From the time a business sends a message via e-mail, a business can only communicate with one person at a time.
If a customer wants to talk to a manager or CEO, they will need to ask permission, and if they are in a meeting with a business executive, they need to leave.
But when it comes to communicating with consumers, there’s one communication method that is more universal than all others: the digital world.
The first digital revolution changed everything, and it’s taking shape today.
“It was just a matter of time,” says David Kincaid, a marketing professor at Northwestern University.
“We all started thinking, How do we make these things as seamless as possible?
So what we’re doing now is changing the way we do business.”
In the past, a digital marketing effort was just an email campaign, but now it can be anything from a series of social media posts, to a single-click purchase, to an entire campaign.
That means that even though a marketing firm may need to have a well-trained team of people who understand how to engage with consumers to make it work, the end result will be that the marketing is always seamless, and consumers can feel like they are always listening.
“The best thing you can do is create an environment where you can get in touch with your customers,” says Kincay.
“And then, just like a consumer, you get an answer from your business in a second.
The whole experience is a seamless, seamless experience.”
What’s the difference between a digital and a traditional marketing campaign?
According to Kincays company, The Marketing Institute, the main difference between digital and traditional marketing is the way the communication is delivered.
Traditional marketing messages are delivered via email or text messages.
But because digital marketing messages require no interaction with the consumer, they can be more targeted.
But even when they’re targeted, the message is always the same.
“A lot of people are afraid to send a message online because they don’t know how to navigate the messaging channels,” Kincasays marketing professor.
“But when you send it in-person, it’s much easier for people to understand.”
While many marketers are starting to incorporate digital marketing in their marketing campaigns, the goal is still the same: To get customers to engage and make purchases.
And that’s what Kincaes marketing professor, David Kinsman, says is the key to success.
“There’s no one way to get the customer to engage,” says The Marketing Institutes head.
“It’s really about creating an environment that makes them feel like you’re there, and that you can answer their questions.
So, when they do get to the door, they’re really going to want to know what’s going on and to feel comfortable in that environment.”
The marketing of the future will have to rely on more than just the internet.
It will be a mix of new technologies like video, digital billboards, and even the ability to communicate with the public through social media.
For Kincahans students, the future of marketing is digital.
He says they’re still learning about the way businesses communicate and what customers want.
And it’s important to him that the students know that the digital future isn’t just about messaging.
It’s also about how businesses will communicate to consumers.
“Digital marketing is really, really important,” says Stephen Kincany, who is now the head of marketing at a digital advertising agency.
“When you think about the future, digital marketing is going to be very, very important.”
For more from our series, check out the following stories: