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| digital marketing strategy case study: Digital Marketing Strategy Glen L. Urban, 2004 Digital Marketing Strategy emphasizes how digital technologies make marketing more effective because they allow for individual attention, better campaign management, and better product, marketing design, and execution. The book does not ignore the fundamental theories of marketing, but emphasizes their usefulness in developing a response to the threats and opportunities created by the Internet. It is organized around an easy-to-understand flow diagram for formulating marketing strategies: understand customer needs, formulate a strategy, implement the strategy, and build trust with customers. Digital technology discussed includes customer relationship management software, sales force automation, wireless technology, marketing automation software, and decision support systems. Case studies throughout the book illustrate real-life digital technology scenarios; they include: Mothernature.com, Dell, Insite, Terra Lycos, MarketSoft, OSRAM Sylvania, Logistics.com, Travelocity, and Citibank Online. For anyone pursuing a career in marketing; also for practitioners, marketing professionals, consultants, executive trainers and others employed in corporate training. |
| digital marketing strategy case study: Digital and Social Media Marketing Aleksej Heinze, Gordon Fletcher, Tahir Rashid, Ana Cruz, 2016-11-18 Digital and Social Media Marketing: A Results-Driven Approach is an exciting new industry-led, research-informed and results-driven guide to digital commerce. Its examples draw from SMEs and from Europe to offer a unique perspective for those learning about digital marketing and, having been developed in close collaboration with the Search Engine Marketing Trade Association (SEMTA), it is a reliable source of prevailing industry standards for practitioners at the cutting edge of their trade. Unlike other digital marketing texts, this accessible textbook gives special consideration to the ethical challenges raised by an increasingly digital world. Equally unique is the book’s Digital Business Maturity Model, which offers organisations a clear roadmap for understanding their relative levels of technology adoption. Embracing the true spirit of Digital and Social Media Marketing, the book will be the first of its kind in this field with digital learning materials, case studies and exercises available in a supporting Massive Open Online Course (MOOC). The MOOC will enhance learners’ experience and create an interactive international learning community. This book will provide a hands on, accessible and user friendly platform to turn skills and knowledge into strategic advantage. Ideal for postgraduate learners, instructors interested in providing a unique and up-to-date learning experience and for SMEs and practitioners aiming to be at the cutting edge of Digital and Social Media Marketing. |
| digital marketing strategy case study: Be the Gateway Dan Blank, 2017-03-07 Many people feel the drive to do creative work, but get overwhelmed by the process of connecting with an audience. If you want to share your voice and inspire people with your writing, art, craft, or creative idea, you have to provide your audience a new way of looking at the world, of knowing themselves, and connecting with others |
| digital marketing strategy case study: Advanced Digital Marketing Strategies in a Data-Driven Era Saura, Jose Ramon, 2021-06-25 In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the internet has given rise to new business models based on the bidirectionality of communication between companies and internet users. Digital marketing, new business models, data-driven approaches, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies are beginning to see the digital ecosystem as not only the present but also the future. However, despite these advances, relevant evidence on the measures to improve the management of data sciences in digital marketing remains scarce. Advanced Digital Marketing Strategies in a Data-Driven Era contains high-quality research that presents a holistic overview of the main applications of data sciences to digital marketing and generates insights related to the creation of innovative data mining and knowledge discovery techniques applied to traditional and digital marketing strategies. The book analyzes how companies are adopting these new data-driven methods and how these strategies influence digital marketing. Discussing topics such as digital strategies, social media marketing, big data, marketing analytics, and data sciences, this book is essential for marketers, digital marketers, advertisers, brand managers, managers, executives, social media analysts, IT specialists, data scientists, students, researchers, and academicians in the field. |
| digital marketing strategy case study: Digital Marketing Strategy Simon Kingsnorth, 2016-05-03 The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. This book analyzes the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter. |
| digital marketing strategy case study: Digital and Social Media Marketing Nripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, Yogesh K. Dwivedi, 2019-11-11 This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing. |
| digital marketing strategy case study: The Best Digital Marketing Campaigns in the World Damian Ryan, Calvin Jones, 2011-06-03 With the enormous growth of the internet and social media sites, digital marketing is now worth more per annum than TV advertising in the UK. Social network advertising spending is expected to increase to a staggering $4.3 billion in 2011 in a bid to attract today's media-savvy consumer. The Best Digital Marketing Campaigns in the World brings together an international collection of the most successful digital marketing campaigns of our time, assessing what they achieved and the business lessons learnt. This practical and insightful book explores how businesses large and small have harnessed social media, blogs, forums, online video and email to boost their brand and attract customers. Damian Ryan and Calvin Jones present a selection of hand-picked case studies, sharing the knowledge and skill of the world's top creative minds. Covering everything from household names such as Pizza Hut and Pepsi to Obama's 2008 presidential election campaign, this book is the must-read guide for all marketers looking to embrace the new digital landscape. |
