{"title":"Digital Marketing","authors":"M. Visser","doi":"10.4324/9781003021674-1","DOIUrl":"https://doi.org/10.4324/9781003021674-1","url":null,"abstract":"At a high level, digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. It is the process of promoting a brand, product or service through the Internet. It is a brand scope includes email marketing, electronic customer relationship management and any promotional activities that are done via wireless media. Digital marketing targets a specific segment of the customer base and is interactive. Digital marketing is on the rise and includes search result ads, email ads and promoted tweets – anything that incorporates marketing with customer feedback or a two-way interaction between the company and customer. Digital marketing, digital-marketing is the evolution of marketing. It happens when majority or totality of a company marketing uses digital channels. As compared to traditional marketing, digital marketing refers to the use of methods and channels to get a proper understanding in real-time situations. This paper explains the digital marketing’s businesses opportunity to assess the performance and effectiveness of their marketing campaigns and make adjustments accordingly.","PeriodicalId":338297,"journal":{"name":"Digital Marketing Fundamentals","volume":"22 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-11-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129102905","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}