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Digital Marketing and Communications
Pages 10 (2510 words)
An evaluation of the role of online information in developing online marketing strategy BY YOU YOUR SCHOOL INFO HERE DATE HERE An evaluation of the role of online information in developing online marketing strategy Introduction Digital marketing differs from traditional marketing in many ways.
There may also be more financial capital invested into the physical distribution process in order to ensure that convenience is injected into the consumer decision-making process as a criterion for making future purchases. Digital marketing, however, makes use of technologies in order to maximise the return on investment for marketing activities. For example, online blogs, video streaming, text messaging on wireless devices, email and instant messaging provide new opportunities for marketers to reach their customers and build a solid brand personality (Reitzin 2007). Digital marketing makes effective use of a variety of electronic devices so as to better engage with important and profitable stakeholders in society. Websites, social networks and various mobile apps are yet three more examples of what constitutes digital marketing. Even though digital marketing differs from traditional marketing, there are some similarities as well. There must be focus placed on understanding the consumer decision-making processes using various models of consumer behaviour, recognising the importance of the traditional 4Ps of the marketing mix, and acquiring valuable demographic data in order to properly target the most viable consumer segments. ...
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