Has technology fundamentally changed how companies court customers?
Have you logged onto the Internet today? Used a mobile phone or tablet? Then you have seen digital marketing: ads that pop up on whatever website you are viewing. Not to mention placements on Google—and podcasts, electronic billboards and text messages, all vying for your attention (and business). You also likely have received invitations to play electronic games and become eligible for rewards, with—no surprise—tie-ins to products. All these channels are transforming today's advertising landscape. Since its arrival in the late 1990s, digital marketing has increasingly driven brand promotion. It's interactive and allows companies to collect user feedback immediately. These advantages mean that the growth in advertising is taking place in digital marketing. But its newness also means that businesses have to get creative to find the most effective campaigns.
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Reports and Studies
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The Next Step
Marketing to Children
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American Marketing Association
311 S. Wacker Drive, Chicago, IL 60606
Professional association for marketers and marketing academics; founded in 1937.
1600 20th St., N.W., Washington, DC 20009
Project of the public interest group Public Citizen that aims to “keep the commercial culture within its proper sphere.”
Digital Advertising Alliance
1120 Avenue of the Americas, New York, NY 10036
Consortium of media and marketing associations that collaborates with businesses, public policy groups and public officials; advocates industry self-regulation.
Digital Analytics Association
401 Edgewater Place, Suite 600, Wakefield, MA
Nonprofit association of individuals and organizations who work with data acquisition, exploration and application.
Direct Marketing Association
1100 Avenue of the Americas, New York, NY 10036
Trade association and lobbyist for direct, database and interactive marketing fields.
40 Blue Ridge Drive, Charlestown, RI 02813
International group of digital marketers that runs conferences and certification programs.
Internet Marketing Association
10 Mar Del Rey, San Clemente, CA 92673
Professional organization that includes marketers, business owners, Web developers and others.
Worldwide Privacy Forum
3108 Fifth Ave., Suite B, San Diego, CA 92103
Nonprofit research group that concentrates on digital privacy, including medical privacy and the data brokerage industry.