Digital Marketing — Preview

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, as they continue also to rely on conventional media to push products to customers.

This chapter imparts an understanding of how to succeed in the digital era. It covers a wide range of topics relating to the digital tools, techniques, processes, as well as some of the opportunities and challenges.

The agenda includes the new perspectives and imperatives that marketers must embrace, and a discussion on what works online and how to get discovered in cyberspace.

The chapter imparts an appreciation of how to craft content that exploits the internet’s true potential.

It covers techniques such as personalization and influencer or buzz marketing.

It imparts an understanding of the nuances of advertising on the internet and covers the key challenges that marketers face.

The chapter also provides an overview of digital advertising including advertising formats, targeting, pricing, advertising on mobile devices, search advertising and social media advertising. These topics are covered in more detail in the context of social networks and search engines, within the chapters Facebook, Twitter, YouTube, LinkedIn and Search Marketing.

From the viewpoint of market research, the section Benefits and Limitations of UGC, in Chapter Qualitative Research provides an understanding of the benefits and limitations of UGC (user-generated content). In the same chapter, the case example, iSnack 2.0, vividly illustrates these benefits and limitations.