Mastering the digital marketing basics – Observer (blog)
Optimisation, conversion, SEO, social media and brand consistency – five components of digital marketing mastery. Photograph: Walker And Walker/Getty Images The digital landscape of today often either scares off marketing professionals who feel they aren’t high-tech enough to implement a successful online strategy – or tempts them to leap into the complicated but fancy world of high-tech CRM. The reality lies somewhere in the middle