As marketers embrace digital marketing, they need a multi-pronged strategy to attract, convert and retain customers. They must draw customers on the web, by serving useful, relevant and interesting content, as they continue also to rely on conventional media to push products to customers.
This chapter imparts an understanding of how to succeed in the digital era. It covers a wide range of topics relating to the digital tools, techniques, processes, as well as the opportunities and challenges. These include:
From the viewpoint of market research, the section Benefits and Limitations of UGC, in Chapter Qualitative Research provides an understanding of the benefits and limitations of UGC (user-generated content). In the same chapter, the case example, iSnack 2.0, vividly illustrates these benefits and limitations.