Digital Marketing

Knowledge of online consumer behaviour and Digital Marketing are vital to marketers. The modern marketer not only needs to know how Digital Marketing communication works; but also how he or she can make use of the Internet for the purpose of product realisation, market research or distribution. According to Philip Kotler, marketing is an integrated process that companies use to create value for customers and to build strong customer relationships in return for a reciprocation of value from their customers. The Internet plays an ever-increasing role within the marketing process. Digital Marketing is a sub-process of marketing. Digital Marketing is becoming increasingly important. According to research conducted by consultancy firm Deloitte, marketing managers expect to spend two thirds of their media budget online by 2020. The Internet has accelerated the transition from mass marketing to one-to-one marketing or individual marketing. The chapter also presents an overview of the key concepts discussed in this book.