CHAPTER 2- A DIGITAL WORLD DIGITAL TECHNOLOGY Everything on the Internet is digital I.e. all of its text and pictures are stored as a string of zero’s and one’s (or ‘bits’). A bit is a single piece of information 3 factors make the translation into bits such a powerful process: 1) Moore’s law
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1) Moore’s law
2) Ability to create digital environments
1) Archive- Retain and digitalize material
2) Substitute- Substitute digital materials into marketing processes e.g. Allowing staff at ‘Levi’s’ to globally view customer focus groups over an intranet’
3) Redesign- Change marketing practices to better use digital features e.g. ‘e-tickets’