By Will Rowan

* Redefines the position of selling in a electronic, networked market

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Extra resources for Digital Marketing

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The same is true in many respects of companies. The trend towards fitter and leaner organizations has also made them more flexible. In turn this means that they can change their anticipated requirements from quarter to quarter or even month to month. Large organizations may still expect departments to complete fiveyear plans; mature, sensible and responsible managers in marketing departments would be wise to complete no more than the first two of those five years. Some would say that their colleagues in other company divisions should do the same.

Current customers should be sure of receiving the same quality of experience at every point of contact if their perception of the organization is to be maintained. The most public facet of perception, and the most frequently visible, will be the organization’s brand. The challenge of making a brand equally powerful in print, visual and interactive media, and in the products themselves, will become a major preoccupation of digital marketers. Managing the appearance, tactile qualities, sounds and tone of brands together is a new skill.

We live in a society where jobs have become less secure, and the structure of our economy is changing, with increasing numbers of people working for smaller companies or in selfemployment. Alongside these major social and economic changes there is an increasing pace to change. Rather than trying to predict future events from past events, the marketer’s best chance of finding out what customers intend to do next is to ask them – quickly, and in an interactive medium from which the marketer can react at speed.

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