William Misloski – Marketing’s Neo-Renaissance
Posted by sharonho1231 | Filed under 06. Critical Perspectives
In the midst of this new information age, audiences are bombarded with loads of advertising messages through different media. To attain the highest appeal from them, only customer-driven marketing techniques, in which online tools are mostly applied, will excel, and mass marketing would be claimed to an end. Apart from retention of consumers’ interest, Internet applications can also provide tracking platforms for companies to measure ROI and performance across various marketing campaigns, and these exert fundamental difference between traditional marketing and online advertising.
Despite the growing popularity of using Internet and media technology in marketing communications, it would be more imperative for companies to know their customer well, to establish relevant product offerings and communications, to maintain as a strong brand, to design creative that stands out amongst competitors, as well as encouraging consumers to communicate through word of mouth. In this sense, the essence of customer-driven concept can be intertwined with online media applications, achieving ultimate success for their marketing campaigns.
- Deighton and Kornfield – Digital Interactivity
- Remodelling Marketing Communications in an Internet environment – Jennifer Rowley
- Product as marketing tool
- Remodelling marketing communications in an Internet environment – Jennifer Rowley
- Remodeling Marketing Communications in an Internet Environment – Jennifer Rowley
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