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Understanding Digital Marketing—Basics and Actions

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MBA

Part of the book series: Management and Industrial Engineering ((MINEN))

Abstract

This chapter provides a technical outline of the basics of online marketing. The outline includes an introduction to digital marketing and strategic planning and development. Our contribution offers theoretical and practical insights relative to this growing marketing area, with information on the main areas for which online marketing is particularly suited: (1) the E-commerce section explores different business models and what techniques are used for their development; (2) Web Search Marketing focuses on SEO and SEM, as well as in keyword selection for optimisation; (3) E-mail Marketing offers interesting content to develop a successful newsletter; and (4) Social Media Marketing addresses planning and the most important tools used to maximise communication through social media. In a nutshell, this chapter offers an overview of digital marketing and its strategies for an active and effective Web presence.

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Author information

Authors and Affiliations

  1. Faculty of Communication Sciencies, University of A Coruña, Campus de Elviña s/n, 15071, A Coruña, Spain

    Teresa Piñeiro-Otero

  2. Faculty of Communication and Social Sciences, University of Vigo, Campus de Pontevedra s/n, 36005, Vigo, Spain

    Xabier Martínez-Rolán

Authors
  1. Teresa Piñeiro-Otero
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  2. Xabier Martínez-Rolán
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Corresponding author

Correspondence to Teresa Piñeiro-Otero .

Editor information

Editors and Affiliations

  1. University of Minho, Braga, Portugal

    Carolina Machado

  2. Department of Mechanical Engineerin, University of Aveiro, Aveiro, Portugal

    J. Paulo Davim

Appendices

9    Review Questions (True or False)

  1. 1.

    The goals of a digital marketing plan must be SMART—specific, measurable, assignable, realistic, time-related.

  2. 2.

    Own Media is essentially online word of mouth: mentions, shares, reposts, reviews and recommendations.

  3. 3.

    A Social Media Plan has nothing to do with a marketing plan; it is a different document altogether and not at all related to marketing.

  4. 4.

    KPIs are useful metrics for objective measurement.

  5. 5.

    E-mail marketing is a mass, cheap and highly customised tool—the keys to its efficiency.

  6. 6.

    Retargeting is an online commission-based business strategy.

  7. 7.

    CPA is cheaper than CPM as a business model to estimate ads.

  8. 8.

    Google Trends and Google Keyword Planner are useful apps for selecting keywords.

  9. 9.

    Search engine ads related to a Web search are known as SEO.

  10. 10.

    Nobody can escape the Internet.

Answers to the Review Questions

  1. 1.

    True

  2. 2.

    False

  3. 3.

    False

  4. 4.

    True

  5. 5.

    True

  6. 6.

    False

  7. 7.

    False

  8. 8.

    True

  9. 9.

    False

  10. 10.

    True

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© 2016 Springer International Publishing Switzerland

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Piñeiro-Otero, T., Martínez-Rolán, X. (2016). Understanding Digital Marketing—Basics and Actions. In: Machado, C., Davim, J. (eds) MBA. Management and Industrial Engineering. Springer, Cham. https://doi.org/10.1007/978-3-319-28281-7_2

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  • DOI: https://doi.org/10.1007/978-3-319-28281-7_2

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-28279-4

  • Online ISBN: 978-3-319-28281-7

  • eBook Packages: EngineeringEngineering (R0)

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