Emerging Trends in Digital Marketing and Technology
Explore contemporary issues in marketing, electronic marketing, interactive marketing, and internet marketing along with the impact of new technologies such as fiber optics, microchips, and mobile devices. Learn about the categories of electronic technologies and the characteristics of new technology facilitating online interactions and marketing strategies.
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Presentation Transcript
Marketing 420 MKT Contemporary Issues in Marketing
New Technology And Marketing 420 MKT
New Technology And Marketing - Electronic Marketing - Interactive marketing - Internet Marketing - Electronic Marketing Activity Management (EMAM)
Electronic Technology - Emergence of Fiber optics & Microchips which increases data transfer capacity - Internet & WWW - Mobile & Cellular Phones - SMS (short messaging services) - 3G&4G
Electronic Marketing Interactive Marketing Internet Marketing
Electronic Marketing (E-Marketing) Is the process of marketing accomplished or facilitated through the application of electronic devices, appliances, tools, techniques, technologies, and or systems (Peterson, 1997).
Interactive Marketing It is creating a situation or mechanism through which a marketer (or stakeholders) interact usually in real time (Fill, Jude, and Prince, 1992).
Internet Marketing (Online) Is a form of electronic marketing limited to the use of only internet-based technologies (e.g. web, email, intranet, extranet, etc.) for marketing activities.
Categories of Electronic Technologies - Electronic broadcast media devices - Computer and software-based resources - Telephony resources - Network based Resources - In-store resources - Data-capture resources
Characteristics of New Technology - Vividness (computer game) - Synchronicity (Skype, Chat service) - Pacing (MyYahoo, Myspace) - Interactivity (browsing a website) - Mode of Transfer (one-to-one, one-to-many, many-to-many)
New Technology and Marketing Activities EMAM framework Information Provision Pricing and Transaction Management Information Acquisition Logistics and 1-t0-1 Distribution Communication 1 - 10
Information Provision Advertising Website Online advertising SEM SMS 1 - 11
Information Provision Public Relations Blogs 1 - 12
Information Provision Sales Promotion Examples SMS advergame Viral Marketing 1 - 13
Information Provision Direct Marketing TV shows Email 1 - 14
Information Acquisition Direct Marketing Secondary Research Primary Research 1 - 15
1-to-1 Communication Activities Customer Service Sales Force 1 - 16
Distribution and Channels MGT Logistics Management 1 - 17
Pricing and Transactional MGT Price Comparison Online Auctions Retail Revenue MGT Transaction MGT 1 - 18
