Sameer Agarwal

His views, thoughts, introspection and rants

What’s the buzz about Digital Marketing?

with 5 comments

Seriously. Everyone seems to be talking about it. Suddenly. Maybe it’s just the world around me. Maybe it’s just the world in me. But it seems that everyone has recently discovered Digital Marketing as a strategic area for focus. And yes, I’m using the word ‘everyone’ in the corporate sense here.

What’s so new about it I ask? Is the term ‘Digital Marketing’ being used because of the trigger provided by ‘Social Media’? Why, the internet has been around for what seems like forever now. Isn’t that digital? Weren’t companies marketing on the internet? Was that not digital marketing? What is so different now?

Maybe Social Media is what is different… Maybe it’s about mobile marketing. Well, what maybe! I think that’s what IT IS. Analyst after analyst is talking about this huge opportunity. In the B2C (no surprises here) and in the B2B space (whoa!). Sure why not. After all it’s all about user generated content. Your users are your customers. And they are building content now. And they are listening to their fellow customers and not You or the Press necessarily. So you go where your customers are. Because customer is king.

So fundamentally the marketer is doing what she ought to do. Good for them (marketer). Good for us (consumer). Just that the marketer is closer to the customer now. Not a bad thing for sure! And that I guess is the buzz about digital marketing…

But what’s so fundamentally different about Digital Marketing I ask. Nothing really. Just that the technology is different. Or is there anything more? Has the ‘different’ technology impacted the behavior, or sensitivities of the customer?

Well I think it has. The customer today is much more informed and empowered than ever. To my mind, marketers have but no choice to be completely naked before their customer today. No more fancy designer clothes to enhance your endowments…! (pun certainly intended). You are what you are – and there’s no escaping it – just do your best job to be seen everywhere. That’s quite an irony though! By that logic a “less endowed but easily available” ‘thing’ will attract more customers!

Some things never change I guess….Digital Marketing being no exception.

Written by sameer

August 10th, 2009 at 12:19 pm

5 Responses to 'What’s the buzz about Digital Marketing?'

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  1. of course digital marketing was always there… In the form of banner ads and spam emails… I guess its just that companies are taking it more seriously now because of the increasing online presence of people… Most of us spend more time online than otherwise… Hence, it is but obvious for it to be the area of focus and the most effective medium of marketing for any company.

    Sakshi

    10 Aug 09 at 5:06 pm

  2. Well yeah. The amount of time spent on global social networking sites and blogs in Dec 08 was equal to 85,500 yrs OR 45B minutes!!

    sameer

    10 Aug 09 at 6:14 pm

  3. Woho! Now doesn’t that say it all!

    Sakshi

    10 Aug 09 at 6:18 pm

  4. Hi Sameer – I’m Joining the conversation for the first time !

    Depends on how we want to interpret the term Digital marketing. For e.g. there is one school of thought which says that Digital marketing is just like any other form of marketing. As Sakshi pointed out it was always present in forms of banner-ads, google-ads etc.

    Today, we’re perhaps adding more cosmetics to this ‘term’ and calling it ‘Digital’.

    The other school of thought says that although the concept is fundamentally the same, with advent of Web2.0 our approach for collaboration/communication has changed. Why? Farther penetration of internet, more and more web-based businesses and seriousness about this platform.

    Thoughts?

    Daksh

    25 Aug 09 at 6:01 am

  5. @daksh – agree that it’s marketing with a different medium

    sameer

    25 Aug 09 at 5:32 pm

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