Policy and Marketing Strategies for Digital Media

Policy and Marketing Strategies for Digital Media
Author: Yu-li Liu
Publisher: Routledge
Total Pages: 326
Release: 2014-04-16
Genre: Social Science
ISBN: 131774411X
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With digital media becoming ever more prevalent, it is essential to study policy and marketing strategies tailored to this new development. In this volume, contributors examine government policy for a range of media, including digital television, IPTV, mobile TV, and OTT TV. They also address marketing strategies that can harness the unique nature of digital media’s innovation, production design, and accessibility. They draw on case studies in Asia, North America, and Europe to offer best practices for both policy and marketing strategies.

Digital Marketing Strategy

Digital Marketing Strategy
Author: Simon Kingsnorth
Publisher: Kogan Page Publishers
Total Pages: 344
Release: 2016-05-03
Genre: Business & Economics
ISBN: 0749474718
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The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. This book analyzes the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter.

Digital and Social Media Marketing

Digital and Social Media Marketing
Author: Nripendra P. Rana
Publisher: Springer Nature
Total Pages: 337
Release: 2019-11-11
Genre: Business & Economics
ISBN: 3030243745
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This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing

Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing
Author: Milton Kotler
Publisher: World Scientific
Total Pages: 404
Release: 2020-08-26
Genre: Business & Economics
ISBN: 9811216991
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The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, all CEOs, CMOs and senior marketing executives must consider how to change their strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the Internet. The goal of digital marketing strategy is not to disrupt existing marketing strategies, but to complement, integrate and develop the two at the same time.In this book, the authors provide detailed discussion and practical analysis on the relationship between marketing and digital technologies and propose a marketing implementation framework for digital strategy platforms. Standing for Recognize, Reach, Relationship and Return, the 4R system is a powerful strategic trading tool for digital implementation, especially for CEOs and CMOs. All other tools, such as data platforms, content marketing, DSP digital advertising and digital marketing ROI design essentially serve the 4R system. As such, the authors advocate for firms to restructure their digital marketing strategy around the 4R system.

Digital Marketing Strategies and Models for Competitive Business

Digital Marketing Strategies and Models for Competitive Business
Author: Pinto, Filipe Mota
Publisher: IGI Global
Total Pages: 240
Release: 2020-03-27
Genre: Business & Economics
ISBN: 1799829650
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Modern marketing practices have evolved to become a dynamic meeting point for technology practitioners and business professionals. Digital technologies have added a new paradigm to the way businesses are projected, communicated, and developed through their marketing activities, from message delivery to content production. Digital Marketing Strategies and Models for Competitive Business is a collection of innovative research that seeks to connect theory with application, identifying best practices over digital marketing to business purposes. While highlighting topics including consumer analysis, search engine marketing, and marketing communications, this book is ideally designed for marketers, managers, executives, advertisers, graphic designers, researchers, practitioners, entrepreneurs, policymakers, and educators.

Social Media Strategy

Social Media Strategy
Author: Phillip G. Clampitt
Publisher: SAGE Publications
Total Pages: 218
Release: 2017-07-27
Genre: Language Arts & Disciplines
ISBN: 1506346251
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"Finally, a social media text that combines liberal arts and social science intellectualism with practical, real-world tips for success in this crucial aspect of professional communications. Its value goes beyond the classroom – everything in the book will resonate with and be useful to PR pros already engaged in social media management." —Ray Begovich, Franklin College Social Media Strategy: Tools for Professionals and Organizations shows professionals and organizations how to use social media more effectively and strategically. With a focus on what makes social media unique among communication platforms, this book offers practical guidance on creating, implementing, and evaluating social media strategies and tactics. Social media is constantly evolving, so the book focuses on enduring strategic principles and uses case studies and exercises throughout to help readers build the fundamental competencies needed by today’s social media managers.

