Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. [Source: Les Binet and Peter Field, Media in Focus: Marketing Effectiveness in the Digital Era, IPA] Within this post, I’d like to set out a handful of steps that any marketer can use as a blueprint for creating an integrated marketing communications plan.

To exploit the full potential of marketing in the changing media landscape, brand owners must strike a better balance between the long and short term.


The primary focus of marketing promotion used to be to create compelling advertising campaigns that …

What is the Digital Era?

As with the previous research, Media in Focus: Marketing effectiveness in the digital era is based on insights drawn from the IPA's databank and updates the findings of the two earlier analyses.

How to Reignite Your Marketing Communications for the Digital Era.

The Digital Era …

Binet’s latest work with Peter Field, ‘Media in Focus’, reinforces the importance of traditional advertising along with digital, and long term strategies for brand building. This is according to the IPA’s report, 'Media in Focus – Marketing effectiveness in the digital era', written by Les Binet and Peter Field. In business today, the need for innovation and rapid decision-making trumps yesterday's drive for efficiency.

How does this influence what it means to be an effective leader?
: 10.4018/978-1-59140-158-2.ch001: While there are many useful ways of describing and discussing the Digital Era, explanations of its existence are lacking.

Key findings: – The digital revolution has increased the potential effectiveness of most forms of marketing, including traditional media Distinctive Point of View — Effective marketing communications starts with …

During 2017's IPA Effectiveness Week (London, October 2017), the two unveiled new work into how digital is changing media choices. Charlene Li explains that it's less about control and more about empowerment: enabling employees to acquire the information they need, so they can make their own decisions.

Its development during the 1990s and 2000s, changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated … 4 Principles of Marketing Strategy In The Digital Age.