MKC1200 Lecture Notes - Lecture 11: Search Engine Marketing, Customer Relationship Management, Digital Marketing
11 Oct 2018
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Document Summary
Interact deeply with the organisation without dealing with an actual person: disadvantages: Inability to physically examine the product before making the purchase decision. Security and privacy issues: marketers, advantages, access to the entire global market and more customers. Digital marketing methods: websites, brochure sites, websites that are online advertisement for the organisation, portals: a website that is designed to act as a gateway to other related sites, many government websites are portals. How digital marketing affects the extended marketing mix: product, digitisation: delivering a product as information or presenting information about a product digitally, price, easier access to and comparison of prices, promotion, new digital media channels. Ethical issues: privacy and consumer protection, misleading or deceptive conduct. Social marketing: a process that uses commercial marketing principles and techniques to influence target audience behaviours that will benefit society, as well as the individual: eg.
