Part 2 book “Integrated advertising, promotion, and marketing communications” has contents: Digital marketing, social media, alternative marketing, database and direct response marketing and personal selling, sales promotions, public relations and sponsorship programs, and other contents. | arketing Buzz M Part 3 Communica tions DIGITAL AND ALTERNATIVE MARKETING Social Media Advertising Promotions D ig it a l Chapter 8 Digital Marketing Branding Mobile M arketing Chapter Objectives After reading this chapter, you should be able to answer the following questions: .1 What is digital marketing? 8 How has the transition to Web affected the field of marketing communications? How can e-commerce programs and incentives build a stronger customer base and overcome consumer concerns at the same time? How do mobile marketing systems enhance digital marketing programs? What digital strategies do marketing professionals employ? What types of web advertising can companies use to reach consumers? .7 What is a search engine optimization strategy? 8 How can companies successfully conduct digital marketing programs in international markets? MyLab Marketing™ Improve Your Grade! More than 10 million students improved their results using the Pearson MyLabs. Visit for simulations, tutorials, and end-of-chapter problems. Overview D eveloping quality advertising and communications programs has become increasingly complex. The previous section of this textbook reviewed the essential ingredients of a marketing communications program: the traditional media programs working in combination with other elements of the promotions mix. Thus, a television–radio– magazine campaign would incorporate coupons, discounts, personal selling techniques, sponsorships, and other ingredients to create a strong, coherent message. Today’s marketers and advertising professionals recognize that these efforts, while necessary, do not constitute a complete program. This section explains the additional elements needed to fully reach a target market and all potential customers (see Figure ). The activities to be added include the digital marketing programs detailed in this chapter; social media .
