How Digital Revolutions Have Changed Global Marketing - Essay Example

Table of Content: Introduction…………………………………………………………………………… The new concepts…………………………………………………………………………… The re definition of customer and service provider relationship……………………….. New Communication Means………………………………………………………… E-Commerce…………………………………………………………………………… Findings of Razor Fish…………………………………………………………………………… Assessment of the findings…………………………………………………………….. Example of IKEA…………………………………………………………………………… Advertising as an integral agent of digital marketing…………………………………. Websites as the prime source of digital marketing ………………………….. Considerations…………………………………….. Conclusion………………………………………… References…………………………………………………….. How Digital revolutions have changed global marketing? Introduction: The digital revolutions have become part of our societies, politics and leisure. Businesses and marketing field has come of age as a result of the digital dominance and revolution. The global marketing has found a new and easier means of communication and reach out through the digital revolution. The digital revolution introduces itself in various forms. These range from the direct means of engagement during the global businesses to the digital means of advertisements (Hemann & Burbary, 2013). The new concepts: The digital revolution has brought about concepts such as cross border, multi cultural, diverse business engagements where the products and services are delivered based on the cultural constraints and cultural specialties. The world’s leading brands in the form of B.M.W, Coca-Cola, Nokia and many more are operating based on this concept that are focused around the cultural and geographical characteristics of a given locality and local market. The re definition of customer and service provider relationship: The digital revolutions have brought about a total change with regard to the relationship between the two ends. The relationship is now much speedier, accurately, customer centric with increased benefits and productivity at both ends. The means so adopted are different. The physical undertaking of visits to the outlets, the company shops are no more the trends, rather online shopping, online orders, online visit of the websites and online interaction in various means serves the overall relationship and purpose between the two stakeholders of business engagements. New communication means: As a result of the digital revolution, the new means of communication are adopted. These include the ordinary digital communication to the video calls to online shopping offers, online services and app stores to many more similar features. Between the business partners, the usage of video conferencing is another added feature which has come about in the form of virtual engagements, meetings and business partnerships that have virtually removed the reliance upon physically undertaken tours, trips and meetings that would otherwise cost for physical participations as well as the time spending on different tours and trips. E-Commerce: E commerce defines activities and engagements in business processes that are performed over the digital medium. Predominately the electronic interchange and exchange of business. These may include the use of credit cards in the simplest terms to the other electronic transactions, online bookings, online purchases, online interaction, visiting the websites, visiting the online stores and the engagements may come either between the business parties directly or indirectly. E-commerce also finds another word to its usage and that is e-tail. People and customers sitting in distant parts of the world are now in touch and have access to the various services and products delivered online through credit card and various other means. Findings of Razor Fish: Razor Fish has conducted a finding and survey with regard to the overall concept of digital marketing and digital means usage in the business activities. According to their findings in the different disciplines and domains, the digital devices have an overall positive impact on the business functions and the customers’ orientations. They totally eliminate the element of friendly versus non friendly customer services. Further, they enable access to the information and purchases from home. The following are few of the areas and disciplines in which the digital devices find their usage and the table shows the percentage usage against which the overall market share is distributed. Source: (RazorFish, 2015) Assessment of the findings: The findings reveal that the financial domain is largely benefiting from the usage of digital applications and digital revolution. Example of IKEA: IKEA can be safely termed as the front runners in the category of introducing online customized services to the customers from various parts of the world. Customization in terms of the various choices, sizes and other features available online enable the customers from various countries to perform transactions online. They offer catalogues that can be accessed through the mobile applications and other portable devices (Ferrell, Pride, & Lukas, 2014,p .454). A three to four step process and the items are delivered at home without needing to go to the service store or the main offices. This is one of the many practical online services business examples in modern times. Advertising as an integral agent of digital marketing: Digital marketing has revamped the structure and concept of advertisement. It has introduced multi dimensional formal as well as in formal means of advertisements. These advertisements enable promoting a product or service beyond the shore, beyond the border and ocean in a unified medium in the form of digital media. Within the digital media, sources such as the social media, Google Ads, other websites ads, pop ups, and various promotional methods that are engaged on the digital medium of internet make up for the advertisement (Ayanso, 2014,p. 15). These lead to more easy reach out to the customers. Furthermore, it saves large amount of capital and manpower that is otherwise invested in going door to door and promoting the product or service, and in the case of door to door reach out, the impact may not be as effective as is in the case of digital communications. Websites as the prime source of digital marketing: Nearly every second brand of service or product manufacturers in the multinational environment has a website. The websites are a direct means of contact and communication between the customers. Similarly, through these websites, the customers are attracted through the promotional campaigns and other updated information. This is not just limited to the business activities, rather entertainment, sports, politics, and other global events of international attention and recognition. Video portals and communicating with the clients, providing them with services details are few of the commonly provided functions along with various other features such as feedback response and online assistance against given products and services (Bawab, 2014, p. 107). Considerations: The digital marketing has brought about number of constraints and considerations that need to be taken into account while dealing with the online customers. These include presenting the material and website in a user friendly manner. Secondly, it must be ensured that the customers have full time access to the help center. Ensuring authenticity and providing the customers with spam proof services is also a challenge faced by the modern digitally supported global marketing. This can be helped for through further advancements and protection against the online fraudulent means. Conclusion: Global marketing has a much more promising future owing to the digital technology. The digital technologies keep on improving and bringing about more innovative concepts which will further improve the global marketing concepts. While the benefits of digital usage are multi fold, it must be taken into account that each of the concept is addressed for its requirements with regard to technological concepts, software usage, databases development and other infrastructural up gradations. The overall beneficiaries of this mechanism are the employees themselves because automation always adds to comfort and improvement in terms of customers performance. The clients themselves are equal beneficiaries. The digital marketing concepts have given the entire supply chain and stakeholders list a win-win situation with each benefiting in considerable amount with regard to time required, capital invested and improvement in terms of performance and efficiency as a whole (Wind & Mahajan, 2002, p. 6). The future business trends will see much more development in this regard. All this stated, the necessary prerequisites must be addressed in order to make use of the digital concepts because digital technology comes as quite a frail and fragile mechanism with slight disturbances in the digital networks and entire system comes to a standstill and halt. References: Ayanso, A. (2014). Harnessing the Power of Social Media and Web Analytics. IGI Global Bawab, H. (2014). 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