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:
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.
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.