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8/1/20184 Principles of Marketing Strategy In The Digital Age1/5554,715 views|Apr 16, 2013, 07:56am4 Principles of Marketing StrategyIn The Digital AgeGreg SatellContributoriLife for marketers used to be simpler. We had just a few TV channels, some radiostations, a handful of top magazines and a newspaper or two in each market.Reaching consumers was easy, if you were able craft a compelling message, youcould move product.Ugh! Now we’ve got a whole slew of TV channels, millions of web sites andhundreds of thousands of “Apps” along with an alphabet soup of DMP’s, API’s andSDK’s. Marketing was never easy, but technology has made it a whole lot tougher.What used to be a matter of identifying needs and communicating benefits nowrequires us to build immersive experiences that engage consumers. That meanswe have to seamlessly integrate a whole new range of skills and capabilities. It’seasy to get lost among a sea of buzzwords and false gurus selling snake oil. Hereare 4 principles to guide you:1. Clarify Business ObjectivesThere’s so much going on in the marketing arena today, everybody is struggling tokeep up. At the same time, every marketing professional feels pressure to be“progressive” and actively integrate emerging media into their marketing program.However, the mark of a good marketing strategy is not how many gadgets andneologisms are crammed into it, but how effectively it achieves worthy goals.

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