Digital Strategy: A Guide for Professional Marketers
This Guide provides a strategic look at the disruptive digital environment, digital planning, channels and tools. It looks first at a range of tools and frameworks for analysing the micro and macro digital environment and identifying and assessing strategic implications and relevant emerging themes. It also looks at how to assess, monitor and generate insights into key emerging themes. It then moves on to look at strategic objectives and recommendations to acquire, convert and retain customers using a digital approach, and how to develop an agile response to changing customer behaviour. It also focuses on how to optimise key digital channels and content in order to deliver a strategic, digitally enhanced plan and the tactics and resources required. Finally, it looks at the tools available to measure social, sentiment and site behaviour and how to monitor and measure digital channels.
About the Author
Mark Connolly is a Chartered and Inbound Marketer with over 12 years of business experience, specialising in the technology sector. He is an international marketing professional with a proven record of accomplishment in planning and leading comprehensive marketing strategies in support of business goals and objectives. Mark currently leads his own digital marketing agency, MarketingMaverns, and is a Brand Ambassador and tutor at Cambridge Marketing College.