Marketing is changing rapidly due to digital media and technology. Marketing management has evolved in every way, from doing market research and marketing activity planning to marketing management and tactical execution.
So says Ahmed Kajee, head of digital marketing at Old Mutual Emerging Markets. He will present a case study at this year's ITWeb Digital Economy Summit, taking place on 21 and 22 April at The Forum in Bryanston.
Kajee will discuss the importance of understanding the evolution of marketing management as a result of digital media, practices and technologies: "Astute marketers will recognise this trend, and will understand the marketing management body of knowledge hasn't quite caught up with modern-day marketing in a digital world. Understanding and addressing this knowledge chasm is a strategic imperative for any business wanting to survive in the future digital marketplace."
Kajee's case study topic, "Managing digital marketing and media - effectively integrating strategy and tactics in a digital economy", will examine the importance of defining a digital marketing strategy in a business context.
"Setting the objectives and metrics of a digital marketing strategy has become the responsibility of senior executives. While digital is integrated into most marketing activities nowadays, much of it is still done tactically as campaigns and in silos.
"There are many efficiencies to be gained through harnessing economies of scale when conducting digital marketing across business operating units and across marketing campaigns in a concerted manner. Defining the business needs and expectations from an overarching digital marketing strategy enables all stakeholders in a business to work towards achieving digital objectives common to the business as a whole, while at the same time improving the effectiveness of specific digital marketing activities within their business unit."
Joining Kajee at the event is Norwin Lederer, senior manager of financial services advisory at PwC. Lederer will present on incorporating a digital strategy into the corporate strategy. He will provide delegates with the means to navigate, make sense of and create value from the digital economy.
Click here to find out more and register to attend.
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