August 2012
Intermediate to advanced
256 pages
6h 50m
English
1
It’s Not About the Tools, It’s All About Strategy
Start with a Strategy
“I know half my advertising isn’t working. I just don’t know which half.”
LORD LEVERHULME,
the founder of Lever Brothers
(now Unilever)

The soundest strategy you can have is to start with a sound strategy. That may sound silly, but when it comes to social and digital media, most marketing people start with a tool, such as Facebook or Twitter, and try to build a strategy around that tool. Marketing isn’t just about the tools, though. You wouldn’t assemble your team and say, “We’re going to build a strategy exclusively around print ads.” You’d make print ads part of your overall ...