Internet marketing

Dobson, P and Maheshwari, V ORCID: 2020, 'Internet marketing' , in: Entrepreneurship Marketing , Routledge, London.

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Internet marketing has changed the outlook for businesses in the way they promote their products and services and the how they engage with their existing and prospective customers. Customer personas have been used in traditional marketing and digital marketing for around 10 years and relative fictional characters are designed to represent key purchasing and purchase decision made by customers. The customer journey creates a clear map, that demonstrates what marketing platforms and tools can be used and where in the customer journey these could be most effective. Understanding and improving the customer journey to enable lead nurturing can lead to a 50% increase in sales. Social media activity is increasing in active viewers and impact. Besides improving engagement and long-term sales from customers, advocate marketing is a very powerful form of marketing as people are more likely to read posts and shares from friends than from an organisation.

Item Type: Book Section
Schools: Schools > Salford Business School
Journal or Publication Title: Entrepreneurship Marketing
Publisher: Routledge
ISBN: 9780429505461
Depositing User: V Maheshwari
Date Deposited: 30 Nov 2022 13:56
Last Modified: 30 Nov 2022 13:56

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