snippets from the eGuide   (Introduction ⇩)

(Introduction ⇧)

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.

eLearning Platform

Over 100 Registered Corporations: If your organization is listed, register with your corporate email to use the online guide.

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.


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Digital — Execution

digital-marketing-funnel

Very often marketers are building cyber assets — websites, blogs, Facebook pages, LinkedIn profiles, YouTube brand channels and so on — only 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 implement anything on the internet, you have a cohesive strategy that integrates all offline and online brand assets, such that all the elements play well-co-ordinated, yet distinct roles. The brand’s communication and imagery remains intact as customers move across the media platforms, yet each channel contributes incremental value to the brand.


Digital Marketing Plan

The building blocks of an effective marketing strategy are the same as they always used to be. You segment your market, target customers, differentiate, and execute. In a multi-media world, it is important too that you have clearly defined digital marketing goals and roles for your online assets.

Once it is chalked out, you need to execute on the strategy, and this requires a well-constructed execution plan. Your plan should comprise of the following key steps:

  1. Build Website (or enhance it)

  2. Add Content

  3. Listen

  4. Promote on Social Media

  5. Advertise

  6. Convert and Manage

  7. Monitor

Serving as a systematic guide to developing and executing digital marketing plans, this chapter outlines the relevant methods and processes that each of the above steps entail.


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