Marketing
has been in existence for many years, practiced by organizations to not only
have repeat business but to also attract new business. There are a number of
industries that have changed from using the old traditional ways of marketing
into new innovative strategies. With the years going by, technology keeps
upgrading and making things easier for people to live. The internet has to be
the most significant innovations that have been invented. The advantage of the
internet is that most if not all people can access it. This gives organizations
a chance to exist in the digital world and communicate with people on a much
easier platform
The
evolution of marketing has taken the old traditional ways of “Face-to-face”
marking and thrown it in the bin. This strategy may have its advantages back
then and now, but the internet has proven to be much effective when it comes to
getting your organizations word out there.
Consider
the entertainment industry for instance, musicians in the 90’s and early 2000’s
relied on radio, television, publications and word of mouth to market their
music. Record companies spend thousands of rand’s (if not millions) on marketing
alone. Basically what the internet has advantage of is that it gives the
company direct communication with the public, eliminating the intermediary and
the costs that come with it.
That
is why most artists are independent, hence they get to be in charge of how they
market themselves by utilizing all social media platforms to their advantage. Cutting
off the need to be part of a record company that will market the music for you.
The
21st century marketing strategies help also to measure the amount of
people that are interacting with the organizations via the businesses website,
twitter, Facebook and Linked In accounts. Measurement of participation on
social media platforms assists organizations in their product marketing
campaign. How? The need to know is important for organizations. Organizations
need to know how many people are interested in their brand, social media
platforms will give them the results/feedback of what people think about their
product. This strategy will also guide them to when an advert can be sent to
the media, how the advert should look-like and to which targeted audience
should their advert communicate too.
