BEYOND DIGITAL: The Marketing Renaissance - Couverture souple

Parry, Roger

9781976924460: BEYOND DIGITAL: The Marketing Renaissance

Couverture souple

ISBN 10 : 1976924464 ISBN 13 : 9781976924460

Editeur : Independently published, 2018

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Since the 1990s, waves of digital technology have transformed the business of marketing communication. There has been an irreversible shift from a product-centric to a consumer-centric approach. Digital channels have given consumers far more content, choice, power and information. They also provide vast amounts of data and insight. Marketing communication has moved from being a broadcast to a dialogue. But after the initial enthusiasm there has been a much more critical appraisal of the digital communications revolution. As the technology has advanced the traditional analytical tools like the Marketing Mix and the Marketing Funnel have been called outmoded. This book suggests that, with refinement and updating, these ideas are as relevant and useful as ever. Before the internet, smartphones and social media was the Classical era of marketing communication. Then, during two decades of digital transition, we have been dazzled and intrigued by the novelty and wonders of new technologies – at times losing sight of the fundamentals of branding and marketing. It is now accepted that digital media have some serious problems: accuracy of audience measurement, lack of media buying transparency, brand safety (proximity with undesirable content) and data privacy. This book reflects the reality that “digital” marketing, as a stand-alone idea, is now pass�. Digital is ubiquitous. It is fully embedded in all aspects of communication. The growing criticism of the technology giants and the social, political and commercial pressure on them to clean up their act is ushering in a Neoclassical era when issues such as taking responsibility like traditional publishers and providing third party verification of audiences will get resolved. It is time to rediscover and rewrite the classic marketing communications frameworks, not to abandon them.

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