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DIGITAL

Digital marketing has become an integral part of society over the last decade. As of 2017, thirty percent of people in the UK have five or more personal devices meaning that brand marketers now have more ways of communicating interactively and directly with target consumers; turning viewers into customers. This emergence of technology at such a rapid pace means brands must adapt to communicate digitally with consumers through devices. Ways brands could digitally communicate include email, e.g. customers signing up for emails to receive discounts and newsletters; phones, e.g. text alerts for sales and advertisements on social media are fast and easy ways of reaching customers.

As social media has reached a central role in many lives, hashtag campaigns help bring attention to brands. ASOS’ #bestnightever campaign received 5.6m positive acts of engagement on social media and the website features the content centrally on the home page; advancements and smart marketing like this proves how important digital communication is.

Although the rise in digital communication is necessary due to the rapid pace of technological developments, the use of cookies and website data and transference of personal data can be perceived as invasive.


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