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What is Digital Marketing Strategy Insights about?

This document provides an introduction to a lecture on digital marketing and the environment. It discusses analyzing the digital marketing environment, including the macroenvironment, microenvironment, and online customer journey. Key elements of the situation analysis are reviewing the online marketplace, customers, competitors, and internal capabilities. The macroenvironment includes forces like economic conditions, while the microenvironment focuses on players like customers and competitors. Customer jou

Author

Farah Masri

Language

EN