Marketing in the Digital Age - 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.
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.
Overall,
the key is to build trusting relationships and connections among your customers
who are interested in the product or service your enterprise offers. Through a
combination of rich media ads combining video, animations, and sound to provide
a fun and stimulating experience, which oftentimes becomes passed by word of
mouth through social networking, brand awareness and appreciation as well as
sales are increased.
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