{"id":19,"date":"2021-07-10T12:57:22","date_gmt":"2021-07-10T16:57:22","guid":{"rendered":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/part\/fundamentals-of-digital-marketing\/"},"modified":"2023-08-03T19:11:00","modified_gmt":"2023-08-03T23:11:00","slug":"fundamentals-of-digital-marketing","status":"publish","type":"part","link":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/part\/fundamentals-of-digital-marketing\/","title":{"raw":"Fundamentals of Digital Marketing","rendered":"Fundamentals of Digital Marketing"},"content":{"raw":"<img class=\"aligncenter wp-image-466\" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/BlackText_Digital-Marketing-Textbook-Structure-1.png\" alt=\"Digital Marketing Textbook Structure\" width=\"500\" height=\"251\" \/>This textbook is divided into three core sections:\r\n<ol type=\"I\">\r\n \t<li><a href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/part\/fundamentals-of-digital-marketing\/\">Fundamentals in Digital Marketing<\/a><\/li>\r\n \t<li><a href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/part\/generating-leads-and-customer-demand\/\">Generating Customer Demand and Nurturing Leads &amp; Prospects<\/a><\/li>\r\n \t<li><a href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/part\/analyzing-and-optimizing-your-digital-marketing-performance\/\">Analyzing Your Digital Marketing Performance<\/a><\/li>\r\n<\/ol>\r\nIn this first section, we will set the foundational building blocks and discuss fundamental theories, concepts, and frameworks essential to successful digital marketing strategies and campaigns. Specifically, we will:\r\n<ul>\r\n \t<li>define digital marketing and its role,<\/li>\r\n \t<li>introduce an overarching digital marketing strategy framework,<\/li>\r\n \t<li>explore visual storytelling best practices,<\/li>\r\n \t<li>develop customer personas, and<\/li>\r\n \t<li>map out customer journeys.<\/li>\r\n<\/ul>\r\n<h3>Media Attributions<\/h3>\r\n<ul>\r\n \t<li>Digital marketing textbook structure by Rochelle Grayson is licensed under a <a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY 4.0 licence<\/a>.<\/li>\r\n<\/ul>","rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-466\" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/BlackText_Digital-Marketing-Textbook-Structure-1.png\" alt=\"Digital Marketing Textbook Structure\" width=\"500\" height=\"251\" srcset=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/BlackText_Digital-Marketing-Textbook-Structure-1.png 2048w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/BlackText_Digital-Marketing-Textbook-Structure-1-300x150.png 300w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/BlackText_Digital-Marketing-Textbook-Structure-1-1024x514.png 1024w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/BlackText_Digital-Marketing-Textbook-Structure-1-768x385.png 768w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/BlackText_Digital-Marketing-Textbook-Structure-1-1536x770.png 1536w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/BlackText_Digital-Marketing-Textbook-Structure-1-65x33.png 65w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/BlackText_Digital-Marketing-Textbook-Structure-1-225x113.png 225w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/BlackText_Digital-Marketing-Textbook-Structure-1-350x176.png 350w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/>This textbook is divided into three core sections:<\/p>\n<ol type=\"I\">\n<li><a href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/part\/fundamentals-of-digital-marketing\/\">Fundamentals in Digital Marketing<\/a><\/li>\n<li><a href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/part\/generating-leads-and-customer-demand\/\">Generating Customer Demand and Nurturing Leads &amp; Prospects<\/a><\/li>\n<li><a href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/part\/analyzing-and-optimizing-your-digital-marketing-performance\/\">Analyzing Your Digital Marketing Performance<\/a><\/li>\n<\/ol>\n<p>In this first section, we will set the foundational building blocks and discuss fundamental theories, concepts, and frameworks essential to successful digital marketing strategies and campaigns. Specifically, we will:<\/p>\n<ul>\n<li>define digital marketing and its role,<\/li>\n<li>introduce an overarching digital marketing strategy framework,<\/li>\n<li>explore visual storytelling best practices,<\/li>\n<li>develop customer personas, and<\/li>\n<li>map out customer journeys.<\/li>\n<\/ul>\n<h3>Media Attributions<\/h3>\n<ul>\n<li>Digital marketing textbook structure by Rochelle Grayson is licensed under a <a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY 4.0 licence<\/a>.<\/li>\n<\/ul>\n","protected":false},"parent":0,"menu_order":1,"template":"","meta":{"pb_part_invisible":false,"pb_part_invisible_string":""},"contributor":[],"license":[],"class_list":["post-19","part","type-part","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/pressbooks\/v2\/parts\/19","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/pressbooks\/v2\/parts"}],"about":[{"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/wp\/v2\/types\/part"}],"version-history":[{"count":5,"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/pressbooks\/v2\/parts\/19\/revisions"}],"predecessor-version":[{"id":467,"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/pressbooks\/v2\/parts\/19\/revisions\/467"}],"wp:attachment":[{"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/wp\/v2\/media?parent=19"}],"wp:term":[{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/wp\/v2\/contributor?post=19"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/wp\/v2\/license?post=19"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}