Nama:Revi

naVirasy
a
NPM 8020210017

InTheThi rdWav e,Tof fl

erpredict
edthedemar keti
sati
onofpost i
ndustri
alsociet
ies.
ThirdWave
societi
esandi ndividuals.I
n1999,Schut zandHol br
ookr eferredtothetragedyoft hecommons
tost r
essthelowef fi
ciencyofmar ketstr
ategi
esduet oov eruseandr eit
erat
ionofst r
ategi
esand
tools.Int helastdecadeoft het went
iet
hcent ury,organisati
onswer ef orcedt ousemor e
resourcest oreachdwi ndli
ngaudiences.Consumerr esi
stancet omar keti
ngact i
onshighli
ght
ed
adeepcr isis.

Thiscontextofcommuni cat
ionalsat
urati
oninwhichanincreasi
ngnumberofbr
andscompet e
forthe attent
ion and l
oyal
tyofaudi encesfor
ced tr
aditi
onalmarketi
ng per
spect
ives and
conceptstochange.Dur i
ngt hi
sprocess,themostrel
evantchangewasthepowershiftf
rom
marketer
st oconsumers.

Theconsumerper spectiv
ehasbeenpr esenti
nthedefi
nit
ionofmarket
ingsincethe1960sev en
i
fitwasonl yi nr ecentdecadesthati ttookcent
rest ageinanymar keti
ngst r
ategy.This
approachhasl edt ot heincor
por
ationofaspect ssuchasconsumersat i
sfact
ion,market
ori
entati
onorconsumerv al
uei
nmarket i
ngmanagement.

However,
manymarket
ersst
il
lthi
nki
nter
msofpr
oduct,
place,
promot
ionandpri
ce,McCarthy’
s
var
iabl
esor4Psmodel,whi
chdoesnotl
eav
eanyrol
etoconsumers.
Laut
erbor
n’suser
-centr
ed
models.

4Cst hatt ur
nproducti
nto customersol
uti
on,pri
ceint
o costt
othecustomer,pl
acei nt
o
convenienceandpromoti
oni ntocommunicati
on.Thi
sisanew per
spect
iveforoperat
ional
marketi
ngt hatwi
l
lbeofspecial
relev
ancef
ortheonl
inewor
ld.

Inrecenty ears,fur
therstepshav ebeent aken—mar ket
ingdoesnotonl yfocusexclusivel
yon
consumer sbutal sotri
estobr i
ngdiffer
entaudiencestoorgani
sations.Thisnewappr oachwas
defi
nedbyt heAmer icanMarketingAssociati
onasanact i
vi
ty,
setofinsti
tuti
onsandpr ocesses
forcreati
ng, communi cat
ing,deli
veri
ngandexchangingof f
eri
ngsthathavev al
ueforcustomer s,
cli
ents,partnersandsocietyatlarge.

TheInt
ernetboom f
oror
ganisati
onsandt hedai
l
ylifeofdif
fer
entaudi
encesbr
oughtabouta
deeptr
ansfor
mati
onofmarketi
ng,it
stool
sandstrat
egies.

Althoughiniti
all
yorgani
sati
onsunderstoodtheInter
netasanew channelt oi ncr
easet heir
presence,theysoonstart
edlooki
ngforway stomax i
miseit
sdiffer
entplat
formsandser vices.
Atpr esent
,onlinemarketi
ngcommuni cati
onsareanessentialpartofoperati
onalmar keti
ng
fr
om t hepointofvi
ewofbecoming,i
nthemselves,
aspecifi
cmar ket
ingl
ine:di
git
al market
ing.
Thef i
rstappr
oachestodigi
talmar keti
ngdefineditasaprojecti
onofconvent
ionalmarket
ing,
i
tst oolsandstrat
egi
es,onI nt
ernet.Howev er,t
heparti
cular
iti
esofthedigit
alworldandi t
s
appropri
ati
onformarket
inghavef oster
edthedev el
opmentofchannel
s,f
ormatsandlanguages
thathaveledt
otoolsandstr
ategiesthatar
eunt hi
nkabl
eoffl
ine.

