The rise of digital marketing

Charmian Solter
November 12, 2013
Property of www.theSCurve.com

Thesis
 Digital Channels
 Why is This Important?
 Evidence
 The Debate
 Evidence
 They Say
 I Say
 Evidence
 Conclusion
 Further Research
 References



 The

dominance of the Internet and
advancements in technology gave rise to
digital marketing as a prominent strategy,
resulting in a decline of traditional marketing
channels.

 To

read the entire research document go
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The plethora of digital marketing
channels gives a marketer countless ways
to reach their target audience.
Source: Google search internet marketing images


This topic is worthy of discussion because it
touches on marketing trends and predictions for
the future.
 Marketing involves money, spending it in hopes
of increasing sales of services and products, and
resulting return on investment (ROI.)
 The general public is affected by the marketing
channels utilized.
 Businesses are affected by the rate of conversion
to sale these marketing campaigns yield.
 Staying abreast of the latest and most effective
marketing trends makes companies efficient and
effective at producing revenue, which keeps
them in business and their employees employed.



According to the Gartner report
forty-one percent of surveyed
businesses indicated they save
money by replacing traditional
tactics with digital practices. This,
in turn, allows them to fund further
online investments. Twenty-eight
percent of brands said they are
decreasing traditional marketing
expenditures to free up room for
digital programs (Gartner 2013).


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The argument and the supporting evidence are based
on three tenets.
To begin, the Internet is a significant and dominant
force in our lives. Second, digital marketing evolved
from technological advancements and our reliance on
the Internet.
As a result, this rise in digital marketing channels has
caused a decline in traditional marketing methods.
Finally, the argument is made that perhaps it is
indeed a combination of traditional and digital
methods that best reaches the target population.
The ability to harness the most effective means of
marketing is of upmost importance to business
owners and those who market products and services
for them.

Digital channels are on the increase.
Mobile marketing 71%
Video 65%
Email Marketing 57%
Being the top three.
TV/Radio/Print Ads with a 39% decrease
Virtual events and direct mail very little
change.


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“The Internet has led to an increasingly connected
communications environment, and the growth of Internet
usage has resulted in declining distribution of traditional
media such as television, radio, newspapers and magazines”
(Stokes 2008, 4).
In my opinion, it‟s not an either/or; it‟s both. The right mix
of traditional and digital marketing can help any practice
achieve the best results” (Savage 2010, 56).
“The rapidly emerging digital economy is challenging the
relevance of existing marketing practices” (Wymbs 2011, 93).
“The evidence is mounting that more passive traditional
channels are indeed declining in effectiveness” (Weritime,
Fenwick 2008, 7).
As marketing channels evolve to meet the needs of the
population it serves, previous traditional channels have
become less effective. This requires that marketers throw out
almost all that they hold dear and embrace technology, a new
role and real accountability (Pearson 2011, 7).

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Avenues to reach a targeted segment of the population are
plentiful through the digital medium.
There are as many methods to reach people digitally as
there are channels on a television.
Pleasantly, they are far less costly and measurable,
yielding a higher ROI than previous, traditional methods of
marketing.
“With tighter marketing budgets these days, allocating
spending and measuring ROI are paramount for any
business. Business owners and managers need real-time
statistics to demonstrate the value of marketing
initiatives. As a result, digital marketing has become an
integral component of company marketing strategies”
(Stokes 2008, 4).
Thus, the birth of the Internet gave rise to digital
marketing causing a decline in the use of traditional
channels.

In 2010, 50% of respondents decreased
their overall marketing budget. This
budget spend bounced back the next year
to 47% of respondents increasing their
marketing spend. 2012 topped the charts
with a 57% increase in marketing
budgets, followed by 54% increase
projected for this year 2013.
Source: CMO Council. 2013
http://www.cmocouncil.org: CMO Council.


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As technology advances, how we maneuver in this
world changes too. The tools we use to manage our
daily lives evolve for greater convenience.
The verification that marketing methods have shifted
from traditional channels to digital marketing
methods is key. I have supported the notion that
digital marketing channels are less expensive and
measurable, unlike traditional forms of advertising.
However, we must bear in mind, the Internet doesn't
reach everyone. Seniors and rural dwellers are not as
technically savvy or may not have Internet access at
all. Therefore, this population must be targeted in
other ways.
The human race, along with the tools they use will
continue to evolve and our analytical minds will
always yearn for greater comprehension.

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It seems the trends and data are at odds with one
another.
Is it digital methods, which may be deemed
impersonal, or in fact the personal touch, face to
face contact, or a union of the two that is the most
desired route to gain business, clients and loyalty?
Further research would be necessary, as well as
staying current with the latest trends and
advancements in technology.


Aberdeen Group. “Hot or Not What Marketing Channels are on the Rise.” 2011,
Accessed October 8, 2013
http://aberdeen.com/Home.aspx
 CMO Council. “State of Marketing 2012 A Global and Multi-Regional Marketing
Assessment.” Accessed September 18, 2013
http://www.cmocouncil.org: CMO Council.
 Gartner Report. “Key Findings From U.S. Digital Marketing Spending Survey.” 2013,
Accessed September 18, 2013
http://www.gartner.com/technology/resear
ch/digitalmarketing/digitalmarketingspend-report.jsp . Gartner.
 Pearson, Timothy. 2011. The Old Rules of Marketing are Dead. New York. McGraw
Hill.
 Stokes, Rob. 2008. eMarketing: The essential guide to digital marketing Fourth
Edition. Cape Town, South Africa. Quirk eMarketing (Pty) Ltd.
 Savage, Rhonda. 2012. “Taking your Marketing Digital.” Dental Economics 102, no.
7, (Summer): 56-57. Accessed September 18, 2013
http://www.dentaleconomics.com/articles/print/volume-102/issue7/features/digital-taking-your-marketing.html
 Wertime, Kent and Ian Fenwick. 2008. DigiMarketing: The Essential Guide to New
Media and Digital Marketing. Hoboken, NJ. Wiley.
 Wymbs, Cliff. 2011.“Digital Marketing: The Time for a New „Academic Major‟ Has
Arrived.” Journal of Marketing Education. 33, no. 1, (Spring): 93-106. Accessed
October 15, 2013. doi:10.1177/0273475310392544
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The rise of digital marketing

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