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The digital era that we live in now has undoubtedly deeply impacted the way marketing functions. Over this essay, I will explore the various ways in which businesses market their products and services using digital media platforms. Companies now are steering toward changing their marketing to cope with the advances in the digital media era. Marketers are now realizing that digital media should be intertwined into a brand’s overall marketing strategy. Although it has led to a substantial rise in the emergence of new companies, it however has increased the competition, making it more and more challenging to succeed in the market.
Many businesses today are offering customer service 24/7 to their buyers not only because the digital media makes it possible to do so seamlessly, but business now are taking up this challenge in order to compete with other rival companies. Keeping their customers ‘happy and satisfied’ requires them to constantly be at the beck-and-call of their customer base. Companies now are allocating their resources to address and resolve customer issues at all times of the day, either online or on call.
The support and coverage offered by digital marketing channels, provides a levelled ‘playing field’ for all companies regardless of how big or established one’s company is. In a way, this is profitable for smaller companies as digital channels provide effortless opportunities to track and hit their target audience which gives these small companies as much power as the ‘big shots’ in emerging as success stories.
If we were still living in 2004, before Facebook and Youtube came out, I would find it relatively easier to understand Advertising in the market industry – the companies with the biggest advertising budget were ahead of the race already. They were able to reach out to more people and hence succeeded in telling their products and services. But, its 2019 now, digital media is taking steps towards evolution hand-in-hand with us humans. Advertising is not the same anymore. The digital era has opened the doors for free advertising which is why #ads are everywhere. Social networking channels like Facebook, Youtube, Instagram allows companies to allocate a tiny budget to advertising and they’re good to go. The digital age has announced a point in history where everyone can contest in the advertising roughhouse.
The television and radio were innocent players of the advertising game. With the rise of digital media, people are now turning to online content. Why would I watch the latest season of Game Of Thrones on TV interrupted by advertisements when I have platforms like Netflix to binge on GOT undisturbed without any ads or breaks? Even for the companies, online marketing channels give good target practice as they only pay for reaching out though advertisements to people who are genuinely interested in what they are selling.
To conclude, I would say, that the digital era has refashioned everything about how companies dress their marketing strategies. It has radically changed the scope of small companies while back-breaking previously established companies. Many companies view the digital era in a negative light, it has sparked illumination and innovation for many other businesses.
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