BMK 201 Lecture Notes - Lecture 21: Tunxis Community College, Digital Marketing
6 Jan 2021
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Document Summary
Digital marketing refers to al of the activities involved in planning and implementing marketing in the electronic environment, including the internet and web on computers, tablets and smartphones, and other information and telecommunications technologies. Disadvantages for the consumer are the inability to physically examine the product before making the purchase and the risk of credit card fraud. Marketing organisations also find pros and cons in digital marketing. For example, they are potentially exposed to much greater competition, but they also have access to the entire global market. Additionally, not everyone has access to the internet, and some specific target markets in particular have low rates of access. Payment can also give rise to issues, with consumers concerned about security and the possibility of online fraud or deception. Digital marketing allows consumers to interact deeply with the marketing organisation without the need for dealing with an actual person.
