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Subject category: Marketing
Published by:
Lagos Business School (2018)
12 pages
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This article discusses the concept of digital marketing, which has become an important aspect of the marketing communications function. Specifically, the article examines the meaning of digital marketing and discusses how the concept evolved to become an important link between interactive digital touch points of customers and business organisations. In addition, the different channels of digital marketing such as emails, display advertising and search engine optimisation are discussed. The article portrays the crucial nature of digital marketing in today's ever-changing business environment and underscores how digital marketing enables business organisations to design and execute efficient marketing communications strategies in the light of scarce marketing resources that are often allocated to brand building in the marketplace.

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This item is suitable for postgraduate and executive education courses.


Branding; Digital marketing; Internet; Social media; Marketing


The events covered by this item took place in November 2018.

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