Marketing Shifts in the Digital World

Marketing is the business of promotions and the creation of tactics for selling goods and services. Whenever we step inside of a store whether it be a clothing store, or grocery store there are a team of people who are hired to create different marketing strategies to make the products appeal to the consumers and inevitably, make them purchase more merchandise. For example, when you enter into a supermarket the milk which is deemed a household necessity is usually located towards the back of the store as a strategy to make people walk throughout the store and purchase more than just the milk. In the digital world, marketing can be a bit different than what we can see in a store. Digital marketing is more personalized, simplified, and readily accessible. In the article, Why the Future of Digital Marketing is Pure PR, by Gerald Heneghan, its states,”And that’s exactly where PR excels. Once you have the technical elements down, the focus switches to consistently producing valuable, shareable content that appeals to your key audiences”. In the digital world, marketing experts create different ways to captivate its target audience in order to generate constant flow of revenue. For example, when we watch our favorite celebrities music videos that is a form of viral marketing because assuredly, they want us, the consumers to purchase their music. Viral Marketing tactics such as Facebook, Twitter, or even Instagram Posts, can be used to generate x amount of interests in order to drive sales towards an idea or even a product.”Viral marketing has generated a lot of excitement recently, in part because it seems like the ultimate free lunch: Pick some small number of people to seed your idea, product, or message; get it to go viral; and then watch while it spreads effortlessly to reach millions”, states Duncan Watts in his article on, Viral Marketing for the Real World”. The advancement of new media technology has created such a new form on marketing and industry on a whole. Through social media outlets, music videos, etc. people are able to market a variety of brands, and merchandise to drive sales and business in ways that weren’t even possible before. We are able to market in the digital world through online ads, and posts to customize the shopping experience and make it more fun and accessible to the public.