Understanding Digital Marketing

Abstract

This chapter provides a practical sketch of the fundamentals of digital marketing. The framework comprises an overview of digital marketing development. This research is based on secondary data collected from social networking sites and e-commerce (E-com) sites for various firms to explain how they are using E-com business models. The research explicates the (E-com) different business models and the techniques used for the development of web presence, web search marketing that focuses on search engine optimization (SEO) and search engine marketing (SEM), e-mail marketing which offers interesting content to develop a successful newsletter, as well as social media marketing that addresses planning and the most important tools used to maximize communication through social media. The chapter presents a synopsis of digital marketing concepts and examples of some successful as well as an effective Web presence of some online firms.

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