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Digital Marketing For Dummies by Russ Henneberry, Ryan Deiss

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Chapter 2

Choosing the Right Marketing Campaign

IN THIS CHAPTER

check Defining the goals of your digital marketing

check Utilizing the three main digital marketing campaigns

check Learning which digital marketing campaigns you should employ, and when

Digital marketing is a broad term that can mean anything from posting an image of your product on Facebook to crafting an email subject line to optimizing a blog post for search engine traffic. Digital marketing involves many seemingly disconnected tactics, and that’s what makes this chapter so important.

This chapter helps you understand what a marketing campaign is. We explain the three different types of campaigns and how and when to use them so that you can use these strategies effectively in your digital marketing campaigns.

Every business is interested in generating leads, making sales, retaining the customers they have, and selling them more of the company’s products or services. Achieving each of these goals requires a different approach, however. In this chapter, we help you decide what you want your digital marketing to accomplish by identifying your business objectives, because those objectives are what should dictate the campaigns you construct ...

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