This section explores the use of digital technology platforms, combined with traditional media, to achieve marketing objectives. Digital marketing involves using digital media channels and other technologies such as databases for customer relationship management.
Digital marketing strategy should include goal setting, situation review, strategy formulation, resource allocation and monitoring.
Pay-per-click (PPC) marketing features a company in the sponsored listings of a search engine or on the display network.
Online PR includes techniques such as influencer outreach, link building, blogging and reputation management.
Online partnerships includes affiliate marketing (commission-based referral), co-branding and sponsorship.