Abstract:
The last great revolutions in globalization, technology, and sustainability have shaped the role of modern marketing in order to move into the digital age. Specifically, the main function of digital marketing is that of creating a digital mindset in operating today’s businesses. This is happening because the previous mindset related to old marketing theories is rapidly becoming obsolete. Let’s think, for example, of expensive campaigns build on TV commercials. They can still, in some way, have a role in triggering the customer’s purchasing cycle. However, the commercial alone is not enough, in fact it must be integrated with new communication and technology vehicles that belong to the new digital world. It is for these reasons that companies no longer have the absolute power in shaping and directing customers’ choices. A great new role is played by the new media like Facebook, Google, Twitter, YouTube, LinkedIn, and others which are nowadays becoming more and more powerful in enabling search and messaging.
That is why my thesis focuses on understanding the mindset, the model, the strategy and the implementation of modern marketing theories. My personal internship experience with the University of Western Australia helped me recognize these factors in a real working setting. Indeed, I had the opportunity to be immersed and have a closer eye to the role that digital marketing plays in today’s environment in a big organization like UWA.
