Digital marketing audiences and buyer behaviour

Abstract

A strategic framework for developing a digital marketing strategy. To realise the benefits of digital marketing and avoid the pitfalls that we have described, an organisation needs to develop a planned, structured approach. Consequently, this text defines a strategic approach to digital marketing that is intended to manage these risks and deliver the opportunities available from online channels.

How much time do you, your friends and family spend online each day? Naturally, it depends on many factors, but you’ll know from the ‘screen time’ warnings on your smartphone that it’s significant and growing, unless you have managed a ‘digital detox’. The advent of digital media has prompted changes to buyer behaviour and communications, which we introduce in this section. We also consider the new ways to target audiences.