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Digital Demands Convergence of Strategies, Media, and Messages: Firms Mix Content, Social, and Native Marketing
Abstract
Even before the world wide web, integrated marketing communications (IMC) was gaining acceptance across all fields of business and industry. However, the explosion of online and mobile marketing has caused a convergence of marketing strategies at the same time that all forms of media are converging onto digital platforms. This has become more than just a “Digital Age.” For marketers it is the age of multimedia, the age of coordinated omnichannel communications with an increasing emphasis on mobile, the age of personalization, and an age that blends free and friendly inbound marketing with paid advertising that looks more and more like the organic content that surrounds it. This chapter explores the ongoing impact of the convergence of media, strategies and technologies on the 4 P's of the traditional marketing mix.
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