Digital Marketing
Digital Marketing
A brief report on how digital technology is changing consumer buying behavior in Ireland – December 2012
1
Integrated Marketing in the Digital Age
The ways in which companies are connecting with their customers has changed. The focus has moved from mass marketing to building ‘deeper, more direct, and lasting relationships with more carefully selected customers’ (Armstrong and Kotler 2012, p. 45). Conventional marketing methods involving ‘one-‐way’ communication through media channels such as TV and print have shifted towards more personal ‘two-‐way’ conversations with more targeted audiences. Fueled by rapid growth in digital technology consumers are adapting to a dynamic online world that is shaping how they work, relax and shop and changing their buying behaviours. In response, Brands are adopting new digital marketing tactics to enable them to relate to their customers interactively online in an effort to become part of their lives. The Internet enables them to acquire, convert and retain customers using many online and digital media channels as outlined in Figure 1 below.
A brief report on how digital technology is changing consumer buying behavior in Ireland – December 2012
1
Integrated Marketing in the Digital Age
The ways in which companies are connecting with their customers has changed. The focus has moved from mass marketing to building ‘deeper, more direct, and lasting relationships with more carefully selected customers’ (Armstrong and Kotler 2012, p. 45). Conventional marketing methods involving ‘one-‐way’ communication through media channels such as TV and print have shifted towards more personal ‘two-‐way’ conversations with more targeted audiences. Fueled by rapid growth in digital technology consumers are adapting to a dynamic online world that is shaping how they work, relax and shop and changing their buying behaviours. In response, Brands are adopting new digital marketing tactics to enable them to relate to their customers interactively online in an effort to become part of their lives. The Internet enables them to acquire, convert and retain customers using many online and digital media channels as outlined in Figure 1 below.
References: Accenture. 2011. P. 2012.