If we want to study Digital Marketing we need to start by understanding the main point: What is it?
According to the website specialize on marketing called Gtrader, it defines Digital Mkt as the use of digital technology in order to develop, distribute and promote products and services.
What makes Digital MKT different from the conventional marketing is that integrates users in a two way communication process, letting an active participation from their side.
This new marketing model was mainly possible thanks to the improvement of the Internet’s platform, creating the Web 2.0.
Since its creation a new type of social interaction jumped onto the scene:
ONLINE SOCIAL NETWORKING. Now… for marketers this whole social networking has being a headache because we (the consumers) have power over them, seriously they have lost almost all control.
Kate McIndoe (Head of passenger communications at BAA Heathrow) said to the magazine Marketing Week
“The expectation of someone who has posted something on Twitter is a lot higher than someone who has written a letter”.
What Marketing has tried to do is to use this as a tool to create a closer customer relationship therefore marketing has evolved, ore better said, specify into a new type.
And here we are DIGITAL MARKETING; we have a class only for you.
In the past year more than half of the companies in the US that were asked which trend is the most important nowadays in order to improve their sales and profit, answer MARKETING. 
This is just a hint so you can have a general idea of how bid is this deal.
Now guys, what do you think? ; Are the marketers who are or, will, rule the world?
Later…
www.gtrader.biz/business_tools/internet.htm
Kotler, P., Armstrong, G., Wong, V. & Saunders, J. (2008) 'Principles of Marketing', 5th European Ed., Harlow: F.T. Prentice Hall
Magazine Marketing Week p22 july 15th 2010.
I really love the background you used it is so creative! I also liked how you used so many quotes from outside sources. The Twitter one was especially interesting because it is so true but I had never realized it before. I also like the casual tone of your post it really makes your personal voice or ideas come through.
ReplyDeleteThis is a very good post Ana. I like how you've mentioned that marketers have lost almost all power, but at the same time I'm going to have to debate that point. They haven't lost power because, as you've mentioned, Digital Marketing is about two-way communication, and I'd say that the power is almost balanced, if not still in the marketer's favour, because ultimately, they do influence the consumer's decision. Even if they have to change their campaign/strategy, marketers manipulate as much as they are manipulated. Think of the blue sweater example from The Devil Wears Prada.
ReplyDeleteAna, I really like your blog and I've always liked the way you write as you always include your personal opinions and have your own voice. I will have to agree with Ivor that marketers didn't really lose their power, but they gained it another and better way. As more people are using the internet and technological devices its easier for the marketers to Push their messages to them by email and and text messages for example. Its like communicating with customers individually.
ReplyDeleteHello guys, really interesting post. Even though marketers use internet as another channel to promote and sell their goods & services, and increase their customer satisfaction by what I call "customerisation" (check my blog :)) consumers have gained more BARGAINING power. And just because of this simple reason: they have knowledge about the market price of a certain good & service. If a household wants to know the market price of let say a cell phone, he/she simply has to compare its price instantly in the cell phone providers' web site and then choose the best deal. Web sites such as gocompare.com and confuse.com have been so successful for that reason. The bargaining power provided by internet has had a huge impact specially on the insurance market. The price has plummeted since is so easy to find a quote http://publichealthcareoption.net/how-the-health-insurance-industry-was-changed-by-the-internet/
ReplyDelete