Today,r at
herthanasubt ypeofconv enti
onalmar ket
ing,digi
talmar keti
nghasbecomeanew
phenomenon t hatbr i
ngs togethercust omisat
ion and mass di stri
bution t
o accompli
sh
marketinggoals.Technologi
calconvergenceandt hemul ti
plicat
ionofdev i
ceshaveledt
oan
openi
ngupoft heway si nwhichwet hinki
ngaboutmar ket
inginInternetandhavepushedthe
boundar i
es t
owards a new conceptofdi gi
talmar keti
ng—user-centred,more measur
able,
ubi
quitousandi nt
eract
ive.

Thedev
elopmentdi
git
almar
ket
ingst
rat
egi
esof
fermuchpot
ent
ial
forbr
andsandor
gani
sat
ions.

•Br
andi
ng.Pl
atf
ormsand2. 0serv
icesareagr eatoppor
tuni
tyt
obui
l
dabr
andi
mageont
he
Webduetot
hei
rscope,
presenceandconstantupdat
es.

•Completeness.Thepossibi
l
itiestodi
sseminat
einf
ormati
onthr
oughli
nksof
ferconsumer
sthe
chancetoapproachtheorganisati
oninawiderandcust
omisedway.

•Usabi
li
ty–f
uncti
onali
ty.Web2.0off
erssimpleanduser
-f
ri
endl
ypl
atf
ormsf
oral
linor
dert
o
i
mproveuserexperi
enceandal
lowforthei
ract
ivi
ti
es.

•Interacti
vi
ty.Inthecontextinwhi
chor gani
sati
onst
rytofor
gel ong-
ter
mr elat
ionshipswith
thei
raudi ences,Int
ernetoffer
sthe possibi
li
tyofhavi
ng a conver
sati
on and therefor
e of
generatingaposit
iveexperi
encewi
ththebrand.

Such int
eract
ivi
tycan be basi
c,as pr
oductassessment
,orbecome an al
l
-encompassi
ng
exper
ience.

•Vi
sualcommuni cat
ion.I
nli
newit
hv i
sualt
hinki
ng,di
git
almarket
ingof
fer
smarket
ersdi
ff
erent
i
mage-andv ideo-
basedtool
s.Thi
sisanattr
acti
vewayofr eachi
ngaudi
encest
hatcanl
eadt o
gr
eaterengagement.

•Rel
evantadv
ert
isi
ng.

Int
ernetmaximise t
he output
.Besides,free fr
om t he l
i
mit
ati
ons ofot
hermedi
a,t
his
envi
ronmenthasal
lowedformoreat
tract
iveadver
ti
sing.

•Communityconnect
ions.I
nterneti
sauni queopportuni
tytoconnectorgani
sati
onswi t
hthei
r
audi
encesandusersamongt hemselves.Thisconnecti
vitycanimprov
et hei
rexper
ienceand
enhancet
herel
ati
onshipwit
ht heproduct,
brandororganisati
on.

•Viral
it
y.TheessenceofI nter
netasaWeb ofi nterconnected nodesmakesexponential
expansi
on of any cont
ent possi
ble.Taki
ng t
he modelof WOM communi cati
on,v i
ral
communi cat
ionbecomesmorer el
evantduetoconnecti
vit
y,inst
antnessandshareabi
l
ityof
onl
i
nepl
atf
ormst
hatenhancet
hedi
ssemi
nat
ionofcont
ent
.

•Measuringoutput
.Onl
ineplat
for
msr
ankf
ir
sti
ntheav
ail
abi
l
ityoff
oll
ow-
upopt
ionsandt
he
possi
bil
i
tytoassessout
put.

Inanycase,t omaket hebestofal lthesepossi bil

iti
es,organisati
onsmustensur ethatthei
r
Internetpresenceort hei
rpr esenceont heirdi f
fer
ent2. 0channel sfollowsast rat
egywith
concr etegoal
s,inli
newiththeirbrandoror ganisat
ionalimage.Bei ngontheWebwi thoutpr
oper
planni ngcannotonlymeanal ostopportunityintermsofr esourcesandpot enti
al,butal
soit
cani ndeedhaveanegat i
vei mpactont heor ganisat
ion,ast heaudi ence,thei
rneedsand
per cepti
onsregardi
ngtheorgani sati
onar eunknown.