Digital Marketing provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.
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Title Page
Copyright Page
Brief contents
Contents
Preface
About the authors
Acknowledgements
Part 1 Digital marketing
1 Introducing digital marketing
Learning objectives
Questions for marketers
Links to other chapters
Introduction – how has digital marketing transformed marketing?
How will this book help me?
Digital disruptors
Definitions – what are digital marketing and multichannel marketing?
Paid, owned and earned media
Introduction to digital marketing strategy
Key features of digital marketing strategy
Applications of digital marketing
Benefits of digital marketing
Alternative digital business models
What is the difference between e-commerceand digital business?
Different forms of functionality of digital presence
Digital marketing insight 1.1 Social commerce – how much do social networksin