BSBMKG418 task 255555.docx - Assessment Task 2 The...

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Assessment Task 2The Evolution of Marketing Communicationsin the Digital AgeOverviewThe digital age has altered how businesses markettheir products. It has completely altered so companieshave to tailor their strategies to reach their customers.It’s led to a rise in new companies, but in many ways, it’smade it more difficult to succeed. A huge marketingbudget is no longer enough to take advantage of thesemarketing channels. In this article, you will learn how thedigital age has changed marketing channelsThe predictions of growing consumer power in thedigital age that predated the turn of the century werefueled by the rise of the Internet, then reignited by socialmedia. This article explores the intersection of consumerbehavior and digital media by clearly defining consumerpower and empowerment in Internet and social mediacontexts and by presenting a theoretical framework offour distinct consumer power sources: demand-,information-, network-, and crowd-based power.Furthermore, we highlight technology's evolutionary rolein the development of these power sources and discussthe nature of shifts in power from marketers toconsumers in terms of each source. The frameworkorganizes prior marketing literature on Internet-enabledconsumer empowerment and highlights gaps in currentresearch. Specific research questions are elaborated foreach source of power outlining the agenda for futureresearch areas.
The digital age has altered how businesses market theirproducts. It has completely altered the playing field socompanies have to tailor their strategies to reach theircustomers. It’s led to a rise in new companies, but inmany ways, it’s made it more difficult to succeed.A huge marketing budget is no longer enough to takeadvantage of these marketing channels. In this article,you will learn how the digital age has changed marketingchannels.1.Customer Service is Always OnCustomer service almost lost its importance beforethe digital age. As long as the store assistant was sort ofnice and they managed to get them out the door withouttoo much trouble, the customer would normally forgetabout everything.However, that’s not the case now because thebiggest change to the digital age is that customer servicenever sleeps. People expect you to address the needs ofcustomers at all times. When 89% of companies believecustomer, service is their main point of competition,many have had to make a drastic shift in resources.The ‘always on’ idea hasn’t necessarily meant youhave to be available24/7. What it does mean, though, isyou have to address problems as fast as you can.2.A Level Playing FieldThe way communication has changed is anotherfacet of the digital marketing age. Digital marketing
channels are now more level than ever before. Due to theway customer behaviours have shifted, it’s now easierthan ever to hit your target audience.

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