I am G K Balaji currently pursuing my final year in Post graduation in Diploma Management after completing my Under-graduation in Civil Engineering, coming to the topic my interest towards Digital Marketing was due to the changes in trend where everything in today’s world where the next big thing will be only in Digital and there is a big scope for Marketing in Digital platform made me to choose Digital Marketing as my Career Option.
Digital Deepak who was one of my Inspirations in Digital influencers made me to work on more to achieve in Digital platform. My first assignment on the first class on the Internship which I got inspired to explore the unexplored world of Digital Marketing which was unknown to me.
An Niche for Digital Marketing
Digital Marketing is a ever expanding market where anybody from anywhere with a simple niche can create a buzz in the digital world, all he need a idea which brings out the craziness of them which makes them to like the idea.
The niche should be a common problem which we have to identify them which is not tapped already in the digital platform which makes a first mover advantage to dominate the market, by adding the creativeness in planning the strategies and setting a goal to achieve it by doing it in the real world instead of hesitating to implement the niche into the world of trends.
Traditional Marketing Vs Digital Marketing
As we move from traditional to digital, marketing has undergone fundamental transformation in the way its various elements are incorporated. Let’s take a look at the four most critical shifts:
FROM ‘SEGMENTATION AND TARGETING’ TO ‘CUSTOMER COMMUNITY CONFIRMATION’
For brands to be able to penetrate these communities and get their messages across effectively, they need to fit in naturally — acting as friends, showing care and genuine concern to address customers’ needs and wants. In essence, the process of segmentation, targeting and positioning is made more transparent.
FROM ‘BRAND POSITIONING AND DIFFERENTIATION’ TO ‘BRAND CHARACTERS AND CODES’
In this age of digital marketing, a brand needs to be dynamic and versatile in what messages it delivers and how. But what should remain consistent is the brand’s character and codes, regardless of the content of the messages that it delivers. The brand’s character — its raison d’être- is what defines its personality, it is what makes the brand stand true to its core, even if the outer imagery is flexible — think Google (with its ever-changing Doodles) or MTV — how they remain flexible with their varying designs, yet solid as brands.
FROM ‘SELLING THE 4P’S’TO ‘COMMERCIALIZING THE 4C’S’
In view of greater connectivity in the digital economy, armed with increased customer participation, we reckon the emergence of a new set of marketing mix, the 4C’s — co-creation, currency, communal activation, and conversation.
Traditional customer service revolves around treating customers as kings, but in the collaborative customer care approach, they are viewed as equals. While customer service would focus solely on addressing their concerns while still attempting to stick to strict guidelines and standard operating procedures, collaborative care would put genuine effort into listening and responding to the customer, consistently following through, on terms agreed upon by both company and customer. In the connected world, this collaborative process is more relevant to customer care wherein customers are invited to participate in the process by using self-service facilities.
INTEGRATING TRADITIONAL AND DIGITAL MARKETING
Industry observers have been debating for a while whether traditional marketing is dead, in view of the rising influence of, and marketing spend in, digital marketing. What we believe however is that digital is not supposed to replace traditional marketing. Both are meant to co-exist and have their own roles to play across the customer journey.
Traditional marketing is still quite effective in building awareness and interest in brands, but digital marketing plays a more prominent role as customers go on to build closer relationships with brands. The goal of digital should be to drive action and advocacy, and in view of greater accountability, the focus should be on driving results, as opposed to traditional marketing where the focus should be on initiating customer interaction. In essence, Marketing 4.0 aims to help marketers identify and prepare for the shifting roles of traditional and digital marketing in building customer engagement and advocacy.’
What does this all mean?
- Digital marketing should not be viewed simply as a technical channel for budget allocation, while it includes community, word of mouth or horizontal communication with social media channels.
- Underlying brand character remains the same but with constant customer participation and collaboration as per the 4C’s customer generated content, authenticity, horizontal communication via word of mouth, and reinforcement of the message.
- Digital should complement traditional marketing’s building awareness and interest with customer interaction, also analysis of customer engagement, decision and action to inform ROI well.
- Marketing strategy (development) should be viewed as a dynamic system, not unlike the systems or software development lifecycle (SDLC) for the duration of the customer journey.
- Any system must to be based upon the needs of all stakeholders including customers, personnel, and users by continuous feedback for analysis (of outcomes) to inform improvements (including ROI).