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Advent of New Media Marketing Techniques: The Inevitable Disruption
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Author(s): Harshita Gupta (Indian Institute of Technology (ISM) Dhanbad, India)and Saumya Singh (Indian Institute of Technology (ISM) Dhanbad, India)
Copyright: 2019
Pages: 22
Source title:
Application of Gaming in New Media Marketing
Source Author(s)/Editor(s): Pratika Mishra (Presidency University Bangalore, India)and Swati Oberoi Dham (New Delhi Institute of Management, India)
DOI: 10.4018/978-1-5225-6064-7.ch001
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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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