Rethinking marketing communication in digital era

Dr Farzana Nahid & Nahin Sultana :

The era of blindly bombarding audiences with generic content in the traditional media is nearing an end with the widespread adoption of versatile digital marketing practices. Marketing communication aims to engage prospective consumers in comprehending how to best serve their unsatisfied needs. It is to be noted that customer behaviour evolves with the technologically advancing environment. They are now more empowered than ever before having access to a plethora of information at their fingertips. Electronic devices have become the point of interaction between product sellers and prospective buyers. Conventional marketing gives little control over target audiences and the effectiveness of marketing expenditure. The traditional media such as TV and print advertising barely produce any insightful data for analyzing and fine-tuning marketing efforts more effectively. As a result, digital marketing has become the global norm for companies to achieve desired goals…..read more