Marketing in the Digital Age
Fall
08
September
09
Marketing In The 21st Century
Mr.Manobalan Silambuselvan Course Module Number Module Name Module Tutor : : : MSc Strategic Entrepreneurship MANG6185 Marketing In The Digital Age
: Dr. Stephen Rhys Thomas
University of Southampton
TABLE OF CONTENTS:
1. Introduction 2. Brief History and the Power shift 3. Technology Transfer 4. The Next Phase a. Data Driven Approach b. Web 2.0 c. Past an the Future 5. Something Ingenious a. Customer’s Insight – a neuro approach 6. Conclusion 7. Bibliographies
Introduction
Marketing – the dictionary meaning is “ the action or business of promoting and selling product or services, including market research and advertising”. Good! It serves the basis for sales, but what does Market Research mean? – Let me check what my dictionary has got – “action or activity of gathering information about consumers needs and preferences”. So the paramount thing around which all these terminologies revolve is “The Consumer” irrespective of the time. This paper will critically assess the evolution of new media and channels and their effective utilization, clearly explaining the phrase “digital age of marketing”. The advancements in the Technology act as an eloquent language for marketing to communicate with the customers. Eventually it explains about the evolution of marketing at various stages and the priorities given at those levels. Thus every part of business marketing is probed to the core and explained.
Brief History and the Present Power Shift:
This place holds some of the historical phases of marketing. To be more considerate let us go back to 1800s. The genesis of the marketing in America is when the Beads were exchanged for Manhattan. In earlier days, the marketing used to be very personal and local. The language used was direct communication, well-known customers, custom-made products etc. There was a change of this procedure when the Industrial Revolution broke. Here the customer needs
08
September
09
Marketing In The 21st Century
Mr.Manobalan Silambuselvan Course Module Number Module Name Module Tutor : : : MSc Strategic Entrepreneurship MANG6185 Marketing In The Digital Age
: Dr. Stephen Rhys Thomas
University of Southampton
TABLE OF CONTENTS:
1. Introduction 2. Brief History and the Power shift 3. Technology Transfer 4. The Next Phase a. Data Driven Approach b. Web 2.0 c. Past an the Future 5. Something Ingenious a. Customer’s Insight – a neuro approach 6. Conclusion 7. Bibliographies
Introduction
Marketing – the dictionary meaning is “ the action or business of promoting and selling product or services, including market research and advertising”. Good! It serves the basis for sales, but what does Market Research mean? – Let me check what my dictionary has got – “action or activity of gathering information about consumers needs and preferences”. So the paramount thing around which all these terminologies revolve is “The Consumer” irrespective of the time. This paper will critically assess the evolution of new media and channels and their effective utilization, clearly explaining the phrase “digital age of marketing”. The advancements in the Technology act as an eloquent language for marketing to communicate with the customers. Eventually it explains about the evolution of marketing at various stages and the priorities given at those levels. Thus every part of business marketing is probed to the core and explained.
Brief History and the Present Power Shift:
This place holds some of the historical phases of marketing. To be more considerate let us go back to 1800s. The genesis of the marketing in America is when the Beads were exchanged for Manhattan. In earlier days, the marketing used to be very personal and local. The language used was direct communication, well-known customers, custom-made products etc. There was a change of this procedure when the Industrial Revolution broke. Here the customer needs