• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

MARKETING IN THE DIGITAL AGE: MAKING NEW CUSTOMER CONNECTIONS

Extracts from this document...

Introduction

CHAPTER 3 MARKETING IN THE DIGITAL AGE: MAKING NEW CUSTOMER CONNECTIONS I. LOOKING AHEAD: PREVIEWING THE CONCEPTS To thrive in this new digital age-even to survive-marketers must rethink their strategies and adapt them to today's new environment. II. MAJOR FORCES SHAPING THE INTERNET AGE Here we discuss four specific forces that underlie the new digital age: A. Digitalization and Connectivity * Today a growing number of appliances and systems operate on digital information, which comes as streams of zeros and ones, or bits. * Text, data, sound, and images can be converted into bitstreams. * For bits to flow from one appliance or location to another requires connectivity, a telecommunications network.. Intranet: A network that connects people within a company to each other and to the company network. Extranet: A network that connects a company with its suppliers and distributors. Internet: A vast public web of computer networks, which connects users of all types all around the world to each other and to an amazingly large "information repository." ...read more.

Middle

B2B (Business to Business) B2B (business-to-business) e-commerce: Using B2B trading networks, auctions sites, spot exchanges, online product catalogs, barter sites, and other online resources to reach new customers, serve current customers more effectively, and obtain buying efficiencies and better prices. � B2B sales far exceed B2C sales * B2B sales are estimated to reach $4.3 trillion in 2005 � Open trading networks * E-marketspace bringing sellers and buyers together � Private trading networks * Links sellers with their own trading partners 1. Open trading networks Open trading networks: Huge e-marketspaces in which B2B buyers and sellers find each other online, share information, and complete transactions efficiently. 2. Private trading networks Private trading networks (PTNs): B2B trading networks that link a particular seller with its own trading partners. C. C2C (Consumer to Consumer) C2C (consumer-to-consumer) e-commerce: Online exchanges of goods and information between final consumers. � C2C web sites help consumers exchange goods or information * eBay is one example � Auction sites facilitate the exchange process * Allow access to a much larger audience � Newsgroups / forums * Help consumers to find and share information D. ...read more.

Conclusion

Placing ads and promotions online � Online forms of ads and promotions * Banner ads/tickers * Skyscrapers * Interstitials * Browser ads * Content sponsorships * Microsites * Viral marketing � Future of online ads 3. Creating or participating in web communities � Web communities allow members with special interests to exchange views * Social communities * Work-related communities � Marketers find well-defined demographics and shared interests useful when marketing 4. Using E-mail and webcasting � E-mail marketing * Key tool for B2B and B2C marketing * Clutter is a problem * Enriched forms of e-mail attempt to break through clutter � Webcasting * Auto downloading of customized content to recipients' PCs VI. THE PROMISE AND CHALLENGES OF E-COMMERCE * The future of B2B E-commerce is bright * A few click-only companies may succeed * Most companies will integrate online marketing into the marketing mix A. The Continuing Promise of E-Commerce B. The Web's Darker Side 1. Internet profitability 2. Legal and ethical issues a. online privacy and security b. other legal and ethical issues VII. LOOKING BACK: REVIEWING THE CONCEPTS ?? ?? ?? ?? 164 145 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Communications section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Communications essays

  1. Peer reviewed

    If the IT industry is such a big business why do so many dot-coms ...

    4 star(s)

    You need banner ads on as many sites as possible. E-commerce is at a fast pace and you need to adjust your marketing plans on the way to keep up. 2. Competition With the potential to make it big lots of businesses sign up to the web, which leads to

  2. Free essay

    information age

    Another advantage is that the audience is more enhanced with audio presentation than just text due to effectiveness. It's also educational when presenting the information and when creating the presentation you can learn a lot of things from. The disadvantage of having multimedia is that you have to have all

  1. Life in the information age

    And that's only the Internet fraud cases. If the statistics are any indication of the overall volume, cyber-crime is growing and, in the opinion of some federal law-enforcement officers, soon may rival the number of immigration and drug cases now flooding the southwest border courts.

  2. Explaining how Internet marketing benefits to customers.

    By ordering your groceries online, it gives you more freedom and relaxation if you will, because it will give you more time to spend on what you buy from there, basically what you have to do is become a member free of charge on Sainsbury's website (in order of doing

  1. ICT in a business

    1,200 users throughout UK � Access central server, share information and facilities � Sites linked by MPLS (multi-protocol label switching) - fast access � Small sites linked by VPN (Virtual Private Network) - remote access Communications � Video conferencing � E-mail � Telephone conferencing � VOIP Backups � Daily �

  2. OCR GCSE Business & Communication Task 7 Report

    Also, by using letters to communicate with clients I am able to introduce a unforgettable message which will remain noticeable towards the client, instead of communicating verbally. This can also help to reiterate the letters importance, what's on the letter, and the logo, colours and fonts used in the letter to help promote my company's image.

  1. ICT Systems in Everyday Life: Your Local Community

    of the DCP. * Transport: Defines the movement from distribution centres to theatre locations using physical media, virtual private networks or satellite communications. * Theatre Systems: Provides requirements for all equipment necessary for theatrical presentation in a typical theatre environment.

  2. ICT Final Project (complete)

    (or the free alternative OpenOffice) How Will the User Input the Data into the System? The main way the user will input data is using the keyboard, the person serving the customer will input all of the data specific to the customer using a series of boxes.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work