Introduction
With the advent of digital technology, the landscape is on the move and sweeping through the marketing field. With the emergence of various digital platforms, sales have risen twofold from what they used to be (Lim, 2010). Whether it is in developed or developing economies, people have started to make increased online purchases. The digital marketing sector is continuously evolving by the day, and becoming both interesting and complicated. The digital landscape gives marketers a unique position to absorb the feel of the market and thus helps to adopt the new digital trends that are better and faster than those reliant on traditional methods.
Discussion
Studies have shown that traditional marketing is somewhat lacking in comparison to the digital medium of marketing. However, certain facts cannot be ignored, such as that conventional media of marketing (for example, email, direct mail, and television) continue to influence customers in terms of making purchase decisions. Traditional marketing techniques rely mainly on tactics of mass marketing and consumer attitudes (Lim, 2010). While the digital marketing techniques are dependent on the insight taken from the customer's previous transaction, they require a better understanding of the customer's behaviour. But it is a fact that the data gained from digital insight is more prudent and significant in comparison to the data achieved through traditional marketing techniques.
The data collected through digital marketing methods records multiple transactions between a brand and a consumer, which portrays a relationship in comparison with having an insight into a single operation. The transactional theory has grown to be a theory that is focused more on the feedback of the customer and the order of preference gained by observing the future and the past interactions and experiences, and also the intention that the customer has about the brand in the future. This transaction theory has shown a shift away from the traditional one-way method of the transaction based on consumer marketing (‘Understanding digital marketing: marketing strategies for engaging the digital generation’, 2014). Also, the adaptation of the theory based on relational exchange allows continued interaction between the brand and the consumer to target the needs of the customer efficiently and aggressively.
The debate over the preference of media channels has been going on for years since the emergence of digital media, and over the years, many marketers have shifted from traditional to digital marketing techniques and shifted their spending towards internet advertising as the cost of advertising in traditional media has increased enormously over the years. It is also the fact that the preference of the consumers also does not remain static, although circumstances are limited, as there is an insufficient study on this matter. Over 75% of the modern population is using the internet, and this has led to a steep rise in digital media. Also, the advertising revenue soared high from the second half of 2012 (Faisal, 2016). The acceleration in growth is all due to various social networking sites such as Twitter, Facebook, personal blogs, etc. Facebook is now the most visited site on the internet after surpassing MySpace.com and Google in 2010.
Since the 1900s, there has been an adoption of worldwide economic activity and such technologies as wireless devices and the internet, which increased the relational exchange between the firms and their consumers. This notably helped the marketers to reach out to target customers with picture and data advertising regardless of the physical location or time. Thus, this two-way interaction has helped digital marketing establish itself as more efficient than the traditional way of advertising (Wolny, 2014). The diversification of the digitalized media has broadened the reach of the relational theory and, by so doing, instilled new marketing channels which were not present in the transactional approach.
Procedures for social hypothesis work on the two-way transaction rather than the push for promotion utilized as part of conventional showcasing channels. Without the consent or selection from shoppers, there is no bilateral correspondence (Kline & Dyer-Witheford, 2014). An emphasis on comfort acts as an incentive for the buyer to improve the probability that shoppers will take an interest in the property. The outlined social trade hypothesis concentrates on the client and their individual needs. The commercials are requested by the buyers, and the material of the promotion is tailor-made exactly according to the preferences of the customer. The social trade hypothesis is grounded on duty and trust as the premise of the trade procedure between firms and customers. Buyers hope to be counseled to figure out what advertising messages they will get and how they will get those messages. Social trade improves the probability of promoting viability through control offered and andclient-centerede (Pagani and Pardo, 2017).
These direct interactions with the customer help the firm to gain more insight into the scenario and thus help them to strategize for the long term. Deals execution is additionally influenced by the number of people who choose to select and take an interest in promoting social homes; purchaser support is vital for the two-way transitions and achieving the goals laid out by the firm. A firm can control a portion of the components that influence the buyer's choice to take part in social advertising projects, for example, the burden to participate and the advantages the purchaser will gain by showing an interest.
Conclusion
It is apparent from the above discussion that the digital marketing landscape has gained a good foothold in the market and is comparatively more preferable than the traditional method of marketing. Over the years, with the emergence of technology, it has become possible to reach out to customers through social media, and the internet has helped in many ways to benefit digital marketing. Traditional marketing, although it cannot be written off completely but digital marketing is here to stay, providing its unique and better service to the firms and brands making out way to serve their customers better.
References
Faisal, A. (2016). Marketing Strategies in Online/Digital Marketing. Account and Financial Management Journal.
Kline, S. and Dyer-Witheford, N. (2014). Digital Play. MontreĢal: McGill-Queen's University Press.
Pagani, M. and Pardo, C. (2017). The impact of digital technology on relationships in a business network. Industrial Marketing Management.
Understanding digital marketing: marketing strategies for engaging the digital generation. (2014). Choice Reviews Online, 52(05), p. 52.
Wolny, J. (2014). Marketing transformations: Re-thinking marketing, digital first. Journal of Direct, Data and Digital Marketing Practice, 16(2), pp.150-151.
Lim, Y (2010). A study on the reality representation of digital media art by digital technology. Journal of Digital Design, 10(3), pp.93-102.
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