Digital Marketing Defined
With the constant changes that are occurring in the marketing industry,
it is very important to understand marketing and the digital age or World Wide
Web. Traditional marketing is no longer the best way of reaching out to current
and potential clients. Today with so many consumers online surfing the Internet
for business and personal uses, it's easier to reach them by directing
marketing attempts to the digital era. This week we look into how to make
marketing in the digital age as beneficial as possible.
One of the sources that we used to create this post speaks of how in
traditional marketing, companies simply needed to create buzz about their
product or services. Whereas with today’s marketing, companies need to create
experiences that keep the consumers engaged. Though it is important to
transition to the digital age of marketing, it is important to continue to use
traditional methods to enhance all marketing attempts.
“In the digital age, marketers must change their focus from grabbing
attention to holding attention by focusing on three core business objectives:”
(Satell, 2013). These three objectives are sales, awareness and advocacy. Many
companies believe that they can keep their current consumer base by loyalty
along, but the source speaks about the fact that loyalty can be misleading.
Fully understanding the objectives allows one to understand where their money
for marketing should be spent to best improve the business.
On top of learning how to market in the digital age, it is just as
important, if not more important, to learn how to effectively use mobile
marketing. The rise of the mobile use for online shopping is demanding that
marketers learn how to use cross channel marketing. This allows them to use
traditional marketing attempts, while still grasping the consumer’s attention
through mobile marketing.
Consumers are no longer spending their time in stores walking up and
down the aisles, or looking at sales ads to find out who has the best deals.
Consumers are now turning to their mobile devices to find out if they can make
the purchase online for an equal or lesser price than if they were to go into
the stores and stand in lines. The mobile/digital era has not only changed
marketing, but has changed the way that consumers relate to their favorite
brands.
Davidi, A. (2013, September 11). Effective
mobile marketing in the digital age – live discussion.
Retrieved from
Satell,
G. (2013, March 19). How to market in a digital age. Retrieved from http://www.forbes.com/sites/gregsatell/2013/03/19/how-to-market-in-a-digital-age/
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