Digital Marketing Strategy
Pierre-Yann Dolbec, Concordia University Research
Copyright Year: 2021
Publisher: Concordia University Open Textbooks
Conditions of Use
The textbook covers all bases of the digital marketing process and combines those efforts to other marketing concepts. read more
The textbook covers all bases of the digital marketing process and combines those efforts to other marketing concepts.
Up to date information and is consistent with other marketing concepts.
This textbook is very relevant to marketing concepts for many businesses and up to date with the information.
The textbook is very easy to follow and explains the marketing concepts and language very well with examples and clear detail.
The consistency in the textbook allows for reference throughout as the process is explained in each chapter.
Very well broken down and understandable.
Very well organized textbook with solid references.
Very well interfaced and fluid.
I did not find any grammatical errors.
This textbook is inclusive for all.
I found this textbook to be very engaging and detailed. I feel it would be very easily used as a marketing course textbook or a supplemental textbook for a more advanced course.
Table of Contents
- Introduction to Digital Marketing
- Understanding the Digital Consumer
- Planning for a Digital Marketing Campaign
- Introduction to Digital Strategy
- Reach: Generating Awareness and Attracting Visitors
- Act: Creating Content
- Act: Lead Generation and Lead Nurturing
- Convert: Conversion Optimization
- Engage: Building Loyalty and Co-Creating With Customers
About the Book
The Internet has transformed how businesses conduct their activities and how consumers go about buying products. This textbook aims to provide a way of conceptualizing how to do marketing online and a strategic framework to do so.
About the Contributors
Pierre-Yann Dolbec is an assistant professor of marketing and Concordia University Research Chair in Complexity and Markets at the John Molson School of Business, Concordia University. His research tackles big questions to understand the complexity of markets and how people and organizations manage complexity. It has been published in the Journal of Retailing, the Journal of Consumer Research, the Journal of Marketing Research, and Marketing Theory, where it has received distinctions such as most cited and most downloaded articles. Recent media coverage includes the National Post, Channel News Asia, CTV News, Global News, CBC, Journal de Montreal, Les Affaires, and Le Devoir.
He has received more than 700 000$ in funding from varied funding sources, such as the Social Science and Humanities Research Council and the Fonds Société et Culture, is an editorial review board member of the Journal of Consumer Research and an instructor at the John Molson School of Business, where he is responsible for the digital marketing undergraduate course.