Tips & Tricks for Digital Marketing
Marketing on the Internet
Digital’s Impact On Modern Marketing
Digital Marketing, Website Marketing
What impact has digital had on your marketing strategy?
The environment around us, as well as how we interact with it, is constantly changing. The world is more different now than it was a decade or two ago, from major new technology developments to subtle changes that effect our daily lives. Many of these changes have influenced how we promote our products and services to clients, and in this article, we’ll look at how the rise of “digital” in marketing has influenced how we create sales and marketing strategies.
Marketing’s Four Ps
For most of the twentieth century, the 4Ps model—product, pricing, promotion, and place—was the gold standard for marketing strategy. The methodology was straightforward, and it made perfect sense for marketers entrusted with reaching target consumers through non-direct channels. The primary marketing outlets via which 20th-century buyers learned about products, services, news, events, and trends were print media, television, and radio.
Advertisers could easily match their products to specific channels based on the demographic makeup of viewers/listeners on a daily and hourly basis: female-focused products on daytime television, male-focused products on evening news and prime time television, and toys on Saturday morning children’s television sessions.
It’s all about the client
It’s difficult to find a market niche that isn’t flooded with products and/or service options these days. And, when it comes to our customers, they’ve become more knowledgeable and highly informed, and they’re far less likely to buy anything just because it looks good in an ad.
Brands and businesses have gradually learned that including the consumer more deeply into their services and product development is a critical component of building a successful, long-term business plan.
The 4Cs model came to represent marketing strategy better than the 4Ps. Customers are now at the center of marketing communications, which is centered on their wants and buying behaviors, as the model suggests.
The Customer Journey in the Modern Era
The great majority of us do not fully comprehend or appreciate how much the customer experience has changed over the last 15+ years (suppliers and customers alike).
Consider the following customer journeys of parents, toy enthusiasts, and business owners from the past:
Long “wish lists” from each family member sent Mom or Dad out in quest of that one-of-a-kind toy, with no way to compare costs or shop from the comfort of their own home.
Until recently, purchasing the latest video games required many journeys to the local gaming center to learn about the latest and greatest devices and games, followed by a return home to ensure your kid or daughter didn’t already have that item.
Getting the word for your product or service meant staying up late at Chamber parties and flying to meet the people who MIGHT become your next big customer.
The Internet has irreversibly altered them and 99 percent of other customer experiences.
Changes in the delivery and sales channels involved—that is, how the customer purchases the product—are also included in those situations. Because they lend themselves easily to online transactions, parents, toy aficionados, and business owners have been particularly hot sectors for e-commerce. That is, without a doubt, why those industries were among the first to be altered by the Internet.
And the trend is clear: customers have increasing authority over the stages of product research. As a result, it’s becoming increasingly critical for suppliers and brands to know how to respond.
Customers managing the research and comparison phases of their buying journey is now widely accepted; however, only a small percentage of brands or suppliers can honestly say that their “Top of the funnel” marketing efforts have been fully re-engineered to reflect this new (and constantly evolving) reality.
Sales vs. Marketing
Traditionally, marketing professionals have shied away from sales responsibilities. After all, how can we expect to provide customers with valuable brand experiences if we are constantly concerned with ROI?
In the actual world, both sides have a point: human creativity has lasting worth (even when judged by the commercial yardstick of ROI), yet technology has brought Sales and Marketing so close together that they are now part of an indivisible whole in many industries.
Finally, let’s talk about GLA and how we can assist you with creating a strong sales and marketing funnel.