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DIGITAL MARKETING AND SOCIAL NETWORKING (Types of Consumer-Generated…
DIGITAL MARKETING AND SOCIAL NETWORKING
What is digital marketing?
e-business
digital marketing
5 key characteristics
interactivity
addressability
accessibility
control
connectivity
digital media
Using digital media in business
comparison shopping easier
easier to conduct marketing research and advertise
more interactive
fast communication
Digital Media and the Marketing Mix
communications are richer, faster, and more interactive
easily share information
consumers spend more time on online social networking sites than they do on email
achieving the right marketing mix remains essential
product considerations
distribution considerations
promotion considerations
pricing considerations
Social network - is a web-based meeting place
Types of Consumer-Generated Marketing an Digital Media
Photo sharing
Podcating
Video sharing
Virtual Worlds
Blogs and Wikis
Social Networks
Digital media are more consumer-driven than traditional media
Mobile Marketing
Using Digital Media to Reach Consumers
Digital media take aay some of the marketer's control over how information is dispensed
Marketers can adapt and use digital media to their advantage
Classification system to help marketers understand what kind of technology users their target markets are.
They group consumers into six groups
joiners
spectators
inactives
creators
critics
collectors
Legal and Social Issues in Internet Marketing
intellectual property
online fraud
identity theft
privacy