MKTG 448 Lecture Notes - Lecture 1: Digital Transformation, Augmented Reality, Game Controller
Document Summary
Chapter 1: internet and mobile marketing in the digital ecosystem. The development of the world wide web. The internet of everything means bringing together people, processes, data and things to make networked connections and information more relevant and valuable than ever before. The internet of things is the network of physical objects accessed through the internet. Marketers focusing on iot three main components. Adds digital on top of real world. Viewer sees interactive combination of real and virtual objects. Digital disruption is the change that occurs when new digital technologies and business models affect the value proposition of existing goods and services. Customer experience is a main focus of marketers today. Organizations operate with a familiar legacy perspective of customers, processes, metrics, business models, and technology, believing that it remains the solution to digital relevance. Pockets of experimentation are driving digital literacy and creativity, albeit disparately throughout the organization while aiming to improve and amplify specific touch-points and processes.
