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2016 | OriginalPaper | Chapter

Understanding Digital Marketing—Basics and Actions

Authors : Teresa Piñeiro-Otero, Xabier Martínez-Rolán

Published in: MBA

Publisher: Springer International Publishing

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Abstract

This chapter provides a technical outline of the basics of online marketing. The outline includes an introduction to digital marketing and strategic planning and development. Our contribution offers theoretical and practical insights relative to this growing marketing area, with information on the main areas for which online marketing is particularly suited: (1) the E-commerce section explores different business models and what techniques are used for their development; (2) Web Search Marketing focuses on SEO and SEM, as well as in keyword selection for optimisation; (3) E-mail Marketing offers interesting content to develop a successful newsletter; and (4) Social Media Marketing addresses planning and the most important tools used to maximise communication through social media. In a nutshell, this chapter offers an overview of digital marketing and its strategies for an active and effective Web presence.

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Appendix
Available only for authorised users
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Metadata
Title
Understanding Digital Marketing—Basics and Actions
Authors
Teresa Piñeiro-Otero
Xabier Martínez-Rolán
Copyright Year
2016
DOI
https://doi.org/10.1007/978-3-319-28281-7_2