CHAPTER 3 MARKETING GOES DIGITAL 3.1 INTRODUCTION

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CHAPTER 3 MARKETING GOES DIGITAL 3.1 INTRODUCTION There are a number of concepts and practices which have relevance to some or every element of the digital marketing mix - and rather than trying to incorporate each of these issues in to

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CHAPTER 3
MARKETING GOES DIGITAL<br>
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3.1 INTRODUCTION There are a number of concepts and practices which have relevance to some or every element of the digital marketing mix - and rather than trying to incorporate each of these issues in to each section in every chapter to which they’re relevant, these holistic elements are addressed in this chapter.<br>
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3.2 DIGITAL ISN’T THE ONLY OPTION Although it may seem strange in a book on digital marketing - marketers should always be aware that digital is just one aspect of marketing. Indeed, in the main, it is only one element of the promotional mix.
Too often, digital marketing in general, and social media marketing in particular, are mistakenly perceived as;
The only route to market, and
A panacea that will improve bad marketing in other channels.<br>