Honors Capstone Project
Date of Submission
Professor Kevin O’Neill
Advertising Chair, James Tsao
Capstone Prize Winner
Won Capstone Funding
Advertising and Promotion Management
As the Digital Revolution sweeps the world over, modern marketing strategies have had to adapt and change. Power has shifted from brands into the hands of consumers. This paper explores how this relationship is changing, and offers a glimpse of how this new relationship manifests itself in two forms of digital marketing strategy: the digitization of the in-store experience and the gamification of the modern day loyalty program. These strategies are intended to enhance the consumer experience and ensure that any interaction they have with the brand is a fulfilling one. This paper also discusses how digital technology has broken down the barriers of communication, leading to a global Digital Democracy based on democratic values and transparency of action. This demonstrates the power shift on a global, impactful scale.
Bloomberg, Robert, "A Changing Dynamic: The Business-to-Individual Relationship" (2013). Honors Capstone Projects - All. 79.
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