#Ad

Digital Marketing
and Social
Media's Influence
on Consumer
Behavior
Laura Kim
Long Reach High School
Maryland Special Olympics
Topics Covered
● Marketing internship
● Traditional vs digital marketing
● Shifts in behavior
● Effects on consumers
○ Social decisions
○ Brand relationship
○ Brand perception
Internship
● Mentor: Jason Schriml-
VP brand manager and
engagement

● Create and implement short

term digital marketing
strategies

● Work to promote athlete

leadership courses
 Traditional vs Digital

Net- generation: the first generation to grow up with digital media and
internet

Traditional marketing
● PreNet-generation
● Outbound

Digital marketing
● Net-generation
● Inbound
Shifts in behavior
Net-geners have unique characteristics:

1. Technology savvy
2. Refinability
3. Sense of entitlement
4. Social
5. Scrutiny
6. Global orientation
7. Multitasking
8. Free expression
9. Immediate
10. Regulation
Effects on consumers
● Social decisions
○ Reliance on review and word-of-mouth
● Brand relationship
○ Connection, interactivity, and intimacy
● Brand perception
○ Reputation