LO1: Critically evaluate the effects of digitisationon value creation for customers and organisationsin a marketing contexti.Analyse the link between marketing and valuecreation for customers and organisationsii.Examine how digitisation affects the marketingprocess, outcomes and contribute to valuecreation for customer and businessorganisations
This session aims to:•Explore how new digital technologies and media areacting as driving forces behind the changing marketinglandscape•how marketing create value for customer andorganisation particularly in an online and digitalcontext.•how marketers go about selecting appropriatedigitalplatforms that marketers to create customer value
Marketing in a digital context - background•Today, Customersare in charge.•They only engageon their terms.•The age of one-way(mass)communication isover
Timeline of online servicesindicating innovation inbusiness model or marketingcommunications approach
Timeline of onlineservices indicatinginnovation inbusiness model ormarketingcommunicationsapproachMarketing in a digital context - background
Evolution of web technologiesSource: Adapted from Spivack (2007)
How do digital technologiescontribute to marketing?