MARK 452 Lecture Notes - Lecture 1: Inbound Marketing, Iterative And Incremental Development, Lead Generation

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12 Jan 2017

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Two major shifts:

Today’s WOM theory (New, updated version)

Digital marketing strategy:

▪ Oriented towards inbound marketing activities

▪ Conversion-based marketing: Acquisition, lead generation, conversion,

engagement

SEO, PPC, Online adverts, content marketing, landing pages, social media

▪ Goals and metrics-driven

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