Changes in consumer behavior need firms to reconsider their marketing strategies in the digital domain. Currently, a significant portion of the related research is emphasized more on customer than on the firm. To resolve this problem this case adopts the view of the business to ease an understanding of social media and digital marketing use in addition to its benefits and inhibitors. The 2nd generation of Internet-based programs enhances advertising efforts by enabling businesses to implement innovative types of communication and co-create content with their customers. Based on a survey of marketing managers, this informative article shows that businesses face external and internal pressures to embrace a digital presence in social networking platforms.
Businesses' digital marketing engagement could be categorized according to perceived benefits and digital marketing usage. This article presents how some firms are already accomplishing that.
PUBLICATION DATE: November 15, 2014 PRODUCT #: BH636-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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