The Marketer's Handbook: Reassessing Marketing Techniques for Modern Business

DIGITAL MARKETING

Application: Marketing Communications, Branding, NPD/NSD

The Concept

At the time of writing, “digital marketing” is the increasingly accepted term for the marketing and selling of products and services through a range of new, rapidly integrating, technologies like mobile telephony and, of course, the internet. It is yet another vast subject which is difficult to capture in this format. It is also fast changing, so it is difficult to come to effective, professional judgement on developments in it. At the time of writing, for instance, Twitter has become a major phenomenon in many Western countries. Celebrities, media personalities, and business people are using it. Many have people following their tweets and connecting with blogs to develop conversations. It is difficult to know, though, the long-term viability of this habit and, as important, how exactly it might be used to market products and services.

Digital marketing uses a range of new technologies and platforms including: the web itself, mobile phones, Skype, email, social networking sites like Facebook, search engines like Google, and YouTube. Each is new. Yet these are not just mechanisms to reach people, they are fast being adopted into the lifestyle of many people on the planet creating new communities, new concepts, and new attitudes to life. Marketers in all disciplines have to understand how their customers ...