There is no doubt that information and communication technology or digitalization has a major impact on the structure of the market and how marketing functions. But what remains veague is how and what has changed in the functioning mechanism and the structure of the market and that is what I am looking for.
I believe that the most important development that digitization has brought to marketing is the ability to use social networks to segment and group the characteristics of needs, tastes and desires closest to each person or group, and thus respond with services and products designed made to measure.
I share two works of our authorship with you.
www.researchgate.net/publication/353122558
www.researchgate.net/publication/330423368
Desalegn Abraha Gebrekidan
Dear Professor,
Thank you for the interesting question.
Digital marketing has enabled us to ensure uninterrupted marketing, even when we are sleeping or holidaying. Thus, it has taken out more time to work for. In my opinion, this sort of 'creation of working time' is the greatest impact of digital marketing.
Best regards,
Anamitra.
Dear Anamitra Roy,
Thank you fro your positive response. Moreover, I really appreciate it that you want to develop further the two articles that you have already drafted, however as I don't understand Spanish I will appreciate it very much if you can send an english version if they are also written in English.
BR
Desalegn
Without a doubt, social networks have had a positive impact on marketing, as mentioned by Federico Del Giorgio Solfa
Dear Federico,
How do you think that digitalization has affected the structure and the functioning mechanism of the market? Can the changes in the functioning mechanism of the market affect how firms compete in the market?
BR
Desalegn
Does digitalization affect producer markets and consumer markets in the same way or differently? If different what is the difference?
Best Regards
Desalegn
Desalegn Abraha Gebrekidan
Dear Professor,
You have raised a question about how digital marketing affects producer markets and consumer markets.
In my personal opinion, it does. As I have told earlier in this thread, digital marketing creates more time. Thus, in less time as a consumer, I can purchase more, ceteris paribus. Hence, the producer also has to be ready to serve the excess orders. The producer needs to maintain a good stock of raw materials that are required to maintain the smoothness of the operations process. After the goods are produced, sales is not very complicated in this age of digital marketing. The more complicated terms associated with serving the customers are 'advertisements' and 'distribution management', so that the customer gets a near to perfect picture of the product and the product reaches them quickly.
In the near future (say, in a span of 10/20 years) it will be interesting to see how digital marketing makes uses of Customer Relationship Marketing.
Best regards,
Anamitra.
Digitalisation gave an opportunity for SMEs to enter global market by making business online. It also changed consumer decision-making journey. CGC changed the marketing communication etc.
Dear Olga Rauhut Kompaniets,
Thank you for your answer which reads as below: "The game has changed to e-commerce and online marketing away from traditional print advertisement...social media is taking over..." Can you please develop your idea further as it can be easier for the reader to understand? How did it change the consumer decision making journey and what does CGC mean?
BR
Desalegn
Dear Desalegn Abraha Gebrekidan digitilization in marketing is the best way to get people to know more about your product because if you market a product on any digital platform it keep circulating on daily basis and people from different region amd continent can see it and pick interesrt on the product as we are in digital age but without digitilazation the traditional way of marketing has a minimal way of taking your product to reach out to different people.
Dear Professor,
In my opinion, the huge difference between traditional and online advertising is the ability to personalize online ads. The google search engine, thanks to our online behavior (tracking our interests, websites we visit, and tendencies to specific reactions), displays online content / ads that will encourage us to a specific reaction (purchase, reading the text on the blog ... e.t.c). What's more, thanks to the Google Ads panel, entrepreneurs can precisely target ads at people of a specific age, location and interests. In addition, thanks to the Google Ads panel, they can see which ads are the most effective and there they can direct a larger part of the advertising budget. This is a gulf from traditional advertising, where businesses neither knew who saw their ad on the advertising pole nor could they judge how the ad had affected them.
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