Very often marketers are building cyber assets — websites, blogs, Facebook pages, LinkedIn profiles, YouTube brand channels and so on — only because everyone seems to be doing so. Not much thought goes into the strategy or the execution. The outcome is a collection of disconnected properties that diffuse and disorient their brand, and confuse customers.
Before implementing anything on the internet, it is crucially important that you have a cohesive strategy which integrates offline and online brand assets, in a well co-ordinated manner. And that your brand’s communication and imagery remains intact as customers move across the media platforms, yet each channel contributes incrementally to its equity.
The building blocks of an effective marketing strategy are the same as they always used to be. 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, you need to execute on the strategy, and this requires a well-constructed execution plan. Your plan should comprise of the following key steps:
The following sections outline the relevant methods and processes that each of the above steps entail.