Digital Marketing By John Boynton Summary
John Boynton’s article “Digital marketing: The power to be emotive” was published in the August 17, 2015 issue of Marketing Magazine. Through this article, John discusses how the effective digital marketing impacts positively on prompting consumer repeat purchase decision. He emphasizes that marketers need to maintain the intimacy, and increase the brand awareness to avoid achieving results that are less effective than the optimal target marketing. According to him, the consumers’ changes in social habits are a key point to lead positive purchasing decisions, therefore, the marketers need to focus on improving digital marketing strategy as a part of the media mix based on the result of a study of consumer attitudes …show more content…
While reviewing John’s point of view that the digital marketing should be added in the media mix, I was confused. Therefore, I have compiled the information based on the result of my research. The digital marketing mainly utilizes based on the online and mobile. The digital marketing includes search engine marketing, mobile marketing, and direct marketing when the traditional marketing includes TV, radio, newspaper, and magazine. (Jin, 2016). Moreover, the traditional marketing is to prospect for customers come to the brand, yet, digital marketing is to attract for the target audience by specific marketing initiatives, when social media marketing is to interact with targets by minimum budget. (Satyam, …show more content…
To this, I prevent myself by setting up the email address to a spam email, and refuse to receive any text advertisement. Besides of these experiences, I tend to avoid rejoining to the email confirming request when purchasing. Yet, I am satisfied by participating in surveys in the grocery or drugstore. This is because I believe that it is a valuable opportunity to receive rewards such as discount coupons or online discount code.
Here is another experience for the internal KPIs. Although I had a phone survey a month ago from the bank, when they call me back for a little changing subject, and keep interviewing for the same questions of the survey, I resolutely refuse to respond them instead of asking why you ask me same questions monthly.
Based on these experiences, I found that how ineffective digital marketing should convey negative effects, in addition, being aware of target segments based on the constructing data is particularly important. Therefore, to avoid being bothering aspects from targets, the marketers need to increase effectiveness of digital marketing by adding it into the media mix, and they should also reinvent the channel role. This is because these are not only helpful in an effective relationship between the brand and the consumer, but also preventable from the unnecessary work for the marketers.
The purpose of