Understanding Digital Marketing

Understanding Digital Marketing
Author: Dishek J. Mankad
Publisher: BPB Publications
Total Pages: 160
Release: 2019-09-18
Genre: Business & Economics
ISBN: 9387284255
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Basic guide to learn digital media platform DESCRIPTION The book discusses various digital media and analyses how the field of marketing can benefit from them. This book is divided into 15 chapters. The Chapters includes, marketing in the Digital Era, starts with an overview of e-marketing followed by the online marketing mix in the digital framework. It then discusses the role of the online consumer followed by CRM strategies that organizations can use with the help of the digital medium to retain and grow customer relationship. Business Drivers in the Virtual World, deals with the realm of social media followed by online branding, building traffic, Web business models, and e-commerce. Ê Online Tools for Marketing, deals with various Web tools for building consumer engagement, content management, campaign management, consumer segmentation, and building market influence. The Contemporary Digital Revolution deals with the world of online co-creation communities and offers in-depth discussion on Social Media marketing, Email Marketing, Online advertising. Apart from that it also includes how to generate the lead for you business, how to perform the mobile web marketing, how to affiliate marketing. What is Ad Sense and how it is worked how to get approved form ad sense. Introductory part of The Web Analytical Tools. As a Manager any one must aware with the creation of the strategy. So, for that I also add the how to create the digital marketing strategy. Finally, The Freelancer work, how to earn money with digital marketing by doing work as a freelancer.Ê Numerous examples, exhibits, and illustrations have been included to help students assimilate the concepts better. KEY FEATURES Learn the concept of marketing in the Digital Era Understand the role of the online consumer followed by CRM strategies which organizations can use with the help of the digital medium Know the Online Tools for Marketing, various Web tools for building consumer engagement Book explains steps to generate the lead for your business WHAT WILL YOU LEARN Basic concepts of Digital Marketing Website Planning & Creation, Search Engine Optimization(SEO) PPC Advertising With Google & Optimization Google Analytics WHO THIS BOOK IS FOR Digital Marketing is designed as a textbook for management students specialising in marketing. Table of Contents 1. Digital Marketing : An Overview 2. Website Planning & Creation 3. Search Engine Optimization(SEO) 4. PPC Advertising With Google & Optimization 5. Google Analytics 6. Social Media Marketing 7. E Ð Mail Marketing 8. Online Advertising 9. Lead Generation For Business 10. Mobile Web Marketing 11. Affiliate Marketing 12. Google Adsense & Blogging 13. Digital Marketing Ð The Web Analytics 14. Creating Digital Marketing Strategy 15. Marketing Money As Freelancer

Strategies and Policies in Digital Convergence

Strategies and Policies in Digital Convergence
Author: Sangin Park
Publisher: IGI Global
Total Pages: 241
Release: 2007-01-01
Genre: Computers
ISBN: 1599041561
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"This book addresses and positions the issues in business strategy and public policy rising from digital convergence, especially in the areas of mobile communications, broadband networks, and digital multimedia broadcast services. It presents new business opportunities generated by digital convergence, and raises governance issues in digital convergence"--Provided by publisher.

Digital Marketing

Digital Marketing
Author: Dave Chaffey
Publisher: Pearson Higher Ed
Total Pages: 727
Release: 2012-10-12
Genre: Business & Economics
ISBN: 0273746227
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Now in its fifth edition, Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.

Social Media Campaigns

Social Media Campaigns
Author: Carolyn Mae Kim
Publisher: Taylor & Francis
Total Pages: 227
Release: 2020-12-29
Genre: Business & Economics
ISBN: 1000290603
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This new edition continues to give students a foundation in the principles of digital audience engagement and data metrics across platforms, preparing them to adapt to the quickly evolving world of digital media. It takes students through the processes of social listening, strategic design, creative engagement, and evaluation, with expert insights from social media professionals. Thoroughly updated, this second edition includes: • new strategies to guide students in the initial campaign planning phase • added content on influencers, social care teams, and newsjacking • coverage of research evaluation, the implications of findings, and articulating the ROI • expanded discussion of ethical considerations in campaign design and data collection and analysis. The book is suited to both undergraduate and post-graduate students as a primary text for courses in social/digital media marketing and public relations or a secondary text in broader public relations and marketing campaign planning and writing courses. Accompanying online resources include chapter reviews with suggestions for further resources; instructor guides; in-class exercises; a sample syllabus, assignments, and exams; and lecture slides. Visit www.routledge.com/9780367896201