ABSTRACT

This chapter introduces the role that emerging, new and social media can play in marketing communication, especially the changing nature of communication through electronic media. One of the traditionally most important forms of marketing communications activity on the Internet is online advertising, either for products or services available offline. Google AdSense is an online advertising service, which delivers small adverts to websites based on the content of their webpages. With the more widespread adoption of mobile phones, marketing communications and commercial solutions have become more important as an extension of Mobile Commerce or mCommerce. Although limited to very basic text communication, similar to the early days of email, short message service (SMS) communication can be a timely, easy and convenient channel to reach a large amount of potential customers. The chapter makes the consumers be able to discuss the development of electronic media from traditional Internet forms through to new and emerging media, including the emergence of social networks.