Abstract:
The concept of Marketing has changed with time. The primary aim of marketing is to attract new customers. The second aim is to retain that customer. The end of the last century witnessed a great revolution in communication technologies.
Apart from the tradition electronic media such as Radio, Television and Film, a new form of media basically known as “New Media” came into power. Modern electronic technologies such as discussion boards, SMS messages, emails, wikis, chat rooms, blogs, and tweets have enhanced marketers’ communication capabilities. As the digitalisation of media took place, different
Information and communication platforms have converged. Technological convergence has blurred all channel-based metaphors such as speech, transportation, and airwaves. Information can be easily transferred from one computer to another via digital media. Now, both marketers and customers have computers through which they can exchange marketing information. The Internet has marked a new revolution in marketing strategies. New forms of Internet marketing, such as email and social media marketing, are expanding by the day.
