With an understanding of the global marketing and advertising spends, in this section, let us look at the overall landscape for global digital marketing services which multiple vendors are delivering to clients across industries and functions. To understand and explain this classification, we will take support of ‘The Digital Marketing Tube Map’ by digital marketing agency ‘Hallam,’ which has developed a visually striking way of looking at these areas and services. This map lays down almost all possible digital marketing implementation areas through the use of a subway-station styled map which lays out these services in the form of stops and stations. Let us study this map in more detail.
In Fig. 10.6, we can look at the complex landscape of digital marketing as showcased in terms of a tube map.
The map according to Hallam can be better understood as a mesh of stations and stops with stations that are representing individual campaigns or platforms, and stops representing the areas that need to be considered for any online campaign to be a success. As we can see in the diagram, there are total 14 stations which encompass all key areas of digital marketing. These include:
- Mobile
- Social Media
- CRM
- Paid Search
- Social Paid
- Email Marketing
- Social Media
- Local SEO
- Content Marketing
- Emerging Technology
- Technical SEO
- Analytics
- Website
- Inbound Links
Although in the earlier chapters of the book, we have looked at most of the above domain and operational areas, the intent of introducing the Hallam Tube map is to share a more integrated view of digital marketing, i.e., as an interdependent mesh of domain, operational areas, and technologies.
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