1. GATEWAY GROUP WHITE PAPER
WWW.GATEWAYTECHNOLABS.COM
Reaching out your liquid consumers is not a great challenge anymore.
WHITE PAPER
PARADIGMS OF SUCCESSFUL DIGITAL MARKETING
STRATEGY
Reaching out your liquid consumers is not a great challenge anymore

2. GATEWAY GROUP WHITE PAPER
EXPERTS AT KEEPING EXPENSIVE BUSINESS DECISIONS
'PROFITABLE'. SINCE 1997.
BACKGROUND AND CHALLENGES
A current corporate is embracing digital marketing as a new weapon and using it at its own perils. This
could be potentially dangerous and may backfire if not strategically aligned with a structured and
adaptable customer centric strategy.
The current definition of customer must evolve and should move beyond the traditional demographic
analysis. Social and mobile reach should be unpacked based on a more mature content strategy.
The current challenge that we see being faced by many companies adapting digital marketing strategy
and not succeeding at implementing it is based around an unclear understanding of what their customer
seeks and how.
UNDERSTANDING THE CHALLENGES
A customer seeks content from variety of sources and today’s smart customer knows where to seek it
from. The challenge is to incorporate these complex routes taken by liquid customer traversing through
multitudes of mediums, devices and platforms, into your digital marketing strategy.
A key perspective that needs to be understood is that content is still the king and contextual content is
all about telling the right story to the right customer at the right time in right manner through the right
medium.
FACTORS AFFECTING
Major factors playing an important role impacting your digital marketing strategy should be
incorporating fluidic analysis of data to understand nuances of your customers’ preferences and their
psychographic characteristics, such as attitudes and interests.
It can be inhibiting or challenging to find the right source of data to analyse these parameters and could
potentially be a single point of failure for digital marketing strategy.

3. GATEWAY GROUP WHITE PAPER
EXPERTS AT KEEPING EXPENSIVE BUSINESS DECISIONS
'PROFITABLE'. SINCE 1997.
TECHNICAL LIMITATIONS
Technically speaking, usage of medium to communicate comes secondary and many companies get this
wrong by focusing on throwing out jazzy, funky, disruptive content across as many mediums as possible.
This complicates matters and poses challenge to IT infrastructure and capabilities.
Technology should be limited to being an enabler to smoothly make contextually right content available
across various mediums, devices and channels for your liquid consumers.
PLETHORA OF CHOICES
A study and report by industry experts shows that marketers use multitude of media through multitude
of channels to reach out to liquid consumers.
91
85
81
73
55
40
34
22
22
16
15
14
14
14
0 20 40 60 80 100
LinkedIn
Twitter
Facebook
Youtube
Google+
Slideshare
Pinterest
Instagram
Vimeo
Flickr
StumbleUpon
Foursquare
Tumblr
Vine
Content Distribution - %age

4. GATEWAY GROUP WHITE PAPER
EXPERTS AT KEEPING EXPENSIVE BUSINESS DECISIONS
'PROFITABLE'. SINCE 1997.
B2B Content Marketing Trends 2014: North America. The graph shows
preference of marketers in distributing content on social media.
Courtesy- Content Marketing Institute
87
81
80
76
76
73
73
68
64
63
62
51
44
40
38
38
35
34
30
28
27
26
25
25
24
22
10
0 10 20 30 40 50 60 70 80 90 100
Social Media
Articles on own website
e-Newsletters
Blogs
In-person events
Case Studies
Videos
Articles on others' websites
White papers
Online Presentations
Webinars/ Webcasts
Infographics
Research Reports
Microsites
Branded Content Tools
Mobile Content
Print Magazines
eBooks
Books
Mobile Apps
Digital Magazines
Podcasts
Licensed/ Syndicated Content
Virtual Conferences
Annual Reports
Print Newsletters
Games / Gamification
PERCENTAGE
TACTICUSED

5. GATEWAY GROUP WHITE PAPER
EXPERTS AT KEEPING EXPENSIVE BUSINESS DECISIONS
'PROFITABLE'. SINCE 1997.
BEST APPROACH
Creating a platform which resonates a great story across different mediums is the key to successful
digital marketing strategy. It does not necessarily mean that you repeat the same message across as
many platforms as possible.
The most important aspect is to create a right story and let story be told multiple times. This requires a
strategy to be formulated in content centric form. First create the right content then decide the
mediums to communicate this content through to reach out to your liquid consumers.
GATEWAY’S NEXT GENERATION DIGITAL MARKETING FRAMEWORK
GTL, through its years of experience in various industries across various geographies, have built a digital
marketing framework which addresses the whole journey a potential customer goes through in
interacting with your company before and far beyond being your customer.
GTL’s framework addresses all stages of customer journey. It is a next generation digital marketing
framework which acts as an Enabler to ensure selling becomes easier and faster; buying becomes
simpler and rewarding, and builds sustainable brand by deploying the most sought after technologies
that optimize the digital marketing strategies.

6. GATEWAY GROUP WHITE PAPER
EXPERTS AT KEEPING EXPENSIVE BUSINESS DECISIONS
'PROFITABLE'. SINCE 1997.
Some of the salient features of our strategic framework are:
1. We define customer by not segmenting through demographics but through their behavior,
preferences and the path they take to reach the medium.
2. How you reach audiences has changed and you need to treat audiences differently depending
upon how they arrive at your medium, as each path can determine a different consumer
behavior.
3. Advanced BI and analytical tools incorporated at each stage of customer journey giving insights
into behavior and actionable analysis.
Gateway Engagement Methodology: Digital Marketing Services - Body of Knowledge (BoK)

7. GATEWAY GROUP WHITE PAPER
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