Marketing Communication in the Digital Era: Does it Need Ethics?
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 8, Pages 1258-1265
Abstract
This paper discussed various aspects ofmarketing communication in the digital era. It began with an explanation of the perceptual model of marketing communication activities, followed by an explanation of the actors of marketing communication, both communicators and communicants. The next section discussed some of the Internet technology-based media used to communicate, the uniqueness of themarketing communication in it, and its effects on behavior. Various uniqueness of Internet-based marketing communication media that affectmarketing communication factors, the final part contains several things that need to be considered in communicating with the Internet.Marketing communication is carried out by one party to convey messages to the other party. Marketing communication is the transfer of one's understanding of another or the transfer of data from one source to another by using natural or artificial media. Explicitly, The data transferred in marketing communication is in the form of information so that an understanding can be reached between one person and another.
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