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Emerging Media Technologies Report

Added on - 20 Sep 2019

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Emerging media technologies have vastly empowered customers to decide whether orhow they want to receive commercial content. Consumers are no longer passiverecipients of marketing communications and the real challenge for a marketer is how toregain the customers’ attention through the clutter.1.Web-based technologies can be combined with traditional media to build asuccessful marketing communication campaign. Cite two specific examples ofcompanies/brands using this combination approach and discuss what made thesecampaigns successful. Did the two use similar techniques?2.With the help of relevant examples, can you describe how modern technologiescan be used to promote interactivity between the product and the customers? In thiscontext discuss the use of social media to generate excitement around a brand. Canyou cite any recently launched new products that have managed to achieve this?Required Readings1.Integrated Marketing Communications and the Changing Media Landscape2.Killian, G., & McManus, K. (2015). A marketing communications approach for the digital era:Managerial guidelines for social media integration.Business Horizons, 58(5), 539-549.doi:10.1016/j.bushor.2015.05.0063.Schulze, C., Schöler, L., & Skiera, B. (2015). Customizing social media marketing.MIT SloanManagement Review,56(2), 8-10.Retrieved from http://sloanreview.mit.edu/4.Kumar, V., & Mirchandani, R. (2012). Increasing the ROI of social media marketing.MIT SloanManagement Review,54(1), 55-61.Retrieved from http://sloanreview.mit.edu/5.Kane, G. C. (2014). How Facebook is delivering personalization on a whole new scale.MIT SloanManagement Review,56(1), 1-6.Retrieved from http://sloanreview.mit.edu/Recommended ReadingsMedia StrategyROI for Alternative Media
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