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Digital Marketing Strategy

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Pierre-Yann Dolbec, Concordia University Research

Copyright Year: 2021

Publisher: Concordia University Open Textbooks

Language: English

Formats Available

Conditions of Use

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CC BY-NC-SA

Table of Contents

  • Introduction to Digital Marketing
  • Understanding the Digital Consumer
  • Planning for a Digital Marketing Campaign
  • Introduction to Digital Strategy
  • Reach: Generating Awareness and Attracting Visitors
  • Act: Creating Content
  • Act: Lead Generation and Lead Nurturing
  • Convert: Conversion Optimization
  • Engage: Building Loyalty and Co-Creating With Customers

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  • About the Book

    The Internet has transformed how businesses conduct their activities and how consumers go about buying products. This textbook aims to provide a way of conceptualizing how to do marketing online and a strategic framework to do so.

    About the Contributors

    Author

    Pierre-Yann Dolbec is an assistant professor of marketing and Concordia University Research Chair in Complexity and Markets at the John Molson School of Business, Concordia University. His research tackles big questions to understand the complexity of markets and how people and organizations manage complexity. It has been published in the Journal of Retailing, the Journal of Consumer Research, the Journal of Marketing Research, and Marketing Theory, where it has received distinctions such as most cited and most downloaded articles.  Recent media coverage includes the National Post, Channel News Asia, CTV News, Global News, CBC, Journal de Montreal, Les Affaires, and Le Devoir.

    He has received more than 700 000$ in funding from varied funding sources, such as the Social Science and Humanities Research Council and the Fonds Société et Culture, is an editorial review board member of the Journal of Consumer Research and an instructor at the John Molson School of Business, where he is responsible for the digital marketing undergraduate course.

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