Marketing in digital age
CONTENT
I. INTRODUCTION ……………………………………………………………………3
II. THE CHANGING LIFE IN DIGITAL AGE………………………………………3
1. WHAT IS DIGITAL AGE?................................................................................3
2. PESTEL IMPACTS…………………………………………………………….4
2.1 POLITICAL AND LEGAL………………………………………………..4
2.2 ECONOMIC………………………………………………………………..5
2.3 SOCIO-CULTURAL……………………………………………………….5
2.4 TECHNOLOGICAL AND ENVIRONMENTAL………………………...5
III. MARKETING IN DIGITAL AGE…………………………………………………….5
1. DIGITAL MARKETING……………………………………………………....5
2. THE CHANGE OF CUSTOMER BEHAVIOR……………………………....6
2.1 AWARENESS……………………………………………………………...7
2.2 INTEREST………………………………………………………………….9
2.3 DESIRE…………………………………………………………………....10
2.4 ACTION…………………………………………………………………...10
3. THE CHANGE OF MARKETING STRATEGIES………………………….11
3.1 MARKETING MIX……………………………………………………….11
3.1.1 PRODUCT…………………………………………………………11
3.1.2 PRICE……………………………………………………………...12
3.1.3 PLACE……………………………………………………………..12
3.1.4 PROMOTION………………………………………………………14
3.1.5 PEOPLE, PROCESS, PHYSICAL EVIDENCE………………….14
3.2 MARKETING COMMUNICATION……………………………………..15
3.2.1 ADVERTISING……………………………………………………16
3.2.2 PR AND PUBLICITY……………………………………………..17
3.2.3 DIRECT MARKETING……………………………………………19
IV. CONCLUSION………………………………………………………………………..21
REFERENCES…………………………………………………………………………….22
LIST OF FIGURES
Figure 1: Percentage of Internet adoption in American from 1995 to 2011 4
Figure 2: The trend of social I-consumer 9
Figure 3: The trend of multichannel buying 10
Figure 4: The trend of mobile migration 12
Figure 5: World Internet Users by regions in 2010 13
Figure 6: The trend of the second “Big Bang” in E-commerce 13
Figure 7: Percentage of Facebook users by continent in 2012 15
Figure 8: Percentage of length of most popular videos in 2013 16
Figure 9: Percentage of social media Union users in 2012 17
Figure 10: Market share of smartphone in the U.S in 2013 19
Figure 11:
I. INTRODUCTION ……………………………………………………………………3
II. THE CHANGING LIFE IN DIGITAL AGE………………………………………3
1. WHAT IS DIGITAL AGE?................................................................................3
2. PESTEL IMPACTS…………………………………………………………….4
2.1 POLITICAL AND LEGAL………………………………………………..4
2.2 ECONOMIC………………………………………………………………..5
2.3 SOCIO-CULTURAL……………………………………………………….5
2.4 TECHNOLOGICAL AND ENVIRONMENTAL………………………...5
III. MARKETING IN DIGITAL AGE…………………………………………………….5
1. DIGITAL MARKETING……………………………………………………....5
2. THE CHANGE OF CUSTOMER BEHAVIOR……………………………....6
2.1 AWARENESS……………………………………………………………...7
2.2 INTEREST………………………………………………………………….9
2.3 DESIRE…………………………………………………………………....10
2.4 ACTION…………………………………………………………………...10
3. THE CHANGE OF MARKETING STRATEGIES………………………….11
3.1 MARKETING MIX……………………………………………………….11
3.1.1 PRODUCT…………………………………………………………11
3.1.2 PRICE……………………………………………………………...12
3.1.3 PLACE……………………………………………………………..12
3.1.4 PROMOTION………………………………………………………14
3.1.5 PEOPLE, PROCESS, PHYSICAL EVIDENCE………………….14
3.2 MARKETING COMMUNICATION……………………………………..15
3.2.1 ADVERTISING……………………………………………………16
3.2.2 PR AND PUBLICITY……………………………………………..17
3.2.3 DIRECT MARKETING……………………………………………19
IV. CONCLUSION………………………………………………………………………..21
REFERENCES…………………………………………………………………………….22
LIST OF FIGURES
Figure 1: Percentage of Internet adoption in American from 1995 to 2011 4
Figure 2: The trend of social I-consumer 9
Figure 3: The trend of multichannel buying 10
Figure 4: The trend of mobile migration 12
Figure 5: World Internet Users by regions in 2010 13
Figure 6: The trend of the second “Big Bang” in E-commerce 13
Figure 7: Percentage of Facebook users by continent in 2012 15
Figure 8: Percentage of length of most popular videos in 2013 16
Figure 9: Percentage of social media Union users in 2012 17
Figure 10: Market share of smartphone in the U.S in 2013 19
Figure 11: