HAS DIGITALIZATION BEEN A LIMITATION TO MARKETING?

Digitalization means integration of digital technologies to everyday life that can be digitalized. Digitalization has made the communication easy between a marketer and his audience. A marketer can connect to his audience on a click through websites, blog , links, advertisements, social media , etc., and the same is done by the customers to communicate to the company. Now days, every organization is setting up its digital presence to get noticed.

Are customers loyal?

Yes, customers are loyal to their needs and not to a specific brand or product. Customers want his need to be satisfied and then he purchases that fulfill it. From past few years the purchasing power of the people has increased. Consumers are more aware about what they want and about the product as well.

I believe, marketing has been limited by digitalization. Although there are creative advertisements and posts that attract the customers but the virtual world still lack behind the real world communication and customer engagement. Customer interaction in real world can be done through innovative ideas. Different customers have different touch points, these touch points are needed to be recognized by researcher. Few innovative customer engagement techniques are :

The above picture depicts that 3 million 3M Security Glass Promotion Passers by were told, they could have the money if they could break the glass. Although there was only $500 of real currency in the glass, the majority were fake.

This picture is of a mall in Mumbai, where the Fevicol marketing team was” Going by human nature that anything free is a great attraction, mall visitors tried picking the items. But the audience realised that they were unable to lift any of those items! What caught their attention instead was that the huge “Free” signboard had turned into the brand logo with the tagline ‘Fevicol ka jod hai’. The audiences could not help but smile for they got tricked by the brand’s mall activation programme.”(ref. from http://bestmediainfo.com/2013/04/mall-activation-by-fevicol-leaves-visitors-stuck/ on 23/10/18).

Therefore, marketing lacks a customer engagement through such campaigns and techniques which can be changed. Hence, digital marketing due to digitalization limits marketing creativity & innovative ideas.