This report, focusing on digital marketing within the context of a communication strategy, begins with a definition of digital marketing and its evolution. It then explains the communication or promotion mix, detailing its importance in building effective promotional efforts and connecting producers with consumers. The report describes the integration of digital marketing within the communication mix, highlighting tools like social media, email, and web advertising. Furthermore, it explores the advantages of digital marketing, such as its global reach and cost-effectiveness, while also acknowledging its disadvantages, including the need for specialized skills and the potential for increased competition. The report offers recommendations for optimizing digital marketing strategies and concludes by emphasizing the significance of digital marketing as a crucial tool for product awareness and customer engagement. The references used are listed at the end.
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