Buletin ştiinţific: Universitatea din Piteşti. Seria Ştiinţe Economice (Dec 2021)
MARKETING COMMUNICATION IN THE DIGITAL AGE
Abstract
Marketing communication helps businesses grow and prosper, creates relationships, strengthens the effectiveness of organizations, and allows people to learn about one another. Once companies have developed products and services, they must communicate the value and benefits of the offerings to current and potential customers. Consumers are changing. With access to many sources of information and often an interest in interactive media, consumers may collect more product information on their own. In a digital context, companies must get more creative in the channels they are using to enable the new, quicker ways of working and the speedier mind-set and behavior changes that a digital transformation requires. Digital marketing communication technologies have exploded across the world and have transformed nearly every aspect of the information and media landscape. Organizations are shifting to address implications, manage consequences, and capitalize on opportunities presented by new digital communications platforms. Organizations that are responsive, transparent and willing engage in direct dialog with their constituents and customers on their chosen platforms are increasingly rewarded in this new landscape. The shift to digital marketing communication has changed the way that consumers expect to find, share, and discuss information, and has opened whole new models for engagement and participation. Organizations have to develop new skills, practices, and policies in order to effectively communicate, engage, and manage their brand in this new environment. Effective communication strategies take this into account and choose content platforms that are widely supported on a variety of devices. Therefore, the purpose of this paper is to analyze and highlight the main changes in marketing communication in the context of the digital age from the point of view of both consumers and companies.
