Digital Tech – Marketing Turns Digital…Again
Tech Sheets - The High Tech Blog
Posted by Dennis Startsev on November 19, 2012
Digital marketing is not what it once was. In fact, marketing is not what it once was. I remember reading Al Ries and Jack Trout’s seminal “Positioning: The battle for your mind” in early 1990s and thinking that marketing was about defining a position based on market research and corporate strategy, crafting the effective messages to reinforce that position and disseminating those messages via various channels. And that was largely true.
Then internet marketing came along. It was powerful and created new ways to communicate with audiences and measure potential demand. But it was still primarily a channel for communicating messages in one direction.
And then the revolution came. It was not driven by what marketers could do with technology, but by what consumers could do. Near ubiquitous internet connectivity, proliferation of mobile devices and open communication across consumer communities have created a new kind of consumer. These digital-age consumers expect a different way of communicating with companies and respond to different signals. This phenomenon is well pronounced in the Technology sector as technology consumers tend to have deeper, longer relationships with technology products and by extension, with Technology companies.
The new digital marketing is not just marketing with digital tools, it is marketing in the digital world. It’s about engaging digital-age consumers in a way that serves marketing objectives such as generating demand, increasing brand loyalty, extending reach and recognition and influencing buy decisions.
Technology is a necessary component of doing this, but it is not a sufficient one. Effective marketers use modern technology to not only deliver timely, relevant information to audiences, but they also engage those who become voices and influencers in target markets via the digital avenues. Digital marketers recognize the opportunity to build deeper, longer-lasting relationships with their customers. Companies that embrace the digital world across the enterprise spectrum have a tremendous opportunity to grow and thrive and digital marketing plays an important role in this.
How have you seen marketing organizations change in the age of digital customer?
|Dennis Startsev is a senior manager in Deloitte Consulting’s Digital Content practice, where he focuses on helping clients gain competitive advantage through comprising Digital Marketing solutions. Dennis has 20 years of global experience in organizational leadership, strategy, and solution delivery for complex marketing, content management, and operational problems for some of the world’s largest companies.|
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