Master's Thesis from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, The University of Liverpool, language: English, abstract: Marketing has always been one of the most crucial and critical functions in organizations for last several decades. Since several years, organizations have been depending on various marketing methods to promote products, services and brands. As time passes, the types of marketing strategies that are considered for have changed. Techniques that were used in 1950s shall not be helpful for organizations that operate in today’s environment. In the same way, techniques that are currently used in today’s environment shall not be useful after 50 to 60 years (Kotler and Keller, 2012). Unless marketing activities are planned based on present market conditions, it is not possible for organizations to reach wide-range of customers that spread across the world. As there are no boundaries in the target markets of most of the organizations, organizations have to use the combination of both traditional and online marketing methods. While traditional marketing methods such as print, radio or television marketing primarily restricted to tap domestic customers, it is online marketing strategy that helps organizations to reach customers, who spread across the world, with minimum marketing budget. Online marketing is the process of sending marketing communications and advertising messages to customers through various methods that used over internet. Internet marketing forms a wide-range of techniques such as search engine marketing, social media marketing, email marketing, affiliate marketing, blog marketing, and buzz marketing etc. As per the recent report revealed by Internet Advertising Bureau in 2009, the revenues of online ad sellers have increased to $21 Billion. The global online advertising spending in 2001 was around $82 Billion and it is expected to grow 12-14% every year to reach $132 Billion by 2015 (Miller and Washington, 2012).Organizations use numerous of techniques that fall under online marketing techniques to market products and to reach potential customers. Moreover, in today’s environment, organizations are focusing on techniques that help in reducing the cost in every aspect.

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms. This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation. Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises.

"Through a wide range of solutions and case studies from the coalface, Connected Marketing demystifies viral, buzz and word of mouth marketing and demonstrates that managing successful connected marketing activity is possible through an organized series of decisions and approaches - it's not a hit-or-miss quest for that one groundbreaking idea."--BOOK JACKET.

A total system for business success, based on a 25-year study and testing of the most effective success factors for any business, from small to large. Includes practical action steps that, taken together, will lead to significant success increases for your business or organization.

Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.