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- W4386731460 abstract "This chapter focuses on digital marketing and social media marketing as a tool with which to communicate and interact with consumers. As people change how they communicate, the marketing profession has turned to digital and social media marketing to complement, and sometimes replace, traditional marketing channels and activities. However, digitization is not only altering consumers’ expectations of their interaction with organizations online, but also changing marketing in all forms. As such, this chapter first defines digital and social media marketing and tracks their evolution. It then moves on to discussing key areas of digital marketing communications, Internet advertising, search marketing, email marketing, social media marketing, content marketing, and mobile marketing. Next, the chapter defines ‘crowdsourcing’ and explains how it is used in marketing. Finally, it reviews some wider considerations in the development of digital marketing strategy." @default.
- W4386731460 created "2023-09-15" @default.
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- W4386731460 date "2021-01-20" @default.
- W4386731460 modified "2023-09-27" @default.
- W4386731460 title "Digital and Social Media Marketing" @default.
- W4386731460 doi "https://doi.org/10.1093/hebz/9780198829256.003.0014" @default.
- W4386731460 hasPublicationYear "2021" @default.
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