| digital marketing strategy case study: Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries Santos, José Duarte, Silva, Óscar Lima, 2019-08-30 The growth of internet access and the entry of smartphones into everyday life has provided a revolutionary way for consumers to interact with businesses throughout the tourist industry. As a result, numerous companies are utilizing techniques and concepts designed to communicate directly with potential clientele all over the world. Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries provides innovative insights into how digital marketing can influence the consumer relationship at every stage of the tourism process and features emerging tools and techniques to establish better connections with consumers. The content within this publication examines topics such as branding strategies, social media, and influencer marketing for maximum content exposure. This information is designed for marketing managers, executives, event planners, tour developers, hotel managers, airline managers, program directors, advertisers, restaurateurs, students, business professionals, and researchers. |
| digital marketing strategy case study: Digital Marketing Fundamentals Marjolein Visser, Berend Sikkenga, Mike Berry, 2019-11-04 Digital Marketing Fundamentals is the first comprehensive digital marketing textbook to cover the entire marketing process. The academic theory behind Digital Marketing, as well as techniques and media, is discussed. Digital Marketing Fundamentals is easy to read and contains many international examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands. In this book, all relevant aspects of digital marketing are addressed: strategic aspects, the use of the Internet for market research, product development and realisation, branding, customer acquisition, customer loyalty and order processing. The book also discusses effective websites and apps, digital analytics and planning, and management. The application of social media and mobile communications is seamlessly integrated into the topics. Digital Marketing Fundamentals is suitable for commercial and management courses in higher education, including universities and business schools, and for professionals working in digital marketing. To request access to the book's online resources, please click here: http://www.digitalmarketing.noordhoff.nl For FAQs: https://www.basisboek-onlinemarketing.nl/faq-lecturers.html |
| digital marketing strategy case study: Digital Marketing: Cases from India Rajendra Nargundkar, Romi Sainy, 2018-12-19 Given the above challenge, we have selected a few authentic Indian cases that can be used to discuss various concepts of digital marketing. This will address the dearth of contextual cases in the field of digital marketing. The book is a collection of short cases which address specific issues on digital marketing like social media marketing, email marketing, campaign management and analysis, digital marketing strategies, blogs and others. We have tried to present real digital marketing challenges faced by organizations, and how they manage their marketing issues. Each case was developed by considered effort of the authors and editors so that a right blend of theory and practice can be presented in front of the readers. We are hopeful that this book will prove to be useful to both students and teachers working in the area of digital marketing. This book can be used as a supplement to any Digital Marketing text of a professor’s choice for both classroom teaching for management programs, and teaching at executive training and regular courses. We hope to bring out new editions of the book with additional/new cases every year or two and keep it contemporary. |
| digital marketing strategy case study: Culture and Tourism in a Smart, Globalized, and Sustainable World Vicky Katsoni, Ciná van Zyl, 2021-06-21 This book gathers the proceedings of the 7th International Conference, with the theme “Culture and Tourism in a Smart, Globalized and Sustainable World,” held on Hydra Island, Greece, on June 17–19, 2020, published with the support of the International Association of Cultural and Digital Tourism. Highlighting the contributions made by numerous writers to the advancement of tourism research, this book presents a critical academic discourse on sustainable practices in the smart tourism context, improving readers’ understanding of, and stimulating future debates in, this critical area. In addition to the knowledge economy and the concept of smart destinations, the book addresses new modes of tourism management and development, as well as emerging technologies, including location-based services, the Internet of things, smart cities, mobile services, gamification, digital collections and the virtual visitor, social media, social networking, and augmented reality. |
| digital marketing strategy case study: Amazon Case Study. "The Best Marketing Strategies Aren't Top Down, They're Outside In" Sixbert Sangwa, 2021-04-12 Academic Paper from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 78, University of South Wales (Business School), course: Strategic Marketing, language: English, abstract: This work uses Amazon as a case study organisation to criticize the statement: The best marketing strategies aren't top down, they're outside in, starting with the customers' needs and wants. It makes use of different academic literatures to evaluate how the customer voice drives strategic marketing decisions in this organisation. In its history, the company's success has been grounded on its effective strategic planning which is purely customer-oriented. The analysis of the company marketing strategy has shown that Amazon enjoys the advantages of the web technology, which the company is hyper dependent on. However, due to putting customer first, the company has also opened some physical outlets in different locations where Amazon applies a 4Ps Marketing strategy besides segmentation and positioning. Although the company has developed its strengths and positioned itself as a global giant, it was advised to focus on four core elements of marketing mix, since all other companies are striving to become customer-oriented and different offline companies are coming online, which gradually increases the competition. |
| digital marketing strategy case study: Digital Marketing Strategy Niko Lahtinen, Kimmo Pulkka, Heikki Karjaluoto, Joel Mero, 2023-07-01 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 case study: Digital Marketing Annmarie Hanlon, 2021-12-15 An unbiased, balanced guide to all aspects of digital marketing planning and strategy, from social media, mobile and VR marketing to objectives, metrics and analytics. |
