Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/282274 
Title (translated): 
Digital marketing tools and competition: an approach to the state of the art
Year of Publication: 
2019
Citation: 
[Journal:] Atlantic Review of Economics (ARoEc) [ISSN:] 2174-3835 [Volume:] 3 [Issue:] 3 [Year:] 2019
Publisher: 
Colegio de Economistas de A Coruña, A Coruña
Abstract (Translated): 
In recent years, the rise of ICT has resulted in the dimension that digital marketing currently has, understood as the use of technological resources in the development of the market strategy, as well as in the commercialization and communication of the organization. This article aims to carry out a review of the state of the art in regards to the concept, evolution and techniques of digital marketing. Specifically, the text extends to the understanding of seven tools: the corporate website and online store, blogs, social networks, e-mail marketing, SEO, SEM, and digital advertising. Its proper use reverts to greater efficiency in responding to market needs; and serves to increase the number of transactions and the brand equity, implying all this an improvement of the business result.
Subjects: 
Marketing
digital marketing
E-commerce
social media
digital advertising
SEO
SEM
Document Type: 
Article

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