ABSTRACT
Within the field of digital marketing personalization can be applied to websites, email, advertising and search engine optimization. The objectives of content marketing can include: increased web traffic, direct sales, up-selling/cross-selling, customer retention, brand awareness, brand loyalty, customer acquisition, engagement, customer relations, lead generation or thought leadership and it is equally valid in both B2B and B2C markets. Accurate figures are difficult if not impossible to determine, but it is believed that around 10 per cent of all online sales involve affiliate marketing, with some estimates for specific industries (such as online gambling) rising as high as 20 per cent. There are three potential key objectives to any digital marketing endeavors which align closely with offline marketing objectives. To be successful, any organization needs to have a plan that looks further to the future than next week’s sales – with some aspects of business requiring longer term planning: strategic planning.