| digital marketing strategy case study: Digital Marketing Strategies and Models for Competitive Business Pinto, Filipe Mota, Guarda, Teresa, 2020-03-27 Modern marketing practices have evolved to become a dynamic meeting point for technology practitioners and business professionals. Digital technologies have added a new paradigm to the way businesses are projected, communicated, and developed through their marketing activities, from message delivery to content production. Digital Marketing Strategies and Models for Competitive Business is a collection of innovative research that seeks to connect theory with application, identifying best practices over digital marketing to business purposes. While highlighting topics including consumer analysis, search engine marketing, and marketing communications, this book is ideally designed for marketers, managers, executives, advertisers, graphic designers, researchers, practitioners, entrepreneurs, policymakers, and educators. |
| digital marketing strategy case study: Optimizing Digital Solutions for Hyper-Personalization in Tourism and Hospitality Gustavo, Nuno, Pronto, João, Carvalho, Luísa, Belo, Miguel, 2022-02-19 As hyper-personalization has yet to be perfected, developing hyper-personalized strategies presents a critical challenge; due to this, optimizing hyper-personalization and designing new processes and business models takes center stage in tourism and hospitality to reach new levels of customer service and experience through the introduction and development of new solutions supported in the internet of things, software interfaces, artificial intelligence solutions, back-end and front-end management tools, and other emergent business intelligence strategies. Optimizing Digital Solutions for Hyper-Personalization in Tourism and Hospitality serves as an essential reference source that emphasizes the importance of hyper-personalization models, processes, strategies, and issues within tourism and hospitality fields with a particular focus on digital IT solutions. More than a simple starting point for a critical reflection on the state of the art of this sector, this book aims to contribute in an objective way to leveraging digital solutions to optimize the concept of hyper-personalization in the tourist experience. The content of this book covers research topics that include digital tourism and hospitality, consumer behavior, customer journey, and smart technologies and is ideal for professionals, executives, hotel managers, event coordinators, restaurateurs, travel agents, tour directors, policymakers, government officials, industry professionals, researchers, students, and academicians in the fields of tourism and hospitality management, marketing, and communications. |
| digital marketing strategy case study: Digital Marketing Excellence Dave Chaffey, PR Smith, 2022-07-22 Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms. This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation. Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises. |
| digital marketing strategy case study: Media Management Bernd W. Wirtz, 2020-09-11 “Digitalization significantly changes the media. To cope with this change and to exploit new market opportunities is a major challenge for media corporations. Bernd Wirtz provides a valuable guideline for this new world, combining theory, facts, and practice.” Dr. Hubert Burda, German publisher and Managing Corporate Partner of Hubert Burda Media Holding KG “The media business is subject to substantial change while differences between distinctive media areas are fading away. This is due to technical innovation in areas like transmittance of content, bearer of content and recording devices but also due to new formats, trends and constant change of consumer behavior.” The textbook “Media and Internet Management” stays abreast of changes and covers this topic on a well-founded and comprehensive basis. It makes a valuable contribution to theory and practice in media management and is highly recommendable to media managers.” Christoph Mohn, Chairman of the Supervisory Board, Bertelsmann AG “The world of media is full of challenges and dynamic conditions for its field. The dynamic of this market is accelerated even more by new digital technologies and ongoing globalization. This book is an absolute “must have” for everyone who wants to know more about the basics, conditions and requirements of modern media management. The analytical clearness and structure make this publication highly relevant for students, but also for managers.” Urs Rohner, Chairman of the Board of Directors, Credit Suisse Group AG “Media Management is a textbook, but a very welcome newcomer for students and teachers as it fills a market gap for good educational material in this rapidly evolving field. It is concise, simple (but not simplistic), and contains a contemporary overview of concepts and tools for media managers. ” Prof. Dr. Bozena I. Mierzejewska, Editor of The International Journal on Media Management, Fordham University, New York “Summed up, with his second edition Wirtz managed to strengthen the outstanding position of his publication “Media Management”. His textbook shines because of its content, analytical clearness and the high relevance for business practice without losing its academic background. With the second edition this book has established its position in the field of media business as the leading standard reference book in Germany. It is suitable for business students, lectures as well as managers who can gain magnificent information from it.” Prof. Dr. Wolfgang Fritz, Director of the Institute of Marketing, Braunschweig University of Technology, Germany; Honorary Professor at the Institute of Business Administration, University of Vienna, Austria. |
| digital marketing strategy case study: Known Mark Schaefer, 2017-01-28 In today's world, there is a permanent advantage to becoming known in your field. Those who are known get the customers, the better jobs, and the invitations to exclusive opportunities. But can anybody become known? In this path-finding book, author Mark Schaefer provides a step-by-step plan followed by the most successful people in diverse careers like banking, education, real estate, construction, fashion, and more. With amazing case studies, dozens of exercises, and inspiring stories, KNOWN is the first book its kind, providing a path to personal business success in the digital age. |
