Redesign of Core Concepts in Marketing in the Digital Era

Abstract

In our continuously changing, competitive era, having an economically strong, environmentally safe, and a better-managed globe requires not only digitally advanced, specialized manpower but also a gradual change from traditional to measurable, outcome-based, innovative solutions and an ethical, value-oriented growth mindset. This is valid for all business practices and society at large. Digital transformation is enhancing throughout every industry, bringing speed and easier access to information, connecting people while eliminating cross-border barriers and time constraints. In that respect, to maintain a long-term sustainable and profitable business, every firm should go through this digitalization process by adjusting and adapting its culture, organizational structure, people, and their digital infrastructure. The core disciplines of the organizations are also evolving from traditional practices to digital platforms and applications. Marketing is one of the earliest adopters of digitalization, where traditional marketing is geared toward digital marketing with the achievement of real-time access to information, providing faster and easier engagement of buyers and sellers.

Today the authors refer to a redesigned, interactive, and integrated digital holistic marketing concept equipped with many smart technologies from social media marketing to affiliate marketing, maintaining the core principles of customer-centric relational marketing aligning with the new digital tools such as brand identity construction, voice search optimization, augmented reality, interactive content, and web design, building a new era supporting a technologically stronger, much more competitive market giving the opportunity of a co-value creation of buyers and sellers.