Evaluate how the digital age is affecting both consumers and the marketers who serve them. Illustrate with specific examples

Evaluate how the digital age is affecssting both consumers and the marketers who serve them. Illustrate with specific examples

Introduction

In the world of today everything has become really challenging. Doing business is no more investing, selling and counting the profits. There is a hyper competition throughout the globe and in the western world virtual buying is much more adopted mode of purchases than the physical stores. The usage of technology at the time of marketing the product is something which is considered by almost all the companies operating in United Kingdom. In fact, making relation with the customer and bringing more value to the product is also now something e-business can now do better than the physical market.

The ability of the information technology at the time of compiling the consumer data profiles is something that has made the scenario even easier. In this age where the relationship marketing has been proclaimed as one of the very few sources for sustainability in the market and helpful in acquiring sustainable competitive advantage available for all the organizations, the Internet seems to be both panacea and anathema for the marketers interested at the time of fostering the ongoing relationships with their consumers. Modern relationship marketing is highly dependent on the technology and this also dependent on the high level of quality, much more reliability of the customer databases from which data is actually been drawn, and also the configuration of information is also depicted in accordance to the patterns of need within the customer and prospect population (Brown & Muchira, 2004).

Discussion

Various marketers of this era are focusing on the usage of technology, which make them much closer to consumers and are helpful in making better relationships with customers as well. Critical success factor of on the whole management of the customer relationshipcan be categorise as an access to the information regarding the particular customer. A much more better level of the information that are congregated make the company to meet its customers' needs in a much effective manner (Brown & Muchira, 2004).

Consumer Perceptions

The study by Airisto, (2012) has shown that with the existence of the ontemporary content-based digital goods promotional premium products are not much longer required for the sake of being the tangible - digital premiums are alternatives to traditionally available physical premium products. In this research results of the experiment perform in which the core purpose was for gaining a better understanding of the perceptions of the consumers of the digital premium-based promotional offers. On the whole, the findings have shown that the three characteristics which are found as being related to the digital premium-based promotions are seen a bit controlled or manupulated in the context of the study wherethe focus was on bottled mineral water purchase: the convenience of the level of reception tof he premium, the method the premium is earned and the tangibility of the premium (Airisto, ...