| digital marketing strategy case study: Digital Marketing Annmarie Hanlon, 2021-12-15 An unbiased, balanced guide to all aspects of digital marketing, from social media, mobile and VR marketing to objectives, metrics and analytics. Covering all aspects of digital marketing planning and the latest models, the book also offers a range of tools to help implement your own digital marketing plans and strategies. The second edition has been expanded to include new discussions and research on areas including digital privacy, types of influencers, social listening and the gig economy. Key features: Supported by case examples from 28 global companies and brands including IKEA, Uber, Klarna and TikTok. A brand-new case study on Strava runs throughout the book to help you apply what you’ve learnt to real-world scenarios. ‘Ethical Insight’ boxes provide a reflective and challenging look at social issues and the negative side of marketing. ‘Digital Tool’ boxes introduce professional tools, such as ‘Spot the Troll’, Hootsuite and Padlet. The ‘Smartphone Sixty Seconds’ feature provides super-quick online activities using needing only your phone. Includes a new ‘Journal of Note’ feature in each chapter, to direct you to a key source of further reading. Worked digital marketing plan. Complimented by online resources, including PowerPoint slides, and Instructor’s Manual, quizzes, recommended video links and free SAGE Journal articles. Suitable for digital and e-marketing courses at all levels, as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing. |
| digital marketing strategy case study: Marketing and Smart Technologies Álvaro Rocha, José Luís Reis, Marc K. Peter, Ricardo Cayolla, Sandra Loureiro, Zorica Bogdanović, 2021-03-09 This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2020), held at ISCTE - University Institute of Lisbon, in the city of Lisbon in Portugal, between 8 and 10 October 2020. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies. |
| digital marketing strategy case study: Driving Digital Strategy Sunil Gupta, 2018-07-24 Digital transformation is no longer news--it's a necessity. Despite the widespread threat of disruption, many large companies in traditional industries have succeeded at digitizing their businesses in truly transformative ways. The New York Times, formerly a bastion of traditional media, has created a thriving digital product behind a carefully designed paywall. Best Buy has transformed its business in the face of Amazon's threat. John Deere has formed a data-analysis arm to complement its farm-equipment business. And Goldman Sachs and many others are using digital technologies to reimagine their businesses. In Driving Digital Strategy, Harvard Business School professor Sunil Gupta provides an actionable framework for following their lead. For over a decade, Gupta has studied digital transformation at Fortune 500 companies. He knows what works and what doesn't. Merely dabbling in digital or launching a small independent unit, which many companies do, will not bring success. Instead you need to fundamentally change the core of your business and ensure that your digital strategy touches all aspects of your organization: your business model, value chain, customer relationships, and company culture. Gupta covers each aspect in vivid detail while providing navigation tips and best practices along the way. Filled with rich and illuminating case studies of companies at the forefront of digital transformation, Driving Digital Strategy is the comprehensive guide you need to take full advantage of the limitless opportunities the digital age provides. |
| digital marketing strategy case study: Digital Marketing PDF eBook Dave Chaffey, Fiona Ellis-Chadwick, 2015-11-10 'I have used this book in all its editions since first publication with my undergraduate and postgraduate students. It is a core text for all the students, because it provides the detail they require at an academic level. Importantly it is a book for the practitioner to use too. This is why we use it on our postgraduate practitioner programmes – where we actually buy the book for the students as we believe it is that important. No other text comes close and literally thousands of our graduates have benefitted from it in their subsequent careers: written by the specialist for the specialist.' David Edmundson-Bird Principal Lecturer in Digital Marketing Manchester Metropolitan University Now in its sixth edition, Digital Marketing: Strategy, Implementation and Practice provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world. Readers will learn best practice frameworks for developing a digital marketing strategy, plus success factors for key digital marketing techniques including search marketing, conversion optimisation and digital communications using social media including Twitter and Facebook. Dave Chaffey is a digital marketing consultant and publisher of marketing advice site SmartInsights.com. He is a visiting lecturer on marketing courses at Birmingham, Cranfield and Warwick universities and the Institute of Direct Marketing. Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at the Loughborough University School of Business and Economics, Director of the Institute of Research Application and Consultancy at Loughborough University, academic marketing consultant and author. |
| digital marketing strategy case study: Case Studies in the Beer Sector Roberta Capitello, Natalia Maehle, 2020-09-09 Case Studies in the Beer Sector investigates managerial and marketing dynamics in the beer sector. It explores the relevance of consumer science and its use as a tool for marketing strategies, putting special focus on small craft breweries. The book provides a variety of case studies from several countries to outline the global context within which the beer industry is developing. Real-life examples on how innovation and differentiation strategies affect consumer perceptions of beer are included, along with the relationship among breweries throughout the supply chain. Sections cover business strategy, sustainability, and how breweries are meeting the increasing demand for sustainable production processes. While this book provides a thorough reference for scholars and practitioners who work in the beer sector, it is also ideal for those studying business, agriculture, food engineering, technology, applied marketing and business strategy. - Investigates contemporary managerial and marketing dynamics in the beer sector - Explores the relevance of consumer science and its use as a tool for marketing strategies for both multinational players and small craft breweries - Includes case studies that provide the reader with real-life examples on how to apply concepts discussed - Offers a global, cross-cultural perspective on the beer sector in different countries and continents |
