Justify your ideas by making reference to theories, concepts and examples. The world of digital marketing is changing at a phenomenal pace. Chaffey and Ellis-Chadwick (2012) goes on to say its constantly evolving technologies and the way consumers and businesses are using them are changing, not only how people access information but the way business to business, and consumer to business and business to consumers communicate amongst each other on a global scale. World statistics (2012) highlighted that digital marketing has changed the way consumers choose and buy products and services.
Businesses and consumers are embracing digital technologies to communicate in ways that they could not do many years ago. Digital technologies are today being seamlessly integrated by ordinary people into their lives. Reedy and Schullo (2006).
This goes on to show that people now use digital media and will continue using it in the future without any thoughts. This essay seeks to analyse the developments that are taking place in digital marketing and will demonstrate how the future of digital marketing will influence businesses, while highlighting the role of the consumer in this on-going development.
The Report on Business Marketing vs. Consumer Marketing
Sheree M. Johnson II January 29, 2012 BUS 367 Business to Business Marketing Business Marketing vs. Consumer Marketing Business Marketing vs. Consumer Marketing Although on the surface the differences between business and consumer marketing may seem obvious, there are more subtle distinctions between the two with substantial ramifications. Dwyer and Tanner (2006) note that business marketing ...
The internet and digital media have transformed marketing and businesses since the first website went live in 1991, since then consumer behaviour has changed dramatically, the way companies market to both businesses and consumers has changed. Organisations now have market strategies and models on how they market themselves to other companies and consumers. Chafney and Elis-Chadwick (2012).
The aim of this strategy is to ensure that organisation/businesses succeed in the future and have up to date knowledge on how to apply digital media.
Research shows that consumers’ expectations will increase in the future, it is said that consumers will have an instant impression on a website and this is important to them. They are looking at faster download when browsing through websites and are often looking to see eye catching websites. Stanley (2012).
However businesses have also come up with a digital marketing plan that will draw attention to consumers, they are thinking ahead and giving their websites a facelift.
However with the invention of digital marketing is said that brands have over seen the future and what digital marketing can bring to them and their customers. In the future customers can have personalised searches on Google. Stanley (2012).
customers and businesses can log into a Google account and get different search results and all searches can be personalised and stored, it is said that web page will take into consideration your search history and cookies. However many argue that there is no future to digital marketing.
Willott (2012) The 5s are a useful framework for reviewing an organisation excisting and future capabilities to meet the challenges posed by the new digital channels and some of the aspects 1)Clash of the giants 2)Customers expectations will increase 3)Increased use of images and videos 4)Personalised and local search 5)Innovation in paid search 6)Social marketing –how to make money from it? 7)Effect of different devices 8)Mobile phones 9)Integration of marketing channels 10)Need for more measurement 11)Technical specialisation
