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“The internet has upended how consumers engage with brands. It is transforming the economics of marketing and making obsolete many of the function’s traditional strategies and structures. For marketers, the old way of doing business is unsustainable (Edelman, 2010).”

The concept explores how digital technology can increase the effectiveness of campaign management and product/marketing design and execution. It includes case studies that illustrate real-life digital technology scenarios and reviews benefits of adopting digital marketing.

Technique Overview

Digital Marketing

Digital Marketing Definition

Digital marketing is a form of direct marketing which links consumers with sellers electronically using interactive technologies like emails, websites, online forums and newsgroups, interactive television, mobile communications etcetera (Kotler and Armstrong, 2009). It facilitates many-to-many communications due to its high level of connectivity and is usually executed to promote products or services in a timely, relevant, personal and cost-effective manner (Bains et al., 2011).

Digital Marketing Description *

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Business Evidence

Digital Marketing Strengths *

Digital Marketing Weaknesses *

Examples of Digital Marketing *

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Business Application

Digital Marketing Implementation *

Success Factors of Digital Marketing *

Measures of Digital Marketing *

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Further Reading

Digital Marketing Web Resources *

Digital Marketing Print Resources *

Digital Marketing References (4 of up to 20) *

  • Arthur, C. (2011) Apple to Release Cheaper iPhone4 within Weeks. The Guardian, [Online] 24 August, available at http://www.guardian.co.uk/technology/2011/aug/24/apple-cheaper-iphone-4?INTCMP=SRCH [Accessed: 4 September 2011].
  • Baines, P., Fill, C. and Page, K. (2011) Marketing. (2nd Ed.) Oxford University Press.
  • BBC News (2011) Burberry Enjoys Strong Sales Growth. [Online] 13 July, available at http://www.bbc.co.uk/news/business-14133727 [Accessed: 27 November 2011].
  • Chaffey, D. and Smith, P.R. (2008) eMarketing eXcellence: Planning and Optimising your Digital Marketing. (3rd Ed.) Butterworth-Heinemann.

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Further Reading

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