en
Buku
Godfrey Parkin

Digital Marketing

    Mikhailova Ievgeniiamembuat kutipanbulan lalu
    Introduction

    This book is a guide to succeeding in today’s business world, the marketing rules of which have been forever changed by the collective power of the online consumer.
    At the end of this book you will find a guide that summarizes the action recommendations covered in this publication. It takes you through the strategy development and implementation process step by step, and poses the questions that you need to answer to build a successful emarketing approach, or an entire ebusiness. Although you will learn the essential tactics for mastering every element of the emarketing landscape, this book is about marketing strategy, not about web technology.
    You can learn technical hints, tips, and website optimization secrets from my seminars or from hundreds of other sources. But there is little point in building a website or fine-tuning your emarketing tactics unless your strategy is right in the first place. To build a competitive strategy to capture the loyalty of your online consumers requires rethinking your vision for your business from the ground up. It also requires an intimate understanding of what this online environment is all about, from the perspective of your business, from your competitors’ point of view, and particularly in the eyes of your target customers as individuals. Without those insights, you cannot begin to put together a digital strategy that has any hope of succeeding.
    This book will provide you with the insights and inspiration, as well as the step-by-step processes, to succeed in marketing to the new consumer.
    Wherever it is necessary to dip into technical detail I do so in laypersons’ terms. A glossary is included at the back of the book for easy reference and for clarifying any term that is not clearly defined in the text.
    Mikhailova Ievgeniiamembuat kutipanbulan lalu
    Introduction

    This book is a guide to succeeding in today’s business world, the marketing rules of which have been forever changed by the collective power of the online consumer.
    At the end of this book you will find a guide that summarizes the action recommendations covered in this publication. It takes you through the strategy development and implementation process step by step, and poses the questions that you need to answer to build a successful emarketing approach, or an entire ebusiness. Although you will learn the essential tactics for mastering every element of the emarketing landscape, this book is about marketing strategy, not about web technology.
    You can learn technical hints, tips, and website optimization secrets from my seminars or from hundreds of other sources. But there is little point in building a website or fine-tuning your emarketing tactics unless your strategy is right in the first place.
    Nikola Neškovićmembuat kutipan9 bulan yang lalu
    MARKETING is the overall set of activities, processes and attitudes that a business applies to understanding the needs of its customers, and developing, supplying and communicating products or services that address those needs. It includes all the activities, inputs and outputs that might be classified under the traditional ‘Four P’s of Marketing’: Product, Place, Price and Promotion. Since the web is increasingly one of the places where individuals and companies market, marketing includes what you do online.
    b4735045204membuat kutipan10 bulan yang lalu
    A strategy is simply a broad-brush description of the approach you intend to take to achieve your goals.
    b4735045204membuat kutipantahun lalu
    Your mission is a statement of your reason for being
    b4735045204membuat kutipantahun lalu
    Chris Anderson in his best-selling book The Long Tail, an essential read for anyone in marketing.
    mo9fmembuat kutipantahun lalu
    ONLINE CONSUMERS are those whose lives have been influenced by digital technologies. They include people who never buy anything online, who never play online games and who don’t have a Facebook page. If they use email, or own a mobile phone, or access the web for any reason, they are online consumers because their information-sharing, opinion-formation and decision-making processes are inherently influenced by the internet.
    Dejana Vrbaskimembuat kutipan2 tahun yang lalu
    all consumers with internet access, more than 6 out of 10 use the web as their dominant source of product information and for window shopping – 10 times more than those who use television as an information source. Th
    Dejana Vrbaskimembuat kutipan2 tahun yang lalu
    is about 1) consumers who have suddenly developed minds and muscles and the will to use them and 2) the competitive environment in which geography has become irrelevant, barriers to entry have disappeared, and traditional media have lost their audiences.
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