Social media is fundamentally transforming marketing through consumer-generated content and the all-powerful practice of electronic word-of-mouth (eWOM). Young vloggers, often referred to as YouTubers or creators, with vast numbers of dedicated followers, utilize their celebrity status and social media channels to spread marketing messages for products directed to even younger audiences. Though not all videos and images are sponsored, it is difficult to recognize which ones are, especially for gullible tweens ages eight to twelve. How ethical is this practice and what should we as marketers do about it?Read More
Native advertising can be a variety of online marketing types which have in common that they aim to limit disruption in the consumers' online experience (Campbell and Marks, 2015). Proponents of native advertising argue that this content provides readers with useful additional information and content choices (Carlson, 2015). However, according to research consumers are not always able to differentiate between traditional news content and native advertising (Campbell & Marks, 2015). Hence, the placement of advertising where people expect to read news raises questions in terms of journalism ethics (Carlson, 2015).Read More
This e-paper seeks to discuss how has the internet changed consumers over the past 10 years and how can marketers best adapt to these changes. The discussion presents the evolution of the internet, consumers and what marketers need to do. Several examples of firms are also included in the discussion to illustrate the changing era of marketing and branding. Finally, we will look into what is the future for marketers of our time.
During the past 10 years, the importance of the Internet has won increased attention for both consumers and corporations worldwide, where the accelerating business environment allows corporations to reach consumers in total new ways through social platforms like: Facebook, Youtube & Twitter. Companies increasing focus on reaching the consumers through the World Wide Web, puts increasing pressure on the marketers to adapt to the changing circumstances of promoting and connecting with the consumers. With the overall objective to improve sales, revenues and meet the increasing expectations from the consumers. The purpose of this blog post is therefore for the reader to get a deeper understanding on how the internet has changed consumers in the past 10 years and how the marketers within corporations can use the shifting market trends to adapt in the best possible way in the years to come.Read More
It is widely known that sports are the most popular hobbies people cultivate around the world, jogging, golfing, cycling, swimming, surfing, triathlon and hundreds of other sports are practiced by ordinary people whose profiles vary as much as the modalities practiced. This leads to electronic gadgets, social media and the Web 2.0 that are transforming the landscape of the “weekend enthusiast” by empowering and connecting people from all around the world.Read More
In the past few years, we have seen radical changes and advances on the Internet, which has brought new opportunities and challenges in not only our lifestyle but also various business over the world. The Internet has a great power beyond imagination. Especially, The Internet is more meaningful when it comes to business performances. It is not optional anymore but mandatory to make use of the Internet in business perspective.
The start of the digital marketing is probably from the advent of web 2.0. People started to use the terminology, web 2.0, to illustrate a new platform whereby content and applications are not created and issued by individuals anymore, but instead are continuously updated and changed by all users on the Internet where people can easily access (Kaplin & Haenlein, 2010).Read More