Advent of New Media Marketing Techniques: The Inevitable Disruption

Advent of New Media Marketing Techniques: The Inevitable Disruption

Harshita Gupta (Indian Institute of Technology (ISM) Dhanbad, India) and Saumya Singh (Indian Institute of Technology (ISM) Dhanbad, India)
Copyright: © 2019 |Pages: 22
DOI: 10.4018/978-1-5225-6064-7.ch001

Abstract

The ever-changing marketing landscape has been upfront in adapting to innovations. People are getting attuned to tons of advancements concerning new media technologies over the past decade. For example, we now have different apps that are more mobile-friendly than inclined towards desktops. Such technological advancements have led to huge information generation every second. Today, information is best conceived when it is in form of attractive content. Content in this era majorly constitutes of audio-visual effects, also there is a gamut of interesting applications which has taken media to an inexplicable height. In such a dynamic environment, it is important to channelize one's efforts and resources towards profitable marketing. This is a period of disruption and whoever makes that first move to adopt it will have a greater hold on its customer base. The chapter guides the reader through the emerging new media marketing tools that can bring in the inevitable disruption.
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Objective

With disruptive innovation expanding its territory each day, it is imperative to come up with disruptive marketing tools to promote them. The chapter aims to review various new media marketing practices that are experiencing a rise in today’s business world. The bottom line of these methods is targeted towards bringing disruption in the market place. Be it a gimmicky app meant to attract the eye balls of the consumers or a series of suspense creating advertisement on a social media, today companies are trying their level best to accommodate every possible attention from the buyers. Therefore, an insight into some of these tools namely Advergames, Video marketing, Guerrilla marketing, Social Media marketing, and Infographic marketing are covered in this chapter. Also, the chapter discusses the shift from desktops to mobile phones used for browsing and even for entertainment purposes. And how this shift has proven a boon for the marketers.

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