The Digital Marketing Landscape

Description

The field of marketing has seen an evolution in how brands commu-nicate 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 email contribute to what is known as the digital marketing landscape. Digital marketing offers unique ways to meet consumers where they are, engage with potential and existing consumers, capture the voice of the consumer; allow consumers to be part of a brand narrative.

This book is geared towards both students and professionals looking to explore the interconnectedness of digital technologies for marketing and branding purposes. This book offers an overview of the digital marketing landscape ...