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digital Marketing Strategy

eMarketing Strategy

    Chapter 19- eMarketing Strategy 19.1 Introduction A strategy is a long-term plan of action aimed at achieving a particular outcome. Tactics refer to the immediate actions taken to execute a strategy. While most of the chapters in this textbook refer to the tactics that the Internet has afforded to marketing, the essential first step to executing any online campaign is in the planning: strategy. “Strategy” comes from the Greek strategos, which itself… Read More »eMarketing Strategy

    Market Research

      Chapter 18 Market Research 18.1 Introduction While the Internet was developed as a military project, the World Wide Web was developed as a tool for academics to allow information to be shared freely. This foundation of the Web as an information tool has had profound effects on the markets we transact in. Consider that consumers are able to research companies and products easily, gathering information to compare prices and service with… Read More »Market Research

      Customer Relationship Management

        Chapter 17- Customer Relationship Management 17.1 Introduction If anything, the Internet and the World Wide Web have highlighted the importance of a customer- focused approach to business and marketing. It may seem obvious now, but the heydays of mass media marketing seemed to assume that people could be persuaded to purchase anything, provided there was sufficient advertising to promote a product. While signs declaring “The Customer Is Always Right” may have… Read More »Customer Relationship Management

        Mobile Marketing

          Chapter 16Mobile Marketing 16.1 Introduction The mobile phone is a small gadget that has had a huge impact on our day-to-day lives. It has already had a profound impact on the way we communicate and conduct ourselves daily. This continues to be felt as the mobile phone enables new ways to market and new markets in which to transact. The Internet transformed our world in two fundamental ways: it has given… Read More »Mobile Marketing

          Web Analytics and Conversion Optimization

            Chapter 15- Web Analytics and Conversion Optimization 15.1 Introduction Picture the scene: you’ve opened up a new fashion retail outlet in the trendiest shopping center in town. You’ve spent a small fortune on advertising and branding. You’ve gone to great lengths to ensure that you’re stocking all the prestige brands. Come opening day, your store is inundated with visitors and potential customers. And yet, you are hardly making any sales. Could… Read More »Web Analytics and Conversion Optimization

            Online Copywriting

              Chapter 14- Online Copywriting 14.1 Introduction When it comes to writing copy on the Internet, content is king. The copy on a Web page is a hardworking multitasker. It needs to provide information to visitors, engage with them, and lead them to perform a desired action—all while conveying brand ethos. It also needs to provide context and relevance to search engines. And it needs to achieve all this fluidly without appearing… Read More »Online Copywriting

              Web Site Development and Design

                Chapter 13- Web Site Development and Design 13.1 Introduction Web development and design are at the heart of successful eMarketing, yet many marketers do not understand the importance of laying solid foundations here. Like building a house, solid foundations are key to stability, longevity, and even scalability. Developing a Web site involves more than choosing colors and header images. While it is tempting to focus on the design aesthetics of Web… Read More »Web Site Development and Design

                Web Public Relations

                  Chapter 12-Web Public Relations 12.1 Introduction Public Relations is a set of management, supervisory, and technical functions that foster an organization’s ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values. Robert Heath, Encyclopedia of Public Relations Traditional PR (public relations) has focused on crafted press releases and company image. It has provided… Read More »Web Public Relations

                  Online Reputation Management

                    Chapter 11-Online Reputation Management 11.1 Introduction If Dell were really smart, they’d hire me (yes, me) to come to them and teach them about blogs, about how their customers now have a voice; about how their customers are a community—a community often in revolt; about how they could find out what their customers really think; about how they could fix their customers’ problems before they become revolts; about how they could… Read More »Online Reputation Management

                    Viral Marketing

                      Chapter 10-Viral Marketing 10.1 Introduction Word-of-mouth marketing is powerful. Edelman’s 2010 Trust Barometer shows that 44 percent of respondents trust “a person like me” as a spokesperson.“Edelman Trust Barometer 2010,” Edelman, 2010, http://www.edelman.co.uk/trustbarometer/files/edelman-trust-barometer-2010.pdf (accessed May 10, 2010). In Chapter 8 “Social Media”, you learned some of the ways that marketers can tap into the media that promote this kind of trust. Messages passed on from “a person like me” is word-of-mouth marketing, and online that… Read More »Viral Marketing