Introduction to strategic digital marketing

Welcome, everybody, to this 10 Talk Series on strategic digital marketing. My name is Dr. Raj Sachdev, and I'm the author of a textbook on Digital Marketing with McGraw Hill. In the various work I do, I am so very excited to introduce strategic digital marketing to you and talk a little bit about the introductory concepts that relate to this ever-evolving field. Come join me. So what will we be covering in this talk?

What is strategic digital marketing? is the first thing to consider. Remember the word strategic. Why should it be conducted? We need objectives. We need goals. We need to know why we're doing this. Where is it conducted? We'll talk about all of the platforms and other places. How is it conducted? Well, that is an important part of all this, which we will be discussing through the talks.

So first, what is strategic digital marketing? We all know that in the field of marketing, we really need to focus on that one magic word called value. Now the value needs to be, obviously, to the consumer or the customer; We're all familiar with that. But we also need to make sure that we're capturing value beyond the customer. That includes the organization that is providing the service or the product through their marketing. But it can be broader than that as we will discuss throughout this talk series. Now we must think about this through various digital channels. For example, a number of devices nowadays are connected to the Internet. That could range from your mobile phone, to your web browser, to many, many other things. We can use any of those things or try to connect to those things in order to conduct marketing, and that's where digital marketing comes in. But let's take that a little bit further now. Let's talk about that term "strategy". Strategy is long-term, not only long-term, but it is thinking at that high level. That higher-level planning is supposed to try and allow you to achieve specific goals. These goals need to be aligned with the overall marketing objectives, and in fact, those need to further be aligned with the organizational goals overall. So let's put that together for a moment. We're providing strategic value. That means that long-term, high-level consideration that translates to not only providing value to the customer or the consumer, but also providing value to the organization and society around it. So in other words, strategic digital marketing is marketing in connected and online environments, but only doing that digital marketing that provides value, and we think of that on a long-term basis and at a high level. That's the planning that needs to be done.