer a versatile user interface to customers with different devices. Furthermore,
this latest digital marketing trend is expected to grow by leaps and bounds in the forthcoming
years.

Modernizing business is a complex and long-term process that requires perseverance, skills, and
deep knowledge. Emeritus India offers some of the best digital marketing courses online that help
brand leaders learn new skills that will help them locate and implement new trends into their
businesses.

Moreover, our courses provide deep knowledge of the evolving digital marketing environment and
prepare you to face obstacles. So, enrol in our digital marketing courses to get akin to modern
marketing systems.
digital marketing tools
Digital marketing tools by strategy
We’ve put together a comprehensive list of digital marketing tools that can help you regardless of
your goals, including a few free and freemium tools for those on a tight budget.
Whether it’s managing customer relationships, winning over leads or uncovering new marketing
opportunities, this list can serve as the foundation of a powerful marketing stack.
Check out the categories below to get started:
 Social media marketing tools
 Email marketing tools
 SEO (search engine optimization) tools
 Conversion optimization tools
 Lead enrichment tools
 Landing page and lead capture tools
 Graphic creation tools
Social media marketing tools

We’ve seen firsthand how social media has evolved into a priority marketing channel for
businesses today.
A prime place to nurture leads and build business relationships, social is ideal for
gathering valuable data when it comes to what your customers want.
Managing all of the moving pieces of social media “by hand” is a recipe for burnout.
Instead, consider how dedicated software allows you to publish more meaningful content
and use social media to meet your big-picture business goals.
1 . Sprout Social
Sprout Social is the ultimate control center for any business
looking to translate its social presence into actual results.
As a social media management platform, Sprout helps
businesses organize their content calendar and assets in one
place. This allows you to publish and schedule your content
across multiple platforms, all timed to perfection based on
when your followers are most active.
Beyond social media management features, Sprout makes it
easy to collaborate with colleagues and customers alike.

Optimizing your content’s performance doesn’t have to be a

guessing game as Sprout identifies your top-performing posts
and the success of your social campaigns.

Coupled with robust social listening features, you can uncover

trends, hashtags and opportunities to engage with new
customers.
2. Loomly

Loomly’s self-described “brand success platform” is a

tool that’s ideal for smaller social teams looking to
organize and collaborate on content.
Built-in calendars, deadlines and workflows make both
scheduling and brainstorming content a breeze. As an
added bonus, Loomly actually curates fresh content
ideas for users based on trending topics and Twitter
conversations.
The clean, no-frills interface is easy to navigate and
friendly to users who might not be the most tech-
savvy. The affordability of the platform is enticing for
solo businesses and smaller agencies looking to
wrangle their social presence.
3. Audiense
We’ve talked time and time again about the
importance of social listening for identifying trends
and potential customers.
Tools like Audiense take listening to the next level
by helping companies both identify and segment
their social media audiences. Doing so makes it
easier to run laser-targeted ad campaigns and
likewise dive deeper into your customer personas.
Digging into demographics, personality straights
and beyond, you’d be surprised at what you can
learn from social alone.
Audiense’s platform focuses primarily on Twitter,
making it great for B2B brands interested in
prospecting and B2C companies looking to
understand more about their target audience.
4. HubSpot Email marketing tools

HubSpot, a company well known for its CRM and inbound marketing
software, recently launched an email marketing product.
HubSpot Email Marketing is easy to use, boasts impressive deliverability,
and of course, comes natively integrated with all other HubSpot products,
such as the free-forever CRM, as well as hundreds of other popular
marketing tools.
The tool comes with a Free Plan which includes up to 2,000 email
sends/month, contact lists, a drag-and-drop email builder, and ready-made
templates so you can get started right away.
The best part? HubSpot reduces complexity with integrations and brings
tools together.
One of the integrations available is Sprout Social. As a part of Sprout’s care
features, you can create and delegate tasks for your customer care team. By
connecting Sprout and HubSpot, your team can create, track, manage and
resolve issues without leaving the app.
 Email marketing tools
5. SendGrid

