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Digital Marketing Channels in the Sharing Economy

Digital marketing channels means a kind of system based on the internet that is able to create, accelerate, and transmit product value from producer to the terminal consumer by digital networks. The words "Sharing economy" refers to an economic pattern that aims to obtain a resource that is not fully utilized.

Nowadays, the sharing economy has had an unimagined effect on many traditional elements including labor, industry, and distribution systems. This effect is not negligible and some industries are under threat. The sharing economy is influencing the traditional marketing channels by changing the nature of some specific concept including ownership, assets, and recruitment.

Digital marketing channels and traditional marketing channels are similar in function that the value of the product or service is passed from the original producer to the end user by a kind of supply chain. For instance, a typical digital marketing channel is email. Organization can update the activity or promotion information to the user by subscribing the newsletter mail that happened in consuming. In addition to this typical approach, the built-in control, efficiency and low cost of digital marketing channels is an essential features in the application of sharing economy.

DAI WEI

He founded the first pileless sharing bike platform in the world. Adhere to the concept of "not to produce cars, only to connect cars", this sharing economy corporation committed to meeting the needs of urban residents for short-distance travel while promoting the development of shared economy and environmental protection

The History of Digital Marketing

The term "digital marketing" evolved over time from a word describing a process that using digital technology to gain customer, promote marketing campaign, improve the brand awareness, maintain the relationship with consumer, and increase sales. Nowadays, Digital marketing can be seen as an activity or process that is based on digital technology to deliver value and acquire customers.

Digital marketing can be traced back to 1980 at the earliest, when computers were powerful enough to support and save multiple data for more using purposes. However, at that time, there was no formal description or definition for "digital marketing". Until 1990, the term "Digital Marketing" was officially used for the first time. Based on the development of the Internet and Web1.0 at that time, the era of digital marketing that we now know was established. But the digital marketing technology of that era was still only embryonic and many details were not yet mature.It can be illustrated that the early digital marketing relies heavily on technology. Shift to late 1990, as more and more Information technologies emerge, digital marketing is gradually moving towards maturity. In 1998, google was founded. this indicates that digital marketing ushered in an unprecedented period of development. In the early 2000s, the emergence of web2.0 has greatly influenced the Internet. Network technology shifts from a passive audience with one-way channel to a two-way channel so that users can start interacting. At the same time, along with LinkedIn, Facebook and other social media platforms have been developed, more and more connections and interaction possibilities have been explored. This also motivates more and more possibilities for digital marketing.