Digital Marketing: Individual essay and critical review

What have you learnt about digital marketing? 4000-5000 words Introduction The development of digital technologies in the past decade has had a profound effect on both the marketing industry and wider society as a whole. The ongoing development of communications technologies throughout history has had a similar impact on the societies of the time. It is both the changes that are currently occurring in the marketing industry, and the speed at which digital technologies are now enabling this change to happen, that will be the focus of this essay. Included in this discussion will be: A historical analysis of both the outcomes of previous communications technology and the World Wide Web. An exploration of the effects the internet has had on marketing from perspectives of both the consumer and the marketer. And finally, concluding thoughts on the future of marketing in its current turbulent, ever changing environment.

Part 1: A historical analysis of both the outcomes of previous communications technology and the World Wide Web. Technological developments have made many of our everyday processes easier. The level of consumer adoption achieved by these technologies is completely dependent on this factor. It is also because of this that technological developments are so disruptive to the business environment. Corporate empires based around continual usage of a specific medium can be completely overturned by the discovery of a more convenient replacement. This was the case for the replacement of cassettes with CDs. Communications technologies, on the other hand, tend to have a slightly different outcome. The development of the telephone did not completely eradicate the use of post, likewise the development of the internet has not replaced the telephone. However, when we analyse the reasons behind this phenomenon, we discover this may not always be the case. Currently most of the post we receive is corporate or legal documentation. But with the increase in paper-free statements and the ability to email pdf versions that can be printed as and when needed, mail services may soon find themselves less involved with the delivery of personal information as logistics and tangible good deliveries taking centre stage. The future of the telephone looks quite different however. Instead of one communications technology rendering the rest obsolete, current trends in both mobile and personal computer technology involve the convergence of all these technologies into singular devices The success of the internet and the World Wide Web is evident in the extent to which consumers are integrating these technologies into their everyday lives. This is especially evident for digital natives.

As marketers, it is therefore important to understand the human processes behind such changes, as well as the technologies that have produced them. In order to fully understand these developments and what they mean for society, McLuhan (1960) suggests we follow the embryonic stages for any new growth, for during this period of development it is much misunderstood. Communication developments have altered the relationship between marketers and consumers before and we can use observations from history to understand current changes and make future predictions. The internet

Technological determinism. An exploration of the effects the internet has had on marketing from perspectives of both the consumer and the marketer. Giant, global marketplace, making both the consumer and smaller businesses finally able to compete with massive corporations examples. Transparency of big brands and businesses examples, Naomi Klein. Importance of focusing on human processes not technological developments. Traditional models of business and marketing rendered obsolete no longer marketing but conversing. Integration of digital technology seamlessly into consumers everyday lives what this means for business.

Brings a human element back to the marketplace. Competitive advantage what was it, what is it now. Differentiation. Customer-centric customers are now in control and how this has changed marketing back to its original premise. Why? 1. Ability to find competitors quickly and with low switching costs if service and products arent up to scratch customer loyalty.

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Product information available via more reliable sources that corporate marketing campaigns other consumers with no visible intentions Word of mouth. Interactivity/two-way communications How did consumers use to act, how to they now. Two step flow theory Democracy public sphere.

7. Co-operation

FINALLY, how these changes can be beneficial to everyone leading on to And finally, concluding thoughts on the future of marketing in a turbulent, ever changing environment. As blogging becomes increasingly important and more highly recommended for both personal and corporate marketing developments, people are encouraged to produce individual thoughts. Writing things down enables you to develop and explore your own ideas and opinions which in turn enables greater creativity and ingenuity within the fabric of society.