The Digital Marketing Landscape

CHAPTER 1

The Digital Brand Experience

Learning Objectives

• Understand how organizations promote brand awareness and differentiation through current digital technologies.

• Understand strategic marketing approaches for optimizing exposure of brand narratives across digital platforms.

• Explore the idea of Inbound Marketing and how digital supports this method.

The field of marketing has seen an evolution in how brands communicate with consumers, how consumers communicate with brands, and how consumers communicate with one another. Digital technologies such as mobile phones, the Internet, social media, and e-mail contribute to what is known as the digital marketing landscape. The digital landscape goes above and beyond what the traditional ...