MKTG10001 Lecture Notes - Lecture 13: Marketing Mix, Digital Marketing, Addressability
27 Jul 2018
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Document Summary
Allows people to share ideas, content, thoughts, and relationships via the internet/digital platforms. Differs from mainstream media anyone can add to content. Electronic marketing (e-marketing) strategic process of distributing, promoting, pricing products and discovering desires of customers using digital media and marketing. Uses all digital media to develop communication and exchanges with customers. Internet become important component of firms marketing strategies. Customers can express needs and wants directly to firm. Consumers are connected to marketers as well as other consumers. Two trends have caused cgm to gain importance: Increased tendency of customers to publish thoughts/opinions via social media. Consumers" tendencies to trust other consumers over corporations. Cgm can be taken advantage of to create value. Allows users to create a profit and connect with other users for a range of purposes. Provide information to assist customers in buying decisions. Can represent a potential threat/opportunity due to amount of customer control.
