Is Digital Marketing Force Good or Evil?

Introduction

The web has become a formidable force for change. It has allowed individuals to communicate to millions of people. It has taken away the ability of intermediaries to dictate the type of data that is disseminated. It has increased transparency on information sharing, given a broader reach to critical content that may not have been so easy to access before the onset of the digital revolution (Gandini, 2016, p.126). On the issue whether digital marketing is good or evil, it is no longer news that at some point in life, a person will have heard a report of some not so normal occurrence in the world of digital marketing and the use of technology in business. As with most of the issues, many perceptions are misinformed and based on the wrong information when it comes to digital marketing methods. Despite the incorrect information about digital marketing, it is important to understand that everything is evolving in the modern world and rapidly shifting from analog to digital. A large number of the world is using more digital content each day on phones, computers, laptops, desktops and much more and firms that do not incorporate digital marketing may be losing a lot of money. Some of the forms of digital marketing include blogs, internet banner ads, email marketing, Websites and SEO content, online videos, social media like Facebook as well as mobile marketing like SMS and MMs. The importance of digital marketing maybe put in the view of how it may enhance the performance of business while its evilness in the way the presence of digital media marketing may affect the company’s brand based on the approaches used. Thus, this paper wills discuss whether digital marketing is good or bad based on performance and strategies.

Digital Marketing is the Future of Businesses

Digital marketing has been a rapidly growing force in the current business world, and many researchers have predicted that it could be the future success of marketing and the chances are that it will overtake other forms of marketing altogether. A thematic exploration of online marketing on digital marketing evolution revealed that the possibilities of online marketing replacing other types of marketing are high (Lamberton, 2016, p.160). While the older generation may throw tantrums at the end of paper advertisements like newspapers, flyers, books and traditional radio broadcast, the millennial who have grown up in a generation of mobile phones and the Internet have been at the forefront in embracing the new modes of digital use. The thing is that digital way of passing information is way faster, more versatile, streamlined, and practical and perhaps one of the most growing industries globally. The most interesting thing about digital use is that it offers as much potential to individuals in the marketing field as it does to their target groups who are the consumers.

Cost Effective

Compared to all forms of marketing, digital marketing is infinitely pocket-friendly than the traditional marketing methods. An SMS in mobile marketing or online campaign, for instance, can transfer marketing information to a large number of consumers for the merest fraction of the cost of a TV advertisement or a print media campaign. The easiness in which the feedback can be monitored cannot be ignored. Rather than undertaking a costly consumer surveys, with digital marketing a company can easily view their customer’s responses and evaluate the success of the digital marketing campaign in real-time, which enables the marketing department to plan more efficiently for the next marketing plan. Tiago and Verissimo (2014, p.705) indicates that the strongest benefit of including digital component into a business marketing lies in the ability of digital marketing to take over the business world due to its affordability and efficiency. The National Statistics reports that 82 percent of United States adults went online between January and March 2013, which is over 40 million of the country’s total population (Brossbard, 2013, p.14099). The bottom line in this context is digital era is there to stay and the businesses that  do not adapt to the new trends of marketing products and services are at a high risk of becoming extinct sooner rather than later.

Digital Marketing has eased the Recruitment Process

Take a scenario where a company has done the screening, shortlisted candidates, hold final interviews, weighed all the options and is about to pick a phone to send a congratulatory message to the lucky candidate for being considered for a vacancy. Stop for a moment and think about the crucial final step to undertake before an inadvertently significant control over the recruitment procedure is relinquished. Once a candidate is told that they have been chosen from a huge number of applicants, the whole balance and psychology of the hiring process makes a significant shift. Once selected, a person will know they were the best for the role, otherwise, why would a company choose them? It is evident for the company to want the candidate for the job and they will be in a much better position to negotiate for better terms or in some cases higher pay. Most candidates will not notice or even try this, but only if a company indicated a salary range on offer. The initial will push for a higher end on the scale. Where does this leave the company? It leaves it at worst and in a dilemma since the company maybe in a weak negotiating position.

To regain the control and a strong negotiating position that will save the business money, it is critical to ensure that potential employees take the offer on the terms of the company, it is important to call them first and notify that they are on the final list. The control will be even stronger when such candidates find the company’s products and services on the media. According to a study carried out among job seekers in the United States, it was reported that 52. 3 percent of job seekers estimated a company’s salary range based on the type of goods and products they advertise on the web (Lemmick, 2003, p.8). Besides, online marketing does not only help job seekers. The same study indicates that as a result of the tight market in finding talent, a company that embraces internet use and online marketing may convey essential information that may lead to a potential talented job seeker to apply for jobs advertised by the corporation.

