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2024 | Buch

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Digital Marketing Technologies

verfasst von: Hashem Aghazadeh, Mozhde Khoshnevis

Verlag: Springer Nature Singapore

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

This book argues that digital marketing should benefit from emerging technologies to result in sustainable competitive values for businesses in both the digital and physical worlds. It not only explores digital marketing fundamentals, analysis, strategy, practices, and implementation but also explains the applications and relationships of marketing technologies (martechs) with digital marketing; as well as offers several real cases of practicing marketing technologies. It carefully describes how modern businesses offer their value propositions both digitally and physically applying emerging technologies specifically marketing technologies (martechs) and how consumers are using these new technologies particularly artificial intelligence (ChatGPT/ OpenAI). It investigates why consumers are so intrigued and interested in digital relationships, interaction, and shopping experiences. It critically examines and argues that digital marketing has become popular among businesses as they areattempting to serve their customers better by taking advantage of using digital marketing technologies (marketchs).

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Inhaltsverzeichnis

Frontmatter

Digital Marketing Overview

Frontmatter

Chapter 1. Digital Marketing Fundamentals

Abstract

In this chapter, first, we discuss digital marketing conceptualization including its definitions, pillars, requirements, functions, implications and platforms for developing digital marketing. Then, we explain digital marketing management, including digital marketing analysis; digital marketing strategy; digital marketing implementation; digital marketing management models such as SOSTAC marketing planning model and RACE framework for digital marketing; digital marketing versus traditional marketing; and future of digital marketing.

Hashem Aghazadeh, Mozhde Khoshnevis

Chapter 2. Digital Marketing Analysis and Strategy

Abstract

In this chapter, we explain different kinds of situation analysis which should be done for digital marketing management along with useful frameworks and principles that should be considered during the analysis. Next, we talk about various objectives of digital marketing which are considered as the basis of formulating strategies. Then, we discuss digital marketing strategies and the necessary decisions that should be made while formulating these strategies.

Hashem Aghazadeh, Mozhde Khoshnevis

Chapter 3. Digital Marketing Implementation and Practice

Abstract

In this chapter, we will discuss different elements of digital marketing implementation, including tactics, actions, evaluation, correction and improvement.

Hashem Aghazadeh, Mozhde Khoshnevis

Applications of Marketing Technologies (Martechs)

Frontmatter

Chapter 4. Marketing Technologies (Martechs)

Abstract

In this chapter, we will introduce some important emerging technologies which can be applied in marketing and can help gaining competitive advantage. Second, we will define marketing technology and describe its 4Ps as necessary elements which help marketing technologies to be realized practically. Then, we will relate marketing technologies with marketing generations and explain their applications in the latest generations. Finally, we will discuss the application of marketing technologies for special circumstances, especially the COVID-19.

Hashem Aghazadeh, Mozhde Khoshnevis

Chapter 5. Main Martechs in Brief

Abstract

The purpose of this chapter is to discuss marketing technologies that we introduced in Chapter 4 in more detail and give audiences an insight into the latest technologies that can be used in marketing.

Hashem Aghazadeh, Mozhde Khoshnevis

Chapter 6. Applications of Marketing Technologies (Martechs) in Digital Marketing

Abstract

In this chapter, we will discuss the applications of various martechs in different activities and operations related to digital marketing, including value creation and capture; customer collaboration and co-creation; digital segmentation, targeting and positioning; integrated digital marketing communication; digital branding; digital consumer behavior; product management and development; price management; delivery and tracking; customer relationship, experience and journey; digital platforms and digital marketing channel management; digital selling and retailing; and digital evidence management.

Hashem Aghazadeh, Mozhde Khoshnevis

Chapter 7. Martechs and Digital Marketing+ (Types of Digital Marketing)

Abstract

This chapter will explore the functions of different martech tools in commonly used forms of digital marketing, such as digital service marketing, digital B2B marketing, digital relationship marketing, digital guerrilla marketing, innovative and entrepreneurial marketing, mobile marketing, database marketing, content marketing, social media marketing, affiliate marketing, search engine marketing and digital sensory marketing.

Hashem Aghazadeh, Mozhde Khoshnevis

Backmatter

Titel: Digital Marketing Technologies
verfasst von: Hashem Aghazadeh
Mozhde Khoshnevis
Copyright-Jahr: 2024
Verlag: Springer Nature Singapore
Electronic ISBN: 978-981-9706-07-5
Print ISBN: 978-981-9706-06-8
DOI: https://doi.org/10.1007/978-981-97-0607-5