MKTG 471 Chapter Notes - Chapter 8: Digital Marketing, Online Advertising, Mobile Marketing

• School: George Mason University
• Department: Marketing
• Course: MKTG 471
• Professor: Besty Tretola

Document Summary

Marketing 471 - digital marketing and social networking. Electronic media that function using digital codes, the includes media available through computers smart devices. Uses all digital media, including internet and mobile and interactive channels. Electronic marketing (e-marketing) strategic process of distributing, promoting and pricing products and discovering desires. growth and benefits of digital marketing. Internet has become an important component of a firms marketing strategies. More precise target markets evolving quickly and still in early stage. Interactivity of social media distinguishing characteristic of digital media is interactivity. interaction in real time, helps marketers maintain high-quality relationships with existing customers, allows customer to develop relationships with each other. Two major trends have caused consumer generated information to gain importance (increased tendency of consumers to publish own thoughts) (trust other consumers) Use forums to interact with consumers, address problems and promote their company.