Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing. Milton Kotler
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Information Coverage and Reach
○ From Owned Media, Paid Media and Earned Media to Mixture
Chapter 5: Relationship in the 4Rs: Establishing a Basis for Continuous Relationship
The first two steps cannot ensure the efficacy of digital marketing as they only target and reach consumers rather than converting them into assets. The key step lies in “whether your digital marketing sets up the basis of continuous business.” The establishment of many online communities ensures direct and in-depth relations, interactions and engagement with clients in a “disintermediation” scenario. This is also the format of the current Enterprise 2.0. In the digital era, only by building an all-around network, establishing multidimensional brand communities and providing ongoing maintenance can enterprises have sustained relations with clients which form the basis for continuous business.
○ Digitalizing: The Basis for Sustained Relationship
○ Constructing Relationship in the Digital Era
○ Identifying the Objectives of Relationship Strategies
○ Actions to Establish the Ground for Sustained Relationship
Chapter 6: Return in the 4Rs: Making Deals and Profits
To realize return is the fourth step in digital marketing, which corresponds to the idea that “marketing is not only an investment but helps to realize direct returns”. Many enterprises build online communities to attract brand followers, but how to cash in the assets is the issue that is going to be explored in this chapter. We put forward a number of approaches, including turning community membership into a good, turning community values into a good, running community as a media network, expanding community members as channels and marketing community trust.
○ Methods for Realizing Returns
○ Turning Community Membership into a Good
○ Turning Community Values into Goods
○ Expanding Community as Media Network
○ Expand Community Members as Channels
○ Attract Talents Using the Current Community Base
○ Digitizing Community Information
Chapter 7: Big Data Marketing Platforms: Applications of Big Data in Marketing
Online tracking of customers enables data to inject enormous vigor into marketing. How to digitalize marketing activities? How to combine big data and marketing? Does big data overturn the logic of marketing? Marketing in the future combines ideas, technologies and data together; based on current technologies, what technologies can be applied in marketing activities to directly upgrade your ‘weapons’? We have put forward different ways that could be flexibly applied to help enterprises base their marketing on data.
○ Big Data vs. Digital Marketing
○ Commercial Applications of Big Data in Digital Marketing
○ Obstacles to Data Integration
Chapter 8: Content Strategy of Digital Marketing
The focus of marketing competition in the digital era is how to attract and acquire continuous attention from customers by posting content worth reading which possesses practical and social value. Content creation used to be unidirectional and was produced only by enterprises, but has now turned to a co-creating and co-sharing model among members of the brand community. Enterprises should be more concerned that in the digital era, content is neither simply an advertorial nor a cost-based activity. In the future, what enterprises should firmly believe is that content has economic value in and of itself, and they should regard themselves as “content creators”, participating in the production of seen materials and the operation of content-sharing platforms.
○ Key Points in Content Marketing
○ How to be “Contagious” in Content Marketing
Chapter 9: Organizational Platform for Digital Marketing
Strategies depend on organizational modes, while organization follows strategies. The digital age is an age of “Metamorphosis of Enterprises”. Agile, process-oriented, performance-oriented organization modes ask us to reconstruct the organizational structure of marketing. Marketing needs to embrace information technology (IT) and data. This has posed challenges for chief marketing officers (CMOs) or even the entire marketing team in competency and the organization’s culture. As a senior executive, it is critical to build “a marketing team with Da Vinci’s all-round talent.” In response to this, we have proposed our consulting advice in this chapter.
○ Introduction to Organizational Structures in the Digital Era of Connectivity
○ An Odyssey: The Journey of Marketing Organizations
○ Make Marketing Happen: Three Principles of New Marketing Organization Design