Online Marketing Communication Channels

Giampaolo Viglia
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Giampaolo Viglia: University of Eastern Piedmont

Chapter 2 in Pricing, Online Marketing Behavior, and Analytics, 2014, pp 23-38 from Palgrave Macmillan

Abstract: Abstract This chapter presents the different online marketing channels. It starts with display advertising and moves on to the subject of search engine optimization. These tools, along with e-mails with personalized newsletters, are necessary for companies to have a strong, effective presence on the Internet. Also, the completely new framework represented by social media, which has become relevant in recent years, is discussed. Finally, the chapter describes the new frontier of online marketing—mobile marketing—that is capturing new market segments.

Keywords: Social Medium; Brand Image; Online Review; Mobile Commerce; Shopping Cart (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-41326-0_3

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DOI: 10.1057/9781137413260_3

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