The digital age has provided the ability to engage with global consumers on a global scale.
Big budgets no longer control marketing communications and small businesses are no longer left to rely solely on word of mouth and local customers to survive.
Critical to business success are traditional marketing practices, including awareness, sales generation, company reputation and increased competition. With today’s technology focus - liking, tweeting, pinning, posting, sharing and connecting are second nature - being online is as simple as unlocking any smartphone. The importance of digital marketing is paramount.
With personal communications at the forefront of everything social and content driving the digital world, there is much discussion regarding the evolution of marketing and the digital marketing revolution. Before we examine this debate, it’s important to first understand the differences between the two words: evolution and revolution. 'Evolution’ is the process of change as something goes through progressive stages over a period of time, while the term ‘revolution’, is fast or immediate change in the status quo.
Yet, these two terms [evolution and revolution] are often confused when people talk about marketing and digital marketing. Some believe that digital marketing has rapidly changed the way goods and services are marketed, while others believe that marketing has been progressively changing and evolving.
© RMIT University 2017