Digital Marketing: 10 Guiding Principles

Digital Marketing: 10 Guiding Principles 

1. It’s not a single channel, it’s many. The more connections between channels, the stronger the ecosystem, and the bigger the share of voice online.
2. Embrace the fact that consumers are in control. 
3. Listen to them and learn from them on a regular basis.
4. Create brand experiences, not just impressions.
5. Create a platform idea and focus each medium in helping to tell the story.
6. Tell brand stories that engage and involve consumers. 
7. Define distinct channel roles. Each channel should have it’s own role in the ecosystem to avoid content overlap and duplication, and maximize the channel’s unique functionality.
8. Designate a bridge between world’s. Find the relevant point of intersection between what is relevant and what is not.
9. No dead ends. The more connections between channels, the stronger the ecosystem, and the bigger the share of voice online.
10. Ensure flexibility and sustainability. The system needs to be stretchable and allow for future growth and evolution. Digital is sustainable: transparent, social and democratic, keep this in mind.

By Paola Peretti