Foundations of Marketing 5th Edition by Ferrell,William Pride

Exercise 15

When developing a marketing strategy using new digital media, a marketer must be aware of the strengths and weaknesses of these new media. Digital media are relatively new to the field of marketing and have different pros and cons relative to traditional media sources. Different products and target markets may be more or less suited for different digital media outlets.
No matter what marketing media are used, determining the correct marketing mix for your company is always important. Think about how digital media might affect the marketing mix.