Digital Marketing Communication

Symphonya: Emerging Issues in Management, No. 2, 2006, pp. 41-61

21 Pages Posted: 12 Feb 2013

See all articles by Margherita Corniani

Margherita Corniani

Università degli Studi di Milano-Bicocca - Department of Economics, Management and Statistics (DEMS)

Date Written: 2006

Abstract

Digital marketing communication is directed to profiled targets, which are active in the communication process. Every communication flow can ask for an information answer from the market. This opportunity grants immediate feed-backs and feed-forwards, so that digital communication can be easily and cheaply measured; digital communication flows are diffused at costs that are getting lower and lower, but it asks specialized and deep competences to communication managers. The ease in the flowing process granted by digital technologies is also the main negative aspect of digital communication. It is impossible to control digital flows in all their effect and contacts and this limit opens the door to competitor actions and to “rumors.”

Keywords: Marketing Communication, Global Competition, Demand Bubbles, Digital Communication, Target Profiling

JEL Classification: M00

Suggested Citation

Corniani, Margherita, Digital Marketing Communication (2006). Symphonya: Emerging Issues in Management, No. 2, 2006, pp. 41-61. Available at SSRN: https://ssrn.com/abstract=2215168

Margherita Corniani (Contact Author)

Università degli Studi di Milano-Bicocca - Department of Economics, Management and Statistics (DEMS) ( email )

Piazza dell'Ateneo Nuovo, 1
Milan, 20126
Italy

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
1,276
Abstract Views
3,860
rank
16,268
PlumX Metrics