Marketing has altered much in recent years, as technological progress allows for more comprehensive ways of delivering information and motivating people to purchase goods and services. Digital marketing provides numerous advantages, which include various ways of interacting with consumers, collecting feedback, targeting specific demographic groups, and integrating advertisements in content. Understanding these key elements is instrumental in realizing the major directions in which the whole industry is developing.
Several decades ago, marketing efforts predominantly centered around a few “above the line” tools, which used to be effective mainly in terms of delivering information. Nevertheless, the general audience at the time seemed more inclined to trust giant corporations. Currently, companies tend to make their efforts look less similar to an ad and more to content worth sharing on social media. Marketers note that most of the traditional types of marketing have actually declined, as they do not influence consumers the way they used to (Kotler et al., 2016). Moreover, TV commercials, print, and billboards are still extremely expensive and do not provide the same visual appeal and level of interaction as various types of digital marketing. Moreover, with digital marketing, there are already certain approaches that lag behind and are increasingly inefficient. Email marketing, for instance, does not show the same results as it used to in the 90s.
Marketing strategies currently focus on shortening the distance between the company and the consumer. Undoubtedly, such an approach will determine the future of marketing as a whole. Companies will continue to create touchpoints for each type of consumer using predominantly “below the line” strategies. Nike, for instance, is one of the companies which already use multiple techniques that make marketing tools more interactive and involving. One of the company’s major competitive edges is the ability to create fascinating stories in its ads. Most of its videos do not even focus on the product, emphasizing the willpower of a hero instead. Moreover, the company successfully launched the original YouTube series, provides online customization tools, and draws public attention by introducing innovations, such as self-lacing shoes.
Reference
Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.