Not only do these environmental factors affect how people use the Internet,
but their reasons for using the Internet also have an effect on how they interact
online.
For some people, it is primarily a communications channel, and their online
activity is focused on their email inbox, while for others it may be a research
channel, with search engines playing a large role in their online experience.
Having such a diverse audience means that there are many channels available
to marketers when it comes to digital marketing.
What Does This All Have To Do With
Marketing?
Marketing is about conversations, and the Internet has become a hub of
conversations. The connected nature of the Internet allows us to follow
and track these conversations, and provides entry points for all parties.
What follows in this book are ways of conversing with existing and potential
customers using the Internet.
Not only do these environmental factors affect how people use the Internet,but their reasons for using the Internet also have an effect on how they interactonline.For some people, it is primarily a communications channel, and their onlineactivity is focused on their email inbox, while for others it may be a researchchannel, with search engines playing a large role in their online experience.Having such a diverse audience means that there are many channels availableto marketers when it comes to digital marketing.What Does This All Have To Do WithMarketing?Marketing is about conversations, and the Internet has become a hub ofconversations. The connected nature of the Internet allows us to followand track these conversations, and provides entry points for all parties.What follows in this book are ways of conversing with existing and potentialcustomers using the Internet.
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