Brand Marketing in the Digital Era

The digital era has arrived. According to Institute of Information Industry, more than 13 million Taiwanese people have mobile or tab devices. The web connection of Taiwan household is 84.8%. According to Millward Brown, the average time for Taiwanese spending on mobile Internet is highest in the world, 197 minutes. It is 55 minutes more compared to the global average of 142 minutes. The stickiness of Facebook is also the No.1 in the world. Digital world has become the real world. The arrival of digital era challenges many thing inlcuing brand marketing. We relied on TV, newspaper, and magazine… media for marketing for decades. Digital revolutions like blog, Facebook, Uber, Instagram… never stops influencing our behavior. Digital has it s power reached the unprecedented. The 2014 Taipei City mayoral election is a great example of the competition between digital and traditional marketing. The relationship between brand and consumers finished as soon as purchase had happened. However, the conversation between brand and consumers exists anytime in the digital era. It is crucial for brands to deal with the ever-changing digital era. Digital era disrupted the way consumers interact with brands. Digital era also revolutionized the marketing thinking. Therefore, the focus of this thesis is about brand marketing in the digital era.