The role of digital in the marketing mix - initial thinking

Free flowing thoughts as I am learning about the role of digital in the marketing mix in an era of transition...

Digital marketing is NOT about re-learning everything that marketing is all about. In fact, they way we do most things will still be the same. Marketing in the digital era is still about segmentation, targeting and positioning, and the marketing tactics are largely the same as well. Digital marketing makes mass marketing very expensive and inefficient. Thus, we need to be clear on what is the role of digital in the overall marketing mix.

Digital is enabling us as marketers to do our jobs better.

The segmentation can be more precise and our targets can be more relevant. The way we develop products can be more informed and the way we price them can more reflect the specific target. The way our brands behave can be more targeted.

The way we distribute our products can evolve, but the idea behind where we chose to be is the same, i.e. where people are making purchases. The way we do promotion need to evolve, but what we are trying to achieve will be the same, i.e. building sustainable relationships with our consumers.

Digital is not about NOT doing TV advertising, but instead it enables us to see the responses of our actions that give us choices on how to respond and proceed.

Digital is enabling us as marketers to do our jobs better.

But it will require more from us.

As opposed to start and finish a campaign activation, we are always is campaign activation. As opposed to talk at our consumers, we need to get their permission to have a dialogue with us. If we decide to talk at them, we have the medium to understand their responses to what we have to say. As opposed to be the only source recording messages about our brands, we are one out of millions of people who openly share opinions in influential mediums.

Digital reminds us about our global world and it gives us a space to leverage resources for our global brands.

Digital enable us to behave more targeted and to be better marketers.

The challenge ahead is to understand the role of the different mediums and the role of digital in the marketing mix...How can mass and permission marketing synergize each other and who will be the best in leveraging the opportunity that has emerged through the digital revolution. The challenge ahead is about being timely and relevant to mitigate risk and leverage opportunities that emerge with the digital space. The consumer is informed, conscious and the queen...be good enough for her, him, earth, and us and you will thrive!

Until later

Emanuel