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3 - Digital Entrepreneurship and Digital Marketing

from Part I - Strategy and Management

Published online by Cambridge University Press:  16 December 2021

Vincenzo Morabito
Vincenzo Morabito
Affiliation:
Università Commerciale Luigi Bocconi, Milan
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Summary

The present chapter offers an analysis of the role that digital marketing plays today in helping digital businesses reach their goals. It delineates the types of digital media that a company can harness in order to promote its products and services, and distinguishes among paid, owned and earned media. Furthermore, the chapter emphasizes the critical role of the digital marketing strategy and highlights the benefits and challenges associated with the various digital marketing tools and tactics available today, explaining the importance of selecting and implementing the most effective as well as the most prominent. Moreover, the chapter discusses how the performance and results of the different elements of a digital strategy can be tracked and measured in order to provide valuable data and insight into profitability and revenues. The last section of the chapter presents a case study of a start-up in the educational sector, depicting how strategic marketing decisions can affect the overall success of a company. This section aims to offer valuable advice and recommendations to entrepreneurs, start-ups and investors of every industry.

Keywords

digital entrepreneurshipdigital marketing strategiessearch engine marketingaffiliate marketingcase studies
Type
Chapter
Information
Digital Entrepreneurship
Management, Systems and Practice
 , pp. 51 - 73
Publisher: Cambridge University Press
Print publication year: 2022

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