ABSTRACT
Introduction 202 Online advertising 204 eCommerce/mCommerce 205 SMS/MMS/WAP/i-mode and mobile Internet 206 NFC, Bluetooth and location-based services 207 Viral marketing/blogs/social media and social networks: web 2.0 208 Measuring effectiveness and return on investment 210 Ethical issues 211 Summary 212 Review questions 213 Recommended reading 214 Case study 9.1: Marmite 214 Case study 9.2: BT – bringing it all together in digital 217 Notes 226
After studying this chapter, you will be able to:
• Provide an overview of the role of electronic media in the marketing communi - cation process
• Discuss the development of electronic media from traditional Internet forms through to new and emerging media, including the emergence of social networks
• Discuss the implications of using social networks for marketing and the challenges this provides
• Provide an overview of the ways in which effectiveness and return on investment may be measured
• Debate the ethical aspects of engaging in social media optimization
Introduction
The Internet emerged in the 1990s as a major mainstream communication tool. Originally
limited to text-only-based communication (mostly using email), the Internet has emerged
as a major tool for social communication while also evolving from the rather static environ-
ment in the early days to today’s rich-media environment delivered over the Internet.
