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Figure 1. The race planning template (Source: Digital Marketing Planning Template, Smart Insights, 2013)
Figure 1 presents a classical digital marketing planning framework. The internet has had a relatively disappointing impact as an educational resource (e.g. Cole & Hilliard, 2006), especially considering concerns about its use (e.g. Richards et al. 2008). Khan and Mahapatra (2009) has found that technology plays a vital role in improving the quality of services provided by the business units.
The online channel are used by McDonald to support brand messages and relationships. They have built online communities for children, such as the Happy Meal website with entertaining games to keep customers always close to themselves (Rowley 2004). The effect of the digital technologies and particularly the Internet in the 21st century post-secondary classroom is absolute and dramatic (Tamim et al., 2011).
(Day, 2011) has drawn the need for expertise of digital marketing skills across industry and the loss that can be done if this skill set is not present. Waghmare (2012) has indicated that many countries in Asia are taking advantage of e-commerce through opening up, which is essential for promoting competition and diffusion of Internet technologies.