Strategize

It is crucially important that marketers have a cohesive strategy that integrates offline and online brand assets, in a well co-ordinated manner. The brand’s communication and imagery should remain intact as customers move across the media platforms, yet each channel should contribute incrementally to its equity.

At the onset, marketers need to segment their markets, identify target segments and differentiate their products to cater to these segments. On the net, they need to develop distinct cyber assets that target each of their customer segments and personas from a number of different angles.

Without a well-thought strategy and execution plan, a company’s cyber assets — websites, blogs, Facebook pages, LinkedIn profiles, YouTube brand channels and so on — may disintegrate into a collection of disconnected properties that diffuse and disorient their brand, and confuse customers.

For their online assets, marketers must clearly define their digital marketing roles, and chalk out KPIs and goals. Optimization helps achieve those KPIs and goals, and the review process assesses whether plans are progressing towards achieving those desired goals.

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Digital Marketing Workshop

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

What they SHOULD TEACH at Business Schools


Is marketing education fluffy too?


Experiential Learning via Simulators | Best Way to Train Marketers

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.