MKTG 101 Chapter 12: Chapter 12 Notes
Document Summary
Digital technology is advancing and changing the way companies and consumers communicate with each other (more personalized and interactive: shifting from television, magazines, newspaper to specialty cable tv channels, online display ads, internet catalogs, email, texting, blogs, mobile coupons, social media, mass media costs inc. , audience dec. , ad clutter inc, tv is decreasing as an advertising medium, changing from force feeding to interactive, engaging models. Marketing strategies: moving away from mass marketing and more toward narrowly (access to social media) defined micromarkets: brand content management creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared channels, companies must integrate their various communications channels, reason for inconsistent message or brand image across channels: communications come from different, different brand perceptions presented by various channels confuse the consumer parts of the company.
