KriosCoin (KRI) - INDUSTRY LANDSCAPE
Marketing is the study and management of exchange relationships. The American
Marketing Association has defined marketing as “the activity, set of institutions,
and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large.”
Marketing is one of the focal points of any business
that seeks to garner interest from customers, as it
includes virtually all customer-related activities;
from developing products consumers will enjoy, to
attracting customers, maintaining a customer base,
serving the customer and ensuring they are satisfied.
The end goal of marketing is to achieve
customer interest and satisfaction.
Digital marketing is the marketing of products or services through digital technologies.
Since the 1990’s, digital advertising expenditures have consistently increased,
as more and more consumers spend time (and money) online. Digital advertising is
valuable not only because it helps to garner interest for a product or service, but
also because it allows for 24/7 customer support online, which improves lines of
communication between the firm and the consumer and allows the firm to evaluate
feedback from customers.
Along with digital advertising comes increased scrutiny, as consumers can express
negative opinions about a business just as easily as they could positive. For
this reason, large firms hire social media managers, personal relations managers,
and other positions whose main responsibility is maintaining a positive image
for the firm.
Businesses encourage feedback from customers through online sources, websites,
and blogs which gives consumers a voice and lets them feel important. Ignoring
digital advertising is no longer an option for businesses looking to keep up with
The potential reach of channels such as Facebook, YouTube and Twitter continue
to expand as worldwide adoption continues. The open lines of communication create
unique opportunities that are unavailable with traditional marketing.
Affiliate marketing is a facet of digital marketing that is largely performance-based
in which a business rewards affiliates for bringing visitors to their website or for
bringing in paying customers. While affiliate marketing can sometimes be overlooked
in favor of more traditional marketing techniques, the power of celebrity
and influencer endorsements remains a powerful tool at a business’ disposal, as it
allows consumers to be introduced to products or services by someone who they
already relate to.
At its core, affiliate marketing is about the relationships between three parties:
The publisher is the individual or company that is advertising the product or service
in exchange for commissions. The advertiser provides the publisher with some
sort of content (banners, links, ads, phone numbers, promotional codes, graphics,
etc) which they post on their website or social media outlets to garner attention
for the company. Finally, the customer is the individual who is being called to action.
They are the ones who see an advertisement and are expected to either visit
the website, fill out forms to register, or purchase a product. This is known as a
Social media marketing is making use of social media platforms to promote a product
or service. Besides the advantages of increased reach and instant exchange of
information, social media marketing provides companies with unique access to
market-related data. Unlike traditional marketing research methods such as surveys,
focus groups, and data mining which are time-consuming and can be very
costly, marketers can use social media to obtain real-time information about consumer
behavior and viewpoints and receive instant feedback. This can be extremely
useful in such a dynamic, competitive and fast-paced global marketplace.
The graph above displays
the expenditures on social
media marketing in the
United States alone, and the
projected values for 2018
Social media marketing in the United States takes up a large portion of global
digital advertising expenditures, as companies continue to look for cost-effective
ways to reach their target demographics. Globally, social media marketing
expenditures are expected to total $36 billion in 2017, with a majority coming
from North America.