Digital marketing and marketing strategy: case study from the greek market.

Abstract

The purpose of this paper is to investigate the effects of the adaptation of digital marketing techniques on Greek businesses, and how that is shown in their income increase. In order to support that hypothesis, the elaboration of the relevant theoretical framework takes place, analyzing the traditional and digital marketing techniques, the on line advertisement elements, and the techniques and tools which assist in the process of conversion of the users into clients. At the end of the research, a case study of a Greek on line liquor store occurs, by looking into the channels and tools which are used in order to promote their product, and how those tools can be used in order to optimize their promotion activities and the purchase process in their website. The research expands to two more online businesses, an on line travel agency and a local tour operator.