Continued Change to Digital Marketing for 2021


Published: January 17, 2021

Courtesy of trainingjournal.com

It has been 30 days since my last post, and a lot has happened since then. There is nothing but change to start this new year off the pandemic, new vaccines, the insurrection of our capital, and the swearing-in of a new administration, and a nation divided within its self. John Jantsch did a blog on the seven small business trends for 2021, and others as well have their own insight into 2021 trends, and so do I.

From Traditional to Digital

As one who holds a Professional Doctorate of Business Administration in Entrepreneurship and Business Management, I predict the continuous movement from the traditional way of doing business will give way to the practice of digital processing to be our new normal. Now don’t get me wrong, digitalization is not a new concept; however, it has been a slow process taking hold of this nation until the pandemic. Digitalization began with the internet in 1991 by Jim Brenner-Lee, who arguably be called the internet father.

Never before has knowledge been so prevalent that anyone who wants to can acquire an education and not have to go out to a brick and mortar institution to do so; it can all be done online; all one need is a computer with internet access. Look around; just about everything we do today has a digital undertone. Social media started in the 2000s with firms like MySpace, Linkedin, Facebook, and others that have blossomed in the last twenty years.

Social Media

Chris Singlmann, a brand manager with New Breed, writes about weaving social media into a business marketing strategy. Chris speaks about content marketing, understanding one’s buyer, interacting with your customers, as you inform them, and work your content strategy. The education of and meeting customers where they are, on Social Media.

Wikipedia, the free encyclopedia, defines Social Media as technology that has been digitized with the transfer of ideas, information, and other communications through virtual communities or networks. Social Media reach has become global and a quick communication system where people can get information quickly and act on it quicker than any other mass communication system than we have ever experienced.

Outbound and Inbound Marketing

Outbound Marketing

Digital Marketing Institute (DMI) provides the meaning for outbound and inbound marketing. Outbound (traditional) marketing deals with non-digital means or media to carry-out a merchants or business attempt to move goods or services without the internet or other electronic means. For example, television, radio, newspaper, magazines, direct mail, outdoor billboards, or non-internet activities.

Inbound Marketing

as a method of moving goods and services through the use of the internet or other digital means. Inbound marketing deals with digital channels, such as Facebook, Linkedin, Twitter, Email, Paid Search, and Websites, known as new media.

The Concept

The concept of digital marketing (inbound) is in contrast to that of outbound marketing or what is known as traditional marketing due to pulling a prospective customer to you when they having a willingness to buy or at least consider buying. Today’s consumers research prospective sellers long before they contact a salesperson. When they do, they know about the company and far more about the product than previous consumers did before the internet.

Due to the internet, consumers have more choices and expect more from their vendors. On the previous side of the coin, vendors must do more to keep their customers and continuously come up with other products and services that will keep the customers coming back. One of the most essential hypotheses between conventional (old school or traditional) and that of digital (new school or new media) is what we can call reach. The differentiator in the reach is it one-to-many (traditional) or one-to-one (digital), where the marketing message is more personalized to the buyer over that of the conventional approach to mass marketing to many.

Conclusion

The internet has brought changes to how we do things today, not only in business and marketing, but it also can be seen and felt in all industries and into our personal lives too. Consumers have more choices and expect more from their vendors, and the consumer is not looking to be sold but more of a partnership in the buying process. Entrepreneurs/Small Businesses must learn to make the transition from the old way of doing things to that or conventional to that of the new way of doing things to that of digital.

The internet has brought marketing to all industries to a new way of doing things differently than it was in the past, such as financing. If a merchant needed capital in the past, they would have to go to the bank and put up collateral to get the loan. However, today this can be done on the internet as well with non-traditional lending where no collateral is needed and a lot fewer strings attached to get the loan. As such

If you’re a business owner and need fast access to unsecured working capital, click here.

 Must be open and operating for at minimum 12 months with monthly sales of $10,000 or more. (5 Easy Steps – Powered by ARF Financial).

Dr. Donald E. Mitchell

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