Clash of the Worlds

Two worlds. One battlefield. Discover how to unite digital and offline marketing and claim victory. Make every move count, reach customers where they are, and create campaigns that work.

$17.99 for a limited time only

Prelude

Advertising intrigues me.

It could be the smart use of words in copy, the creative storyline in TV ads, or the jingles that linger in my head for years.

Most likely, it is a combination of all these, and more.

Great advertising is created by individuals well-versed in language, math, and psychology, who spent time finding the perfect angle to promote a product.

In my late teenage years, I would, in my daily encounters with ads on TV, in print and on billboards, scrutinise them and think of alternate ways to run those campaigns.

Instead of doing it for free, I thought, why not make this my career?

That, among several other factors, prompted my decision to enter business school, and brought me deeper into the marketing world.

My first book is about digital marketing. As I was completing it, I felt that something was missing. An entire half, in fact.

While digital marketing is a rising trend, we cannot forgo offline marketing if we want to call ourselves a modern marketer.

Offline marketing has been around for decades, and most media channels have stood the test of time.

To be an efficient marketer, we need to be well-versed in both the digital and offline worlds.

Over the years, I have seen a clash between the two worlds. The marketer’s background usually dictates which form of marketing takes priority in a campaign. As the industry evolves, it becomes evident that we cannot just focus on one and neglect the other. In fact, we have to make them work together.

I have been fortunate to run integrated digital and offline campaigns, with internal teams, and external partner agencies.

I enjoyed learning how to place ads on my favourite websites and social platforms. I also loved working with TV stations and print companies that produced some of my favourite content through the years.

There are two focuses in this book. Firstly, it will slant towards offline marketing. It is not to say that offline marketing is the priority. Rather,it is to complement the digital marketing knowledge shared in the first book.

Marketing practices vary in each country due to differences in laws, media infrastructure, and consumer habits. I would like to provide you with an overview of how each offline media channel works. I believe this will give you sufficient information to consult with your colleagues, partner agencies, and content owners on media strategy, ad placements, and rate cards.

Secondly, with your knowledge of both digital and offline marketing, we will discuss how to plan for an integrated campaign, which is essential in this time and age.

We will cover media planning basics, metrics, budgeting, channel characteristics, and how to put all these together to promote your brand.

I hope you will enjoy exploring the worlds of marketing as much as I did.

Sample Pages