xinyue wang (xw1g17)

2. STUDENT NAME: XINYUE WANG STUDENT NUMBER: XW1G17 AIMS AND OBJECTIVES: 1. Introducing background knowledge of social networking sites 2. Identifying digital technologies and its implication to the mass media 3. Comparing traditional marketing and digital marketing from the perspective of marketing mix 4. Analyzing the implementation of social media to digital marketing

3. BACKGROUND INFORMATION OF SOCIAL NETWORKING SITES 3.5 billion Internet users worldwide until 2016 (Statista, 2017). The development of digital technologies (Lupton, 2015). Social networking sites: YouTube, Facebook, Twitter

4. XINYUE WANG (XW1G17) DISCIPLINE 1：SOCIOLOGY ▸Daily life is becoming digital (Lipton, 2015). ▸Digital technologies change our social activities from many perspectives (Castells, 2000). ▸E.g. Social media

5. XINYUE WANG(XW1G17) DISCIPLINE 2: MARKETING Online Marketing Traditional Products Same Price Same Place Websites and Apps In-store Promotion General Advertising Digital Advertising People Same ▸Online Marketing Versus Traditional Marketing (Kaufmann and Manarioti, 2017)

6. XINYUE WANG (XW1G17) THE IMPLEMENTATION OF SOCIAL MEDIA IN MARKET ▸Customer relationship ▸Advertising ▸However, intellectual property rights may become a issue.

7. XINYUE WANG (XW1G17) REFERENCE Cheng, J., Blankson, C., Wang, E. and Chen, L. (2009). Consumer attitudes and interactive digital advertising. International Journal of Advertising, 28(3), pp.501-525. Constantinides, E. and Fountain, S. (2008). Web 2.0: Conceptual foundations and marketing issues. Journal of Direct, Data and Digital Marketing Practice, 9(3), pp.231-244. Hajli, N. (2015). Handbook of research on integrating social media into strategic marketing. Hershey, PA: IGI Global. Haralambos, M. (2013). Haralambos & Holborn sociology. 8th ed. London: Collins. Kaufmann, H. and Manarioti, A. (2017). Encouraging participative consumerism through evolutionary digital marketing. Hershey, PA: IGI Global. Lupton, D. (2015). Digital Sociology. Oxon: Taylor and Francis. Statista. (2017). Internet usage worldwide. [online] Available at: https://www.statista.com/topics/1145/internet- usage-worldwide/ [Accessed 22 Nov. 2017].

Hinweis der Redaktion

Due to the development of Internet and smart devices, people tend to rely on social media in their daily life. Since last century, web science has developed from Web 1.0 to Web 2.0 and Web 3.0. Digital technologies have developed from personal computers with limited internet connecting location to smart devices that could access to wireless and broadband without location restrictions (Lupton, 2015). In Web 1.0, location of people’s access to Internet is limited because they can only get to Internet through telephone lines; however, Web 2.0 developed to an easy-entry era (Constantinides and Fountain, 2008; Lupton, 2015). Until 2016, there has been around 3.5 billion people using Internet worldwide (Statista, 2017). Web 2.0 as an emerging era that people could not only browser but also generate and share content on the Internet. They are empowered to take an active position during the experience of using Internet (Hajli, 2015). Social networking site is a kind of typical Web 2.0 Internet technology.
Internet is becoming ubiquitous under the environment of Web 2.0 era, so the society eventually transfers into a digital society from many perspectives. Traditional media prefers to print media and audio-visual media, including newspapers, magazines, television and so on. Recent years, the revolution of web results in the ‘new media’. The ‘ new media’ utilizes new technologies to deliver information, such as digital magazines and social networking sites (Haralambos, 2013). For example, there are many online platforms that allow end-users and producers to publish information and communicate with each other.
This slides compared differences between traditional and digital marketing using 5Ps marketing mix. Place: Locations to operate business are different between traditional marketing and digital marketing. For traditional marketing, the location is limited because transactions can only happen in physical stores; in contrast, business transaction could happen anytime and anywhere online. Promotion: Traditional marketing may rely on physical advertisements (e.g. posters) and television advertisements. Digital marketing tends to use social networking sites (e.g. Facebook and YouTube) to promote and advertise products and service.
Current market has been highly competitive, because customers have a significant number of options all over the world (Hajli, 2015). In order to attract and maintain customers, businesses prefer to contact with customers via social media. It enable customers to share their experience and reflect their feedback to producers. From the view of producers, they can adjust products and service to customers requirements according to their comments and feedbacks posted online. There are various types of digital advertising, such as website advertising and e-mail advertising. They can provide immediate interaction between customers and producers (Cheng et al., 2009). Compared with traditional advertising, it may be more up-to-date, which can reflect the trend of market. However, easy-access to information online may result in the issue of intellectual property rights.

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