Digital Marketing and the 7Ps Marketing Model

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Digital Marketing
For the past one decade, marketing sector has undergone a tremendous transformation, largely because of the emergence of new technologies and how people perceive products. First, the marketing tools that were in use ten years ago are no longer preferred nowadays. For instance, most companies in the 2000s utilised mass media, including television, radio, and newspaper to promote their products and services (Ma and Du 2018, p. 5). Consequently, they were only able to reach a limited number of potential consumers because most of these media were not global and were highly expensive. In the current marketing, with the invention of the internet and contemporary media platforms, companies have shifted to social media as the main tools for promoting their brands, products, and services (Voorveld et al. 2018, p. 38).
Today, almost all businesses have various social media accounts such as Facebook, Instagram, Twitter, Snapchat, YouTube, LinkedIn, Pinterest, and Tumblr among others (Voorveld et al. 2018, p. 38). In addition to social media, businesses are exploiting other strategies such as advertising their products and services on sites such as the company’s websites and emails. Another change that has been witnessed in marketing is that customers are expecting to be involved in almost all business operations, including marketing. Unlike in the past when people were just seen as passive consumers, today they expect to get the attention of someone on Facebook, Twitter or any other social media platform (Stephen 2016, p 20). For instance, once a business advertises a particular product in one of social media platforms, customers usually ask several questions about the product. Therefore, for effective marketing, businesses must actively engage the potential consumers. Today’s marketing is more about how consumers perceive the company’s brand, promoting products, and services everywhere, irrespective of the market segment and strong campaigns and PR.
Digital marketing is different from traditional marketing in a number of ways, such as the ability to reach a higher number of people within a short period (Harms et al. 2017, p. 85). Today, most people have an account in one of the above social media platforms and spend a considerable amount of time surfing. Thus, they are most likely to get a particular message about the business than when using traditional mass media. What is intriguing about social media is that they are all global, which makes it easier to promote the business’s brand all over the world. Also, unlike traditional marketing strategies that consumed hefty amounts of money, digital marketing is the most cost-effective in promoting the brand of a business. In the past, small companies could not keep up with larger business for advertisement space in newspapers, televisions, and radios. Today, both have reaped huge benefits since most of the social media platforms are free and have a high number of users, increasing the possibility of tapping new consumers (Kannan 2017, p. 25). Now, small companies can expose their products or services to more people for a lesser fee than they co...