TY  - BOOK
AU  - Rogers,Jessica L.
TI  - The digital marketing landscape: creating a synergistic consumer experience 
T2  - Digital and social media marketing and advertising collection,
SN  - 9781637420355
AV  - HF5415 .D545 2021
KW  - Internet marketing
KW  - Digital media
KW  - Electronic commerce
KW  - Blogging
KW  - Online experience
KW  - Digital marketing
KW  - Social media marketing
KW  - SEO
KW  - SEM
KW  - PPC
KW  - E-mail marketing
KW  - Content marketing
KW  - Branding
KW  - Electronic books
N1  - Includes bibliographical references (pages 77-80) and index; Chapter 1. The digital brand experience --; Chapter 2. A framework for search --; Chapter 3. Social media to create and nurture relationships --; Chapter 4. Mobile and e-mail as part of the customer experience --; Chapter 5. Data driven decision making --; Chapter 6. The synergistic relationship; 2; b; Also available in printing
N2  - 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 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 and how the various elements of digital can work synergistically. When the power of an integrated digital strategy is optimized, both consumers and brands benefit.The Digital Marketing Landscape serves as a practical guide for both students and professionals in a variety of settings. Readers will become familiar with terminology, understand how the different areas of digital marketing connect and work together, and gain the knowledge needed to generate valuable and actionable managerial insights for more informed decision-making
UR  - https://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0001072.html
ER  -