Written by Nicholas Beeson – Marketing Associate at Buzzwords Manchester
The past 15 years have seen the Internet revolutionise our society. The way we communicate, shop and socialise have all changed – meaning that marketing strategies had to follow suit. Nobody could have imagined the drastic impact the Internet would have upon our lives and marketing practices. Today, there’s a whole generation of consumers who have embraced the Internet, proving early sceptics wrong.
This has led to the development of digital marketing which has been described as the “execution of marketing using electronic media”. With digital marketing becoming ever more important, many companies are ditching traditional offline marketing (or reducing how much they spend on it).
In 2008, Orange announced that they would be investing all their marketing budget in digital by 2012. A company of this size switching to digital underlines the growing importance of the medium. Sarah Messer – Head of Commercial Research and Insight at ITV – was quoted in 2008 as saying:
“The same ad content could be more effective online than on TV. In testing, ads on itv.com generated a 40% recall rate compared with 17% on ITV1.”
With digital marketing becoming a predominant part of many companies’ marketing budgets, it is important to gain an understanding, keep “up to date” with new marketing practice and determine how digital marketing is affecting traditional marketing strategy. Because the practice of digital marketing is relatively new, marketers will continue to have conflicting views about the issues surrounding it.