The digital transformation and digital marketing are supported by a range of information technologies. The key role of a digital marketing department is to build, nurture, manage and commercially animate a set of digital communication and interaction channels which make up its “digital ecosystem”. Performance measurement is essential for the management of marketing activities. In the digital field, measuring devices enable real-time monitoring with high precision. Customer experience consistency across the various touchpoints of the digital ecosystem and beyond, in all interactions with a brand, including the real world, is ensured by a set of guidelines for graphic charters, editorial charters and prescriptions as well as operating guides aimed at making the expression of the brand and the behavior of its representatives consistent. Newsletters are still an invaluable tool for digital marketing. Social media has generated lots of interest in the field of digital marketing.
