Marketing is no longer as simple as buying a billboard or a radio spot. Now, everyone is competing in a global, digital economy, which means that your marketing needs to transform into including digital elements as well. Companies without a digital presence are companies that essentially do not exist for many people. You need a digital voice if you want internet uses to find you and buy from you.

Digital marketing has its own power and pitfalls. To successfully market your products and services on the internet, you need to understand the pitfalls that can undermine your digital marketing efforts. Further, you need to understand how your digital marketing efforts function within the broader scope of your entire business. You do not want to so blindly focus on digital marketing that you lose the big picture of what is happening in your business.

In this book, you will uncover the need for marketing as well as the unique power of digital marketing. Digital marketing is not the same beast as traditional marketing and offers unique opportunities for your business to grow. Because of the diversity of digital marketing platforms, your need for an integrated approach that is financially sound and balanced is explained and applied.

Wise digital marketing is targeted digital marketing. An advertisement that will convince your grandmother to buy something may not have the same power over a teenager.

Thus, this book will show you the need to study your target audience and suggest common ways in which they should be studied to gain the necessary insights that will help to market your products and services effectively to the right audience.

The digital world can seem like an overwhelming place, especially if you are not as familiar with the different platforms that are available. Thus, this book offers an overview of different platforms and media in which digital marketing can take place.