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Impact of the new media in marketing communications
Impacts of internet on digital marketing
What is the impact of information technology on digital marketing
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Recommended: Impact of the new media in marketing communications
Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
The way in which digital marketing has developed since the 1990s and 2000s has changed the way brands and businesses utilize technology and digital marketing for their marketing. Digital marketing campaigns are becoming more prevalent as well as efficient, as digital platforms are increasingly incorporated into marketing plans and everyday life, and as people use digital devices instead of going to physical shops.
Digital marketing techniques such as search engine optimization (SEO), search engine marketing (SEM), content marketing,
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Digital marketing became more sophisticated in the 2000s and the 2010s; the proliferation of devices' capability access digital media at almost any given time has led to great growth of digital advertising; statistics produced in 2012 and 2013 showed that digital marketing was still a growing field.
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Digital marketing is often referred to as 'online marketing', 'internet marketing' or 'web marketing'. The term digital marketing has grown in popularity over time, particularly in certain countries. In the USA online marketing is still prevalent, in Italy is referred as web marketing but in the UK and worldwide, digital marketing has become the most common term, especially after the year
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Retailers must shift from a linear marketing approach of one-way communication to a value exchange model in which there is a two-way mutual dialogue and benefit-sharing between provider and consumer. Exchanges are more non-linear, free flowing and both one-tomany or one-on-one. The spread of information and awareness can occur across numerous channels such as the YouTube, Face book, Instagram, Snap chat, Twitter and a wide variety of other platforms. Online communities and social networks allow individuals to easily become creators of their own content and publicly publish their opinions, experiences, thoughts and feelings about many topics and products, hyper-accelerating the diffusion of information.
The Nielsen Global Connected Commerce Survey conducted interviews in 26 countries to observe how consumers are using the Internet to make shopping decisions in stores and online. They reported that due to the internet and e-commerce, shoppers are increasingly looking to purchase internationally, with over 50% in the study who purchased online in the last six months stating they bought from an overseas retailer.
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Within the retail industry and beyond, the need for a social presence is more important than ever. Traditional marketing styles have been becoming forgotten as technology continues to prosper the need for quicker tools to promote, connect and relate to customers have become a must for every organization. Corporate executives and vendors have been becoming more involved with networks that gives them a direct
Based on these concerns, retailers in the international marketplace have their work cut out for them. But through proper education of consumers, and the ever-expanding growth of the infrastructure in many countries, the future seems to be leaning heavily towards using the Internet for many needs.
More marketing agencies are realizing that digital marketing is the base to where more marketing dollars will be spent in the near future. A chart within the book shows the platform of growth in technology in 2007 and what is projected in 2010 (exhibit 3-1, pg 82). Another strength from this book is the assertiveness and stepping out of the box attitude. This book shouts at companies that the time to change is now and you must embrace the reality that consumers are always on. The book claims that the old tools and comfortable techniques to draw in consumers aren't working as efficiently today and they won't work at all tomorrow.
Digital marketers must keep up-to-date with the consumers preference, trends and needs, in order to meet these needs and to be able to remain competitive in the market . The connectivity created by digital media leads to enhanced product benefits such as online games and applications (Pride & Ferell, 2014). However, the use of the internet to sell products could be a disadvantage to the business since the goods being sold are intangible, the consumer could research and find reviews describing a product as low quality which could result in sale losses (Brand Driven Digital, 2013).
Digital marketing is a growing field that “promotes products or brands via one or more forms of electronic media.” Examples of “advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as via digital and television and radio channels” (businessdictionary.com) This method of advertisement makes a digital marketing analyst necessary to help navigate a company through the proper marketing channels.
Hence, to stand apart in this era of rat race, you need to adopt some path breaking marketing tactics. However, online marketing is by far the best marketing art that turn your business into a global as well local brand. As a part of online marketing, SEO has been a proven technique that gives you desired and long lasting results.
This method is used to “gain mutual understanding and find a win-win common ground” between brand and consumers, and develop a more long-term relationship beyond just sales (Straubhaar, 300). From Facebook posts and Tweets to Youtube videos, each channel offers a distinct venue for brands to share its content with consumers on platforms they frequent. Each of these social channels help develop the brand’s overall aesthetic and personality, giving consumers a more personal connection with the brand. In return, social media provides consumers with the ability to engage directly with the brands they take interest in, 24/7. Consumers can “favorite” or “like”, share, and post comments on brand posts which can increase brand awareness and spread their message. PR teams have taken advantage of the move from “business hours
Marketing has been a constantly changing phenomenon. Marketing embraces innovative techniques to accommodate the new standards of the business world. Media marketing was popularized in the year 1969. Over the last decade, the popularity of traditional media such as magazines, newspapers and radio gradually decreased. The traditional techniques of marketing faced its downfall, and different ways of communicating information is possible and are continually sprouting.
