Paperback
Digital Marketing Strategy
Create Strategy, Put It Into Practice, Sell More
9781035311323 Edward Elgar Publishing
This cutting-edge book presents a detailed overview of digital marketing strategy, which has evolved following rapid digitalization that occurred during the COVID-19 pandemic. Providing detailed examinations of different digital marketing techniques, it demonstrates how organizations’ digital marketing strategies can be developed and implemented.
More Information
Critical Acclaim
Contents
More Information
This cutting-edge book presents a detailed overview of digital marketing strategy, which has evolved following rapid digitalization that occurred during the COVID-19 pandemic. Providing detailed examinations of different digital marketing techniques, it demonstrates how organizations’ digital marketing strategies can be developed and implemented.
Digital Marketing Strategy features a thorough analysis of how digital marketing can be utilized to increase sales through new customer acquisition and through increasing the life cycle value of its existing customers. Chapters explore how buyer personas can be used to frame marketing as an advantageous service. Ultimately, this instructive book highlights that the core of digital marketing is based on market analysis, the value proposition built on it, and observed competitive advantage.
With fresh insights into the developing areas of content and influencer marketing, this book will be of immense worth to students and scholars studying digital marketing strategy. It will also be highly applicable to those working in the field of digital marketing who promote products and services that require buyer judgement.
Digital Marketing Strategy features a thorough analysis of how digital marketing can be utilized to increase sales through new customer acquisition and through increasing the life cycle value of its existing customers. Chapters explore how buyer personas can be used to frame marketing as an advantageous service. Ultimately, this instructive book highlights that the core of digital marketing is based on market analysis, the value proposition built on it, and observed competitive advantage.
With fresh insights into the developing areas of content and influencer marketing, this book will be of immense worth to students and scholars studying digital marketing strategy. It will also be highly applicable to those working in the field of digital marketing who promote products and services that require buyer judgement.
Critical Acclaim
‘A great choice for a digital marketing textbook: a useful introduction for both practitioners and students. Equipped with practical examples and frameworks, Digital Marketing Strategy covers both strategic and tactical sides of digital marketing, which are discussed through the innovative MRACE (Measure, Reach, Act, Convert, Engage) model. Offering useful insights into digital marketing work, from strategic planning to daily operation, I recommend this book for students and educators.’
– Joni Salminen, University of Vaasa, Finland
– Joni Salminen, University of Vaasa, Finland
Contents
Contents: PART I STRATEGIC ANALYSIS AND PLANNING 1. An introduction to digital marketing 2. Analysis of the digitalized business environment 3. Digital marketing strategy PART II IMPLEMENTING MARKETING STRATEGY IN PRACTICE 4. Implementing strategy using the MRACE® model 5. Digital marketing channels and tools 6. Digital marketing work in practice 7. In closing: the future of digital marketing Bibliography Index
