Reflect on what you have read about digital and social media as well as the benefits and challenges for marketing professionals related to digital marketing.
To complete this Exercise:
In an approximately 350-word response, address the following issues/questions:

Critically evaluate whether the challenges of digital marketing outweigh its benefits to organisations. In your evaluation, include digital marketing strategies which have proved most effective for Apple inc, Samsung or Huawei and those strategies which have proven least effective.
In formulating your Exercise, consider the following questions:
What are some challenges and benefits of digital marketing for marketing professionals? How might those benefits and challenges impact organisations?
What digital marketing strategies does your organisation (or one with which you are familiar) currently employ?
How has digital marketing influenced how marketers reach consumers and build brand recognition?

–::::LEARNING RESOURCES::::–

Kotler, P. & Keller, K. (2012) Marketing management. 14th ed. New York, New York: Pearson.
Chapter 22, ‘Managing a holistic marketing organization for the long run’ (pp.620-640)

Fuller, J. (2010) ‘Refining virtual co-creation from a consumer perspective’, California Management Review, 52 (2), pp.98-122.

Fulgoni, G. & Lipsman, A. (2014) ‘Numbers, please: digital game changers: how social media will help usher in the era of mobile and multi-platform campaign-effectiveness measurement’, Journal of Advertising Research, 54 (1), pp.11-16.

Thoring, A. (2011) ‘Corporate tweeting: analysing the use of Twitter as a marketing tool by UK trade publishers’, Publishing Research Quarterly, 27 (2), pp.141-158.

Powers, T., Advincula, D., Austin, M., Graiko, S. & Snyder, J. (2012) ‘Digital and social media in the purchase decision process: a special report from the Advertising Research Foundation’, Journal of Advertising Research, 52 (4), pp.479-489.