Digital transformation in real estate marketing: A review
Edited book (chapter)
Rabby, Fazla, Chimhundu, Ranga and Hassan, Rumman. 2022. "Digital transformation in real estate marketing: A review." Singh, Amandeep, Bansal, Rohit and Sharma, Sandhir (ed.) Big Data: A Road Map for Successful Digital Marketing. Germany. Walter de Gruyter. pp. 39-61
| Chapter Title | Digital transformation in real estate marketing: A review |
|---|---|
| Book Chapter Category | Edited book (chapter) |
| ERA Publisher ID | 3772 |
| Book Title | Big Data: A Road Map for Successful Digital Marketing |
| Authors | Rabby, Fazla (Author), Chimhundu, Ranga (Author) and Hassan, Rumman (Author) |
| Editors | Singh, Amandeep, Bansal, Rohit and Sharma, Sandhir |
| Page Range | 39-61 |
| Chapter Number | 5 |
| Number of Pages | 23 |
| Year | 2022 |
| Publisher | Walter de Gruyter |
| Place of Publication | Germany |
| ISBN | 9783110733716 |
| 9783110738414 | |
| Digital Object Identifier (DOI) | https://doi.org/10.1515/9783110733716-005 |
| Web Address (URL) | https://www.degruyter.com/document/doi/10.1515/9783110733716-005/html |
| Abstract | The availability of computers in the 1990s changed marketing demonstrations as integrated marketing communications (IMC) focused on promotion. In 1996, Hutton hoped that IMC would broaden the outlook of advertising and cement the relationship between public relations and marketing. Pomirleanu et al.(2013, 166–181) have presented the growth of the internet in figures. The number of websites increased globally from 23,000 in 1995 to over 644 million in 2012. In the US alone, internet driven sales revenues rose from a negligible amount in 1995 to $256 billion in 2011. The evolution of digital marketing motivated the real estate industry (Gangly et al., 2017, 1–20) to create novel experiences that were not previously possible (Lamberton & Stephen, 2016, 146–172). |
| Keywords | Digital marketing, digital transformation, real estate, review, system dynamics |
| ANZSRC Field of Research 2020 | 350604. Marketing communications |
| Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
| Byline Affiliations | School of Business |
| Institution of Origin | University of Southern Queensland |
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