Everest Group Reports

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Marketing in a Digital Way – How Successful Are You?

1 Dec 2017

by Manu Aggarwal, Naman Sharma

$249

Marketing, an ever-evolving activity, has come a long way in last 2-3 centuries, especially with the addition of new communication media and changing focus of marketers. In today’s day and age, where digital media occupies maximum consumer time, marketers are forced to embrace digital marketing in a big way. While the concept of digital marketing might seem quite fancy, enticing, and state-of-the-art to some, it is easier said than done, especially when it comes to generating ROI and significant sales from it. Enhanced consumer experience is one of the parameters often used as an excuse to go overboard with digital marketing.

Despite the host of challenges that exist with digital marketing today, marketers need not quit digital marketing and should constantly work to create an effective and efficient marketing campaign, as our consumption and reliance on digital media is only going to increase. Hence, it is safe to say that digital marketing will be a critical component of marketing in future.

In this viewpoint, we have covered the basic tenets of what marketing in the future would look like, some of the key challenges that exist within digital marketing today, key tents of marketing of the future, and how to overcome the challenges while deploying these more advanced practices and solutions.