SendGrid offers a full suite of email marketing services, many

of which are totally friendly to novices and email veterans alike.
For example, the platform offers flexible design options via
visual, drag-and-drop editing, coding or a combination of both.
In-depth deliverability and performance analytics are also built
into SendGrid, cluing marketers in on which messages are
performing and what needs work.
We know: there are more email marketing solutions out there
than we can count. That said, a big upside of SendGrid is the
forever-free plan for up-and-coming businesses as well as
scalable pricing that matches your needs as you grow your list.
 Email marketing tools
6. lemlist
lemlist is unique among our email marketing tools
because the platform is primarily focused on
deliverability.
Emphasizing the best times to send your messages
(and how often) for the sake of more opens and
clicks, lemlist is awesome for optimizing your
existing campaigns.
Rather than second-guessing your marketing pushes,
lemlist can be an eye-opener in terms of how to
warm up your list.
Additional features include personalization tools to
make your outreach emails sound less spammy and
follow-up email sequences to encourage more replies
from cold prospects.
 Email marketing tools
7. Moosend

Moosend is among the most user-friendly and

affordable of our digital marketing tools,
representing a surprisingly robust email solution
for those just beginning to build their list.
Codeless campaigns, simple automations and
easy-to-read reporting are all built into the
platform.
Paid users can also take advantage of landing
page features, including mobile popups and
countdown timers.
 SEO (search engine optimization) tools
8. Ahrefs

Ahrefs is the gold standard when it comes to

brainstorming keyword ideas and opportunities to
rank.
The platform’s site explorer lets you check any
URL’s top organic keywords, while also
estimating how much traffic a competitor
receives for any given search term.
You can also identify a site’s top-performing
content and sources of backlinks.
In short, Ahrefs is a fantastic tool not only for
competitive analysis but also for making sure that
your existing content is up to snuff for search.
9. Clearscope SEO (search engine optimization) tools

Now, let’s say you’re interested in capitalizing on

keyword opportunities and optimizing your
existing content. That’s where Clearscope comes
in.
Particularly useful for content writing, the platform
provides a detailed editor to recommend keywords,
headers and readability to help you write (or
rewrite) high-ranking, well-balanced blog posts.
Whether you’re creating a content strategy from
scratch or refreshing your existing blogs,
Clearscope covers every nook and cranny of search
optimization.
 SEO (search engine optimization) tools
10. SEMrush
Another staple SEO tool, SEMrush allows you to
track the position of your priority keywords and
likewise explore new terms to rank for.
The tool’s breakdown of keyword ideas, difficulty
and variations are great for brainstorming content
ideas and identifying search intent, too.
11. Unbounce Conversion optimization tools

Unbounce is an amazing tool for quickly building,

tweaking and publishing new landing pages to test.
Built-in A/B testing and variant analytics can answer
directly which creatives, calls-to-action and additional
page elements are working (and which aren’t).
Even if you’re not much of a designer, you can use
Unbounce’s proven landing page templates as a
jumping-off point and then modify them to fit your
style.
The platform’s analytics spell out clearly which
landing page variants are your top performers.
 Conversion optimization tools
12. Optimizely
Emphasizing landing page experiments,
Optimizely combines tools for visual creation and
audience targeting to quickly run tests on different
segments of your audience.
A no-code platform that allows you to test both
major and minor edits to your pages, fine-tuning
your site for performance doesn’t have to be a
huge undertaking.
 Conversion optimization tools
13. Hotjar

Hotjar’s platform provides a real-time visual

record of your visitors’ actions and behaviors on-
site.
Through heatmaps that clue you in on where
people are (or aren’t) clicking.
Synced to actual video recordings of your visitor’s
journey, you can quite literally see what needs to
be tweaked at a glance.
 Lead enrichment tools
14. Clearbit

Using 100+ sources, including Salesforce and

additional marketing platform data, Clearbit
creates an up-to-date profile of your leads to make
your outreach efforts go more smoothly.
The details gathered include company, role and
company size, just to name a few.
Rather than dig for details or rely on outdated
information, the platform regularly updates itself
every 30 days to ensure that your data stays fresh.
This allows you to prospect with confidence and
save serious time in the process.
15. Datanyze Lead enrichment tools

Similar to Clearbit, Datanyze also uncovers

crucial contact information about your on-site
leads to fill out your digital rolodex.
The platform also works brilliantly for
prospecting on LinkedIn by pulling social data
on decision-makers, too.
16. OptiMonk Landing page and lead capture tools

OptiMonk’s platform allows businesses to grab the

attention of customers and prevent them from bouncing
through personalized pop-ups.
With an emphasis on lead capture and exit intent
messages, the platform’s behavior-based targeting means
that your pop-ups don’t have to be disruptive.
For example, OptiMonk encourages users to segment
their marketing messages and serve them only when they
make sense. From returning buyers to first-time window
shoppers, the platform empowers you to create campaigns
that speak to all of your customers rather than treat them
as one-size-fits-all.
The upside of OptiMonk is that it’s known for its ease of
use. Boasting a ton of templates with established average
click-through rates, brands can customize their messages
based on pop-ups that are proven to be effective.
17. Typeform Landing page and lead capture tools

