Summary Digital Marketing: Strategy, Implementation and Practice

ISBN-10 0273746103 ISBN-13 9780273746102
696 Flashcards & Notes
45 Students
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This is the summary of the book "Digital Marketing: Strategy, Implementation and Practice". The author(s) of the book is/are Financial Times Prentice Hall. The ISBN of the book is 9780273746102 or 0273746103. This summary is written by students who study efficient with the Study Tool of Study Smart With Chris.

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Summary - Digital Marketing: Strategy, Implementation and Practice

  • 1 1

  • Wat is de definitie van E-marketing

    Het bereiken van marketing doelstellingen door het gebruik van alle elektronische communicatie middelen.

  • Wat is de definitie van een marketingproces

    Het marketing proces is het op winstgevende manier identificeren van klanten, inspelen op hun behoeftes en hen behouden als klant.

  • Wat is de definitie van customer insight:

    Het werven van informatie over klanten hun behoeften, aankoopgedrag, loyaliteit etc. om zodoende een op maat gemaakte aanbod te doen aan de klant.

  • 1.1.1 Introduction: How have digital technologies transformed marketing

  • Op welke 3 punten meet Richard Dennys de effectiviteit van zijn marketingstrategie?
    1. De betrokken klanten: hoeveel mensen doen iets op de site. Miljoenen mensen komen er op de site, maar hoeveel komen er regelmatig
    2. Aantal beoordeelde plaatsen: de business
    3. Customer journey: hoe elke nieuwe bezoeker zijn weg naar de conversie maakt of door de website?
  • Wat is de visie van Qype?
    Dat cowboys, afzetters en oplichters voor goed uit ons leven worden gebannen.
  • 1.1.2 Definitions: What are digital marketing and multichannel marketing

  • What is digital media?
    Communications (content + services) facilitated by different technology platforms (internet, web, mobile phone, TV, etc)
  • Wat is digital marketing?
    Marketingdoelen bereiken door digitale technologie toe te passen.
  • What is the definition of Digital Marketing?
    Achieving marketing objectives through applying digital technologies
  • What is Online Company Presence?
    Different forms of online media controlled by a company (website, blog, social presences, e-mail, etc.) known as "owned media"
  • What is E-CRM?
    Using digital communications technologies to maximise sales to existing customers and encourage continued usage of online services through techniques including database, personalised web messages, customer services, e-mail and social media marketing.
  • What is Multi-channel Marketing?
    Customer communications and product distribution are supported by a combination of digital and traditional channels at different points in the buying cycle.
  • What are Customer Journeys
    The sequence of online and offline touchpointsa customer takes during a buying process or broader customer experience. Online this may include a range of digital platforms, communications media, websites, pages and engagement devices.
  • What is Paid Media?
    Also known as bought media, a direct payment occurs to a site owner or an ad network when they serve an ad, a sponsorship or pay for a click, lead or sale generated.
  • What is Earned Media?
    The audience is reached through editorial, comments and sharing online.
  • What is Owned Media?
    Different forms of online media controlled by a company including their website, blogs, e-mail list and social media presence.
  • What is an API?
    Application Programming Interface. Method of exchanging data between systems such as website services.
  • What is mobile marketing?
    Marketing to encourage consumer engagement when using mobile phone (particularly smartphones) or tablet devices.
  • What is Location Based Marketing?
    Location or proximity based marketing is mobile marketing based on the GPS built into phones or based on interaction with other local digital devices.
  • What is a mobile App?
    A software application that is designed for the use on a mobile phone, typically downloaded.
  • Mention five types of hardware platforms.
    - Desktop & Laptop computers;
    - Mobile devices (phones and tablets);
    - Gaming platforms (Playstation, XBox, Nintendo);
    - Indoor and outdoor kiosk type apps;
    - Interactive signage;
  • intersection of the three key online media types
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