Digital Marketing: Using the New Technologies to Get Closer to Your Customers

by WillRowan (Author)

• Used

  Hardcover
  2002

  $5.63

  There is no benefit in making distinctions between old and new media in an economy where the context of every channel to market is changing. As digital technologies place the customer at the centre of marketing, it is important for marketers to have a full understanding of how to plan an integrated approach to ensure a profitable relationship. This is the aim of this practical manual. It demonstrates how to: reappraise the expectations and role of marketing in a digital, networked marketplace; define the new customer-driven marketing concepts that digital channels enable - permission, viral, location, real-time marketplaces and auctions; and identify the customer-centric marketing goals that digital marketing takes to a new level -direct/customer relationship marketing techniques, sales promotion, broadcast and narrow cast advertising. The author details how best to use digital, networked channels such as the Internet and mobile and interactive TV, and sets out decision-making tools that readers may use to implement these ideas and techniques.