Digital Darwinism : is traditional internet marketing losing ground to social media in firms in the North West
KeywordsSocial media -- Marketing.
Internet marketing -- Ireland.
Business ethics -- Ireland.
Marketing, Tourism and Sport ITS
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AbstractThe purpose of this research is to establish if traditional internet marketing is losing
ground to social media in firms in the North West of Ireland. This topic was chosen as the
author became interested in the idea of Digital Darwinism and wanted to explore how this
rapid change in technological advances was impacting upon local businesses.
One huge change to the practice of Marketing has been the evolution of internet
marketing and subsequently the emergence of social media as a marketing tool. Social
Media is changing the way people find information, share knowledge and communicate
with each other. The important factor contributing to the growth of these technologies is
the ability to easily produce “user-generated content”. Blogs, Twitter, Wikipedia, Flickr
and YouTube are just a few examples of Web 2.0 tools that are drastically changing the
Internet landscape today.
Social media is the new buzz word in Marketing. And for businesses it represents a
marketing opportunity that transcends the traditional middleman and connects companies
directly with customers.
This is why nearly every business on the planet from giants like Starbucks and IBM to
your local comer shop are exploring social media marketing initiatives. A year ago,
businesses were uncertain about social media. Now it's here to stay and companies are
rapidly adopting social media marketing. Much like email and websites first empowered
businesses, social media is the next marketing wave.
Along with new technology comes a responsibility for marketers to act ethically, social
media has made it easier for disreputable marketers to unethically manipulate information
in their companies favour, or provide information to consumers that they are aware is not
100% accurate. This research also aims to identify if companies are aware of unethical
marketing behaviour and if they are aware of rules and regulations governing internet
TypeMaster Thesis (taught)
Cox, G. (2010) Digital Darwinism: is traditional internet marketing losing ground to social media in firms in the North West. MSc, Institute of Technology, Sligo.