Digital communication. Integrated marketing strategies

Abstract

Technological advances have modified the behaviour models of the new digital society, in which new business opportunities arise, including online advertising. This book provides an integrative vision of digital communication as a marketing strategy for organizations. This work brings the reader closer to the user of the digital ecosystem and its new forms of information consumption, to later immerse them in the strategies, formats and trends in this field. In this tour, the authors provide the keys to the design of strategies that promote affective commitments between brands and consumers.