Conventional Brands In Digital World: Coming To Terms With Altered Realties

Digital technology presents enormous marketing opportunities for conventional brands that hitherto relied on traditional methods of marketing such as radio and television commercials. To begin with, it allows firms to market themselves locally, regionally, nationally and internationally at relatively lower prices and further enables them to track the effectiveness of their advertisement strategy by simply viewing consumer response rates without conducting expensive consumer research. And as internet penetration improves further in the coming years, there would be significant expansion in the consumer base of online brands making digital marketing a necessity rather than choice. Interface of traditional brands with the digital medium is thus imminent and since digital technology would imply continuous use of information and communication technology which has intellectual property rights at its core, firms need to be aware of different facets of intellectual property that