Faced with radical changes in customers' expectations, marketing has undergone deep transformations, in its content and approach. In spite of the recent good shape of the economy, the consumer has not forgotten the harder times: he has learned to choose wisely, has become a more demanding and experienced buyer.

Consumers are submerged with information every minute of the day. Unless marketing reinvents itself to be more effective, companies will be condemned to communicate to non-listeners. How can marketing reinvent itself?

First, we will analyze how traditional marketing has reached its limits in terms of effectiveness, how the consumer has changed. We will then look closely at new marketing techniques like buzz, street and guerrilla marketing, explain the techniques and tools, study examples that show their power.

As a final step we will focus on the new opportunities that the World Wide Web has created for marketing to renew itself and thrive in the digital age.

TABLE OF CONTENT

I. IS TRADITIONAL MARKETING DEAD ?

A. Consumers are overwhelmed by intrusive messages

B. Media versus New Media

1. From analogical to digital: an increasingly digitalized environment
2. Television versus Youtube
3. Radio versus Webcast Radio
4. Press versus blogs

II. THE FUTURE OF MARKETING: NEW WAYS TO DO IT

A. The power of buzz

1. What is buzz marketing?
2. The mechanisms at work
3. Buzz marketing fulfills the needs of a new consumer

B. Limitations of buzz marketing

1. Viral marketing does not work for bad products
2. The result of a buzz campaign is difficult to anticipate
3. Results are not easy to measure

C. Street and Guerrilla marketing: the new national sports

1. Definition
2. The reasons for success

III. ONLINE MARKETING: THE ULTIMATE TOOL OF NEW MARKETING

A. Why should a company be on the web anyway?

1. To be where it must be
2. Provide key information about the company and its business
3. To sell directly
4. To give online customer support
5. To address a market niche

B. Affiliate programs

1. What are they?
2. How do they work?
3. Payment types
4. The edge over traditional marketing

C. Be visible on the web: the purpose of search marketing

1. Search engines and marketing
2. Professional Search Engine Optimization (SEO) companies
3. Sponsored links: buy visibility on search engines

D. Blogs amplify the spread of the buzz

1. The rising influence of a new medium: weblogs
2. The dark side of the buzz : pitfalls and limitations