University of South Florida Marketing Professor Mark Bender, Ph.D. Discusses Digital Marketing for Digital Platforms & Beyond

Traditional marketing has been around since products needed selling, and is something that continues to evolve as we navigate through the digital era. With the use of digital devices amongst consumers increasing, businesses more than ever must adapt to this changing landscape, and insert themselves where consumers are finding their information. Join us today for our Digital Marketing Professor Series as we chat with Dr. Mark Bender, assistant professor of Marketing at the University of South Florida. We discussed how digital platforms are subsidizing, and how advertisers are charged for consumer metrics. We also took a look into streaming platforms, like Spotify, and the individual royalties they offer to attract content producers to that particular platform.

Though digital marketing has changed marketing, Bender analyzes the unique intersectionality of digital and traditional marketing: how a traditional offline campaigns metric’s can be tracked online, and vice versa, how a digital ad campaign can be taken offline to attract the most consumers. “Traditional methods of marketing that are now being measured online, because it’s easier than ever before to track consumers and see what people are talking about,” Bender said.

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