Digital Marketing Courses in Pune With Certification & Job			
                     DIGITAL MARKETING
STRATEGY, IMPLEMENTATION AND PRACTICE
Seventh Edition
Part 1
Digital marketing fundamentals
Chapter 1
Introducing Digital Marketing
Chapter 1 – Introducing Digital 
Marketing
Main Topics:
• How digital marketing has transformed marketing
• What are digital and multichannel marketing
• Introduction to digital marketing strategy
• Introduction to digital marketing communications
Case Study: eBay thrives in the global market place.
How digital marketing has transformed  
marketing
Digital marketing is about:
• Audiences
• Digital devices
• Digital platforms
• Digital media
• Digital data
• Digital technology
Figure 1.1 Customer lifecycle marketing  
touchpoint summary for a retailer
Source: Smart Insights 
(2017)
What are digital and multichannel  
marketing?
Digital marketing can be defined as:
Achieving marketing objectives through applying digital  
media data and technology
Paid, owned and earned 
media
The marketing technology 
landscape
Source: With permission – 
Chiefmartec.com
Introduction to digital marketing 
strategy
Key considerations:
Key features of digital marketing strategy  
Applications of digital marketing
Benefits of digital marketing
Mini Case 1.2 Zalando exploits the power of  digital 
media and distribution to grow a multi-  billion Euro 
business in less than 5 years.
Figure 1.5 Summary and examples of  transaction 
alternatives between businesses,  consumers and 
governmental organisations
Case study: eBay thrives in a 
global  marketplace
Key content:
Mission  
Revenue model  
Proposition  
Competition
Objectives and 
strategy
Case Question: Discuss how eBay has had to evolve its  
online brand proposition and communicate it to achieve  
continued growth