Digital Marketing and Advertising

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I THINK THIS IS HOW THE PROF WANTS IT TO BE ADJUST IT IF NEEDED. ALSO FOR THE REVIEWS LETS HIGH LIGHT THE ARTICLES WE ARE REVIEWING ON THE GOOGLE DOC SO WE KNOW WHOS DOING WHAT.

1 Digital Marketing and Advertising
2 Topics

[edit] Digital Marketing and Advertising

Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.

Digital marketing's development since the 1990s and 2000s has changed the way brands and businesses use technology for marketing.As digital platforms are increasingly incorporated into marketing plans and everyday life,[3] and as people use digital devices instead of visiting physical shops, digital marketing campaigns are becoming more prevalent and efficient.

Digital marketing methods such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing,e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games are becoming more common in our advancing technology. In fact, digital marketing now extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback, and on-hold mobile ring tones.In essence, this extension to non-Internet channels helps to differentiate digital marketing from online marketing, another catch-all term for the marketing methods mentioned above, which strictly occur online.

[edit] Topics

[edit] Social Media Marketing

Social media marketing has become a significant aspect of any companies marketing strategy in today's society. It offers excellent insight to whom their customers are, where they are, what they live, etc. This makes social media a critical form of customer to business communication tool, which alters the way traditional digital platforms are used, and how business interactions are done. Growing more prominent social media marketing offers not just the ability to develop profitable to business but individual people as well. With personal branding for example in effect people have began to alter their goal use of social media and how they communicate with others via online.

[edit] Articles

Kucharska, W., & Confente, I. (2017). Selfie and Personal Branding Phenomena in the Context of the Network Economy. Victoria Ziemianin.

VENCIUTE, D. (2018). Social Media Marketing - from Tool to Capability. Victoria Ziemianin.

Duygu Talih Akkaya, Ayse Akyol, & Gulhayat Golbasi Simsek. (2017). The Effect of Consumer Perceptions on Their Attitude, Behaviour, and Purchase Intention in Social Media Advertising. Lauren Webb.

Joo Y. Park, Chang Soo Sung, & Il Im. (2017). Does Social Media Use Influence Entrepreneurial Opportunity? A Review of its Moderating Role. Lauren Webb

Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business research

[edit] Cause Marketing

[edit] Articles

Boztepe, A. (2012). Green marketing and its impact on consumer buying behaviour. Victoria Ziemianin.

Bloom, P. N., Hoeffler, S., Keller, K. L., & Meza, C. E. B. (2006). How social-cause marketing affects consumer perceptions. MIT Sloan Management Review, 47(2), 49. Osaze Obano

[edit] Digital Marketing Strategies

In short a digital marketing strategy is a ‘channel strategy’ meaning that marketers must be informed by research regarding consumer channel behavior and marketplace activity. Digital marketing strategies aim to focus on objectives for both online and offline purposes that help achieve company goals. Channels include paid, earned, and owned media; supporting a common campaign around a particular line of inquiry.