The internet was invented before 2000. However, given the long history of this technology, why is digital marketing a new trend today? Then, what is the primary distinction between traditional and digital marketing?. SBM ITB hosted a guest lecturer, Christian Maximus Dotulong, the Head of Marketing at CrediBook, to provide some insight.
Today, all marketing campaigns are based on the growing importance of internet technology. In terms of functionality, the internet provides unlimited access. As a result, we can reach out to many parties at once, including potential customers. The internet also offers convenience and a unique user experience compared to other traditional media.
“In the past, traditional internet user companies did not have a strong internet business model like today because, in the past, the internet was essentially just a digital banner,” explained the lecturer at Indonesian Christian University.
The User-Generated Content (UGC) platform is one of the Internet changes that can modify the course of marketing strategies to 2.0. In its current state, we can see it is evolving into social media. Tian explained that UGC could be defined as the design of technology in such a way that it involves a large number of people.
The two fundamental pillars of UGC are interactivity and measurability, where technology can create interaction from content via content responses or feedback. Meanwhile, measurability is about collecting and analyzing data through the collective intelligence of many internet users.
The impact of these internet changes impacts today’s marketing strategy. Previously, marketing strategies could be found in various locations, commonly referred to as multi-channels. However, today’s marketing strategy is omnichannel, where all touchpoints can be properly integrated and connected, providing a more pleasurable and enjoyable experience for potential customers.
We cannot deny that some fundamental and traditional marketing strategy components remain applicable today. The science of marketing has continuously evolved at various points, and therefore we must continue to understand the developments in the current conditions to innovate and provide the best for many people.
