Marketers often build cyber assets, such as websites,
Facebook pages, and YouTube brand channels, without giving much thought to the overall strategy
or execution. The outcome is a collection of disconnected properties that diffuse and disorient
their brand and confuse customers.
To avoid these pitfalls, it is crucially important to develop a cohesive
strategy that integrates all offline and online brand assets. This strategy ensures that your
brand’s communication and imagery remain intact as customers move across different media platforms,
while each channel plays a distinct and coordinated role. This book aims to help you achieve these
outcomes by providing a clear understanding of the building blocks of digital marketing and
equipping you with the tools, techniques, and knowledge to develop cohesive market strategies and
execute effective digital marketing campaigns.
This practitioner’s guide complements the
Marketing Workshop, where participants benefit from hands-on training that allows them to
put into practice what they have learned.
Ordinary people empowered with the social media are interacting and collaborating
with unprecedented speed, reach and effectiveness. This has had a profound impact on society,
reshaping political, economic, and cultural landscapes worldwide. Marketers must adapt to these
changes and embrace digital marketing with a multi-pronged strategy to attract, convert, and retain
customers. On the web, the focus shifts from “buying” attention and pushing products to providing
useful, relevant, and interesting information to draw customers in.
Anchored in the age of social media, this book serves as a practitioner’s guide to
digital marketing. The first chapter, New Media, explores the impact of new media on the
social, political, and marketing landscape. It imparts key lessons for marketers and outlines the
new rules and perspectives, leaving readers with a clear understanding of how they must adapt to
succeed in the digital age.
The subsequent chapter, Digital Marketing, covers a wide range of topics
related to digital tools, techniques, processes, as well as the opportunities and challenges of
digital marketing. A series of chapters on social media delve into the core differences between
popular platforms like Facebook, Twitter, Instagram, YouTube, and LinkedIn, offering best practices
to adopt for each platform.
The chapter on Search Engine Optimization (SEO) explains on-page and off-page
optimization techniques to help readers increase inbound traffic and channel it through the digital
The chapter on Web Analytics delves into the processes that constitute a web
analytics system, emphasizing the use of platforms like Google Analytics to assess the effectiveness
of digital marketing in attracting and converting prospects.
Search Advertising, another chapter, provides insights into advertising on
search engines to attract prospects and lead them through the digital marketing funnel. It covers
topics such as the Google auction, keyword strategies, and practices to enhance the effectiveness of
The final chapter, Digital Execution, serves as a comprehensive guide to developing
and executing digital marketing plans. The book also includes coverage of the use and application of
popular digital analytics platforms such as Google Search Console, Google Analytics and Google Ads.
This guide is written with the practitioner in mind, offering a thorough understanding
of digital marketing and serving as a valuable resource in the field. It will guide you as you
develop and execute digital marketing strategies.