Hello Internet friends. Something that surprises me the most is how our world is changing. Our way of living, our hobbies and even our behaviour has been shaped by what I call an unstoppable technological development. According to the United States Patent and Trade Mark Office the number of issue-patent documents has had an exponential increase since the Agency was created (1836) starting from 1 to an issue of almost 7 and a half million in 2009[1]. Marketing has evolved hand in hand with technology for two main reasons: technology has shaped the needs and wants of households and consumers and it has given new communication channels between the final consumer and the producer. Marketing, before this digital boom, was based in the premise of “telling and selling”, and its marketing strategy was a close spectrum of “mass marketing, product standardisation, media advertising and store retailing”[2]. Digital marketing represents a new era for marketing. Powered by internet, mobile phones, and other interactive digital channels it has created what many call a “New Economy”. When the first web site was created in 1991 it revolutionized the way marketers and buyers communicate between each other. Nowadays, around one billion people in the world regularly use the web to find what they please[3]. Now customers have a wide range of choices that vary from commodities to services with the option of buying everything at the moment. On the other hand, suppliers and marketers have the new opportunity of “expanding in new markets, offering new services, applying new marketing strategies and competing hand in hand with larger businesses”[4]. One of the best examples is the retailer business “Amazon”, since its start-up 1994 the company has captured market share from its existing competitors that didn’t apply good marketing techniques in this new digital market.
As we can see digital marketing has enabled marketers and business organizations to access into a broad range of platforms and communication tools with the objective of building up relationships with customers. These platforms or media channels vary from websites, search engines, text messaging, blogs, podcast, social networks etc… on which marketers have to choose which platform is more compatible with their customer profile.
Therefore, digital marketing is not only a tool used for finding new costumers but also for maintaining the relationship with existing ones. And this is the key point that will enable companies or businesses to become profitable. Many companies struggle achieving this objective because it is needed a new model for their marketing strategy and marketing management; and the appropriate mix of traditional communications with e-marketing.
Digital marketing, my internet friends, gives so many platforms and communication channels between the supplier and the customer, that in the long run a mere transaction of any good could have a strong emotional bond. Because at the end marketing is all about offering the best customer service at a profit. And that is the beauty of digital marketing, that it creates endless possibilities for improving customer service. Indeed, we just have seen the tip of the iceberg, there are much more things to discover and understand about digital marketing in the close future.
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