Marketing has evolved significantly over the years, as access to larger audiences and target markets has increased and changed with new forms of multimedia tools. The focus of marketing has shifted from exclusively focusing on the consumer to focusing on buying, to consumer-based loyalty and brand desire. In the past, advertising was the main tool for informing customers about products. Now, customers can get detailed product information from a variety of sources, both from the company and from other customers.
The proliferation of social networks and the advancement in data analysis allow companies to know in real time not only what customers are doing, but also what they think of their brands. Therefore, the fundamental objective remains to create value, but the way in which a company can achieve this has changed. Marketing as a function has undergone a major transformation. With the integration of the Internet and social networks, the ubiquity of technology and the increasingly connected world, marketing is no longer limited to traditional methods.
It all started when production was the only objective that led to the rise of the Industrial Revolution. Marketing Management, published in 1967, was the first text to use an analytical approach to marketing and include the results of academic studies. Being more practical, digital marketing is a system that facilitates and stimulates the transactional relationship between online companies and consumers. The best marketers are those who not only create trends with their unique marketing campaigns, but are also aware of what is brewing in the marketing world.
As a result, the way companies strategise and manage their marketing efforts has changed, as has the way customers now receive marketing messages from companies. Content marketing, search engine optimization (SEO), mobile marketing, social media marketing, influencer marketing or digital marketing are some of the strategies used to dominate different digital platforms. The function of internal marketing is to ensure that employees and partners are aligned with the overall marketing mission, vision, and strategy. According to the marketing and management department of Kotler and Keller, marketing is the ability to identify and meet human and social needs. Although laypeople think that traditional and digital marketing are two different processes, digital marketing is nothing more than an applied marketing system on the Internet.
The modern digital era has given consumers the power to dictate how they want to receive marketing content. The rise of mobile phones and other smart devices has also contributed to the popularity of digital marketing. For example, I have chosen to specialize in digital marketing and help organizations do business online.