Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing; Part 2: Methodologies and Theories in Digital Marketing; Part 3: Channels and Platforms in Digital Marketing; Part 4: Tools, Tactics and Techniques in Digital Marketing; Part 5: Management and Metrics in Digital Marketing; and Part 6: Ethical Issues in Digital Marketing.

Digital Content Marketing

Digital Content Marketing

Digital content marketing
Inna Piven

Content is the atomic particle of all marketing.

Rebecca Lieb, a Graphics Editor at The New York Times


Digital content marketing (DCM) can be defined as ‘a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action’ (Content Marketing Institute, n.d., ‘What is content marketing?’ section, para. 2). This is the common view supported by many digital marketing professionals and digitally-minded scholars. Hubspot, one of the leading inbound marketing software developers, adds to the definition by clarifying the purposes of digital content marketing, which include ‘brand awareness, sales, reach, interactions, and loyalty’ (Baker, 2021, ‘What is ...

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