Although technology is the current big thing in the global business environment, it is not the only factor behind successful marketing practices. Recent research studies seeking to ensure the optimization of marketing practices indicate that there is a need of determining the marketing mix strategies that fit the current digital market. Although, the current global society has been characterized by a continuous evolution catalyzed by information and technology, there are numerous pitfalls associated with digital marketing. This results from the fact that numerous organizations across the globe have been spending a lot of resources in digital marketing, ignoring the traditional methods of marketing. Therefore, this paper adopts a counter argumentative position why marketers need to refocus their attention from cross cultural, real time digital marketing that enhances differentiated brand image.
The process of marketing presents one of the challenging tasks businesses face across the global market. Organizations need to understand the needs of their specific customers before adopting any marketing strategy. An organization can be able to examine the needs of the clients using the SWOT model where they establish the current strengths, weaknesses, opportunities and threats that exist in the digital market. However, the majority of the organizations across the globe have been adopting digital marketing without sufficient research on the end customer. Different consumers across the globe consume different types of media and each of the adopted media works together enhancing the achievement of sales and brand objectives . Therefore, other than devoting all the resources in digital marketing channel business entities across the globe need to conduct vigorous researches aimed at establishing a balanced strategy that ensures the achievement of competitive advantage. Research will enhance the identification of the needs of various customers and the types of media they commonly use. Therefore, marketers need to identify the specific need of the customers and meet them, creating value rather than adopting advertising strategies only.
It is difficult for marketers to use advertising in the promotion of their brand and be able to create superior value to their customers. The one-size-fit-all approach has been adopted by numerous organization in the promotion of brand image and the development of long term marketing strategy. This as been through the combination of various concepts and theories of marketing such as understanding of consumer purchasing behavior and the value chain analysis. The value chain analysis in particular has been adopted by numerous organizations globally in enhancing the achievement of a competitive advantage. This is because it focuses on enhancing the effectiveness of various activities and processes within an organization such as logistics, operations marketing and sales and services. Therefore, marketers can adopt these strategies in ensuring increased customer satisfaction and creation of a brand loyalty, rather than focusing on digital marketing strategies.
Therefore, other than focusing on the promotion of their brands to the global audience of digital consumers. Marketers need to refocus their energies on ensuring the creation of value through increased customer satisfaction. The digital marketing has been characterized by numerous challenges such as the enormous data that proves difficult to analyse. As a result, marketers need to formulate new strategies and develop new approaches, since digital marketing has been the a word, but the trend is changing.
In conclusion, rather than the current over emphasized use of digital marketing in the current business environment, there is a need for marketers to formulate new strategies that focus their energies on other issues that face the digital consumers. There is a need for improved customer values through increase satisfactions, rather than jumping from one digital media to another seeking for new customers, while their loyalty is taken to different suppliers, as a result of dissatisfaction.
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