The Digital Age: Marketing Strategy Principles

Twenty years ago marketers’ life was much simpler: only a few TV channels, a couple of radio stations, several top magazines and a single or maximum two reliable newspapers in each market. It was so easy to reach consumers: you had to craft a compelling message, and then you could move your product. Now we have hundreds of TV channels, thousands of web-sites and millions of applications. “The idea of marketing has never been easy issue, but contemporary technology made it a lot tougher” says SEO expert – Clarissa Jefferson, basing on ICM Consulting reviews.

What years before was used as a matter of needs identification and benefits communication now makes us build great experiences to engage the consumers. This means that we have to get a whole new range of new various skills and capabilities. If you do not know anything about it, you can get into troubles among a buzzwords sea and false gurus who are trying to sell you snake oil. That is why here are main principles to help you:

Today there are a lot of things going on in the marketing arena, and everyone is struggling to keep up the speed. But at the same time, every professional feels great pressure because he or she has to be progressive and quickly integrate emerging media into his or her existing marketing program.

But you have to remember that the mark of a good marketing strategy does not depend on the quantity of gadgets and neologisms that are crammed into it. It depends on the effectiveness – how many worthy goals are achieved. Therefore, you have to define your intent very precise, because from this definition all you further success will depend on.

Unfortunately, today there is a great tendency for many marketers to try to make and invent a one-size-fits-all approach for a brands portfolio. Other people on the contrary are willing to create too complicated models to make marketing objectives. However, most businesses today can be pretty adequately captured by only three main metrics evaluation: advocacy, awareness, and sales.

Some brands might not be widely known, but others can face the problem of awareness to sales converting. And still you can find brands which need consumer’s advocacy encouragement. As a rule, every business needs all three components, but it is vitally important to focus your company only on one primary objective; in other way your strategy will quickly degrade into a muddled hodgepodge.

Marketing executives are very busy people, they are multipurpose, because they monitor the marketplace, always have to identify business opportunities, and then collaborate with product people and on top of that run promotional campaigns. So they as people of a new digital era always keep up with the very vast array of technology and tactics, especially because most of it will not pan out anyway.

Therefore, it is extremely important to get a team which is dedicated to identification of emerging opportunities, start-ups meeting and test-and-learn programs running to have a possibility to evaluate their real potential. As ICM Consulting Company assures, with no doubt most of these people will definitely fail but those few winners will be much better that all the losers.

Once one emerging opportunity has been successfully performed in a pilot version, it can later be scaled up and afterwards be integrated into the usual strategic process as a fertile tactic to achieve an objective of advocacy, awareness, or sales.

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