{"id":123953,"date":"2024-06-26T15:14:05","date_gmt":"2024-06-26T13:14:05","guid":{"rendered":"https:\/\/www.bbs.unibo.it\/?p=123953"},"modified":"2024-06-26T15:15:58","modified_gmt":"2024-06-26T13:15:58","slug":"digital-culture-marketing-interaction-between-digital-culture-and-new-marketing-trends","status":"publish","type":"post","link":"https:\/\/www.bbs.unibo.it\/en\/digital-culture-marketing-interaction-between-digital-culture-and-new-marketing-trends\/","title":{"rendered":"Digital Culture Marketing: Interaction between Digital Culture and New Marketing Trends"},"content":{"rendered":"<p><strong>Digital culture<\/strong> has revolutionized the <strong>marketing<\/strong> landscape, giving rise to &#8220;<strong>Digital Culture Marketing<\/strong>,&#8221; an approach that deeply <strong>integrates<\/strong> the <strong>technological<\/strong> <strong>innovations<\/strong> of the <strong>digital<\/strong> <strong>world<\/strong> into <strong>marketing<\/strong> <strong>strategies<\/strong>. This phenomenon results from the increasing interconnection between people, technology and digital content, which influences consumer behaviour and market dynamics.<\/p>\n<p><strong>Digital culture has transformed how companies communicate<\/strong>. An emerging trend is <strong>experiential marketing<\/strong>, which aims to create memorable experiences through the use of immersive technologies like augmented reality and virtual reality.<\/p>\n<p>This phenomenon is not new, but its growing importance is parallel to technological development.<\/p>\n<p>As early as 2010, it was evident how <strong>social<\/strong> <strong>media<\/strong>, with its <strong>two-way<\/strong> <strong>communication<\/strong>, would become key platforms for <strong>branding<\/strong> and <strong>marketing<\/strong> (Kaplan and Haenlein &#8211; 2010), and how integrating the <strong>internet<\/strong> with <strong>marketing<\/strong> and <strong>selling<\/strong> processes was a defined path to improving business performance even in the B2B world (J\u00e4rvinen et al. &#8211; 2016).<\/p>\n<p>A well-known example is Nike&#8217;s success on Instagram, where its user-generated content strategy demonstrates how active community participation can strengthen brand identity and increase customer loyalty.<\/p>\n<p>Today, the most important evolution concerns the use of <strong>artificial<\/strong> <strong>intelligence<\/strong>: <strong>personalizing<\/strong> the consumer experience through massive <strong>data<\/strong> <strong>analysis<\/strong> can improve customer satisfaction and increase sales (Kumar et al. &#8211; 2019).<\/p>\n<p>Digital culture has also changed <strong>consumer<\/strong> behaviour, making them more <strong>informed<\/strong> and <strong>demanding<\/strong>. Today, people expect <strong>transparency<\/strong> and <strong>authenticity<\/strong> from brands and are more inclined to support companies that demonstrate a <strong>concrete<\/strong> <strong>commitment<\/strong> <strong>to<\/strong> <strong>sustainable<\/strong> <strong>practices<\/strong> (Sheth and Parvatiyar &#8211; 2021).<\/p>\n<p>Patagonia, known for its sustainability-focused marketing campaigns, is an example of how a brand can use digital culture to promote ethical values and attract conscious consumers.<\/p>\n<p>Success today lies in the ability to <strong>understand<\/strong> and <strong>exploit<\/strong> the <strong>opportunities<\/strong> offered by <strong>digital<\/strong> <strong>culture<\/strong> <strong>to create unique and meaningful experiences for consumers<\/strong>.<\/p>\n<p><strong>Bologna Business School<\/strong>\u2019s <strong>12-month<\/strong>, <strong>full-time Master <\/strong>in<strong> Digital Marketing and Communication<\/strong>, <b>English language<\/b>, aims to provide all the tools <strong>to<\/strong> <strong>integrate<\/strong> <strong>the key concepts of digital communication and social networks with the most modern marketing theories<\/strong>. This cutting-edge educational program prepares participants to become leaders in the communication and marketing world.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Digital culture has revolutionized the marketing landscape, giving rise to &#8220;Digital Culture Marketing,&#8221; an approach that deeply integrates the technological innovations of the digital world into marketing strategies. This phenomenon results from the increasing interconnection between people, technology and digital content, which influences consumer behaviour and market dynamics. Digital culture has transformed how companies communicate. [&hellip;]<\/p>\n","protected":false},"author":108,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2],"tags":[],"rubrica":[],"class_list":["post-123953","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Digital Culture Marketing: Interaction between Digital Culture and New Marketing Trends | BBS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bbs.unibo.it\/en\/digital-culture-marketing-interaction-between-digital-culture-and-new-marketing-trends\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Digital Culture Marketing: Interaction between Digital Culture and New Marketing Trends | BBS\" \/>\n<meta property=\"og:description\" content=\"Digital culture has revolutionized the marketing landscape, giving rise to &#8220;Digital Culture Marketing,&#8221; an approach that deeply integrates the technological innovations of the digital world into marketing strategies. 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