Critically evaluate the proposition that digital marketing has replaced traditional marketing in strategy development”.
The Theoretical element
Conclusions and discussion
Nowadays, companies are facing intensified competition and also major changes and challenges to stay relevant to their clients. Simultaneously, consumers are changing their habits and shopping behaviour, which makes even more difficult to companies follow and adapt to the trends. As a response to the shift in the consumer behaviour, companies started to use new tools, strategies and also mix the available channels in order to connect, engage and market to current and potential consumers. In this context, this essay aims to discuss the mentioned changes by evaluating whether digital marketing has replaced traditional marketing in strategy development, and in order to assess it, definitions of marketing and marketing strategy as well as an assessment of traditional and digital marketing will be addressed.
Marketing is something that affects every one of us every waking moment of our lives – even though we may not necessarily be conscious of it. Nowadays, it’s well known throughout the business world that in order for a company to be successful, it must be customer oriented, however, during its evolution, the marketing concept evolved from product oriented, passing by sales oriented, marketing oriented, until what we know today as relationship oriented. Not only brands have to focus on customers, but also, they have to build a strong relationship with all stakeholders involved in the value-chain process.