C1 Book
Digital Marketing Strategy : Create Strategy, Put It Into Practice, Sell More (2023)

Lahtinen Niko, Pulkka Kimmo, Karjaluoto Heikki, Mero Joel. (2023). Digital Marketing Strategy : Create Strategy, Put It Into Practice, Sell More. Edward Elgar Publishing. https://doi.org/10.4337/9781035311316

JYU authors or editors

Publication details

All authors or editorsLahtinen Niko; Pulkka Kimmo; Karjaluoto Heikki; Mero Joel



Publication year2023

Publication date14/07/2023

Number of pages in the book168

PublisherEdward Elgar Publishing

Place of PublicationCheltenham

Publication countryUnited Kingdom

Publication languageEnglish


Publication open accessNot open

Publication channel open access


This cutting-edge book presents a detailed overview of digital marketing strategy, which has evolved following rapid digitalization that occurred during the COVID-19 pandemic. Providing detailed examinations of different digital marketing techniques, it demonstrates how organizations’ digital marketing strategies can be developed and implemented.

Digital Marketing Strategy features a thorough analysis of how digital marketing can be utilized to increase sales through new customer acquisition and through increasing the life cycle value of its existing customers. Chapters explore how buyer personas can be used to frame marketing as an advantageous service. Ultimately, this instructive book highlights that the core of digital marketing is based on market analysis, the value proposition built on it, and observed competitive advantage.

With fresh insights into the developing areas of content and influencer marketing, this book will be of immense worth to students and scholars studying digital marketing strategy. It will also be highly applicable to those working in the field of digital marketing who promote products and services that require buyer judgement.

Keywordsdigital marketingmarketingcorporate strategiesmarketing channelssocial mediainfluencer marketingsaleadvertisingelectronic commerce

Free keywordsdigital marketing; content marketing; social media; online marketing; digital advertising; influencer marketing

Contributing organizations

Ministry reportingYes

Reporting Year2023

JUFO rating2

Last updated on 2024-15-05 at 13:15