Marketing in digital age

Topics: Marketing, Marketing strategy, Social network Pages: 24 (3599 words) Published: April 27, 2014


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 20114 Figure 2: The trend of social I-consumer 9
Figure 3: The trend of multichannel buying10
Figure 4: The trend of mobile migration12
Figure 5: World Internet Users by regions in 201013
Figure 6: The trend of the second “Big Bang” in E-commerce13 Figure 7: Percentage of Facebook users by continent in 201215 Figure 8: Percentage of length of most popular videos in 201316 Figure 9: Percentage of social media Union users in 201217

Figure 10: Market share of smartphone in the U.S in 201319
Figure 11: The trend of mastering database19

LIST OF PICTURES
Picture 1: Digital marketing media6
Picture 2: AIDA model7
Picture 3: 7 Ps Marketing mix model11
Picture 4: GBK application on mobile14
Picture 5: Marketing communication model15
Picture 6: Youtube usage on smartphones and desktop18
Picture 7: DRIP model18

LIST OF TABLES
Table 1: Demographic of Internet user in American in 20138
I. INTRODUCTION
The revolution of information technology marked by the introduction of World Wide Web in 1991 has been changing human being life completely. The Internet is a global landscape impacting to culture and commerce, including communication among people as well as human’s reaction to the world. In historical periods, the Internet only communicated 1% of the information flowing through two-way telecommunication networks in 1993, then it became 51% by 2000, and more than 97% of the telecommunicated information by 2007 (History of the Internet, Wikipedia). Today, it continues to grow and driven the way people doing business, looking for information, entertainment and shopping online. Combine with innovation of technologies such as smart phones, tablets that makes online activities more convenient, organization is facing with many opportunities and challenges in term of the proliferation of the internet and information communication technology. The report will examine the impacts of information age to modern life and current marketing environment as well as marketing situations that marketers have to cope with in order to help organization exist and develop.

II. THE CHANGING LIFE IN DIGITAL AGE
1. What is digital age?

Digital age is a historical term of human-being known as an information economy changed from traditional industry through the digital revolution. During information age, the digital industry creates ability for individuals explore their personal demands, therefore the process to making decisions for transactions is easier and the costs for both producers...
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