Digital marketing : role in new age marketing - revolutionary or evolutionary

This paper is a result of my passion for marketing and a humble attempt to understanding the changes surrounding, and impacting how companies communicate value to their customers and partners. It outlines the evolution process of marketing from being a miniscule function in large companies to a key gatekeeper for most large companies in the ad tech space today including tech biggies like Google and Facebook that earn a whopping majority of their revenue through digital marketing. It's also an attempt to refer to external economic and technological changes that may or may not have caused a change in the way businesses position, segment, or target consumers or, more currently appropriate, end users. Amidst a lot of jargon thrown around marketing analytics, big data, & audience profiling, the underlying intention is to observe possibilities of digital marketing being another step in the evolution of marketing or a disruption that changes the way marketing is scientifically applied. The paper aims to ignite a discussion around where the bandwagon marches towards, what is going to be the next big wave in reaching out to your customers, and how do we communicate value that customers find essential to them?

Name thesis:degree_name

Master

Department dc:contributor.department

Massachusetts Institute of Technology. Engineering Systems Division

Grantor dc:publisher

Massachusetts Institute of Technology

Year dc:date.issued

2014

Author dc:creator

• Sreebashyam, Ruthu.

Advisor dc:contributor.advisor

• Juanjuan Zhang.

• Engineering Systems Division.
• System Design and Management Program.

Statement dc:rights

• MIT theses may be protected by copyright. Please reuse MIT thesis content according to the MIT Libraries Permissions Policy, which is available through the URL provided.

Licence dc:rights.uri

• http://dspace.mit.edu/handle/1721.1/7582

Language dc:language.iso

eng

Handle dc:identifier.uri

https://hdl.handle.net/1721.1/145222

OAI identifier oai:identifier

oai:dspace.mit.edu:1721.1/145222