The digital market and the main objectives of digital marketing

Laurent Florès

Chapter Chapter 2 in How to Measure Digital Marketing, 2014, pp 26-44 from Palgrave Macmillan

Abstract: Abstract The digital market is growing fast and is expected to account for at least 20 percent of advertising expenditure by 2017. Through its various levers – search, display, affiliation, email, mobile, and social media – it allows brands to implement their complete marketing strategy, from the development of awareness and the image through to acquiring new customers or developing their loyalty.

Keywords: Brand Equity; Advertising Expenditure; Brand Awareness; Digital Ecosystem; AIDA Model (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-34069-6_2

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DOI: 10.1057/9781137340696_2

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