Digital Era: How Marketing Communication Develops Business Innovation – Case Studies

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Author(s): Liliana Coutinho Vitorino (ESTG, Polytechnic Institute of Leiria, Portugal), Ana Lisboa (ESTG, Polytechnic Institute of Leiria, Portugal)and Raquel J. Antunes (ESTG, Polytechnic Institute of Leiria, Portugal)
Copyright: 2020
Pages: 29
Source title: Digital Marketing Strategies and Models for Competitive Business
Source Author(s)/Editor(s): Filipe Mota Pinto (Polytechnic Institute of Leiria, Portugal)and Teresa Guarda (Universidad Peninsula de Santa Elena (UPSE), Ecuador)
DOI: 10.4018/978-1-7998-2963-8.ch001

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

The explosive growth of new media and the multiple and diverse means of communications are changing consumers and brands. Digitalisation is a growing reality. As per April 2019, there were 4.437 billion internet users (around 58% of the worldwide population) and 3.499 billion active social media users. Not only is the setting changing, but also consumers' profiles and roles. Researchers have identified some emerging trends that are leading firms to change the way they communicate to consumers and develop new and innovative businesses. In this chapter, the authors present a general perspective of marketing communication and how it will affect business innovation, discuss the existing paradigm shift in marketing communication, and introduce a case study which applies some of the more recent techniques.

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