CHAPTER 3

The Consumer for Digital Marketing

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

  • Explain the evolution of consumer behavior models, key attributes of online buying behavior and the impact of digital technology on buying patterns
  • Understand consumer demand patterns and the ways these can be analyzed online through web-tracking audits and forecasting
  • Describe integrated marketing communications, the channels, and basic constructs of such communication

CASE STUDY Google India: From Keyword to Alphabet

A company which started on the premise that each individual has very specific tastes and that every long-tail search can be monetized, has grown in the past 17 years to become the most influential digital ...

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