Marketers are often building cyber assets — websites, Facebook pages, YouTube brand channels and so on — because everyone seems to be doing so. 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.
It is crucially important that before you execute, you have a cohesive strategy that integrates all offline and online brand assets, such that all the elements play well coordinated, yet distinct roles. That your brand’s communication and imagery remains intact as customers move across the media platforms, yet each channel contributes incrementally to its equity.
This guidebook will help you achieve these outcomes. It will give you a clear understanding of the building blocks that constitute digital marketing, and equip you with the tools, the techniques and the knowledge to develop cohesive market strategies, and prepare and execute effective digital marketing campaigns.
It combines well with the Digital Marketing Workshop, where participants benefit from a hands-on training experience, that allows them to practice what is taught.
It is only apt that a book on Digital Marketing should exemplify the use of digital technology. Unlike passive eBooks that replicate print versions in their original linear state, the online guide is a full-blown, multi-media platform that greatly enhances the reader’s experience.
As a website, it is dynamic, fluid, and connected with relevant and useful content, both within and beyond the platform. That it is continually updated and enhanced, keeps the guide evergreen, abreast of the latest developments in a the rapidly evolving fields of analytics and digital marketing.
The online guide is made available on an annual subscription basis. Subscribers login with their email ID and password.
Lessons for Marketers
Spread of Misinformation
New Rules, New Perspectives
Levelling the Marketing Playing Field
The Advent of Co-creation
Riding the Long Tail
Inbound and Outbound Marketing
Turning Point for Television
Consumer Trends — Media Consumption
Online Video Distribution Trends
What Works Online
How New Media Transformed Marketing
Building Online Assets
Content is King
Advertising on the Net
Challenge Facing Low Involvement Categories
Challenge of Reaching the Masses
Digital Advertising Formats
Search Engine Optimization
Social Media Advertising
Facebook – Organic Reach, Boost and Paid Advertising
YouTube Brand Channels
Search Engine Optimization
Web Traffic Data
Controlled Website Tests
Digital Marketing Plan
Languages that enable the World Wide Web
Optimize website for Search Engines
Optimize website for Mobile devices
Create Remarkable, Useful Content
Advocacy and Buzz Marketing
Promote on Social Media
Advertise the conventional way
Conversion – Digital Marketing Funnel
Monitor Performance – Review Progress
Website Grading Tools
Digital Marketing Exercise
Tradition of Great Advertising
Advertising through the Ages
Relationship and Involvement
Case Example — Coca-Cola Zero
Gross Rating Points
Digital Audience Measurement
Total Audience Measurement
Copy Testing (Pre-Testing)
Testing Advertising Online
Advertising Tracking (Post-Testing)
Continuous Interviewing versus Dipsticks
Image and Symbolism
Case Example (disguised) — Molly LFHC
Awareness Index Model