Case number: 107-1005-002
Case Author: Amalia E Maulana
Course Major: Marketing
Related Topics: Channel Strategy
Teaching Note Availability: –
Who gets the most advantage with the fast progressing of the digital technology in the world? The answer is the consumers. They have the most control towards Information, communication and entertainment access. Willy-Nelly, the businessmen in the three worlds (news, music and entertainment) should redefine their business model and review the way how to reach and to win the consumers’ heart.
The digital revolution has shaped the consumers behavior that put more importance on customization and personalization. The relationship between the two takes place because the digital technology can afford to give a large amount of information so that data and preferences of each consumer can be processed to produce a new marketing technology to attract consumers.
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