ABSTRACT
This chapter describes how digital marketing communication can be used to increase the value of a brand and shows how social media can be deployed within brand management. It provides the success factors for viral marketing and aims to indicate what the role of games can be within digital marketing communication. In marketing communication, the objectives are commercial: the aim is to acquire customers. The aim of marketing communications is to sell products, services or ideas to customers of the organisation. The marketing communication plan is a derivative of these marketing plans. The chapter discusses the digital marketing communication funnel, the long-term and short-term communication objectives and the formulation and determination of these objectives. The digital marketing funnel’s ‘visit’ phase is split into two steps: creating awareness and capture, convince. Digital communication methods aim to guide the target groups through the process of the first step of the digital marketing communication funnel.
