MARK 201 Chapter Notes - Chapter 14: Integrated Marketing Communications, Marketing Communications, Sales Promotion
Document Summary
Television and magazine ads are not enough digital marketing is the new thing. Unilever each of their lines has a website ( in the motherhood webisodes) Product design, price shape and colour of packaging also part of this. Used to do mass marketing, now marketing has changed. Consumer has changed: more informed, can use the web to gain info don"t rely on marketer anymore. Easier to connect with other consumers to talk and create own marketing messages. No more mass-marketing, looking more at micromarketing and fragmented markets. Easier to build closer relationships with customers. The new communication tech allows companies to communicate with customers in new ways and gives consumer more control over nature and timing of messages they choose to send and receive ii. Speciality magazines, email podcasts, cellphones and online social networks . New technology lets companies converse with consumers. Because of ti-vo people can skip commercials this type of marketing is dying (chaos scenario)
