User:LIU PRIS/sandbox

Digital marketing new threats The rise of smartphones and the exploding popularity of social media among young people who are particularly vulnerable to interactive experience demand digital marketing strategies being designed with effectiveness in popular online platforms. Today’s contemporary marketing efforts are purposefully integrated into a range of popular social media such as Facebook, YouTube, Instagram and mobile communication applications. Furthermore, interactive games and other immersive and high-tech media be applied into those social applications, several important issues raised by these developments under this tendency, which requires further study on emerging digital marketing practices. The one issue is the barriers of data collection and behavioral targeting. Data collection plays the core rule on contemporary digital marketing. As the development of technology, advertisers and marketers need colleting big data and profiling applications from the latest developments in such fields as semantics, artificial intelligence, auction theory, social network analysis, data mining, and statistical modeling. Vast amounts of user data are now regularly mined and stored in behavioral targeting warehouses and other databases, also used in an instant to update online targeting profiles. The challenge is that passive data collection needs to be offered to marketers to effectively track and target individual users through using cookies, IP addresses, and other data that the industry considers non-personally identifiable timely and accurately. In some degree, behavioral and other information that have become part of a person’s profile can be sold to third parties, without an individual’s knowledge or consent, this means marketers rely on third parties more than customers themselves. The second issue is customers on mobile and interactive games markets turn younger than before. Mobile market is quickly reshaping the advertising landscape, because smartphones are nearly ubiquitous and those mobile devices can access to different types of applications, such as those with global positioning system, those delivering advertisements on smartphones so that ventures can expand their business. Another fast-growing form is interactive games. It has evolved from computer-based into a smaller platform like mobile devices. The figures showed that young people ages from 6 to 25 use their cell phones to surf the Internet, download applications, update their social networks, and deliver their messages. The advertisers and marketers should pay much attention on the particularity of this new younger target group and Internet safety. Even in cases when young people recognize that marketers are trying to influence them, and they may act opposite to their understanding because of the powerful nature of digital marketing environments. Although industries have made some efforts about self-regulatory programs to cover digital marketing, they have not test adequately in practices used to promote products to children and adolescents through digital media.

The third issue is that relationships between companies and consumers on digital markets are delicate. Companies excel that it is easy to build relationships with customers through taking advantage of the Internet's opportunities. Relationship builders using the new technology to connect more effectively with customers, exploited the technology faster and implemented their campaigns better than competitors did. However, faster and easier relationships being connected, more delicate of consumer loyalty is. Even the Internet appears to offer the best opportunities for digital marketing development, and it has the necessary conditions in place for leveraging the technology, companies need to make more efforts to maintain relationships.