Mgt 4311 exam 1 - Study guides, Class notes & Summaries

understanding digital marketing - correct answer ~participatory layer of all media that allows users to self select their own experiences and affords marketers the ability to bridge media, gain feedback, iterate their message and collect relationships ~people are not passive consumers they are empowered as publishers, editors and commentators [the conversation is multi-directional and usually not started or controlled by brands] ~marketing- function of organization that can keep in consta...