Recently, the topic of effective marketing strategies has come to my attention several times. Paul has discussed how the marketing game has changed drastically with the increase in technology use in class. significantly, he mentioned that it is now necessary to be familiar and adept with social media in order to be an effective marketer. The topic has also come up in several articles, such as this one from the Globe and Mail:
This article basically discusses how companies are drastically changing how their marketing budget is distributed; moving away from traditional resources(such as print) and instead focusing on digital resources like online movies and search advertising. The article happens to compliment nicely with a blog Calvina Ikawan recently posted on Skippy’s new marketing campaign. All of their new strategies are digital, relying heavily on videos and gifs to promote their products. Calvina’s blog can be found here:
https://blogs.ubc.ca/calvinaikawan/2014/10/09/skippy-returns-to-tv-in-comeback-bid/
The fact is, modern technology has completely revolutionized the marketing industry, and as Paul said, it is now essential for companies to become proficient with digital marketing. The Globe and Mail article I’ve cited even quotes Ad executive Peter Ignazi stating that Digital Marketing has become so mainstream that it shouldn’t even be called digital… it should simply be called marketing.
This shift raises the difficult question of how much companies should pull out of traditional advertising methods. If online advertisement is so effective, and generally much cheaper, should companies even concern themselves with outdated methods such as print advertising or television? Feel free to comment or blog in response!