Module 1: Introduction to Digital Marketing
LICENSE
Introduction to Digital Marketing by Pierre-Yann Dolbec is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.
Chapter 1: Introduction to Digital Marketing
Overview In this chapter, we discuss how digitalization is changing the ecosystem in which we co...
What Is Marketing?
According to the American Marketing Association — marketing’s top association — marketing is “the...
How do firms create value?
For the last 30 years, the dominant paradigm for understanding how firms create value for consume...
Creating Value in the Digital Age
Canadian media scholar Marshall McLuhan famously wrote that “the medium is the message” (McLuhan ...
Finding Consumers vs. Being Found
The first transformation was a movement away from finding consumers toward being found by consume...
Representing the Company vs. Representing the Customer
The second transformation has been a move from representing yourself as a company to representing...
A Transformed Consumer Journey
What is a consumer journey? It is the experience of a consumer across the different stages of the...