Digital Marketing — Preview
Exhibit 19.1 Hindustan Unilever’s Sunsilk website offers tips on hair care.
As marketers embrace digital marketing, they need a multi-pronged strategy to attract, convert and retain customers. They must draw customers on the web, by serving useful, relevant and interesting content, as they continue also to rely on conventional media to push products to customers.
This chapter imparts an understanding of how to succeed in the digital era. It covers a wide range of topics relating to the digital tools, techniques, processes, as well as the opportunities and challenges. These include:
- The new perspectives and imperatives that marketers must embrace.
- Assets/platforms for creating, maintaining and spreading content online, such as websites, social networks, blogs, internet forums and apps.
- Challenges facing low involvement categories, and the challenge of reaching out to the masses.
- Advertisement formats, including mobile advertising formats.
- Search advertising, Google’s ad auction and search engine optimization.
- Social media advertising, with special attention to the Facebook and LinkedIn networks, and to the YouTube brand channels.
- Web analytics, web traffic, web intelligence, and controlled website tests.
From the viewpoint of market research, the section Benefits and Limitations of UGC, in Chapter Qualitative Research provides an understanding of the benefits and limitations of UGC (user-generated content). In the same chapter, the case example, iSnack 2.0, vividly illustrates these benefits and limitations.
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.
Marketing Analytics Workshop
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.
Digital Marketing Workshop
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.
What they SHOULD TEACH at Business Schools
Is marketing education fluffy too?
Experiential Learning via Simulators | Best Way to Train Marketers
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.
