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.

The Role of Push Notifications

The Role of Push Notifications

The role of push notifications
Diana Gavilan

Introduction: Relevance and Challenges of Push Notifications

Smartphones have enabled consumers’ ubiquitous access to digital information at any time and place, which means that mobile devices allow marketers to directly and constantly reach consumers. Smartphones are important personal communication tools (Bacile, Ye & Swilley, 2014) that most users keep within arm's reach throughout the day to conduct a host of activities beyond just talking or texting. Smartphones also provide advertisers with new opportunities for targeting potential customers.

An important feature, unique to mobile devices, is their ability to support location-based applications. Customers often use apps for quick access to location-based information, such as the nearest highly rated restaurant (Grewal, Bart, Spann ...

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