🔑 Key Terms

Adaptive Value Creation

Digital marketing adjusts to customer behavior in real time to create more relevant value.

Action & Advocacy

The goal isn’t just awareness — it’s getting audiences to take action, share, review, or buy.

Integrated Ecosystem

All channels and data work together across search, social, email, content, and e-commerce.

⭐ Why This Matters

These three ideas form the foundation for everything that comes next. Understanding them makes it easier to see how SEO, social media, e-commerce, and the Sephora case study all connect into a single digital marketing system.

📚 Citations

Kannan, P. K., & Li, H. (2017). Digital marketing: A framework, review and research agenda.

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital.

Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Implementation and Practice