Making digital marketing click

I belong to the era of television and print advertising. I cut my teeth doing media planning on television and print, using the National Readership Survey data.

- AMBI PARAMESWARAN

To stay on the curve, if not ahead, I enrolled for an online digital marketing course almost a decade ago. I learnt a lot through that course so that I could ask my brand coaching clients the right questions. But the world of digital media is constantly changing. Reading Click Here was a good refresher and also got me up to date on the subject.

The author is Alex Schultz, the chief marketing officer of Meta (owner of Facebook, Instagram and WhatsApp). His book comes with some heavy praise (“Alex is one of the small handful of people that I can say without his work our community would not have connected more than 2 billion people around the world,” wrote Meta CEO Mark Zuckerberg).

The three foundational pillars of marketing are segmentation, targeting and positioning (STP). It was good to see that Alex has not dismissed them as old wives’ tales. We find STP appearing often in the book.