The second section of this textbook provides an in-depth presentation of a digital marketing framework centered on conversion-based marketing. We explain its relationship to persona, journey, and strategy and how it can be used to perform competitive analyses. We also discuss how keywords can help us understand how our competitors are positioned online.Ĭhapter 4: Introduction to Digital Strategy presents some key vocabulary associated with digital marketing and the framework we are going to cover for the rest of the semester, the RACE framework. In Chapter 3: Planning For a Digital Marketing Campaign, we cover basic notions of search engine optimization and then discuss how, when creating content, keywords can be used to respond to consumers’ needs and goals. In this chapter, we explore what marketing is and how value is created online, and briefly touch on consumer journeys.Ĭhapter 2: Understanding the Digital Consumer explores how digitalization is transforming the journey of consumers. We learn about marketing tools (persona, consumer journey, and journey mapping) to help us understand consumer behavior and craft digital marketing campaigns. More precisely, Chapter 1: Introduction to Digital Marketing discusses how digitalization is changing the ecosystem in which we conduct marketing activities. We then explore how the consumer experience has been radically altered and what the implications are for firms’ strategies.
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In this first section, we focus on understanding a shift in how firms communicate with consumers: they have moved away from talking about themselves, which was predominant in a pre-internet era, towards often offering free resources to create value for consumers. The first section of this textbook explains how the internet has transformed the ways firms create value and how consumers experience brands and products. Throughout, real-life examples, learning exercises, videos, and additional resources are offered to cement and expand your learning experience.
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The objective of this textbook is to provide a way of conceptualizing how to do marketing online and a strategic framework to do so. We need a drastically different way of thinking about approaching consumers and selling products.
In order to be successful digital marketers, we need to go beyond simply translating the methods and processes that used to be successful for traditional media.
Whole industries, such as music and travel, have been radically reshaped. The internet has also transformed how businesses conduct their activities and how consumers go about buying products. We consume other people’s lives, we talk to strangers, and we project public personas on social media platforms. We become microcelebrities on Twitch and YouTube.
We forge new relationships through dating apps such as OkCupid and Tinder. Our relationships with our friends and families have expanded to digital channels such as WhatsApp, Facebook Messenger, and Instagram. The internet has digitalized our lives: we now create and meet others in online communities on websites such as Reddit, Imgur, Facebook, or NikeTalk.
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