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Digital revolution overshadows core marketing principles

13 July 2010

More businesses are concentrating on digital marketing at the expense of marketing's core principles, according to an industry round table.

With its transparent nature enticing businesses away from using a healthier mix of traditional and digital marketing, engaging and understanding your customers, marketplace and competition have never been more significant.

"From an educational point of view, the foundational marketing principles should apply to all channels, digital or not," said Rob Smith, digital director at Blueleaf Digital. "As digital marketing shortens the communication path between you and your audience it enables you to engage with the consumer."

Paul Harris, marketing director of UKFast, added: "People focus on digital because they can see the return in investment but that can suppress the whole effectiveness of their marketing strategy. Online opportunities should be evaluated using the core principles and incorporated into the marketing mix as and when they are appropriate. In all instances, content has to be relevant and it has to be targeted."

Digital marketing, in particular social media, has encouraged power to shift back to the consumer and provided a critical public arena where a company's product, services and actions are fundamentally exposed. While this is great for building a rapport with your audience, this should not only be limited to the digital sphere.

"Standards have been raised and marketers need to respond throughout the business. Just bolting on a social media strategy isn't enough. A holistic approach is required," said Mr Harris.

Brendan Keegan, senior lecturer at Manchester Metropolitan University, also offers some hope for the future with the latest crop of marketers.

"As part of our digital marketing course there is a core unit. In all areas of marketing that we talk about the core is based on these principles," he said.

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