1 OVERVIEW OF THE DIGITAL MARKETING FIELD

This chapter introduces the broad category of digital marketing and positions this within the professional marketing field. It emphasises recent technological platforms as marketing channels and discusses how to take advantage of advances in marketing analytics. The chapter also includes the bridging of old and new marketing concepts.

These are fundamentals upon which the book will build its premise: exploring the digital marketer role and its many facets.

TRADITIONAL VS. DIGITAL MARKETING

Let’s start this chapter by looking at traditional marketing vs. digital marketing.

Firstly, think about all the ways businesses have traditionally reached out to their customers (or potential customers) to create ...

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