Ajayi Olalekan Ezekiel


Investigate and demonstrate the usefulness of the traditional marketing model in developing digital marketing strategies. Digital marketing has contributed to the global market through the use of internet providers as support to their main business. The Internet arose as a new mode of mass communication. The Internet differs from other forms of mass media communication in that it is a low-cost two-way communication medium that allows people on both sides of the communication channel to communicate with one another. As a result, most people have shifted their information gathering from traditional mass media to the Internet. During the same time, globalization became a reality. Because the world has been viewed as a global village, further research could look into m-commerce as a marketing strategy.

JEL: M10; M31

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e-commerce, e-marketing, distribution channel, m-commerce, marketing strategy

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