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The Digital Age of Marketing by ProQuest

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Taking a chunk out of consumers' wallets might require an upheaval of traditional mass-marketing campaigns. A recent report by analyst firm Gartner predicts that digital strategies like social and mobile marketing will influence at least 80% of consumers' discretionary spending by 2015. Analysts say digital marketing campaigns are "critical" in making up for increasingly ineffective mass-marketing strategies. The report explains that while digital marketing provides opportunities for two-way engagement, digital channels, access to a customer view, and precise metrics, marketers should consider campaign management a way to orchestrate the complexity of a complete online and offline marketing strategy, while incorporating the evolving customer approach of digital marketing.

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