Digital Marketing — Preview
Exhibit 19.1 By providing useful skincare tips and information,
Garnier employs inbound marketing strategies to attract potential customers
and establish itself as an authoritative brand in the industry.
As marketers embrace digital marketing, they need a multi-pronged strategy
to attract, convert and retain customers. They must draw customers on the web, by serving
useful, relevant and interesting content, even as they continue also to rely on conventional
media to push products to customers.
This chapter imparts an understanding of how to thrive in the digital age,
covering a range of topics related to digital tools, techniques, processes, as well as
opportunities and challenges. The discussion includes new perspectives and requirements that
marketers must embrace to be successful, as well as how to gain visibility in cyberspace.
The chapter emphasizes the importance of creating content that exploits the
internet’s potential, utilizing techniques such as personalization and influencer or buzz
marketing. It also delves into the nuances and intricacies of online advertising, including
the key challenges that marketers face.
Furthermore, the chapter provides an overview of digital advertising,
including ad formats, targeting, pricing, mobile advertising, search advertising, and social
media advertising. These topics are explored in greater depth within the context of social
networks and search engines in the chapters on Facebook, Twitter, YouTube,
LinkedIn and Search Marketing.
