Description
Digital Marketing Strategy features a thorough analysis of how digital marketing can be utilized to increase sales through new customer acquisition and through increasing the life cycle value of its existing customers. Chapters explore how buyer personas can be used to frame marketing as an advantageous service. Ultimately, this instructive book highlights that the core of digital marketing is based on market analysis, the value proposition built on it, and observed competitive advantage.
With fresh insights into the developing areas of content and influencer marketing, this book will be of immense worth to students and scholars studying digital marketing strategy. It will also be highly applicable to those working in the field of digital marketing who promote products and services that require buyer judgement.
About the Author
Niko Lahtinen, Principal Owner and Commercial Director, Suomen Digimarkkinointi Oy, Finland, Kimmo Pulkka, Partner and Head of the Content Marketing Unit, Suomen Digimarkkinointi Oy, Heikki Karjaluoto, Professor, Faculty of Information Technology, University of Jyvaskyla, Finland and Joel Mero, Assistant Professor of Marketing, School of Business and Economics, University of Jyvaskyla, Finland
Reviews
'A great choice for a digital marketing textbook: a useful introduction for both practitioners and students. Equipped with practical examples and frameworks, Digital Marketing Strategy covers both strategic and tactical sides of digital marketing, which are discussed through the innovative MRACE (Measure, Reach, Act, Convert, Engage) model. Offering useful insights into digital marketing work, from strategic planning to daily operation, I recommend this book for students and educators.' -- Joni Salminen, University of Vaasa, Finland
Book Information
ISBN 9781035311323
Author Niko Lahtinen
Format Paperback
Page Count 168
Imprint Edward Elgar Publishing Ltd
Publisher Edward Elgar Publishing Ltd