Online Marketing Influences a Customer’s Choice

According to Chen and Hitt (2002, p.259), the today consumer has many new sources of getting information, and it is easier for them to assess the absolute value of things, in other words, it is easier for them to know their likely experience with a firm’s product and services. Customers have many choices and should constantly be reminded of a company existence. What is best way to reach them than where they spend most of their time than o social sites? Based on empirical studies, Pookulangara and Koesler (2011, p.350) indicates that social media works well for most generations especially the millennial. In a Deloitte report, it was reported that 47 percent of millennial are influenced to buy a product from an ad on social media. Similarly, the study also acknowledged the fact that for every three consumers in the United States, social media in their buying influence one. The report is just one of the many reports that provide insights into which marketing of products online works best for the benefit of the company.  For instance, 56 percent of individuals buying baby products according to the report were influenced by social media as compared to 40 percent of those who were influenced by a newspaper advert. Business owners cannot overlook the effect of social media and other online marketing strategies. The investigation also noted that consumers who utilize social media during their shopping process are four times likely to spend more in buying than those who do not. For this reason, digital media marketing can be termed as the best choice for any firm. The findings go further by stating that shoppers are 29 percent likely to make a decision the same day they see an advertisement on the internet.

However, it is not all bliss about digital marketing. Three central areas prevent brands from delivering a remarkable experience for their targeted consumers online, which makes digital marketing evil. Digital marketing can be hectic to an organization that does not use a strategic approach. The essential areas include relying on point solutions and fracturing a marketing tunnel.

Relying on Point Solutions

Too often, marketers and their brand companies rely on very few point solutions to execute their digital marketing. Some of the solutions include separate vendors for data onboarding, building the audience, cross deficit-identification, dynamic creativity, and innovation as well as media buying measurements. With such a fragmented strategy, (Charlesworth, 2014, p.268) indicates that compromising the scale and the customer’s insights in which a company can collect and make decisions based on the insights may lead to media inefficiencies and a flawed measurement.

Fracturing a Marketing Tunnel

It is no longer news that some companies treat their customer funnel in a very broken way. Acquisition of top funnel campaigns are not coordinated with the bottom funnel, typically retargeting, and the truth of the matter is customers and prospects move in and around the funnel in a fluid fashion. What will happen to a company with a persistence of such patterns? ; A fractured funnel (Charlesworth, 2014, p.269). This concept makes the digital marketing evil and puts one-to-one marketing at high levels as it reaches the prospects and customers appropriately based on their current funnel status.

Digital Marketing is Channel-Centric Rather that Consumer-Centric

The basic of channel-centric and consumer-centric builds on the most used mode that a consumer uses to access the web. Digital marketers continuously budget for and treat mobile, social, email, display and search as separate line items. This type of approach ends in inconsistency brand experiences across various channels that lead consumers to question whether the company is aware or care about their needs and wants. Placing a user in the center of a marketing strategy can more effectively calibrate the message based on the person’s taste and preference of the media, device, and time of day. It helps the publisher to drive the most efficient communication that ultimately maximizes the consumer’s engagement with the product or services (Christensen, 2013, p.145).

Undoubtedly, digital marketing accelerates progress; both good and bad across the world. It all depends on how a corporation handles the use of digital marketing. A company may get satisfactory progress by the use digital media marketing since everything is going digital (Lombard, 2016, p.2). Embracing new strategies in marketing enhances a company’s ability to maximize its resources to get to customers and gain a competitive advantage in the industry. From digital marketing, recruitment will be easy; the input will outnumber the outputs due to cost effectiveness and influence the choice of the customer to buy their products. However, a weak approach towards achieving the right things in digital marketing may affect the company. Failure to recognize the funnel of the client, being too business centric and over-reliance on point solutions affects the goodness of digital marketing. Building a competitive market takes utilization of available resources such as talent, time, efforts, and finances. To find out the strategies that work in digital marketing, an enterprise can invest in consultancy. Therefore, digital marketing is good when well planned, but with poor approaches and lack of objectives, it becomes evil and affects business growth.

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