Lieb, Manfred GYılmaz, Ali-TolgaBerlin International University of Applied Sciences2018-09-172025-11-282025-11-282017https://repository.berlin-international.de/handle/123456789/571ISSUING BODY NOTE: BAU International Berlin University of Applied Sciences is the former name of Berlin International University of Applied Sciences"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."List of figures -- INTRODUCTION TO THE THESIS -- TRADITIONAL MARKETING : ANALOG COMMUNICATION : Definition of traditional marketing : analog communication -- Problems of analog mass media -- Summary of traditional marketing : analog communication -- NEW MARKETING : DIGITAL COMMUNICATION : Definition of digital communication -- Advantages of digital communication -- Challenges of digital communication -- THE MOST IMPORTANT DIGITAL COMMUNICATION INSTRUMENTS : Website -- Social media marketing : Concepts of social media marketing ; Viral marketing -- Influencer marketing : Definition influencer marketing ; Influencer marketing in company communication -- PUSH TO PULL : General information -- Push and pull in communication -- Push and pull in marketing -- The five-step buying process -- Applying push and pull to the five-step buying process -- Conclusion -- NEW FORMS OF ADVERTISING IN A DIGITAL WORLD : Display advertising -- Affiliate marketing -- Social network advertising -- Content marketing : Search engine optimization ; Pay-per-click advertising -- Mobile advertising : Location based advertisement -- CONCLUSION -- CRITICAL REFLECTION -- BibliographyengB2C marketingDigital marketingThesis