| digital marketing strategy case study: Digital Marketing Strategy Simon Kingsnorth, 2022-05-03 Build an effective and practical digital marketing strategy with this bestselling guide, covering everything from automation and analytics to integrating AI. Digital Marketing Strategy is a global bestseller, and a one-stop guide to structuring and building a more strategic approach to digital marketing. Now fully updated, this third edition covers the integration of AI in marketing, e-commerce, marketing automation, affiliate marketing and how to use digital analytical tools, plus new strategies for the latest cookie changes and privacy protection. Digital Marketing Strategy will show you how to effectively select, align and manage digital channels and operations, to streamline a successful digital marketing strategy for measurable, optimized results. Recommended by the Chartered Institute of Marketing (CIM), it is supported by real-world case studies from the likes of Coca-Cola, Spotify, Airbnb, Adidas and Hostelworld as well as checklists, key terms and insights from leading industry practitioners to help you develop your own digital marketing strategy. This book is an invaluable guide for both digital marketing students and entry-level to mid-management marketing professionals. Accompanying online resources consist of practical implementation guides spanning SEO, paid-search, email, lead-generation, as well as presentation slides and activity sheets. |
| digital marketing strategy case study: HBR's 10 Must Reads on Strategic Marketing (with featured article ÒMarketing Myopia,Ó by Theodore Levitt) Harvard Business Review, 2013-04-02 NEW from the bestselling HBR’s 10 Must Reads series. Stop pushing products—and start cultivating relationships with the right customers. If you read nothing else on marketing that delivers competitive advantage, read these 10 articles. We’ve combed through hundreds of articles in the Harvard Business Review archive and selected the most important ones to help you reinvent your marketing by putting it—and your customers—at the center of your business. Leading experts such as Ted Levitt and Clayton Christensen provide the insights and advice you need to: • Figure out what business you’re really in • Create products that perform the jobs people need to get done • Get a bird’s-eye view of your brand’s strengths and weaknesses • Tap a market that’s larger than China and India combined • Deliver superior value to your B2B customers • End the war between sales and marketing Looking for more Must Read articles from Harvard Business Review? Check out these titles in the popular series: HBR’s 10 Must Reads: The Essentials HBR’s 10 Must Reads on Communication HBR’s 10 Must Reads on Collaboration HBR’s 10 Must Reads on Innovation HBR’s 10 Must Reads on Leadership HBR’s 10 Must Reads on Making Smart Decisions HBR’s 10 Must Reads on Managing Yourself HBR’s 10 Must Reads on Teams |
| digital marketing strategy case study: Digital Marketing Strategies for Fashion and Luxury Brands Ozuem, Wilson, Azemi, Yllka, 2017-10-31 Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market. Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology. |
| digital marketing strategy case study: Digital Marketing Essentials: Strategies for the Modern Business Cybellium, Welcome to the forefront of knowledge with Cybellium, your trusted partner in mastering the cutting-edge fields of IT, Artificial Intelligence, Cyber Security, Business, Economics and Science. Designed for professionals, students, and enthusiasts alike, our comprehensive books empower you to stay ahead in a rapidly evolving digital world. * Expert Insights: Our books provide deep, actionable insights that bridge the gap between theory and practical application. * Up-to-Date Content: Stay current with the latest advancements, trends, and best practices in IT, Al, Cybersecurity, Business, Economics and Science. Each guide is regularly updated to reflect the newest developments and challenges. * Comprehensive Coverage: Whether you're a beginner or an advanced learner, Cybellium books cover a wide range of topics, from foundational principles to specialized knowledge, tailored to your level of expertise. Become part of a global network of learners and professionals who trust Cybellium to guide their educational journey. www.cybellium.com |
| digital marketing strategy case study: Return on Engagement Tim Frick, Kate Eyler-Werve, 2014-07-17 In the world of web design, if one wants to create a successful web site, one needs an effective content strategy. Return on Engagement shows web designers and developers how to implement an effective content strategy and how to stay ahead in the rapidly changing industry of web design. It presents best practices in terms of web design through a marketing function: content strategy, SEO, social media marketing, and success measurement to help web designers implement a strategy that ensures success for the site they are building. Return on Engagement shows web designers and developers how to not just design an aesthetically pleasing, functional website. This book shows those professionals how to implement marketing strategies and analysis into their website, thus ensuring its success. Nearly 3 years since the previous edition published, new best practices have been formed. Tools in which web developers use to analyze website metrics have advanced. New social media networks and communities have cropped up. New research in how audiences read and receive content has been done, subsequently refining best digital marketing practices. Return on Engagement features a step-by-step breakdown of how to use new tools, techniques, and technologies. The new edition also includes updated case studies of industry leaders who implement best practices on projects. Return on Engagement also features a regularly updated companion site that offers readers sample content, easy sharing tools, and web-based resources to help measure marketing viability of web properties. |
| digital marketing strategy case study: Impact of New Media in Tourism Maria Gorete Dinis, Luís Bonixe, Sonia Lamy, Zélia Breda, 2020-12 This edited book provides theoretical and practical contributions pertaining to tourism destination management, investigating technological developments and the influence of new media in tourism-- |
