Research
DIGITAL MARKETING
Title: "TOP Digital Marketing Strategies"
Author:
Peck, Gretchen A.
Publication:
Editor & Publisher
Publisher:
Duncan McIntosh
Volume/Issue:
Vol. 145, Iss. 3
Database:
ProQuest Research Library, Western Michigan University
Date Published:
March 2012
This article was very interesting because it was about digital marketing for the use of publishing companies, who have a unique set of needs when it comes to their marketing strategies. The article states that while most companies take a straightforward approach to digital marketing, publishing companies are forced to think even more creatively in order to attract marketing partners and potential advertisers. Publishing companies are intermediaries for other entities, so it makes sense that their approach to marketing must take a complicated form. Another huge reason digital marketing is important for publishing companies is that web publications are receiving more consumer attention than ever. For instance, according to the article, newspaper websites during the fourth quarter of 2011 had on average more than 111 million different viewers each month. With this huge increase in internet traffic through publication-based websites, publishing companies would do well to develop a strong digital marketing strategy.
 
Title: "BROADWAY 2.0"
Author:
Birkner, Christine
Publication:
Marketing News
Publisher:
American Marketing Association
Volume/Issue:
Vol. 46, Iss. 14
Database:
ProQuest Research Library, Western Michigan University
Date Published:
15 November, 2012
This article was about how marketers for Broadway productions are beginning to use digital marketing as an effective marketing tool. Digital marketing is a huge advantage for this industry because many of its main consumers are tech-savvy and already use social media sites such as Tumblr, Twitter, and Facebook. Utilizing these channels allows Broadway marketers to reach a large portion of their target market very quickly while making their advertising content easily accessible to consumers.