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.
Ordinary people empowered with the social media are interacting and collaborating with increased speed, reach and effectiveness. This has had a profound impact on society, changing the political, economic and cultural landscapes across the globe.
Marketers must adapt to these changes. As they embrace digital marketing, they need a multi-media strategy to attract, convert and retain customers. On the web, they must draw customers by serving useful, relevant and interesting information. This contrasts with conventional media, which involves different forms of “buying” attention to push products to customers.
Anchored in the age of social media, this text is a practitioner’s guide to Digital Marketing.
Given its focus on the practice of digital marketing, the book is tailored to the needs of marketing professionals. It is ideal too for business management students who wish to pursue careers in consumer marketing.
With the practitioner in mind, this book is intended to impart a thorough understanding of digital marketing and advertising analytics, and to guide you as you develop and execute digital marketing strategies. I hope that you enjoy reading it, and that it serves you well.