How digital marketing strategies spread through sharing

Digital marketing strategies are methods for promoting products and services using digital technologies, including search engine optimization, content marketing, influencer marketing, and social media marketing. What makes digital sharing spread marketing, and how can readers understand its role in reaching and engaging audiences? The lessons trace how online sharing connects companies and customers and carries marketing to wider audiences.

2 articles, 1 video, 1 book · about 34 min of reading and viewing

The reading path

1. Read
   

   digital marketing strategies · Wikipedia · 24 min read

   Email marketing is considered cheap compared to other forms of digital marketing. It also rapidly communicates a message, such as a value proposition, to existing or potential customers. The mid-2000s saw the emergence of social media platforms such as Facebook (2004), YouTube (2005), and Twitter (2006). These platforms enabled companies to talk to their customers, and customers to talk directly to one another about products and the companies that provide them. Digital marketing strategies included AT&T's 1994 "You Will" campaign, the first clickable banner ad. Within the first four months, 44% of all people who viewed the advertisement clicked on it.

2. Read
   

   Seven Ways Online Advertising May Change the World - JSTOR Daily · JSTOR Daily · 4 min read

   A 2009 paper in Tobacco Control by authors B. Freeman and S. Chapman detailed RJ Reynolds' use of the web to engage customers in helping design packaging for a new type of Camels cigarettes. The case arguably also gave the company a way to circumvent rules against tobacco advertising and target young women.

3. Watch
   

   How Online Advertising Is Tricking Your Thoughts, Attitudes, and Beliefs | Tristan Harris| Big Think · YouTube · 6 min watch

   Tristan Harris, a design thinker and former ethicist at Google, explains how advertisers use personal information and attention to influence thoughts and beliefs.

4. Book
   

   Contagious: How to Build Word of Mouth in the Digital Age · Bookshop.org

   Contagious by Jonah Berger describes six basic principles behind why products, initiatives, rumors, and videos become contagious, and provides specific, actionable techniques for designing messages, advertisements, and information that people will share. The book says anti-drug commercials might have actually increased drug use.

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