For the last few weeks, I have had to focus on all of my knowledge and background within Digital Marketing. I have had to look at everything that has transpired in the last 10 years and how much Digital Marketing has changed during that time and this has led to a few random thoughts that have been regularly going through my mind.
One thing that stands out to me is how the consumers’ behavior of late has led to the change in how companies must market to them. With the ability to choose and determine their own use of media, the consumer now has the ability to choose when they will and when they won’t accept marketing messages. This means that companies can no longer look at marketing as a collective program but more based on the individual. This becomes clear when you look at the metric that marketing messages are measured on. Marketing used to be based on the amount of “views” that you could get for your dollar. Today, a successful program is based on the result or engagement from the consumer that the marketing message generates. The decision how to measure a marketing program is what can make or break a company. As competition continues to grow fierce and the consumer continues to be faced with more options, the question you have to ask yourself – Is my Digital Marketing program designed to direct the consumer to the desired action or engagement?