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 coaching on Digital Marketing and Advertising, to train participants in developing and executing effective digital marketing strategies.