E-Marketing or Marketing in a Digital World

Technology has changed the way businesses communicate to their customers. Since the growth of the Word Wide Web, traditional marketing strategies have now converged with e-marketing, producing new business models to increase profitability, build customer value and strengthen customer relationships.

Today, companies need to think of marketing in the digital world as part of a unified marketing strategy, integrating with multiple channels rather than ‘e-marketing’ as a separate tool. The fundamentals of marketing are the same, with the digital environment changing at a fast pace.

11 Marketing Trends to watch for in 2015 highlights the emergence of marketing technologists’ roles as a key trend. Changing the perspective from digital marketing, to marketing in a digital world with the role of the marketing technologists integrated seamlessly within marketing groups to play a key role in strategic planning and implementation.

A recent survey conducted by Harvard Business Review (you can read the report here) found that the four key influences driving change to business models are the technologies of ‘cloud, mobile, social and big data’ and that business leaders and their firms are not just deploying these four technologies to boost efficiency or cut costs. Instead, they are embracing them to ‘craft new business models, develop new revenue streams, or drive other material changes that lead to an increase in the top or bottom lines’.

Big data is helping companies innovate. It has enabled the access to information on customers, organisations and internet usage to give valuable insight to consumer behavior. Increased data analysis can help with strategic planning and decision making, and for some organisations can influence product development giving them a competitive edge.

Buyers today demand personalized communication. Using metrics, organisations can track user’s actions online and collect information to then specifically target and communicate with the customer giving a personalized approach and build customer relationships. Engaging customers through social media channels empowers customers to be heard, re-enforces thee personal approach and adds value to the customer.

Integrating the use of technology in business models means that businesses can add value to their customers. With the integration of mobile marketing, business can target individuals, rather than devices. “Companies can use location-based data, with creative brand messages and automated, programmatic technology”. According to a report by The Australian Business Review, based on the Digitial Marketing Forum 2015, Mobile will lead advertising spend by 2019.

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