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Exercises
Background Persona You are a real estate company located in Montreal that specializes in...
Chapter 3: Planning for a Digital Marketing Campaign
Overview In this chapter, we discuss how to use keywords to create pages and content that respon...
Understanding Consumers Through Personas
There are two broad approaches to conducting marketing: mass marketing (i.e., an undifferentiated...
Understanding Consumer Journeys
Our understanding of consumer journeys has greatly evolved over the last two decades, and there e...
Zero Moment of Truth
In an example of great content marketing for themselves (i.e., this concept helps sell Google pro...
Rethinking the Consumer Journey
A consumer journey is the trajectory of experiences through which a consumer goes: from not knowi...
Journey Mapping
Now that we have the vocabulary for these concepts, it’s time to turn our attention to using them...
Exercises
How to Use a Persona Let’s take as an example the following persona, “RV Betty”: ...
Chapter 2: Understanding the Digital Consumer
Overview In this chapter, we discuss how digitalization is transforming the journey of consumers...
What Is Marketing?
According to the American Marketing Association — marketing’s top association — marketing is “the...
Creating Value in the Digital Age
Canadian media scholar Marshall McLuhan famously wrote that “the medium is the message” (McLuhan ...
How do firms create value?
For the last 30 years, the dominant paradigm for understanding how firms create value for consume...
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...
Chapter 1: Introduction to Digital Marketing
Overview In this chapter, we discuss how digitalization is changing the ecosystem in which we co...
Acknowledgments
Pierre-Yann Dolbec Pierre thanks Alexandre Bustamante for the book illustrations, Kelly-Anne Lem...
Introduction
Pierre-Yann Dolbec The internet has digitalized our lives: we now create and meet others in onli...
Inbound and Outbound Marketing
Inbound and outbound marketing represent two broad approaches to connecting with consumers. Inbou...
RACE Framework
Chaffey’s RACE framework is a conversion-based framework. Conversion marketing is a strategic app...