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Reach in the 4Rs: Coverage and Arrival of Digital Information

In: MARKETING STRATEGY IN THE DIGITAL AGE Applying Kotler’s Strategies to Digital Marketing

Author

Listed:
  • Milton Kotler
  • Tiger Cao
  • Sam Wang
  • Collen Qiao
  • Yuheng Zhang

Abstract

To reach your consumers is the second step in digital marketing and also the first step for enterprises that engage in the digital marketing game. After having a clear digital profile of consumers, we need to reach and connect to our customers, which we hereby call “coverage and delivery of digital information”. In this process, enterprises need to analyze themselves: How can they have a digital plan and layout in a systematic and scientific way rather than in a passive, scattered and random way? We divide the coverage and delivery of digital information into four categories: Initiative-push, initiative-present, trust-agent and asset-exchange. Also, the tools of digital marketing have been presented in this chapter.

Suggested Citation

  • Milton Kotler & Tiger Cao & Sam Wang & Collen Qiao & Yuheng Zhang, 2020. "Reach in the 4Rs: Coverage and Arrival of Digital Information," World Scientific Book Chapters, in: MARKETING STRATEGY IN THE DIGITAL AGE Applying Kotler’s Strategies to Digital Marketing, chapter 4, pages 163-203, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811216985_0004
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    More about this item

    Keywords

    Marketing; Strategy; Digital Era; 4R; Recognize; Reach; Relationship; Return; Digital Transformation; Data; Technology; Growth; Kotler; Tiger Cao; Sam Wang; Collen Qiao;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship

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