Typeform is a sleek tool for marketers

looking to create attractive, minimalist
forms.
Unlike more traditional pop-ups,
Typeform’s intake forms are seriously
stylish and don’t feel like ads at all.
The platform’s simple editor and easy
embeds are a nice added bonus, as is the
ability to create quizzes and interactive
forms.
18. MailMunch Landing page and lead capture tools

A hybrid email marketing and landing page

tool focused on list-building, MailMunch
offers several engaging form types and emails
to send to leads once they’ve opted-in.
The platform lets you segment your audience
based on factors such as how often they buy
and customer demographics.
Additionally, their goal-based form-builder is
straightforward and lets you work from a
variety of templates.
 Graphic creation tools
19. Creatopy (formerly Bannersnack)
Creatopy is a graphic creation tool akin to Canva, but
emphasizes quite a few features specific to marketers.
For example, the platform’s design sets and brand kits
allow you to seamlessly work with fellow marketers and
keep your brand creatives organized. This is particularly
useful for agencies managing multiple clients or social
accounts.
Meanwhile, the ability to edit the same design within
multiple formats (think: desktop banner versus mobile)
in a single click is a huge time-saver.
20. Visme Graphic creation tools

Visme’s platform is focused primarily on creating

presentations and data visualization.
Because infographics and fresh data are among the
most-shared types of content on social media,
Visme is ideal for anyone frequently publishing
research to platforms like Twitter or LinkedIn.
Beyond straight-up graphic creation, the platform
lets you pull data from external sources (think:
spreadsheets) to make presentation creation a snap.
21. Venngage Graphic creation tools

Venngage is another graphic creator with an

emphasis on infographics.
With spreadsheet imports and hundreds of
chart configurations, you can customize your
infographics however you want.
Customize any infographics based on your
branding with tons of built-in graphics to
choose from.
Which digital marketing tools are part of your stack?

With the right tools at your disposal, you can streamline your marketing campaigns
and automate a ton of tasks in the process.
Any combination of the tools above can serve as the foundation for a solid digital
marketing stack. Don’t be shy about test-driving and going through trials to find
what works for your business and budget.
Once you’ve sorted out your digital marketing tools, you can move forward with
your campaigns with a sense of confidence and likewise keep a better pulse on your
marketing efforts.
And if you haven’t already, make sure you check out our variety of social media
templates to help organize and measure your social marketing campaigns so they
align with your business’ goals.
Increasing awareness through digital media
recommendation
1. Monitor core updates and EAT
2. Look at opportunities from structured data and the SERPs features.
3. Voice search remains hyped but will deliver little for most
businesses
4. Assess the use of machine learning optimization carefully
5. Ad optimization testing becomes more sophisticated as ad
platforms develop
6. Review changing adoption of social networks, especially video
social platforms like TikTok and Reels
7. Review engagement options for messaging platforms
8. Privacy Wars: Review the implications of increased consumer
privacy protection on advertising effectiveness, Increasing digital
interactions through digital experiences and content
9. Consider adoption of design systems (most relevant to larger
businesses)
10. Ensure visual designs fit the zeitgeis
11. Consider innovations in interaction design and
video to boost conversion
12. Evolve content marketing management approach
to better align content strategy with customers
13. The growth of influencer marketing continues,
but with more targeted use of influencers
14. Consider your use of structured always-on
optimization
15. Review the use of conversational marketing to
increase conversion
16. Dark patterns: Consider the ethical and legal
ramifications
17. Review the sophistication of your website
personalization
18. Omnichannel commerce including social
commerce
19. Increase use of techniques to understand and improve
customer journey effectiveness
20. Review the relevance of micro-communities
21. Assess relevance of community insights platforms
22. Improving email personalization through lifecycle and
behavioural segmentation
23. Applying Big Data analysis and machine learning to improve
customer email targeting and website personalization
24. Using machine learning to create more engaging
communications
25. Put a plan place to support digital transformation
Key trends in influencer marketing
from the Forbes Agency council.
• Rise of micro-influencers
• More focus on performance marketing
• Influencers as an 'always-on' strategy
• Long-term relationships with influencers
• From amplifiers to communicators