Marketing in the Digital Age

Author: Kyle Vaughan
Date: Jun 27, 2009 - 1:53:11 AM

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Evidenced in today’s ecommerce environment the marketplace has significantly evolved over the past nine years from what once was to an ever changing significantly influenced market driven by consumers. The challenge to marketing in the digital age is learning how to stay ahead of ongoing trends. Staying ahead often times requires a combination of marketing methods such as online e-marketing and traditional marketing. More specifically, through properly employing the principles of traditional marketing to online marketing, businesses can capture key aspects of consumers’ perceived value, wants and desires.

To increase value, one option is through interactive marketing that profiles customers through digital interactions online in a company’s website and provides an infinite, not to mention inexpensive, database that stores detailed customer data. For example, when consumers search for contextual words, these words can be used as links to further information or additional recommendations and such data is collected. As each customer serfs, businesses or enterprises use the data to pull out specific characteristics to assist in identifying target customers. These characteristics range from age, geographical, economical, to many other distinctive identifying traits visitors provide. Such characteristics mold marketing tactics such as interactive programs, suggestions or websites to add value back to the customer.

Interactive marketing offers many new business opportunities & benefits to both marketers and consumers. Marketers have increased access points and increased access to depth, as the mediums available to reach audiences today is plentiful. Channels available to marketers such as IPods, chat rooms, banner ads, email marketing, and blogs. For consumers, there is a great deal more interaction and individualization with interactive marketing, not to mention that through this communication method businesses can interact with consumers 24 hours a day. Several companies offer unique interactive benefits by registering with them, which can vary from news articles to added bonuses while shopping. Benefits are just one method of attracting consumers’ attention away from clutter and competition as well as encourage repeat patronage.

With all this talk about virtual marketing tactics, a short reminder to keep within proven traditional planning techniques such as solid creative briefs, proper audience targeting and target testing is imperative. E-marketing is about focusing on the audience.

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