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. 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.
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.
In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.
Two-day hands-on training on Digital Marketing, conducted at the NUS Business School. Designed to make you more effective in developing and executing digital marketing strategies. You learn to use Google Search Console, Google Analytics and Google Ads to execute online marketing initiatives, run search and display advertising campaigns, and track and optimize performance.
Is marketing education fluffy too?
Marketing simulators impart much needed combat experiences, equipping practitioners with the skills to succeed in the consumer market battleground. They combine theory with practice, linking the classroom with the consumer marketplace.