Category: 2.Digital Marketing Models Creation

With an understanding of the key value elements which differentiate sales of products and services in an offline or online mode, let us extend these concepts by applying them to the same example—journal publishing—which we were discussing in the earlier section for easy reference. Laying down the key digital value aspects on all of the…

Value elements essentially are the set of key differentiators which when used individually or in conjunction with each other provide a unique compelling proposition for any customer to buy a product from online rather than physical channels. In Fig. 2.8, we will showcase how a combination of physical goods and services along with the value elements (discussed…

From the last section we learnt how reduction of transaction costs across the value chain has helped create the new digitized value chain. We are aware that a product or service sold on any digital platform provides some additional value due to which customers prefer to buy from these new channels. We term this congregation…

With an understanding of the value chain process steps for a generic journal publishing value chain, let us look at how multiple and digital expert functions help revise the value chain to create a completely refined and agile ‘Digitized Value Chain’ which opens up the possibility of creating newer digital marketing models (which we will…

In the last chapter, we learnt about the stakeholder-based ‘digital transformation model’ to understand how various elements affect the interactions of a firm with their suppliers and intermediaries, and how internal processes can yield necessary transformation elements for customer satisfaction. Starting with elements of the same model, we would start to map out key value…

With different types of dependencies and value-based outcomes based on the kind of network effect involved in any particular case, the impact on how network effects are utilized by various sectors, has a profound impact on their growth. With social channels and networks being a key component of the growth and perpetuity of major digital…

With an understanding of the transition from Brick and Mortar to Bricks and Clicks model, it is important to know the meaning of the term “interactive” which is one of the key terms most often used in digital marketing to differentiate products and services across traditional versus online platforms. Interactive by definition implies any medium which…

In the last chapter, we learnt about the evolution of digital marketing and the underlying technology frameworks responsible for the growth of multiple digital marketing models on the internet platform. In this chapter, we will underline key marketplace factors behind the development of digital marketing, how value chains get revised, and the impact of digital…