THE ROLE OF DIGITAL MARKETING IN OMNICHANNEL STRATEGY
THE ROLE OF DIGITAL MARKETING IN OMNICHANNEL STRATEGY
Author(s): Pavlo Bradulov, Volodymyr OrdynskyiSubject(s): Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Fundacja „Oświata i Nauka Bez Granic PRO FUTURO”
Keywords: digital marketing; digital strategy; internet advertising; cross-channel planning; target audience reach;
Summary/Abstract: The article deals with developing digital marketing strategy by brands running marketing communication in different channels. Special attention is given to increasing the effectiveness of combining digital channel with TV. It is noted that using digital helps to build effective reach of TA that cannot be covered by TV. The author emphasizes that is important to use effective channel split for digital activity. Recommendations on implementation digital marketing in media strategy are developed.
Journal: KELM (Knowledge, Education, Law, and Management)
- Issue Year: 25/2019
- Issue No: 1
- Page Range: 44-53
- Page Count: 10
- Language: English