Upgrading Digital Marketing Strategy: Strategic Platform for Digital Marketing

Kotler, Milton; Cao, Tiger; Wang, Sam C.; Qiao, Collen; Zhang, Yuheng

doi:10.1142/9789811216985_0002

Cited by 1 publication

(7 citation statements)

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“…Digital marketing embraces all the activities involved in managing an online firm's presence such as the website of the firm, social media pages, mobile apps, search engine marketing, online advertising, e-mail marketing, etc. However, the integration of digital media with traditional media is still necessary for the success of digital marketing [6]. The real-time analysis of content, campaign, and strategy is possible because of the usage of multiple channels and technologies.…”

Section: Digital Marketingmentioning

confidence: 99%

“…This framework was introduced to aid marketers to plan and manage the digital marketing related activities in a more organized manner. This framework was updated in the year 2020 and includes key target areas as well as key measures to evaluate performance at every stage of the framework [6].…”

Section: 4mentioning

confidence: 99%

“…The last four stages form the acronym RACE. In few instances this model is also called PRACE however the acronym RACE is much popular in usage [6]. The following section presents an insight into these stages:…”

Section: 4mentioning

confidence: 99%

“…In this step, a firm uses multiple interfaces with the target population which can be created by paid, earned, or owned media. The main objective is to build traffic to the firm's main website or to a social media page [6].…”

Section: 4mentioning

confidence: 99%

“…Digital Marketing for some traditional business firms and business owners means creating a website or a Facebook page. This thought process limits the scope of digital marketing and vital activities that need to be managed for successful digital marketing may be ignored or missed [6]. In other words, digital marketing is much more than having a website or a Facebook page.…”

Section: Introductionmentioning

confidence: 99%

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Social Media for New Product Launch: A Study of Social Media Platforms Across the RACE Planning Framework

Rautela

2021

Int. J. Interact. Mob. Technol.

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<span>The world of marketing communication has been transformed completely by the presence of the internet and internet-enabled platforms. Today, the internet and related platform are home to massive amounts of human dialogues. Human interaction has changed drastically because of the presence of a wide variety of web-based platforms and the proliferation of media. Social Media- a Web 2.0 enabled platform has become an integral part of human life. Also, businesses have started actively participating in these platforms as they have found their users spending a substantial amount of time on these platforms. Thus, social media has become a part of digital marketing which involves the use of a wide variety of digital technologies and digital media to connect to the audience. The RACE i.e. the Reach Act Convert Engage digital marketing framework is a popular infographic, introduced to aid marketers to plan and manage the digital marketing related activities in a more organized manner. The present study aims at exploring the usage of social media at the launch or the commercialization phase of new product development. To fulfill this objective the study uses the RACE digital Planning framework. The study also aims at highlighting the most popular alternatives of social media in each category of the RACE Planning framework in the launch phase of NPD.</span>

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Section: Digital Marketingmentioning

confidence: 99%

Section: 4mentioning

confidence: 99%

Section: 4mentioning

confidence: 99%

Section: 4mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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