The Connection between Digital Marketing and Relevant Public Relations. The Brand Building Role of Digital Communication

Costel Negricea () and Ioan-Matei Purcarea

Holistic Marketing Management Journal, 2020, vol. 10, issue 2, 08-20

Abstract: Being under pressure of reviewing the crisis communications strategy in full digital acceleration of the business world caused by the new coronavirus crisis, on the way of protecting and promoting brand reputation it is useful to consider the connection between digital marketing and relevant public relations (PR). Marketers are carefully looking through the window of opportunity represented by the synergy between the “5Ds of Digital” and the brand building role of digital communication, struggling to better understand the digitally savvy buyer behavior and improve customer lifecycle marketing, including by considering how different channels can be utilized across different stages of the buyer’s journey. They also take into account to advance in the continued move to a digital/marketing Centre of Excellence model (DCoE) as smaller digital innovative services units. And with regard to the digital brand building in higher education, within the digital credentialing ecosystem, it is important to be community driven going from promise to reality, on the basis of both right digital marketing action plans including effective pitch writing as an essential part of PR and inspiring design, and continuously transformation of the brand’s energy into new action, creating and activating friendships, building emotional connection, better understanding that digital transformation is essential for a resilient organization.

Keywords: Digital Marketing; Public Relations; Brand Building; Digital Communication; Higher Education; Digital Transformation (search for similar items in EconPapers)
JEL-codes: D83 L86 M15 M31 M37 O33 (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

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