| digital marketing strategy case study: Digital Marketing Fundamentals Greg Jarboe, Matt Bailey, Michael Stebbins, 2023-03-01 Prepare for the OMCP certification exam and expand your digital marketing skillset Courses relying on the OMCP Digital Marketing Certification standards attract over 70,000 students at 900 universities around the world each year. This challenging curriculum requires strong command of content marketing, conversion rate optimization, and other digital marketing competencies in high market demand. In Digital Marketing Fundamentals, veteran digital media and marketing experts Greg Jarboe, Michael Stebbins, and Matt Bailey deliver an essential and accessible roadmap to completing the highly sought-after OMCP Digital Marketing Certification. You’ll explore topics like digital analytics, social media marketing, and search engine optimization with the help of industry-leading authors and members of the OMCP Standards Committee. In the book, you’ll also find: Full discussions of paid search marketing, email marketing, and marketing to mobile device users Exacting and focused instruction on all the competencies tested by the OMCP exam Accessible content suitable for experienced digital marketers looking for a new certification to boost their career, as well as novice practitioners trying to expand their skillset Perfect for aspiring and practicing digital marketers, Digital Marketing Fundamentals also belongs in the libraries of entrepreneurs, solopreneurs, and other small- and medium-sized business leaders looking for a starting point into the critical world of digital marketing. |
| digital marketing strategy case study: Digital Business Strategy Anders Pehrsson, 2023-10-20 Digital Business Strategy responds to the need for clarification of the increasing, but fragmented, knowledge of digital business strategy. It systematically presents topical knowledge by reviewing previous research and developing frameworks for the content of digital business strategy and its relationships with relevant factors. In addition, the book analyses issues encountered by individual companies when implementing digital business strategies. The volume identifies key categories of digital business strategy, in particular, strategy scope and direction, competitive advantage, and resource and capability reliance. It then explores relationships with antecedents such as digital experience, relationships with obstacles and enablers of strategy implementation, and relationships with operational and financial outcomes. The author demonstrates that strategy content and relationships differ among manufacturing companies, retailers, digital content providers, and digital platforms and also presents ways to cope with issues of implementation. In summary, the book provides readers who wish to know more about the growing field of digital business strategy with up-to-date and systematic knowledge. It will be of great value to students at an advanced level, researchers, and reflective practitioners in the fields of technology management and strategic management in particular. |
| digital marketing strategy case study: B2B Digital Marketing Strategy Simon Hall, 2023-10-03 Hone and perfect your digital marketing skills and learn how to apply them effectively to B2B marketing with the new edition of this bestselling guide. B2B Digital Marketing Strategy is a clear and practical digital marketing guide that helps readers get to grips with some of the more advanced and complex elements of B2B marketing. It gives readers an overview of the latest approaches, models, processes and solutions, as well as examples of technologies to help them deal with key current B2B digital marketing challenges such as those associated with account targeting, data utilization and digital campaign management. It expertly explains how to incorporate the latest digital methodologies into critical processes such as lead generation, customer retention and customer experience personalization. This book is an invaluable resource for any professional or student in the B2B space. Newly updated, this second edition provides two new chapters on digital retention marketing and social media strategies as well as improved guidance on campaign tracking and gamification. This practical guide is packed with global case studies and examples such as Danfoss, American Express and IBM. |
| digital marketing strategy case study: Understanding Digital Marketing Damian Ryan, 2020-11-03 Gain essential grounding in SEO, email marketing, social media, content marketing, performance marketing and much more, with this practical and essential guide to digital marketing. The world of digital media is constantly changing, as technologies continue to transform the way we interact and communicate on a global scale. In this climate, Understanding Digital Marketing provides a practical, no-nonsense guide to digital marketing, from strategy and digital transformation to best-practice basics and trends, packed with clear and informative case studies and examples. This fifth edition of the bestselling Understanding Digital Marketing is fully updated to reflect the latest global developments in the industry including martech, consumer data and privacy considerations, influencer marketing and voice marketing. Complete with first-hand accounts of what success in digital marketing looks like, this book is an essential resource for practitioners and students alike. It is now required reading for more than 100 universities and colleges, and has received endorsements from Harvard University, Hult Business School and the Chartered Institute of Marketing. |
| digital marketing strategy case study: Digital Marketing Dave Chaffey, Fiona Ellis-Chadwick, 2019-02-05 Now in its seventh edition, 'Digital Marketing' provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. |
| digital marketing strategy case study: ECSM 2021 8th European Conference on Social Media Dr Christos Karpasitis, 2021-07-01 Conference Proceedings of 8th European Conference on Social Media |
| digital marketing strategy case study: Email Marketing: Strategies and Techniques , 2024-10-26 Designed for professionals, students, and enthusiasts alike, our comprehensive books empower you to stay ahead in a rapidly evolving digital world. * Expert Insights: Our books provide deep, actionable insights that bridge the gap between theory and practical application. * Up-to-Date Content: Stay current with the latest advancements, trends, and best practices in IT, Al, Cybersecurity, Business, Economics and Science. Each guide is regularly updated to reflect the newest developments and challenges. * Comprehensive Coverage: Whether you're a beginner or an advanced learner, Cybellium books cover a wide range of topics, from foundational principles to specialized knowledge, tailored to your level of expertise. Become part of a global network of learners and professionals who trust Cybellium to guide their educational journey. www.cybellium.com |
