Often marketers are building cyber assets — websites, blogs, Facebook pages, LinkedIn profiles, YouTube brand channels and so on — without a clear sense of direction. 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.
Before implementing anything on the internet, it is crucially important that you have a cohesive strategy which integrates offline and online brand assets, in a well co-ordinated manner. And that your brand’s communication and imagery remains intact as customers move across the media platforms, yet each channel contributes incrementally to its equity.
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:
The following sections outline the relevant methods and processes that each of the above steps entail.
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Two-day hands-on coaching on Digital Marketing and Advertising, to train participants in developing and executing effective digital marketing strategies.
Marketing has changed. More so in practical terms, and marketing education is lagging.
The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.
That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.
MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.
The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.
Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.
But be careful. There are plenty of toys that masquerade as simulators.
Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.
While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.