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digital business transformation



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[Chaffey, Dave] Digital business and E-commerce 2nd book

digital business transformation

  projects.   

 At the time of writing, there are two key opportunities of digital transformation open to 

most businesses, which we focus on in this book: inbound marketing and mobile marketing. 



  Inbound  marketing 

 On the Internet it is often the customer who initiates contact and is seeking information 

through researching information on a website. In other words, it is a ‘pull’ mechanism where it 

is particularly important to have good visibility in search engines when customers are entering 

search terms relevant to a company’s products or services. Amongst marketing professionals 

this powerful new approach to marketing is now commonly known as 




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