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Cornell Student Articles on Topical Affairs

Technology has revolutionized marketing

Over the years there have been many innovations in marketing. Print marketing used to be the be all and end all of marketing tactics, and today we are surrounded by various marketing concepts, tactics, and tools. One of the most recent (and the most popular) of the more recent marketing techniques is digital marketing. ‘Digital marketing’ refers to the promotion of products and brands across virtual media. The concept of digital marketing is consistently in a stage of transition, making it difficult to understand for individuals that are unfamiliar with the concept. As the world increasingly becomes more and more centralized around the success and consistency of marketing, businesses and brands are using marketing tactics – including digital marketing – to capitalize their brand exposure. A relatively new marketing approach, digital marketing is shaking up the game and breathing new life into businesses and brands alike. In giving businesses an additional marketing resource, digital marketing ensures its own continued relevance by playing into both traditional and technologically driven marketing methods. As with most industries, marketing – and all the concepts that form under its umbrella, for that matter – is never entirely perfect, but with efficient and effective development and implementation, it can catapult a business into global and long-lived success.


History has a habit of repeating itself, with one of the most impacted industries being digital marketing. Marketing does not function solely around the creative anymore, but instead has (and continues to) expanded to include more functioning facets, ultimately resulting in a more rounded, well-structured method of brand exposure. Outreach is just as crucial to a business as inbound marketing tactics…rather than cold calling, businesses should be following up with consumers and finding out what those consumers enjoy and expect from them. Outbound marketing is so important in this way because it allows businesses the opportunity to not only reach their consumers through multiple digital platforms (like email, video, blog posts, and social media), but to better understand and improve on what their consumer base expects from them. Businesses must listen to their audiences if they want to remain relevant, and digital marketing is allowing them the space to do so – and to do so well, if they harness the tools available well enough. It is not enough to simply be present on digital marketing platforms – more and more, businesses must step it up to stay in the game.


It is rare to find a business that does not have a presence on social media these days. In this era of being consistently logged into social media and digital devices, businesses have done their homework (or simply looked around them) and realised the potential for impact using digital marketing objectives and practices. Creating pages on digital platforms like Facebook and Instagram is a great step, but it takes more than simply cementing a user name. In addition to the digital platforms used to gain virtual exposure, businesses must use more specific tactics and tools like Google AdWords and SEO to draw in prospective consumers past the point of a glance in their general direction. While digital marketing platforms like social media allow businesses to capitalise on exposure, they also must maintain humanity and responsiveness – consistent posts and interaction with their consumers keeps them in-the-know and relevant, something that all businesses strive for.


Digital marketing has one very important trait that other marketing techniques may come up short on: immediate responsiveness. Digital marketing allows businesses to have second-to-second awareness and contact with their consumers. While print and other traditional marketing techniques have their merits (and have proven them, as they continue to stand the test of time), digital marketing platforms allow businesses to see in real time what their existing and prospective consumers expect, care about, and think of their brand. In having the tools to see how their brand is being received in real time, businesses can alter, shift, and reshape their business methods and model so that it aligns with the consumer expectations. Having immediate virtual access through digital marketing platforms allows for immediate action and response, giving them the tools to take action to improve immediately, rather than at a snail’s pace. The world of digital marketing is increasingly becoming complex in nature.

In any company, there is an ongoing prosperity of data that is ripe and ready for analysis. Companies will get it wrong sometimes – human error is part of overall success – but digital marketing takes it easier to build a stronger relationship with the consumers, therefore giving it a stronger foundation.


Digital marketing has turned ripples into waves, forging its reputation as one of the most effective new marketing strategies in the industry. Most the world’s population uses social media quite often, so it makes sense that brands continue to engage and invest in the facets of marketing that specifically target social media users. As other methods of marketing fade away, digital marketing has continued to prove its worth in a shifting society, going from strength to strength. As with every concept and idea, there will always be trials and errors, but when used correctly, digital marketing is the driving force between brand exposure and consumer interest.

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