Page 161 - E1 Integrated Workbook STUDENT 2018

The market planning process and the marketing mix

7.3 Postmodern marketing

Postmodern marketing is a philosophical approach to marketing
which focuses on giving the customer an experience that is
customised to them and ensuring they receive marketing messages
in a form they prefer.

7.4 Digital marketing including search engine marketing and social media
marketing

Digital marketing
The promotion of products or brands via
one or more forms of electronic media,
e.g. using email, social media, the
organisation’s website or Google search.

Search engine marketing Social media marketing (SMM)
A form of digital marketing that involves
the promotion of an organisation’s website A form of digital marketing, SMM refers to
the process of gaining traffic or attention
by increasing its visibility in search engine through social media sites.
results pages, such as Google.

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