Digital Marketing: Strategy & Tactics
By Jeremy Kagan
Chapter 1: Digital Marketing and the 4 P’s
Digital Marketing has become mainstream. No longer is “digital” the parsley on the marketing plate at a fancy dinner, an afterthought, or a cool extra to add some sizzle to a marketing plan. Digital is now the main course of the marketing meal – the connective strategy that pulls all the elements of an integrated marketing program together, ensuring that all messaging and communications strategies are effective at reaching the customer.
Thank you to the author and publisher for their permission to share this excerpt with AEF/aef.com. Copyright 2019 by Wessex Press, Inc.
"I developed a much higher respect for social marketing by seeing the value and complexity of this function which seemed very ambiguous to me before."— Student at Boston College after AEF sent speakers from DigitasLBi