Digital Marketing And Its Development

Digital Marketing and its Development

Introduction

In the following essay a topic of great importance will be addressed, which is marketing 4.0 In the digital economy, as is traditional marketing and its segmentation, then we will talk about digital marketing, its objective, as well as the client approach. Reference will be made to the subject of: The new frameworks for marketing in the digital economy, which was chosen. The new path of the client to explain how to connect in the best way with the client, to be able to make a difference with the competition and know the purchase behavior of the customers through the five A, as well as to know the O3 tool. 

Finally, we will address the topic number three, on tactical marketing applications in the digital economy, which took into account sub -the number two calls: content marketing for the curiosity of the brand. It will talk about creating a marketing approach that is useful and interesting for the public creating a better quality content and making their brands even more interesting. In the book Marketing 4.0 The authors present their themes in 3 parts The first one is titled: Fundamental tendencies that modify the commercialization The sub -themes shown are: Power changes to connected customers.

Developing

Marketing paradoxes for connected customers, influential digital subcultures and marketing 4.0 in the digital economy;In the last sub -theme it tells us that countries can prosper thanks to digital innovations, these technologies implemented in companies help develop growth in the economy and most customers can be excited and satisfied with this.

With the growth of the digital economy, customers seek to obtain a perfect application that allows them to be fully updated. It also tells us about traditional marketing and this will always begin with segmentation.

It is about dividing the market into homogeneous groups, however, customers limit themselves to giving contributions to market research, this usually causes some discomfort by customers, since they receive irrelevant messages directed towards them, better known as spam. In the digital economy, customers are connected to each other, the new segments are called "communities" and are formed within the limits they define themselves, they also discard irrelevant advertising. To participate with a community it is necessary for brands to ask permission before sending marketing messages in this way the client will have the decision to accept or reject such messages.

In the digital economy, customers can evaluate and analyze the brand positioning of any company, traditional marketing may no longer be sufficient with new technologies and the implementation of selling the four P’s (product, price, place and promotion) until marketing4 c. Digital marketing does not seek to replace traditional marketing, its objective is to generate results, while the traditional only seeks to start interaction with the client. I consider that digital marketing is more responsible than traditional marketing, since it seeks the client approach, as well as knowing their opinion. 

All this helps to have a greater growth in the digital economy. On the other hand, on the second topic called: New frames for marketing in the digital economy which contains the following sub -themes: the new customer path, marketing productivity metric and industry archetype and best practices. In the first sub -theme that is: the new client’s path tells us that companies must highlight among others and connect in a significant way with the client, know what they are interested in buying, to make a difference with the competition. His goal is to delight their clients and make them their own defenders.

It must be understood how people buy through four to five A’s (appeal, ask, act and advocate). One of the most used frames to describe the client’s path is AIDA (attention, interest, desire and action) and serves to make a reminder to advertising executives when advertisements are designed to approach potential customers. The four A is a model that serves to describe the process through which customers pass by making an evaluation to the possible brand giving their point of view. Customers learn, decide whether it is worth their purchase, whether or not you like the brand. This tool is flexible and can be applied in all industries. 

According to Kotler, Kartajaya and Setiawan they tell us that “the ultimate goal of marketing 4.0 is to move away customers from awareness and promotion, a client’s decisions through five times are sometimes influenced by a combination of their own influence, the influence of others and external influence ”. External influence is initiated by other brands through its advertising. And internal influence comes from oneself, either from some past experience or interaction with several brands. Through the five to the clients they have more confidence when asking and acting on as many information as possible either through internal or external influence. 

Either from some past experience or interaction with several brands. Through the five to the clients they have more confidence when asking and acting on as many information as possible either through internal or external influence. Either from some past experience or interaction with several brands. Through the five to the clients they have more confidence when asking and acting on as many information as possible either through internal or external influence. The O3 is another tool that helps marketing specialists to have greater optimization in their marketing efforts, either of external, foreign or own influence, so they can decide on which communication activities to focus.

I consider that it is important. Also take into account the O3 tool will allow for better productivity in terms of the marketing of each company. Finally, there is the topic three calls: Tactical marketing applications in the digital economy, it is divided into four sub -themes which are: Marketing centered on human being for Brand Attraction, content marketing for the curiosity of the brand, marketingomnichannel for brand commitment and commitment marketing for Brand Affinity.

The second subtema marketing of content for the curiosity of the brand tells us about a marketing approach based on creating, selecting, distributing and amplifying all the content that is useful, interesting and relevant to the public, creating a deeper connection with the client. Brands that implement a good marketing usually have high quality content and make their brands even more interesting. I find it interesting, since it refers to a study where they mention that 76% of business companies to consumers (B2C) and 88% of business business companies (B2B) used content marketing during 2016.

This marketing has been considered a fashion in recent years and claims to be the future of advertising in the digital economy. Eight main steps of content marketing must be taken into account that marketing must follow which are: Goal establishment, audience allocation, content ideation and planning, content creation, content distribution, content amplification, evaluation, evaluationContent Markekting and Content Marketing Improvement. It is important that this content is known to be useful and valuable for all customers.

conclusion

To conclude it is important to keep in mind that the digital economy is very important and indispensable, since it helps to prosper both countries and companies, knowing that digital marketing seeks to have a better connection with the client, evaluate and position the brand according to itsDecision, it is necessary to implement the use of the 4 p’s and market the 4 C generating the best possible results. The consumer’s purchase interest must be known managing to differentiate itself from the competition. To understand how people buy through 4 to 5 a’s and recognize the internal or external influence of each. 

Know the O3 tool to obtain greater optimization according to your marketing and finally have a marketing approach based on creating and selecting all the content that is useful and interesting for the public creating a greater connection with the client. As well as being able to know more about today’s brands, their approach and adaptation to customer needs. Companies must create strategies that capture the attention of their consumers through technology obtaining better productivity.