Digital marketing as a communication tool : how did digital marketing change the way of communication in B2C?
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2017
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Abstract
"The Bachelor thesis will cover the change in the marketing and communication sector, and how the businesses adapt to the changes. After introducing the digitalization through computers and the global revolution with the internet age, and also in the business life through email and display marketing. Whereas, there is now an upcoming second type of digitalization in the world, which is the innovation of the first digitalization and thus changing the daily life and patterns of the society to the digital world. Dynamic start-ups are inventing continuous new technologies and platforms. One of the well-known invented ones are platforms like Facebook, Twitter and Instagram etc. This disruptive change also reached the marketing industry. Also, the people and their habits have changed in case of smartphones, which have got more attention and usage. The striking point is to see how a whole sector revolutionised and transferred to a fully digitalized industry. For instance, in the new marketing sector the 'Influencer Marketing' came out of the blue and created a completely new form of word-of-mouth. Therefore, first, the old marketing and analog communication and the related problems in the sector will be analysed. Afterwards, after summing up all positive and negative aspects, the new marketing and digital communication will be analysed including many upcoming technologies and inventions. After introducing all new market instruments, the changes in the markets will be shown together with comparing the positive and negative aspects, which will lead to a conclusion which will answer the central question."
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ISSUING BODY NOTE: BAU International Berlin University of Applied Sciences is the former name of Berlin International University of Applied Sciences