Marketing Strategy in the Digital Age

The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, all CEOs, CMOs and senior marketing executives must consider how to change their strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the Internet. The goal of digital marketing strategy is not to disrupt existing marketing strategies, but to complement, integrate and develop the two at the same time.In this book, the authors provide detailed discussion and practical analysis on the relationship between marketing and digital technologies and propose a marketing implementation framework for digital strategy platforms. Standing for Recognize, Reach, Relationship and Return, the 4R system is a powerful strategic trading tool for digital implementation, especially for CEOs and CMOs. All other tools, such as data platforms, content marketing, DSP digital advertising and digital marketing ROI design essentially serve the 4R system. As such, the authors advocate for firms to restructure their digital marketing strategy around the 4R system.Contents: Marketing Environment in the Digital TransformationUpgrading Digital Marketing Strategy: Strategic Platform for Digital MarketingRecognize in the 4Rs: Digital Profiling and Recognition of ConsumersReach in the 4Rs: Coverage and Arrival of Digital InformationRelationship in the 4Rs: Establishing a Basis for Continuous RelationshipReturn in the 4Rs: Making Deals and ProfitsBig Data Marketing Platforms: Applications of Big Data in MarketingContent Strategy of Digital MarketingOrganizational Platform for Digital MarketingManagement and Measurement of the Performance of Digital Marketing
Readership: CEOs, CMOs, entrepreneurs and senior executives.Marketing;Strategy;Digital Era;4R;Recognize;Reach;Relationship;Return;Digital Transformation;Data;Technology;Growth;Kotler;Tiger Cao;Sam Wang;Collen Qiao0Key Features:In “digital society”, all CEOs and senior marketing executives are faced with how to change strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the InternetAuthors tried to answer those questions and perceive what has changed and “what remains unchanged” in digital marketingRolling out digital strategy is not to disrupt existing marketing strategies, but to complement, integrate, and develop the two at the same timeThe writers provide detailed discussion and practical analysis on whether marketing should serve digital technologies or vice versa in the digital age