Studies show half of
Americans own a cell phone and 17 out of every 100 of those users access the Internet
by phone,[1]
If predictions
say one will spend more time with their PC than with their TV or even with
their family, then it must be a logical idea to advertise on the Internet, as
well. To that end, corporate America would be wise to embrace the power of digital marketing. The video above suggest mobile marketing is not just the wave of the future, it is the best form of digital marketing today. According
to “ Communicating, the digital landscape, “ [2]it
is not clear why so many advertisers are still deeply embedded in their
traditional media comfort zones. Studies
suggest the many people are using digital channels to communicate, yet are slow
to get on board with the advertising.
Students
at Full Sail University are taught the significance of understanding digital
marketing. The Guide, “eMarketing,”says “If marketing creates demand, then
digital marketing drives the creation of
demand using the power of the Internet.”[3] As
consumers are offered more choice and more influence through the every growing
Internet markets, it is critical to consider the power offered for digital
marketing as well.
When large
brand names are evaluating their markets to understand the power, it’s
noteworthy to follow best practices. A well known brand leads the way in getting out of the traditional comfort zone for marketing. Producers of Cognac have looked to its
brand rival Hennessy Courvoisier and watched “sales
rise 30% in 2002-reportedly the brand's biggest sales.”[4] Being pleased with the
success found from a new market of Hip-Hop followers, the Courvoisier brand
reported to be very pleased that consumers of different cultural heritages
select their drink as the spirit of choice. Recognizing the impact from the release of Rapper,
Busta Rhymes single “Pass the Courvoisier”
influenced sales of over 5 million
cases a year, the natural course of marketing for the next year was to embrace
the power of its hip -hop associations.What can be learned from this marketing decision is, when patterns are effective in reaching new target populations it is important not to
overlook the power achieved from embracing change in trends.
Considering digital marketing, the power of reaching new markets can
be found in many aspects. According to DigiMix Guide to Digital
marketing, one clear advantage of digital
marketing is the speed of reaching a customer. According to the text, digital marketing “let’s
(a brand) start fast...one can get a digital campaign online in minutes.
It’s responsive, and reflects changes in the market, the product, the
news... instantly. [5]
To
assist brands with embracing the fast pace of digital marketing, one company
offers a template. Found at this link, http://www.smartinsights.com/guides/digital-marketing-plan-template/
one can learn how to use this RACE Planning Template
- PLAN. Create a digital marketing strategy
- REACH. Grow your audience online
- ACT. Encourage brand interactions and leads
- CONVERT. Increase sales through optimization
- ENGAGE. Build customer loyalty and advocacy
- Resources. Tools to help you create and implement your plans[6]
SUMMARY
In summary, it is not just enough to be aware of the changes in
today’s form of communicating. To build sustainability for a brand it is
necessary to be aware of the ever-present changes within the target markets and
the ability to reach them. Recognizing the assets of digital marketing is a
call to participate in the advertising advantages. Without the speed and
versatility of diving into the world of digital marketing, brands our missing
out. It is essential for success in today’s market to fully embrace the power
to be gained.
REFERENCES
[1] Moore, A. Jess, S. The changing landscape of the
digital world, McBeeStrategic
[5] Wardle, T. DigiMix
guide to digital Marketing
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