Marketing in the 21st Century: How Does Digital Media Affect the Marketing Mix?
What Is Digital Media?
Introducing the Marketing Mix
How Digital Media Changes the Marketing Mix
- Advertising recognition and avoidance: Many digital streams have advertisement blockers or allow users to opt out of seeing certain ads. Companies must develop methods to advertise despite these obstacles.
- Customer service: Digital media, especially social media, allows customers to air their complaints to hundreds or thousands of friends or followers, as well as interact directly with brand representatives on many channels. Marketing agents consider how their social media specialists handle customer service requests, because bad experiences can significantly impact the success of a product, service, or brand.
- Influencers: Advertisers make use of social media influencers, people with thousands or millions of followers on social media channels such as YouTube, Twitter, or Instagram. Paying an influencer to recommend or showcase a brand can create immediate direct sales in a target market.
- Barrier to entry: The ubiquity of digital and social media has also lowered the barrier to entry in marketing. When advertising was only on television or billboards, it wasn’t cheap to market a product. Now, companies can place advertisements on social media channels and in the results of popular search engines at relatively little cost.