ABSTRACT
The customer acquisition process is comprised of defining target markets and acquiring new customers. This chapter describes the role of Digital Marketing communication in branding. The chapter discusses the Digital Marketing communications funnel, the long-term and short-term communications objectives and the formulation and determination of these objectives. The best way to formulate communications objectives is to follow the order of the Digital Marketing communications funnel. The chapter also covers the merging of different forms of media and introduce the digital communications methods. The interactivity on the internet makes feedback on marketing communications activities quickly apparent. This necessitates a very proactive attitude: the organisation needs to actively monitor the market’s feedback and be willing to engage in real-time dialogue with customers. Next, this chapter examines what content marketing is and then discuss a step-by-step approach to content marketing. Content marketing is not only used as a tool for ‘branding’, to influence the audience’s brand attitude, but also used to generate leads.
