CHAPTER 3 MARKETING GOES DIGITAL 3.1 INTRODUCTION

Transcript:CHAPTER 3 MARKETING GOES DIGITAL 3.1 INTRODUCTION:
CHAPTER 3 MARKETING GOES DIGITAL 3.1 INTRODUCTION There are a number of concepts and practices which have relevance to some or every element of the digital marketing mix - and rather than trying to incorporate each of these issues in to each section in every chapter to which they’re relevant, these holistic elements are addressed in this chapter. 3.2 DIGITAL ISN’T THE ONLY OPTION Although it may seem strange in a book on digital marketing - marketers should always be aware that digital is just one aspect of marketing. Indeed, in the main, it is only one element of the promotional mix. Too often, digital marketing in general, and social media marketing in particular, are mistakenly perceived as; The only route to market, and A panacea that will improve bad marketing in other channels. 3.3 NON-MARKETERS IN DIGITAL MARKETING A variance between marketers and IT staff/computer scientists has always existed in the digital marketing arena, but marketers should be firm in their assertion that digital is a platform for marketing messages, and so it is a marketing discipline. To be successful in the digital environment there needs to be cohesion between the two skill sets. However, the technical nature of some aspects of digital marketing has led to those roles being taken by workers from computer science backgrounds – so creating a situation where there are a lot of people working as digital marketers who do not know even the fundamentals of marketing. 3.4 IN HOUSE OR OUT-SOURCE Common in all aspects of organizational management is an issue which reoccurs throughout the book because it is relevant to every subject is whether the organization has employees who can complete the task in-house or whether the work needs to be out-sourced to other businesses and/or individuals that specialize in that particular task. 3.5 FADS, TRENDS, NEXT BIG THINGS AND THE OCCASIONAL SUSTAINABLE MODEL Since the birth of marketing on the Internet, digital has been home to a whole host of new ideas, models and concepts, most sporting an acronym or label to show how trendy they are. Some have stood the test of time; others never got off the ground. Some are included in this section. Personalization Viral marketing Paid, earned and owned (PEO) Cont ... 3.5 FADS, TRENDS, NEXT BIG THINGS AND THE OCCASIONAL SUSTAINABLE MODEL Content marketing Affiliate marketing Artificial intelligence (AI) Virtual and augmented reality The Internet of