Graphic via AIS Media
Digital Marketing was first introduced in the 1990s when the digital age took off with the coming of the internet and is heavily used in mainstream business today. Since the early days of Prodigy, AOL, CompuServe, and into the 21st Century, Digital Marketing has evolved at an increasing high velocity throughout global businesses (Walters, 2016). This digital revolution made way for marketers to seamlessly connect with consumers on a global scale.
The seeds of digital marketing strategies were planted long before internet technology emerged. It is especially important to align established communication theories and concepts with the digital age. Network analysis (social network theory) appeared over 50 years ago and is the study of how the social structure of relationships around a person, group, or organization affects beliefs or behaviors (University of Twente, 2019). This theory can guide us to maintain our vital social network and is important to maintaining our relationship with the community. This not only involves our online social media network, but also our established relationship with the community as a whole.
Although we’re talking about digital technology, relationships between people are what really matter. “Technology is only interesting, from a marketing perspective, when it connects people with other people more effectively” (Ryan, 2017). Now, in the digital age, we can promote our brands, sell products and services, and engage with new and existing customers through established online channels. This can be done easily, efficiently, and on a low budget.
So, what about strategy?
Michael Porter (1996) answers this question in three different ways:
Strategy is the creation of a unique and valuable position, involving a different set of activities.
Strategy is making trade-offs in competing.
And finally, Strategy is creating fit among a company’s activities.
Strategy all boils down to how you plan to make decisions and establish direction for your business. Your business needs a Digital Marketing Strategy to promote products over the internet or any form of electronic media.
The Digital Marketing professional must find ways to keep up with everchanging technology. Traditional marketing is becoming something of the past. Advances in technology have eroded the customer-base of traditional marketing agencies and departments. People are now using tablets, smartphones, and computers, which are the areas where digital marketers have gained the most ground (Monnappa, 2020). Stay current, stay engaged, and watch out for emerging trends and developments by reading our blogs on Digital Marketing Strategies.
References:
Monnappa, A. (2020, June 16). Simplilern. Retrieved July 2020, from The History and Evolution of Digital Marketing: https://www.simplilearn.com/history-and-evolution-of-digital-marketing-article#:~:text=The%20term%20Digital%20Marketing%20was,this%20information%20over%20the%20web.
Porter, M. E. (1996). What is Strategy? Harvard Business Review, 74(6), 61–78.
Ryan, D. (2017). Understanding digital marketing: marketing strategies for engaging the digital generation. Philadelphia: Kogan Page.
University of Twente. (2019, January 1). University of Twente. Retrieved July 2020, from Communications Studies Theories: https://www.utwente.nl/en/bms/communication-theories/
Walters, R. (2016, Sept 1). The Evolution of Digital Marketing Strategy in the Enterprise. Retrieved July 2020, from LinkedIn: https://www.linkedin.com/pulse/evolution-digital-marketing-strategy-enterprise-rik-walters/
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