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Mass Communication in Digital Age

The document discusses how marketing has changed from periodic to real-time with the rise of the internet. It begins by outlining the main research question and 4 sub-questions that will be addressed, including how marketing worked before and after the internet, the advantages and disadvantages of the internet for marketing, what real-time marketing is and its importance. It then provides examples of how marketing differed before and after the internet in terms of access, communication, measurement and more. Next, it outlines key advantages and disadvantages of internet marketing. Finally, it defines real-time marketing as using digital tools to respond to audiences as fast as possible and discusses why it is important for brands to use it in terms of urgency,

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Jasmine Yasser
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166 views

Mass Communication in Digital Age

The document discusses how marketing has changed from periodic to real-time with the rise of the internet. It begins by outlining the main research question and 4 sub-questions that will be addressed, including how marketing worked before and after the internet, the advantages and disadvantages of the internet for marketing, what real-time marketing is and its importance. It then provides examples of how marketing differed before and after the internet in terms of access, communication, measurement and more. Next, it outlines key advantages and disadvantages of internet marketing. Finally, it defines real-time marketing as using digital tools to respond to audiences as fast as possible and discusses why it is important for brands to use it in terms of urgency,

Uploaded by

Jasmine Yasser
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 8

From Periodicity to Real-time

BY JASMINE YASSER HAMED • Faculty of Communication and Mass media


• MSc. in Digital Media Programme
• Academic Year 2021-2022, DY1
• Semester one
• Mass Communication in the Digital Age
• Module Code: 21MMCOM604
MAIN RESEARCH
QUESTION

From Periodicity to
Real-time: How does
the internet affect
Marketing in Egypt?
Research sub-
questions that will be
addressed:
1st 2nd 3rd 4th

How did What are the What is real-time What are


marketing work advantages and marketing? and examples of
before the rise of disadvantages of How is it brands that used
the internet vs. the internet on important for real-time
how does it work marketing? brands to use it? marketing
now? successfully in
Egypt? and
How?
Before After
Internet Internet
• Physical access to product • Wide range of product
• Personal service • More feasibility to cut cost
• Quick feedback • Easier to reach more consumers
• Less tough competition • Faster speed of communication & shopping
• More safe and sound payment • Feasibility to present business (its image, offers,
• Atmosphere of physical store (more real) history etc.)
• Face to face communication • 24 x 7 access
• Quicker & easier measurement of results/responds • Communication directly with target group
• Feasibility for continuous relationship

(Bhayani and Vachhani, 2014)


Advantages Disadvantages
of the internet on of the internet on Marketing

Marketing
• Global reach • Skills and training
• Lower cost • Time consuming
• Trackable, measurable results • High competition
• Personalisation • Complaints and feedback
• Openness • Security and privacy issues
• Social currency
• Improved conversion rates

(Develop a Digital Marketing Plan. Advantages and disadvantages of digital marketing,


n.d.)
Real-time
DEFINITION
It involves the use of various digital and social media tools to
develop content in order to respond to their audience as fast

marketing as possible. (Wayin, 2016, as cited in Kallier 2017)

HOW IS IT IMPORTANT FOR BRANDS TO USE IT?

• Supports the Sense of Urgency


• diversifies content.
• increase audience engagement
• improves conversion rates and ROI.
• To identify brand advocates
References
• Bhayani, S., & Vachhani, N. V. (2014). Internet marketing vs traditional
marketing: a comparative analysis. FIIB Business Review, 3(3), 53-63.
• Develop a Digital Marketing Plan. Advantages and disadvantages of
digital marketing. (n.d.). Retrieved October 19, 2021, from
https://www.nibusinessinfo.co.uk/content/advantages-and-disadvantages-
digital-marketing.
• Kallier, S. M. (2017). The influence of real-time marketing campaigns of
retailers on consumer purchase behavior. International review of
management and marketing, 7(3), 126-133.
• 6 benefits of real time marketing. restless. (2017, March 16). Retrieved
October 20, 2021, from https://therestless.co.uk/6-benefits-of-real-time-
marketing/.
Do you have
any questions?

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