Principles of marketing/PMKT103/Digital marketing/Overview

Digital marketing

Content marketing is a strategic marketing approach focused on developing "content" to educate, build relationships with, acquire and secure customers. This information is delivered in a a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs etc.

Objectives

The purpose of this learning pathway is to help you understand how digital marketing contributes to product marketing success and profitability. You will learn to:

• Explain digital marketing, social media and its strengths and weaknesses.
• Identify the key elements of a digital marketing strategy for a product at different stages in its life cycle.
• Explain how digital marketing can expand the reach and cost-effectiveness of a promotional campaign.
• Discuss the implications of digital promotions and social media for marketing planning.