Digital — Execution


Execution of digital marketing plan

Exhibit 28.1   IDEs (Integrated Development Environment) provide the tools to automate and simplify the development of websites.

Preview

Often marketers are building cyber assets — websites, blogs, Facebook pages, LinkedIn profiles, YouTube brand channels and so on — without a clear sense of direction. Not much thought goes into the strategy or the execution. This results in a collection of disconnected properties that diffuse and disorient their brand and confuse customers.

To prevent such an outcome, it is important that you have a cohesive strategy that integrates offline and online brand assets in a well-co-ordinated manner. That your brand’s communication and imagery remain intact as customers move across media platforms, and yet each channel contributes incrementally to brand equity.

Digital Marketing Plan

The elements of an effective marketing strategy are the same online as they are offline. You segment your market, target customers, differentiate, and execute. In a multi-media world, it is important too that you have clearly defined digital marketing goals and roles for your online assets.

Once it is chalked out, to implement your strategy you require a well-constructed execution plan. This requires putting in place the following building blocks:

  1. Create: Build digital assets and generate content.
  2. Optimize: Research. Listen to your customers. Improve and optimize for search engines.
  3. Advertise and promote.
  4. Convert: Generate and nurture leads. Acquire customers.
  5. Review: Monitor performance.

The goals and functions of each of these building blocks is explained in the following sections.

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