4 Principles of Marketing Strategy In The Digital Age (1) (1).pdf

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4 Principles of Marketing Strategy InThe Digital AgeApr 16, 2013 @ 07-56 AMLife for marketers used to be simpler.We had just a few TV channels,some radio stations, a handful of top magazines and a newspaper or twoin each market.Reaching consumers was easy, if you were able craft acompelling message, you could move product.Ugh!Now weʼve got a whole slew of TV channels, millions of web sitesand hundreds of thousands of “Apps” along with an alphabet soup ofDMPʼs, APIʼs and SDKʼs. Marketing was never easy, but technology hasmade it a whole lot tougher.What used to be a matter of identifying needs and communicatingbenefits now requires us to build immersive experiences that engageconsumers.That means we have to seamlessly integrate a whole newrange of skills and capabilities.Itʼs easy to get lost among a sea ofbuzzwords andfalse gurusselling snake oil. Here are 4 principles to guideyou:1. Clarify Business ObjectivesThereʼs so much going on in the marketing arena today, everybody isstruggling to keep up.At the same time, every marketing professionalfeels pressure to be “progressive” and actively integrate emerging mediainto their marketing program.However, the mark of a good marketing strategy is not how many gadgetsand neologisms are crammed into it, but how effectively it achieves

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Term
Winter
Professor
james

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