Week 3 (2).pdf - MKTG3307 Digital Marketing Week 3 Momoko Fujita Updates \u25cf Industry guest in Week 5 \u25cf Define Establish in Week 4 \u2022 \u2022 \u2022 \u2022

Week 3 (2).pdf - MKTG3307 Digital Marketing Week 3 Momoko...

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FUN,D)AM-ENT)ALS OF TH-EN-EW M)ARK-ETING NORM)AL+CH)APT-ER °UNIT ± # MODEL
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Welcome to theNew Marketing NormalThe Old and the NewƔ*,+HFOLQH LQ RQH°ZD\± SXVK DGYHUWLVHPHQWVƔ;KH FRUH YDOXHV RI WKH GLJLWDO FXOWXUH °4DUNHWLQJ LV JHWWLQJ EDFN WR LWV RULJLQV LQ WKHORFDO PDUNHW SODFHV ²L³H³ RSHQ GLDORJXH DQGH[FKDQJH EHWZHHQ WZR HTXDO SDUWLHV´4DUNHW VFHQH E\ 7LHWHU ')(HUWVHQ± F³µ 
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The *Breakup
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Welcome to theNew Marketing NormalTraditional Rules at Lightning SpeedsƔ;KH SRZHU KDV VKLIWHG IURP WKH SURGXFHU EDFN WR WKH FRQVXPHU³Ɣ4DUNHWHUV QHHG WR JDWKHU WKH ULJKW LQIRUPDWLRQ IURP WKH OLPLWOHVV GDWDDYDLODEOH WR QDYLJDWH HYHU°FKDQJLQJ XVHU GHPDQGV DQG H[SHFWDWLRQV³
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Traditional marketing ±° Ps²+ VV
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The New Marketing Normal ±!& Ps°- VV
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:RXUFH:RXUFH
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Foundation of theNew Marketing Normal³´ Market segmentation%"from target consumers toconsumer networksµ´ *Branding%"from the strategic brand to thesocial brand¶´ Product%"from product features tocustomer experience°´ Sales process%"from sales funnel tocustomer journey ±digital involvement cycle²´ +Customer decision process%"from consumer behavior toinfluencer marketing
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