Digital Marketing

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Author(s): Mohammad Osman Gani (Graduate School of Humanities and Social Sciences, Hiroshima University, Japan)and Anisur Rahman Faroque (LUT School of Business and Management, LUT University, Finland)
Copyright: 2021
Pages: 31
Source title: Cross-Border E-Commerce Marketing and Management
Source Author(s)/Editor(s): Md. Rakibul Hoque (University of Dhaka, Bangladesh & Emporia State University, USA)and R. Edward Bashaw (Emporia State University, USA)
DOI: 10.4018/978-1-7998-5823-2.ch008

Keywords: Business & Management / Business Science Reference / E-Commerce / Marketing

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Abstract

The current innovation of marketing embraces digital platforms. Digital marketing has become the successor to the economic development of many countries. This chapter intends to depict how to harness the power of digital marketing strategies as a driver of marketing activities. This chapter will navigate and provide an overview on search engine optimization (SEO), search engine marketing (SEM), web analytics, social media marketing platforms (Facebook, Instagram, YouTube, WeChat, Line, Twitter, Snapchat, etc.), e-mail marketing, mobile marketing, and display advertising and discuss the consequences of different digital marketing platforms. This chapter will navigate and thrive on how the fast-growing world of marketing develops strategy and content for communication.

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