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Digital Marketing

11 Dec, 2020

What is Digital Marketing? In this “Digital Marketing” mini-lecture, Prof. Andy Wong (Associate Dean, Undergraduate Studies) draws from his working experience in the marketing industry and focuses on the concept of “Behavioural Targeting” to explain how companies customise marketing campaigns based on customers’ digital footprints. He elaborates on how digital trends led to the transformation of traditional advertising ways to building better user experience to engage new customers and retain loyalty with existing ones.

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