Digital Marketing: The Critical Trek for Multichannel Campaign Management

The recent study by Adam Sarner at Gartner justified Prof. Kagen's discussion about the affect of Digital marketing is prominent across various marketing channels. The key findings from his paper were as follows:

• Online trend has shifted back to social media, communities and networking aspect of why the Internet was originated.
  
  
• Marketers now have more opportunity to engage their customers through various digitla channels, devices and social activities.
  
  
• Adam also predicted that by 2015, digital strategies specially social marketing, will influence at least 80% of consumers' discretionary spending.
  
  
• The Mass-marketing campaigns with 2% response rate will not sustain.
  
  

Adam quoted a great example of the National Basketball Association's Golden State Warriors. How they utilized social campaign through their website to unveil their new logo and raised ticket sales of 440K by spending only5K.

Gartner classify digital marketing into four major type that are contextual, addressable, transactional and social marketing.

Contextual Marketing
SEO/SEM, Mobile Marketing, Analytics, Augmented Reality

Addressable Marketing
Digital Ads, Videos, Signage, In-Game-Advertising, Podcast

Transactional Marketing
e-mail Marketing, Lead Management, E-Commerce, Reviews, Cross selling, Loyalty Marketing

Social Marketing
Social Monitoring, Social engineering, Forums, Word of Mouth, Networking

Link to the Study