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GSRM7354-MCBS - Topic-1 - 1.3

The document discusses the importance of understanding emerging trends in marketing communication. It describes how the rise of the internet and digital revolution has transformed marketing strategies and compelled marketers to reassess their practices. The accessibility and control over information on the internet is highly valued by consumers. Marketers are also embracing online platforms to precisely target customers and gain direct feedback on marketing effectiveness.

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Ms Tan
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8 views1 page

GSRM7354-MCBS - Topic-1 - 1.3

The document discusses the importance of understanding emerging trends in marketing communication. It describes how the rise of the internet and digital revolution has transformed marketing strategies and compelled marketers to reassess their practices. The accessibility and control over information on the internet is highly valued by consumers. Marketers are also embracing online platforms to precisely target customers and gain direct feedback on marketing effectiveness.

Uploaded by

Ms Tan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Link (to Course

TOPIC 1 SUB-TOPIC(s) Learning


Outcome)
Marketing 1.3 The Importance of Understanding the Emerging Trend of CLO1
Communication Marketing Communication Apply the theories
and Business and concepts of
Strategy buyer behaviour.

1.3 The Importance of Understanding the Emerging Trend of Marketing Communication

The unparalleled expansion of the internet, known as the digital revolution, has triggered a transformation in the
marketing landscape, compelling marketers to reassess nearly every facet of their practices. Alongside the rise
of the World Wide Web, marketing communication strategies are also evolving. At present, approximately 2
billion individuals across the globe use the internet, marking a staggering surge since 2000. This rapid growth can
be attributed to various factors, primarily driven by the escalating consumer demand for up-to-date information.
The accessibility and rapid retrieval of this information are noteworthy. The ability to exercise control over the
content and quantity received is equally valued.

The capacity to engage in e-commerce via personal computers holds tremendous appeal. The current allure of
e-commerce is unmistakable, as the web encompasses a vast array of items and services, rendering almost
everything attainable online. The internet seemingly knows no geographical boundaries, unveiling something
novel each day. In line with consumers, marketers are also progressively embracing this medium. The prospect
of precisely targeting customers online is enticing to marketers. Companies, increasingly oriented towards
accountability, are turning to the internet as a platform to attain direct feedback on the effectiveness of
marketing expenditure, customer contentment, trends, and competitive dynamics.

In the realm of direct marketing, companies appreciate the deviation from conventional media. In numerous
instances, assessing the return on investment for spending is simpler. While the internet initially served as a vehicle
for many marketing firms to channel direct responses, it has evolved beyond e-commerce. Although e-
commerce remains a significant facet of the online landscape, contemporary marketers are harnessing this
medium for a diverse range of communication and marketing endeavours.

**End of Topic**

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