Digital Marketing Communications and Channel Mix
After studying this chapter, you will be able to:
- Explain the terminology and concepts for developing web-specific media plans
- Classify promotional channels across paid,owned, and earned media and analyze digital marketing investments for RoI
- Describe the activities that shape the communication mix across different digital marketing channels and learn how to develop and deliver communications message across them
- Analyze the functions, advantages and applications of the seven important types of digital marketing channels
CASE STUDY Times Internet: The Voice of News
If there is one group in India that has led the news charade for the longest time, it has ...