Digital Marketing and Advertising

Swen Schneider and Lutz Anderie
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Swen Schneider: Frankfurt University of Applied Sciences
Lutz Anderie: Frankfurt University of Applied Sciences

Chapter Chapter 6 in Digital Business Management, 2025, pp 59-69 from Springer

Abstract: Abstract In a nutshell A computer chip inside an open walnut shell, symbolizing the concept of technology and intelligence. The background is neutral, highlighting the contrast between natural and artificial elements. This chapter provides an overview of eMarketing, emphasizing its role in modern business. It explores the consumer decision-making process in the digital realm and discusses key eMarketing strategies. Search engine optimization (SEO)Search engine optimization (SEO) and Search engine marketing (SEM)Search engine marketing (SEM) are presented as essential tools for online visibility. The concept of dynamic pricingDynamic pricing and affiliate marketingAffiliate marketing is introduced, along with the significance of the long tailLong tail in E-CommerceE-Commerce. By understanding these elements, businesses can develop effective eMarketing strategies to reach and engage target audiencesTarget audiences.

Keywords: eMarketing; Digital marketing; Online marketing; Consumer behavior; Search engine optimization (SEO); Search engine marketing (SEM); Dynamic pricing; Affiliate marketing; Long tail (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-83177-5_6

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DOI: 10.1007/978-3-031-83177-5_6

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