ESSAY TEST

MKT101- BA1403

Full name Roll number Class Score

Đỗ Thu Trà HS140480 BA1403

Question: Why are profound changes in marketing communications in the

digital era creating both exciting and scary times for marketing communicators?
Give your opinion with practical examples.
Answer:
The development of science and technology, especially information and
communication technology, and consumer change over the past decades have
brought about major changes in the way businesses reach and conquer people.
consumption. Today, business activities are happening rapidly changing under the
impact of information technology and telecommunications revolution, especially
the Internet and social networks. Therefore companies and organizations, as well
as managers and employees, must adapt and adapt to it. The Internet and social
networks have given us the ability to connect, to blur national borders, bring us
closer to consumers, but it also makes companies and Individuals are more
vulnerable. In this context, we need to see how the evolution of society has
affected the business world, the development of social media has changed the way
we communicate and ultimately Marketing. How developed and the challenges we
face as well as highlight some important aspects of the general marketing strategy
that companies must consider if they want to succeed in the business world of the
century.
The strong growth of the Internet and technology has changed a lot of business in
the world. Marketing 4.0 is people-centered in the continuous development of
digital technology, so the forms of content in the 4.0 era have also expanded,
leading to changes in related areas such as Branding, Communication, Design or
Digital marketing ... Marketing 4.0 opens up a new dimension, instead of one-way
communication to sell goods, it is a conversation from many sides to build a story
in a digital world. The big question is: Which tactics should be applied and how to
apply them to be both suitable and time-saving and effective? Obviously, it's
important to build good content. At this point, content marketing must both create
a personalized message and resonate with the circles around the user. In addition,
understanding the characteristics and characteristics of each public group that
dominates the market will help marketers stand up to the information wave and
find the appropriate and effective direction for businesses.
In the past, marketers relied heavily on mass marketing. Today, however, mass
markets have fragmented, consumers are better informed and more empowered,
and sweeping changes in technology have changed how companies and consumers
communicate with each other. Mass marketing can no longer be solely relied upon
to deliver a marketer's message. Although these changes may frighten marketing
communicators, these changes afford tremendous opportunities to reach new
customers and strengthen relationships with existing customers
As you know, in the past, the main marketing tool for consumer goods was in-store
marketing. Manufacturers try to influence consumers' buying decisions when they
arrive at the store by displaying flashy products, special promotions at the end of
the aisle, and eye-catching packaging on shelves.
But it seems that today is not enough. The Internet is everywhere, the demand for
smartphones and tablets is also rising, which is also the reason for changing
consumer habits. Customers go online, search, compare quality, price then decide
where to buy. Even, they do not want to step out of the house or too busy, asking
the ship to take place. It can be seen that shopping habits have changed a lot
compared to before.
Examples of brands' interference in "fear" can be found everywhere, especially on
commercials. The public could not help but shudder at the image of a girl full of
bacteria in her mouth when she had not used the right disinfectant toothpaste; a
dirty, chopping board used to cut garlic, chili, and lemon juice; the bathroom is full
of scary bacteria; A young mother had to hold her baby to the hospital for using the
wrong soap company