Deconstructing Marketing in Digital Era

Do you ever wonder how digital marketing works? We are living in a crazy world where we can promote almost everything online. There is no boundary on how people want the ‘content’ to be seen and/or received by the ‘targeted’ audience, not just audience. Despite all of those craziness, in fact, digital marketing is not one hundred percent digital. It has differences in each purpose: personal use, corporate use, and its medium.

In personal use, users pick which persona that they want to share worldwide, by themselves. Do not get tricked by this phrase, even though we call this point as ‘personal use’, practically it is still a marketing move—but, of course, in a small scale. In here, users are still doing activities that exist in marketing world: creating product (persona), maintain the flow, promoting them, and also doing some evaluation regarding the reach/engagement data.

Related to the persona, people can create their online identity from one of these approaches: based on their real life identity—carbon copy—or it can be their new digital avatar. Both approaches are familiar in today’s internet. For some cases, they want to create carbon copy identity to show that they are professional and legitimate (especially in a formal interaction). However, in the name of privacy, many users decided to hide their true identity on the internet, they become anonymous and unrecognizable. Either one that they choose, digital marketing can be used to fulfill their agenda.

Furthermore, digital marketing also can be used by corporate. In corporate use, marketing is always 50/50 game because they are dealing with convergence scheme. That means they have to run both real and made-up persona at the same time. It is real because corporate has to be legitimate in the real world to comply with the government’s regulations. It is made-up because they have to personify their online presence in order to attract as many engagement as possible with their target audience. In marketing we call this move as branding—or creating a persona. In addition to those approaches, converting engagement data to valid online or offline purchases (for either product/service) is their long term goal.

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The last purpose that applies to marketing is always the medium. Without medium, there will be no communication. Without medium there will be no engagement data. Without medium there will be no effective campaign. The medium in regard to digital marketing/promotion is also related to call to action’s exit type (like, share, purchase, subscribe, etc.). Whether users use medium in personal or corporate scale, there is always a specific target that they want to achieve.

When it comes to digital marketing, medium selection will force users to decide on which one do they prefer: conventional ads (TVs/billboards/etc.) or online/digital ads-it does not matter either personal or corporate use, both have the same level of access to activate their own campaign plan. Even further, today, both medium (digital and conventional) usually will be used together/synchronized with shared technology innovations to fill each other’s ‘reach and engagement’ gap, this approach is deconstructing our previous marketing paradigm.

To sum up, it is clear that digital marketing is still a broad path to be explored. It is always in a form of combination that circled on three purposes: individual benefit, organization agenda, and in which channel chosen to tell the message.

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