Digital marketing: strategy, implementation and practice, 6th. ed.

Abstract

The development of the Internet, World Wide Web and other digital technologies have transformed marketing. For consumers, they give a much wider choice of products, services and prices from different suppliers and a more convenient way to select and purchase items. There is also a choice of technology platforms from desktops and laptops to smartphone and tablet devices for consumers to use. For organisations, digital media and new technology platforms give the opportunity to expand into new markets, offer new services, apply new online communications techniques and compete on a more equal footing with larger businesses. For those working within these organisations it gives the opportunity to develop new skills and to use these new tools to improve the competitiveness of the company. At the same time, the Internet and related digital technology platforms give rise to many threats to organisations. For example, online companies such as ASOS.com (clothing), Amazon.com (books and retail), iTunes (music) and Expedia (travel) have captured a significant part of their market and struck fear into the existing players. Many consumers now regularly use social networks like Facebook, Google+, LinkedIn and Twitter as part of their daily lives. Engaging these consumers is an ongoing challenge, but as we will see, companies like ASOS have taken advantage of these opportunities to interact with customers and this has helped them develop as a worldwide brand.