Category: 1.Introduction to Digital Marketing

In sections 1 and 2, we looked at the evolution of marketing and the basics of digital marketing as a field of study. With Section 3, we understood the key underlying technologies behind internet marketing and how internet has reshaped business interactions across the ecosystem and the challenges it poses for implementation. In this last…

As we discussed in the initial section, internet by definition is a global system of interconnected computer networks where millions of private, public, academic, business, and government networks worldwide connect with each other to share massive amounts of information, resources, and services. Intranet and extranets, which have similar functionality and set-up as internet, are concepts…

Why has digital become so important and prominent lately and how does it matter to practitioners of marketing? To understand and appreciate the rapid rise of digital marketing over its preceding concepts, it would help to gain an understanding of how the marketing function has changed over the years in terms of the most important…

As seen in the Digital Transformation Model (Fig. 1.3), the extent of technologies and collaborations across digital marketing are much more pronounced than all the other e-concepts put together which outlines the essential difference and its rising prominence. The definition of digital marketing according to IDM (Institute of Direct and Digital Marketing) includes ‘the management and…