Harnessing and leveraging the Power of Digital Marketing Methods

  • Joanne Scheff Bernstein

Abstract

The Internet, email, and social media—known as new wave technology—have irrevocably changed the daily lives of consumers. They have also irrevocably changed the work of marketers. The emergence of new wave technology marks the era that Scott McNealy, chairman of Sun Microsystems, declared to be the age of participation. In this age, people create news, ideas, and entertainment, as well as consume them. New wave technology has enabled people to turn from being consumers into prosumers. It enables connectivity and interactivity of individuals and groups.

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Notes

  1. 7.
    Laurie Windham, The Soul of the New Consumer (New York: Allworth Press, 2000),45.Google Scholar
  2. 10.
    Seth Godin, Permission Marketing: Turning Strangers into Friends, and Friends in Customers (New York: Simon & Schuster, 1999), 130.Google Scholar
  3. 11.
    Julie Aldridge, Word of Mouse: Practical Online Marketing (London: Arts Marketing Association, 2002).Google Scholar
  4. 12.
    Eugene Carr, Wired for Culture: How E-mail Is Revolutionizing Arts Market-ing (New York: Patron Technology, 2003), 68.Google Scholar

Copyright information

© Joanne Scheff Bernstein 2014

Authors and Affiliations

  • Joanne Scheff Bernstein

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