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

4 Principles of Marketing Strategy In
The Digital Age
Apr 16, 2013 @ 07-56 AM
Life 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 two
in each market. Reaching consumers was easy, if you were able craft a
compelling message, you could move product.
Ugh! Now weʼve got a whole slew of TV channels, millions of web sites
and hundreds of thousands of “Apps” along with an alphabet soup of
DMPʼs, APIʼs and SDKʼs. 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 now requires us to build immersive experiences that engage
consumers. That means we have to seamlessly integrate a whole new
range of skills and capabilities. Itʼs easy to get lost among a sea of
buzzwords and false gurus selling snake oil. Here are 4 principles to guide
you:
1. Clarify Business Objectives
Thereʼs so much going on in the marketing arena today, everybody is
struggling to keep 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
and neologisms are crammed into it, but how effectively it achieves