| digital marketing strategy case study: Management Engineering in Emerging Economies Guillermo Cortés-Robles, |
| digital marketing strategy case study: Digital Business Strategies in Blockchain Ecosystems Umit Hacioglu, 2019-11-09 This book analyzes the effects of the latest technological advances in blockchain and artificial intelligence (AI) on business operations and strategies. Adopting an interdisciplinary approach, the contributions examine new developments that change the rules of traditional management. The chapters focus mainly on blockchain technologies and digital business in the Industry 4.0 context, covering such topics as accounting, digitalization and use of AI in business operations and cybercrime. Intended for academics, blockchain experts, students and practitioners, the book helps business strategists design a path for future opportunities. |
| digital marketing strategy case study: The Digital Marketing Handbook Alice Benham, 2024-06-20 From strategist, speaker and podcaster Alice Benham comes The Digital Marketing Handbook - an expert guide covering the fundamentals of marketing, filled with case studies and interviews with industry insiders. There's so much marketing expertise out there but how should people know what to listen to? How to implement it? Or where to start? By covering the fundamentals of marketing, this book will act as a north star for small business owners looking to grow. Like Alice herself, the book is honest, practical, engaging and actionable - no fluff or complication allowed - and will help you build a community, get visible and make sales. Rooted in theory but with real-life experiences and case studies from entrepreneurs who have made digital marketing work for them, the book will leave you with the clarity and systems to take your business to the next level. An indispensable resource for small business owners, freelancers, entrepreneurs and marketing students. Here's what to expect from the book: Proven and practical expertise Clear definitions (no jargon!) Quick tips Examples and case studies Insights from trusted experts Chapter summaries for easy reminders Action steps for every topic |
What Is Digital Transformation? - IBM
Digital transformation is a business strategy initiative that incorporates digital technology across all areas of an organization. It evaluates and modernizes an organization’s processes, …
What is Digital Identity? - IBM
Feb 20, 2025 · A human digital identity might include information such as age, driver’s license, Social Security number or biometric data such as fingerprints and facial recognition scans. …
The Ratings Thread (Part 76) — Digital Spy
Dec 31, 2024 · digital spy, part of the hearst uk entertainment network ©2024 Hearst UK is the trading name of the National Magazine Company Ltd, 30 Panton Street, Leicester Square, …
What is a Digital Worker? - IBM
Ocash is a digital cash application specialist, the latest recruit for the finance and accounting function. It’s often helpful to consider and position your digital workers in the roles that they …
Digital Transformation Examples, Applications & Use Cases - IBM
Jan 29, 2024 · The main goal of a digital transformation is to use new digital technologies throughout all aspects of a business and improve business processes. By using AI, …
Soaps — Digital Spy
6 days ago · digital spy, part of the hearst uk entertainment network ©2024 Hearst UK is the trading name of the National Magazine Company Ltd, 30 Panton Street, Leicester Square, …
What Is Digital Experience? - IBM
With an ever-expanding number of digital touchpoints, digital experience management has become a complex task, but one that can help engage new users, differentiate organizations …
What is digital forensics? - IBM
Feb 16, 2024 · Digital forensics has broad applications because it treats digital evidence like any other form of evidence. Just as officials use specific processes to gather physical evidence …
What is the Digital Operational Resilience Act (DORA)? - IBM
Apr 13, 2023 · The Digital Operational Resilience Act, or DORA, is a European Union (EU) regulation that creates a binding, comprehensive information and communication technology …
Apa itu Pemasaran Digital? - IBM
Evolusi pemasaran digital terjalin erat dengan perkembangan internet dan teknologi online. Ketika pemasaran tradisional sangat bergantung pada tenaga penjualan perorangan, praktik …
Innovations in pharmaceutical marketing: Strategies for …
By examining current trends, challenges, and opportunities, this study seeks to adoption of digital technologies to the exploration of novel communication channels and the integration of patient …
: A Case Study Analysis of TikTok - ResearchGate
Keywords: TikTok, Digital Marketing, Strategy, Business Model, Case Study A dv anc e K now l e dge f or E x e c ut i v e s (A K E ) 2(1), No.12 1 ISSN 2822-0323 (Online) January 2023
Starbucks Social Media Strategy: Success, Engagement, and …
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Aida Marketing Strategy: The Case Of Netflix Streaming To …
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Mobile Marketing Case Study
Email Marketing Case Study Mobile Marketing Case Study Mobile Marketing Mobile marketing provides a wealth of opportunities and channels for brands to reach and target their …
TO STUDY THE ADVERTISING STRATEGIES FOR EDTECH …
to develop a marketing strategy that pushes your sales. 3. Brand Ambassador One of the most powerful marketing strategies of Byju‟s is the brand ambassadors. As we can understand that …
case study competition winner—first place Creative Digital …
Digital Marketing Fundamentals Digital marketing is crucial today. With so many people using smartphones, almost everything is done digitally (Morosan, 2014). It is vital for companies to …
Digital marketing : a conceptual framework, review, and case …
approaches cross-border marketing with an emphasis on the digital aspect. The selection case provides additional value because there is no previous study at this level. Keywords: Cross …
Research on marketing strategy: case study of Disneyland
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Successful Digital Marketing Strategies of Independent Artists
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A STUDY ON MARKETING STRATEGIES OF FLIPKART AND …
© 2018 JETIR November 2018, Volume 5, Issue 11 www.jetir.org (ISSN-2349-5162) JETIR1811133 Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir ...
