Digital Marketing Strategy

Abstract

The first section of this textbook explains how the internet has transformed the ways firms create value and how consumers experience brands and products. In this first section, we focus on understanding a shift in how firms communicate with consumers: they have moved away from talking about themselves, which was predominant in a pre-internet era, towards often offering free resources to create value for consumers. We then explore how the consumer experience has been radically altered and what the implications are for firms’ strategies. Chapter 1: Introduction to Digital Marketing discusses how digitalization is changing the ecosystem in which we conduct marketing activities. In this chapter, we explore what marketing is and how value is created online, and briefly touch on consumer journeys. Chapter 2: Understanding the Digital Consumer explores how digitalization is transforming the journey of consumers. We learn about marketing tools (persona, consumer journey, and journey mapping) to help us understand consumer behavior and craft digital marketing campaigns....