Given the current economic environment combined with intense competition any investment in advertising by manufacturers is subject to more profitability controls, a need for short term results and at the same time measurable, two characteristic of promotional activity. The need for brands to reach consumers, everyday more and more dispersed in mass advertising media, has lead to new communication and information tools, capable of segmenting messages, measuring and scoring audience attention span and reach/make contact with the consumer where and when they make their purchase decision more effectively. In summary, ICT opens a new market for dynamic, interactive and promotional marketing. As well as moving a step forward in consumer segmentation applying the “consumption occasions” and “purchase decision making” concept. We can obtain consumer information directly and therefore have an influence on purchase behaviour or possibly act as a prescriber. The theme for this thesis comes from the Digital and Interactive Marketing boom and its application to ICT, concepts and tools stimulating both academic and business interests on an investigation level.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |