CHAPTER 7

Digital Marketing Operations Set-up

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

  • Explain the meaning of lead generation, lead nurturing and lead scoring for any digital marketing firm
  • Understand the basics of conversion marketing and landing page optimization techniques
  • Describe pre-planning activities for web development including site diagram, wireframe development, and define the basics of a web content management system
  • Analyze the other key elements—user experience, usability, interaction design and service quality

CASE STUDY LinkedIn India: Identity that Matters

It is rare to see a company, which began as an individual profiling portal, emerge as one of the top avenues for B2B marketing globally. ...

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