This Guide provides a wide ranging introduction to the world of digital marketing and the digital landscape. It looks at the opportunities and challenges of the disruptive digital environment, online and offline integration and the importance of customer focus. It considers the rise in online consumer power, how to use the internet for revenue generation and the changes in customer behaviour due to the rise of the digital world. It then looks in detail at the wide range of digital communications tools and hardware available and how to develop and co-ordinate an effective digital communications mix. It also looks at digital platforms and channels and the stages of digital adoption. Finally, it focuses on digital campaigns and multi-channel marketing and how to measure and monitor digital effectiveness.
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