From Physical to Digital: Fundamentals of Digital Marketing
Chapter from the book:
Tuna,
M.
F.
(ed.)
2024.
Digital Marketing Management.
Synopsis
Today, the use of the internet and internet technologies has become an integral part of daily life for almost everyone. Marketing activities and the scope of marketing have also undergone significant changes due to internet technologies. Especially with the advancements in digital technologies, the behaviors of consumers and business buyers have radically changed; online consumer behavior and knowledge of digital marketing have become crucial for marketers. With digital marketing, the way businesses manage and communicate with consumers around the world has changed. For businesses that have started using the internet and digital devices, digital marketing offers many opportunities for advertising and marketing in both local and international markets. Understanding the fundamentals of digital marketing is critical for businesses to develop more effective, efficient, and broad-reaching marketing strategies. Digital marketing enables brands to strengthen their online presence and gain a competitive advantage.