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Digital Marketing Optimization
Abstract
Digital marketing is a proliferating field that has opened new challenges for marketers. These challenges address concepts of website navigation, searchability, and garnering online traffic –issues that are critical to any organization's online presence. This chapter identifies website characteristics, studies the role they perform in the context of an organization's virtual presence, and proposes the creation of a framework that aids organizations in optimizing their digital marketing strategies for better return on investment.
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