Marketing in the Digital Era

Digital media is an ever-growing resource of entertainment, news, shopping, and social interaction, and consumers are now exposed not just to what the company wants to say about their brand, but what the media, rivals, friends, family, peers, etc., are saying as well. larger organizations need better governance and strategies while using digital media. Two stages are covered in this course to create a company digital strategy. First, the creation of a digital marketing plan. This is useful to get conformity and buy-ins by showing the opportunities and problems and map out a path through setting goals and specific strategies for digital including how they would incorporate digital marketing into other business activities. Second, digital becomes integrated into the firm’s marketing strategy which is a core activity.