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Published in:
2014 | OriginalPaper | Chapter
The digital market and the main objectives of digital marketing
Author : Laurent Florès
Published in: How to Measure Digital Marketing
Publisher: Palgrave Macmillan UK
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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.