Digital Marketing Optimization

Digital marketing is a proliferating field that has opened new challenges for marketers. These challenges address concepts of website navigation, searchability, and garnering online traffic –issues that are critical to any organization's online presence. This chapter identifies website characteristics, studies the role they perform in the context of an organization's virtual presence, and proposes the creation of a framework that aids organizations in optimizing their digital marketing strategies for better return on investment.

Introduction

This introductory chapter examines the imaginations as well as the practical concerns of the actors in the drama of AIDS as it has played out in Malawi: altruists' visions of transforming the lives of those at risk of infection, brokers' visions of upward mobility through new careers in a multitude of AIDS organizations, and villagers' visions of what altruists from afar could do for them. The chapter distinguishes between Malawian networks of mutual aid and the altruists from afar. Those within local networks know each other well. In contrast, the foreign altruists sympathetically imagine afflicted Malawians, but they do not—and usually cannot—know much about their daily lives. The foreign altruists also differ from Malawians in that, while they redistribute resources, they do not expect reciprocity.

Digital Marketing Optimization

Digital marketing is a proliferating field that has opened new challenges for marketers. These challenges address concepts of website navigation, searchability, and garnering online traffic –issues that are critical to any organization's online presence. This chapter identifies website characteristics, studies the role they perform in the context of an organization's virtual presence, and proposes the creation of a framework that aids organizations in optimizing their digital marketing strategies for better return on investment.