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How have technological convergence, the Internet, and customer expectations changed the task of the global marketer?...

How have technological convergence, the Internet, and customer expectations changed the task of the global marketer? Are marketing tools and concepts discussed throughout this text relevant to the digital marketplace? If so, how? If not, why not?

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Technology has a great impact on marketing of product across the world. In current time, the company is more cautious about its marketing strategy as the information of the product is just one click away from the customer. Globalization has make the whole world as a potential market for the company thus marketing people has to design its marketing content so that it have a mass appeal. The global marketers are now using various methods to increase its reach and thus market its product on a common global theme.

Digital marketing communication tools are:

1.       Social Media

2.       Opt-in e-Mail

3.       Advertising

4.       Digital PR

5.       Search engine

Above mentioned marketing tools play an important role in communicating about the brand to a wider group of peoples. Use of social media like Facebook, Twitter has multiplying effect on marketing communication. Digital marketplace has made the whole marketing exercise customer centric and less expensive that traditional marketing.It has great relevance as these are the tools that also play an important role in deciding the right marketing mix for a product.

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