Digital Marketing

Marketing Capabilities for the Digital Age

The Internet, social media, and mobile technologies have transformed how consumers interact with brands and how companies market their products and services. Besides having an effective strategy that integrates traditional and digital media, companies need to restructure their marketing organizations to fully capitalize on today’s opportunities—a far harder and more time-consuming task. But too many companies are jumping onto the digital bandwagon without thinking through this critical step.

Success requires a fundamentally different mindset. Unlike traditional media—purchased airtime or ad space—social media such as Facebook pages and Twitter “handles” are free. But they do require a commitment of resources: people, training, new-content creation, tracking, and follow-through. Just as important, these new platforms mean that for the first time, companies (large and small) can easily engage with consumers/clients directly, but the learning curve for doing this effectively can be steep.

All of this means rethinking traditional approaches to marketing. As we note later in this commentary, the specific challenges and opportunities vary from industry to industry, and companies must understand those differences as they craft their strategies and restructure their organizations.

To gain a better understanding of how marketing organizations are dealing with these profound changes, a major consulting group recently surveyed marketing executives at more than 30 major corporations, approximately two-thirds of which were Fortune 500 multinationals based throughout Asia, Europe, Latin America, and the U.S. 

Those benefits can be quite powerful. According to their research findings, investments in digital marketing can deliver positive and exceptional returns: greater brand equity, increased sales, better customer service, lower costs, product innovation, more loyalty and advocacy, and higher consumer awareness overall.

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    The Tools

    • Web sites, micro sites, landing pages
    • Interactive promotions
    • Content development, marketing, delivery
    • E-mail marketing
    • Mobile marketing campaigns
    • Online media
    • Personalized video
    • SEO/SEM
    • Online communities; social interactions

      Have you considered the value and opportunities of a digital marketing strategy? 
      Are you committed to a new and major shift in reaching your prospects and customers?