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Digital Marketing and Social Networking (Types of Consumer-Generated…
Digital Marketing and Social Networking
Digital Marketing
An
e-business
involves carrying out the goals of business through the use of the Internet
Digital media
are electronic media that function using digital codes
Digital marketing
uses digital media to develop communications and exchanges with customers
5 key characteristics
Addressability
to identify consumers before they make a purchase
Interactivity
customers express their needs and wants directly to the firm
Accessibility
consumers find information about competing products, prices, and reviews
Connectivity
keeps customers and businesses connected with each other
Control
refers to consumers’ ability to regulate the information they receive via the Internet
Digital Media in Business
Fast communication
More interactive
Comparison shopping easier
Easier to conduct marketing research and advertise
Internet
is fast and cost-effective
Social network
web-based meeting place for friends, family, co-workers
and peers that let users create a profile and connect with other users for a variety of purposes.
Types of Consumer-Generated Marketing and Digital Media
Blogs and Wikis
Blogs
(web-logs) are web-based journals through which authors can
editorialize and interact with other Internet users.
Wikis
are websites where users can add or edit content of posted articles.
Social Networks
MySpace
Facebook
LinkedIn
Twitter
Podcasting
audio
or
video
files that can be downloaded from the Internet
Photo Sharing
Video Sharing
Legal and Social Issues in Internet Marketing
Privacy
Identity theft
occurs when criminals obtain personal information that allows them to impersonate someone else in order to access financial accounts and make purchases.
Online fraud
includes any attempt to conduct fraudulent activities online, such as by deceiving consumers into releasing personal information.