Chapter 1

The three perspectives of digital marketing

BENEFITS OF DIGITAL MEDIA: INTERACTIVITY

BENEFITS OF DIGITAL MEDIA: INTELLIGENCE

BENEFITS OF DIGITAL MEDIA: INDIVIDUALIZATION

BENEFITS OF DIGITAL MEDIA: MIXED-MODE

BUYING

MIXED-MODE BUYING: EXAMPLES

Custumer Perspektive: UNDERSTANDING CUSTOMER EXPERIENCE AND THE CUSTOMER JOURNEY

TOUCHPOINTS DURING THE CUSTOMER JOURNEY

THE CUSTOMER EXPERIENCE OF TEST-DRIVING A NEW MERCEDES CAR

CUSTOMER PERSPECTIVE: THE CUSTOMER JOURNEY FROM THE FIRM’S PERSPECTIVE

THE CONNECTED CUSTOMER: A HOLISTIC VIEW

PARADOXES OF MARKETING TO CONNECTED CUSTOMERS

PARADOXES OF MARKETING TO CONNECTED CUSTOMERS (2/3)

PARADOXES OF MARKETING TO CONNECTED CUSTOMERS (3/3)

Net Promoter Score Formel

MARKETER PERSPECTIVE: DEFINITION OF DIGITAL MARKETING

MARKETER PERSPECTIVE: OBJECTIVES OF DIGITAL MARKETING (R.A.C.E.)

MARKETER PERSPECTIVE: DIGITAL PRODUCT MIX

MARKETER PERSPECTIVE: MARKET AND PRODUCT DEVELOPMENT

MARKETER PERSPECTIVE: DIGITAL PRICE MIX

MARKETER PERSPECTIVE: DIGITAL PLACE MIX

OMNICHANNEL MARKETING: UNIFORM CUSTOMER EXPERIENCE ALONG THE CUSTOMER JOURNEY

THE DEVELOPMENT OF MULTICHANNEL/OMNICHANNEL APPROACHES IN SALES MANAGEMENT

DIGITAL OUTBOUND VS. INBOUND MARKETING

MARKETER PERSPECTIVE: PAID, OWNED, AND EARNED MEDIA

COMBINING PAID AND OWNED MEDIA: PAID PLACEMENTS OF OWNED CONTENT

DIGITAL MARKETING INSTRUMENTS

DIGITAL MARKETING INSTRUMENTS: Display

DIGITAL MARKETING INSTRUMENTS: DISPLAY 2

DIGITAL MARKETING COMMUNICATION INSTRUMENTS SEARCH

DIGITAL MARKETING INSTRUMENTS: SEM 1/2 (SEA)

DIGITAL MARKETING INSTRUMENTS: SEM 2/2 (SEO)

DIGITAL MARKETING INSTRUMENTS Affiliate

DIGITAL MARKETING COMMUNICATION INSTRUMENTS Affiliate 2

DIGITAL MARKETING INSTRUMENTS: AFFILIATE 3

DIGITAL MARKETING INSTRUMENTS: SOCIAL

MEDIA

DIGITAL MARKETING INSTRUMENTS: E-MAIL

DIGITAL MARKETING INSTRUMENTS: BOTS AND

SELF-SERVICE TECHNOLOGIES

DIGITAL MARKETING INSTRUMENTS: AR, VR, AND MR