Digital Marketing, Markets and Consumption
For organizations seeking generation of superior value to capture more from customer experiences, they should prioritize to harness and optimize the power of digital media. However, today's dynamic environment mandates organizations to know sufficiently where customer value resides from the clients' perspectives. This suggests organizations should desist from differentiating their marketing approach solely on traditional marketing channels and blend to present platforms that would see their products reach their target audience at personal levels.
Typically, digital media driven by evolving technologies are transformative not just how individuals access information, but their mode of interaction, communication and choice of their purchasing trends. Embracing digital marketing is never a preserve for technology-based organizations, but mandatory for marketing teams aiming to integrate seamlessly with their target consumers in their ordinary day lives.
[...] Keillor, B. D. (2007). Marketing in the 21st Century. Westport: Greenwood Publishing Group. Pride, W. M. (2013). Marketing 2014. Mason: South-Western Publishers. Pride, W. M., & Ferrell, O. C. [...]
[...] Firstly, new technologies prove crucial to the digital economy, not only in revolutionizing complex business approaches, but also in changing everyday lives of modern societies. Present advances in communications emerge from latest technologies, which have minimized transaction costs and time spent to see business deals. The remarkable contribution of communication technologies lay in the improved ways of doing business and its contribution to consolidating a more global world and community (Bennett p. 812). Currently, ecommerce, e-marketing, online customer care and virtual marketing, highlight the stride attained through new technologies. [...]
[...] (2013). Tickle: Digital Marketing for Tech Companies: How to Land a Big Fish Using Social Media. Peter Thomson. VerticalNews. (2013, February 07). Best Practices: Marketers Unite with Focus on Increasing Digital Marketing Influence to Executives. Marketing Weekly News, p. 210. [...]
[...] On this belief, digital media translates to marketing given the sense of togetherness in mass communication that would bind marketers and consumers in previously unimaginable bonds. Unlike the traditional economy, the present day economy operates through digitized communications, enabling marketers to yield technological efficiencies comprising increased customization, productive transactions and diversified communications. Subsequently, digital marketing positions the organization in improving forums across marketing functions involving sales enablement, creative support and marketing execution (Gonnering p. 80). Digital marketing uses a similar approach to the one utilized by legendary trout poachers who would gently tickle the fish in comfort before scooping them out in a clean motion. [...]
[...] The exponential growth in utilization of web 2.0 is brewing multiple forces that are continuously reshaping the commercial interaction point between consumers and producers. The changes at present affecting the marketing communication arena, suggest that the new role of content creating leaves the highly connected customers as brand advocates who further the influence circle through mechanisms of their own choice (Keillor p. 67). Unlike the static forms of reaching consumers, digital marketing offers evolving forms of marketing channels that sustain high customer engagement. [...]
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