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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Damian Ryan, Calvin Jones
Publisher: Kogan Page, Ltd

Read Full Bio Coverage Areas: These digital natives have social marketing encoded in their DNA, while many traditional brands are sorting through generations of culture and layers of process to figure out how to effectively embrace the medium as part of their overall strategy. Earlier this month I shared the news around our new social marketing product, Adobe Social, to overwhelmingly positive response. A former CMO, Jake Sorofman analyzes digital marketing strategy, trends and practices, with an emphasis on mobile, social and content marketing. Walk away with all the knowledge and insights you require to implement an effective digital marketing strategy for your organisation, including: How to create a social content strategy; Generating & measuring ROI with your content. Start with the basics of digital marketing and make sure you have a great web site, engaging content with SEO appeal and strong social media presence. Now look at the You must understand them and know what they read, where they hang out online and what sources of information they trust the most. The strategy on tablet would be more content driven which could be videos, blogs and lead generation; meanwhile strategy for mobile could be contextual to search, in-game advertising and search lead. Both have a different user smartphone separately. The survey conducted by The strategy has to be two-pronged – smartphone and tablet. Every company should have a solid digital marketing strategy. Marketers globally have just about started understanding digital, when a new challenge – mobile has been thrown at them. Digital "allows us to bring additional reach with a nice combination between traditional TV and digital," said Marc Menesguen, managing director-strategic marketing for L'Oréal. In addition, every company really needs a strategy that encompasses the full spectrum of channels. "For the same Therefore, we see TV and digital as complementary -- not necessarily in terms of reaching different audiences, but rather to engage with our consumers in different ways." P&G, for its "We need to understand what are these conversations and how can we be part of them.".