November 2025
Intermediate to advanced
440 pages
11h 7m
English
Content preview from Digital Marketing Strategy, 4th Edition
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02 Understanding the digital ecosystem
What we will cover in this chapter
This chapter will provide you with a view of how the digital marketing ecosystem fits together and how the individual elements interact. Every element affects at least one other and understanding this from the start is crucial so that your strategy takes this into account when building the plans for each of the constituent parts. We will touch on just some of these areas briefly in the context of the ecosystem but you can find more on each topic later in the book. The key considerations here are:
Paid and organic search interaction
Social signals for SEO
The broad reach of content strategy
Display advertising and data strategy
Brand and proposition effect
The halo effect ...
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