The Influence of Digital Technology in the Digital Marketing

DOI

10.2991/assehr.k.211209.246How to use a DOI?

Keywords

digital technology; digital platforms; big data; marketing mix

Abstract

Nowadays, with the rapid development of science and technology, digital technology has been widely used. Many people use kinds of digital platforms, like Amazon, YouTube and Zoom. These digital platforms provide different functions, like online shopping, watching videos, and online meeting. At the same time, many companies use big data to market their products so that many people could use their products. A marketing mix is a strategy that a company uses to market its product. The purpose of this paper is to find out how digital technology will influence the marketing mix. This paper studies the influence of digital technology on the 4Ps (product, price, promotion, and place) marketing mix by using digital platforms and big data as two examples. This research concludes that digital technology plays a role in the 4Ps marketing mix. Thus, more research is needed to understand how digital technology influences the four Ps marketing mix in general. The contribution and limitation were also discussed at the end of this paper.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Ziqi Zhu
PY  - 2021
DA  - 2021/12/15
TI  - The Influence of Digital Technology in the Digital Marketing
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 1514
EP  - 1519
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.246
DO  - 10.2991/assehr.k.211209.246
ID  - Zhu2021
ER  -