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Le Marketing Digital

Author

Listed:
  • François Scheid

    (EM - EMLyon Business School)

  • Willy Fontugne
  • Renaud Vaillant
  • Grégoire De Montaigu

Abstract

En quelques années, le digital a non seulement bouleversé nos pratiques, mais le marketing tout entier... et ce ne n'est pas terminé ! Comment s'y retrouver dans la jungle des outils et des notions (SEO, SEA, display marketing, inbound marketing, data marketing, stratégie social media...) ? Comment élaborer une stratégie gagnante ? Futurs marketeurs ou professionnels qui souhaitez enrichir vos connaissances, cet ouvrage va vous permettre de définir une stratégie marketing "digitale" opérationnelle, de la mettre en œuvre de façon efficace et d'en évaluer les résultats. Vous trouverez ainsi dans ce livre complet, tout ce qu'il faut pour : - définir les éléments d'une stratégie digitale efficace : attirer, influencer, convertir, fidéliser ; - actionner et combiner les leviers marketing : référencement naturel, publicité, marketing de contenu, affiliation, e-mailling ; - maîtriser les ressources des différents canaux : réseaux sociaux, sites web, blog... - analyser et exploiter les tendances : social, local et mobile ; - analyser la multitude de données disponibles sur le Web : data, big data.

Suggested Citation

  • François Scheid & Willy Fontugne & Renaud Vaillant & Grégoire De Montaigu, 2019. "Le Marketing Digital," Post-Print hal-02298303, HAL.
    • Handle: RePEc:hal:journl:hal-02298303
    as

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