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Digital Marketing Strategy
The Internet has transformed how businesses conduct their activities and how consumers go about buying products. This textbook aims to provide a way of conceptualizing how to do marketing online and a strategic framework to do so.
- Author
- Pierre-Yann Dolbec
- Publisher
- Concordia University
- Source
- LibreTexts
- License
- CC BY-NC-SA
- Language
- EN
- Category
- Marketing
Contents· 10 sections
- 01: Chapters
- 1.01: Introduction to Digital Marketing
- 1.02: Understanding the Digital Consumer
- 1.03: Planning for a Digital Marketing Campaign
- 1.04: Introduction to Digital Strategy
- 1.05: Reach- Generating Awareness and Attracting Visitors
- 1.06: Act - Creating Content
- 1.07: Act - Lead Generation and Lead Nurturing
- 1.08: Convert - Conversion Optimization
- 1.09: Engage - Building Loyalty and Co-Creating with Customers