Reach in the 4Rs: Coverage and Arrival of Digital Information

Milton Kotler, Tiger Cao, Sam Wang, Collen Qiao and Yuheng Zhang

Chapter 4 in Marketing Strategy in the Digital Age:Applying Kotler's Strategies to Digital Marketing, 2020, pp 163-203 from World Scientific Publishing Co. Pte. Ltd.

Abstract: To reach your consumers is the second step in digital marketing and also the first step for enterprises that engage in the digital marketing game. After having a clear digital profile of consumers, we need to reach and connect to our customers, which we hereby call “coverage and delivery of digital information”. In this process, enterprises need to analyze themselves: How can they have a digital plan and layout in a systematic and scientific way rather than in a passive, scattered and random way? We divide the coverage and delivery of digital information into four categories: Initiative-push, initiative-present, trust-agent and asset-exchange. Also, the tools of digital marketing have been presented in this chapter.

Keywords: Marketing; Strategy; Digital Era; 4R; Recognize; Reach; Relationship; Return; Digital Transformation; Data; Technology; Growth; Kotler; Tiger Cao; Sam Wang; Collen Qiao (search for similar items in EconPapers)
JEL-codes: L26 M16 M31 (search for similar items in EconPapers)
Date: 2020
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