Marketing in a Digital Age
MAKING NEW CUSTOMER CONNECTIONS
I.
LOOKING AHEAD: PREVIEWING THE CONCEPTS
To thrive in this new digital age-even to survive-marketers must
rethink their strategies and adapt them to today’s new environment.
II.
MAJOR FORCES SHAPING THE INTERNET AGE
Here we discuss four specific forces that underlie the new digital
age:
A.
Digitalization and Connectivity
* Today a growing number of appliances and systems operate on
digital information, which comes as streams of zeros and ones, or
bits.
* Text, data, sound, and images can be converted into bitstreams.
* For bits to flow from one appliance or location to another
requires connectivity, a telecommunications network..
Intranet: A network that connects people within a company to each
other and to the company network.
Extranet: A network that connects a company with its suppliers and
distributors.
Internet: A vast public web of computer networks, which connects users
of all types all around the world to each other and to an amazingly
large “information repository.” The internet makes up one big
“information highway” that can dispatch bits at incredible speeds from
one location to another.
B.
The Internet Explosion
• The Internet Explosion
§ Key driver of the “new economy”
C.
New Types of Intermediaries
• New Types of Intermediaries
§ Brick-and-mortar firms often face disintermediation from click-only
competitors
§ The click-and-mortar business model has been highly successful
D.
Customization and Customerization
Customization differs from customerization. Customer involves taking
the initiative to customize the market offering.
Customerization: Leaving it to individual customers to design the
marketing offering-allowing customers to be prosumers rather than only
consumers.
III.
MARKETING STRATEGY IN THE NEW DIGITAL AGE
A.
E-Business, E-Commerce, and E-Marketing in the New Digital Age
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