As marketers embrace digital marketing, they need a multi-pronged strategy to attract, convert and retain customers. They must draw customers on the web, by serving useful, relevant and interesting content, even as they continue also to rely on conventional media to push products to customers.
This chapter imparts an understanding of how to thrive in the digital age, covering a range of topics related to digital tools, techniques, processes, as well as opportunities and challenges. The discussion includes new perspectives and requirements that marketers must embrace to be successful, as well as how to gain visibility in cyberspace.
The chapter emphasizes the importance of creating content that exploits the internet’s potential, utilizing techniques such as personalization and influencer or buzz marketing. It also delves into the nuances and intricacies of online advertising, including the key challenges that marketers face.
Furthermore, the chapter provides an overview of digital advertising, including ad formats, targeting, pricing, mobile advertising, search advertising, and social media advertising. These topics are explored in greater depth within the context of social networks and search engines in the chapters on Facebook, Twitter, YouTube, LinkedIn and Search Marketing.
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In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.
Two-day hands-on training on Digital Marketing, conducted at the NUS Business School. Designed to make you more effective in developing and executing digital marketing strategies. You learn to use Google Search Console, Google Analytics and Google Ads to execute online marketing initiatives, run search and display advertising campaigns, and track and optimize performance.
Is marketing education fluffy too?
Marketing simulators impart much needed combat experiences, equipping practitioners with the skills to succeed in the consumer market battleground. They combine theory with practice, linking the classroom with the consumer marketplace.