“It is no secret that marketers are struggling to keep up with the explosion of digital channels for consumers and brands to interact. Mobile has long been thought of as an emerging channel, yet data recently collected by Compete sister company LightSpeed Research suggests that mobile should no longer be thought of as an emerging channel for consumers. 54% of consumers report having access to a smartphone with Internet access – approaching the number of consumers with a laptop and/or desktop computer (Caine, 2013).” Consumer behavior is the driving force behind the increased use of mobile marketing. As a result, “consumer trends and increased Internet usage shape the evolution of mobile marketing” (Dickinger, Murphy, & Scharl, 2005). A successful mobile marketing plan or strategy relies heavily on understanding consumer behavior, which is constantly changing in an ever-changing technological environment. In addition, marketers have to personalize marketing messages based on customer needs, current location, and most importantly, preferences. The personalization techniques create a sense in the mind of the consumer that marketers care enough to take the time to actually understand the needs of the end
Consumers who come from other cities/countries can easily buy the native and specialty goods with just a click instead of going to those cities/countries themselves. The relevant information about products can be received from any location in seconds. Study showed that 72% of online shoppers preferred surfing online than going to a retail store to obtain information about a product (Lokken et al., 2003). Online shopping also has greater price information (as cited in Solomon, 2007, p. 354).... ...
Internet advertising is growing before 2000. In 2003 it revenues were increased by 38 percent. It was the highest record at that time. It was a great advantage for the marketers, who were into internet advertisement. ( The economic times, 2004)
In the 1990s direct marketing became the most important tool in the mix because technology had enabled a form of communication by appealing directly to the target customer. This change led to new media formats, and the subsequent development of the Internet. Digital technologies have accelerated change in the marketing communications
The use of the Internet and social media gave a new perspective on these models (Constantinedes 2006). Jager (2007) underlined the discrimination of Product, Price, Place, and Promotion by the firms which use the Internet and the social media. Starting companies spend time and money on Internet (Google Ads, SEO) and social media, they need to create a strategy. A successful Internet and social media strategy benefit companies to save time and money as they can reach their segment more efficient (Schaffer, Neal 2013). Considering, for instance, one basic “P” the Place, the social media gave a broader environment for the firms to advertise their products or services (Bernhardt, Jay M; Mays, Darren; Hall, Amanda K2012). Many companies face competition in a physical world “marketplace” and in a digital world “market-space.” A new attitude of commerce is the “market-face” which is the interface between market-space and marketplace (Tapscott 2000). Juhasz, Jeremy (2014) underline the sententiousness of “5P’s” model in social media analyzed as Plan: every marketer should have a strategy to accomplish the particular goals. Patient: Nothing happens in one day. To create a network, strong relationships and establish the credibility of your brand needs time. Day-to-day activities should refer to long-term goals. Persistence: once the Plan is according to the
Advertising has grown ever since the 1920s, new media like the radio, television and internet communicate the message in such a way that was not even thought of eighty years ago. There are a few obvious changes in the way of advertising but certain things remain unchanged, like the relation between the advertiser, agency and the medium. The most striking difference between the advertising then and now is that, before there used to be no target audience, advertisements used to be made for the mass of undifferentiated people. Now there is a particular target audience that is set for particular brands and products and it should be communicated to them properly.
The Internet is rapidly becoming widespread and widely used as a tool for globalization across the world. As the Internet became more easily accessible by most people in the world, the web is bringing significant implications and changes to the way we live, including the way we shop. There is a rapid growth with e-commerce and moving businesses onto the web and retail success is no longer about stores and shopping centers. In developed countries, about two thirds of the population have access to the Internet making the option of online shopping is easily accessible to most people (Valerio). With the ease of shopping in your own home there are many benefits of doing your shopping online. Consumers can easily compare prices online, there is a larger range of products on the web, you can save time by having your shopping delivered right to your doorstep and it also overcomes physical barriers. Over the last decade online shopping has challenged and replaced the traditional means of physically going into shops as the digital world has provided customers with further convenience, flexibility and comfort from shopping from your own home.