Digital Marketing Strategy

Digital Marketing Strategy

Pierre-Yann Dolbec

The Internet has transformed how businesses conduct their activities and how consumers go about buying products. This textbook provides an overview and introduction to digital marketing strategy. It discusses how digitalization has transformed how businesses create value and how consumers experience brands. It presents a framework for digital marketing called RACE (Reach, Act, Convert, Engage) that will be covered throughout the textbook. The textbook is divided into two sections—the first covers understanding digital consumers and planning campaigns, while the second provides an in-depth presentation of the RACE framework for attraction, lead generation, conversion, and customer loyalty. Key topics covered include search engine optimization, content creation, lead generation, conversion optimization, and building customer engagement.

Digital Marketing

Concordia University Open Textbooks

2021

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This resource is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License

English

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