In the marketing business, those who know their B2B from their B2C and now C2C; PPC, CPC and how it differs from the CPM; how CSS and HTML can work together…I could go on. With all the theories, concepts, acronyms and professional insights what does it all mean?
The concept of marketing has undergone many changes in the past century or so. Previously it was a term used to describe buying and selling related activities according to the Journal of History Marketing Theory and Practice, and its origins date all the way back to the Sixteenth Century. The earliest definitions focused on the effect the practice had on wider society, whereas more contemporary definitions shifted the focus towards the effect it had on the business in which the marketing function operated within. These later definitions proved to be problematic as they disregard the impact marketing practices can have on society. Not only has the definition of marketing changed, its practices have radically improved. Marketing has gone digital.
Marketing practices have become a series of letters and acronyms, constantly evolving thanks to technology and with this evolution comes new theories and insight.
Internet in our back pocket
Not only has the influx of new technology changed marketing practices, it has also given consumers more power to be selective. Competition between brands is fierce with the more innovative marketing campaigns being selected over the well-known ones. Since it’s development in 1989, the WorldWideWeb and creation of the internet has created a new platform for marketers to send out their message and engage customers with. Internet marketing was born in the early 2000s and more and more businesses adopted digital marketing techniques to advertise their brand and promote their message. With this development came the influx of digital device ownership and with that; the marketing conundrum.
Below are some top tips that every digital marketer should know:
- Does your marketing strategy fully integrate digital and print techniques?
- Content marketing is your best friend and may just save you money. Good content will increase engagement with your customers and should drive your strategy forward.
- Think about your target audience: what devices are they using and how are they using these devices? Are they using social media and what social media platforms are they using?
- e-WOM can make or break your brand’s success, so make sure you respond to it in the right way
If you would like to read more about the digital marketing revolution, Philip Hendrix’s ‘How Digital Technologies are Enabling Consumers and Transforming the Practice of Marketing’ (2014) is a good place to start.
Digital Marketing: Strategy, Implementation and Practice by Dave Chaffey is a useful for any student of practitioner in the industry.