February 2021
Intermediate to advanced
102 pages
2h 36m
English
Content preview from The Digital Marketing Landscape
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Learning Objectives
• Explain search engine optimization and search engine marketing features
• Understand search engine strategies for promoting positive brand awareness
• Analyze strategic use of websites as part of an integrated digital strategy
• Compare how brands add value and translate customer needs into an excellent online experience
Search engines have become the most popular platforms for consumers across the globe to go to for information gathering; they are recognized as paramount to the decision-making process of consumers. Search engines allow consumers to acquire free information on products and services, as well as identify businesses that fit their search criteria (Kannan and Li 2017). Search ...