A Digital Marketing Strategy for Fashion For You - Theseus
What should digital marketing tools be utilized by the case company to develop a digital marketing strategy? The goal and objectives of this thesis is to develop the case company’s digital …
The Impact of Digital Marketing on Consumer Behaviour: A …
In South Africa, digital marketing is developing at a rapid pace. By 2018, it was estimated that digital marketing was 35% of all marketing activities while the global average was 10% …
Research on Mobile Marketing Strategy Based on SICAS …
combine the case study of Yili Group, a traditional milk and beverage brand, to try to summarize the advertising and marketing strategies in the mobile Internet era, so as to provide reference …
THE STUDY OF MARKETING STRATEGY AT BOAT - IJNRD
Keywords: boAt, Marketing Strategy, Branding, Product Positioning, Digital Marketing, Influencer Marketing, Consumer Engagement, Case Study, Consumer Electronics. INTRODUCTION …
Strategy for Growth and Market Leadership: The Netflix Case
This case study is from Netflix, which started in 1997 as a small online DVD ... Marketing, Strategy, Marketing Mix, Consumer Behavior, ... it was the digital disruptor for movies in the …
Grab Marketing Strategy, Research & Development
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The Impact of Marketing Strategy on Business Performance: …
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Marketing Strategies of Successful Coffee Shop Owners
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Intelligent Digital Strategy Amps Up Customer & Business …
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Digitalization of Fashion: A Case Study On Digital Marketing …
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Mobile Marketing Case Study - Digital Marketing Institute
Email Marketing Case Study Mobile Marketing Case Study ... digital- and mobile-optimized initiative in 175 global markets. The key performance areas measured were reach and …
The Success of Luxury Goods Branding in China: A Case Study …
This case study would shed light on the ensuing branding and marketing management of ensuing luxury products companies in Chinese context. Keywords: Branding Management, Strategic …
Transformation from Traditional to Digital Marketing …
Transformation from Traditional to Digital Marketing Communications: A Case Study on Parle-G Brand Ayay A emen S 12 1 2022 53 undertaken by PARLE G. • Highlights the details of digital …
Social Media as a Marketing Tool: A Case Study of Nestle …
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THE ROLE OF DIGITAL MARKETING PRACTICES IN …
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Yang Furui - JOEBM
Digital Marketing Strategy . As the following graph shows, there are three distinct characteristics of Gucci's modern digital marketing strategy. All of these are integral essence for Gucci's …
A Case Study for improving a Travel Company’s - Theseus
Certain important and germane sub-topics such as: what is digital marketing; a digital marketing plan; planning a strategy; social media marketing and email marketing are discussed in this …
CASE STUDY Mastering the Digital Marketing Plan
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Digital Marketing Powerpoint Slides - JohoGo
Chapter 1 –Introducing Digital Marketing Main Topics: • How digital marketing has transformed marketing • What are digital and multichannel marketing • Introduction to digital marketing …
Effectiveness of Digital Marketing Strategies of Coffee Shops …
between varying types of digital marketing strategy, with Social Media Marketing viewed as the most effective and most frequently used digital marketing strategy and Pay-Per-Click …
Just Do It: Analysis of Nike’s Marketing Strategies and …
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The Digital Brand Identity of Fast-Fashion Brand Zara. A Case …
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Consumer Behaviour towards Digital Marketing at Amazon
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A Study of the Marketing Strategies of High-End Luxury …
The Case of Hermes Qinnuo Xu School of Digital Arts and Media,Shandong University of Art & Design,Jinan , Shandong250300, China Corresponding author. Email: cinnoxu@163.com ...
Social media marketing strategy Case: H&M Hennes
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Digital Marketing Strategy to Increase Brand Awareness and …
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Marketing Course Number: 22:630:615 Course Title: Digital …
1 Introduction to Digital Marketing -Digital Marketing Overview-Course Overview Customer Decision Making in a Digital World The New Marketing Mix MODULE 1: DIGITAL …
Digital Marketing Powerpoint Slides - JohoGo
• Digital marketing strategy and channel strategy management • Importance of integrated digital marketing strategy • How to structure a digital marketing strategy • Competitor analysis • …
Baahubali A Milestone of Indian Cinema: Digital Marketing …
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IMPACT OF MARKETING STRATEGY ON BUSINESS SALES …
A marketing strategy sets the direction for all your product and marketing-related activities. Having a marketing strategy helps keep all your activities on track. Developing a marketing strategy …
Case Study: Nissan Transforms CX And EX Through Seven …
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A Case Study of AJIO's E-Business for Branded Products in …
discussed and illustrated in this study. Berry, (2000). [21] 3. OBJECTIVES This industry analysis case study paper has the following objectives: (1) To study the emerging trends in the E …
ZARA’S CASE STUDY - ISCTE
ZARA’S CASE STUDY The Strategy of the Fast Fashion Pioneer Ana Mafalda Ricardo Morgado Costa Case study submitted as partial requirement for the conferral of Master in Management …
An analysis of Klook’s content and social media marketing …
6 An analysis of Klook’s content and social media marketing strategies 7 What sets Klook apart from other competitors in the travel industry? Digital Marketing Strategies of Klook If you look …
Marketing Strategy - Foster School of Business
marketing strategy must manage these dynamics (MP#2). Airbnb’s problem would appear to fit the second fundamental marketing problem all firms face while formulating marketing strategy, …
Just Do It: Analysis of Nike’s Marketing Strategies and …
This case study investigates Nike’s target consumers, direct-to-consumer operations, recent success in ecommerce due to the COVID- -19 pandemic, and social media strategies, as well …
Investigating the impacts of digital marketing on consumer …
Digital marketing is a leading frontier in international business studies because the digital transformation of businesses demands digital solutions for their marketing needs. This …
Comparative Analysis of Traditional Marketing vs. Digital …
This study also explores the potential of integrated marketing communications (IMC) strategies that combine both traditional and digital approaches to maximize impact. The analysis …
