Digital marketing strategy : create strategy, put it into practice, sell more / Niko Lahtinen, Principal Owner and Commercial Director, Suomen Digimarkkinointi Oy, Finland, Kimmo Pulkka, Partner and Head of the Content Marketing Unit, Suomen Digimarkkinointi Oy, Finland, Heikki Karjaluoto, Professor, Faculty of Information Technology, University of Jyväskylä, Finland, Joel Mero, Assistant Professor of Marketing, School of Business and Economics, University of Jyväskylä, Finland.
Material type:
TextPublisher: Cheltenham, UK ; Northampton, MA, USA : Edward Elgar Publishing, [2023]Description: X/, 154 pages : illustrations (some color)ISBN: 9781035311309; 9781035311323Subject(s): Internet marketing | Digital media | MarketingSummary: "This cutting-edge book presents a detailed overview of digital marketing strategy, which has evolved following rapid digitalization that occurred during the COVID-19 pandemic. Providing detailed examinations of different digital marketing techniques, it demonstrates how organizations' digital marketing strategies can be developed and implemented. 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"--
"This cutting-edge book presents a detailed overview of digital marketing strategy, which has evolved following rapid digitalization that occurred during the COVID-19 pandemic. Providing detailed examinations of different digital marketing techniques, it demonstrates how organizations' digital marketing strategies can be developed and implemented. 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"--
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