Digital marketing Essay Example | Topics and Well Written Essays - 3000 words

Digital marketing - Essay Example The paper "Digital marketing" study illustrates the use of digital marketing in the â€Å"adidas Group† strategy for gaining competitive market position. Companies increasingly invent new business models–or strategies–for selling as the markets globalize, competition intensifies, and both consumers and investors become more demanding. The new business challenges of the Internet era largely stems from the globalization. Digital methods such as the real time marketing tools have become an essential part of the global business giants today. Researchers have reported three distinct waves in the direct and interactive marketing during the past 30 years namely; mainstreaming, database marketing and the Internet stage. The new horizon in the Internet stage brings fascinating opportunities for the marketers, enabling them to actually realize the goals of one-to one marketing while also encouraging them to learn, deploy, and adopt information technologies strategically. I n other words online technology and marketing have joined during the above third wave. Any business that chooses to ignore these new changes will most likely die out from the market eventually because the intensifying global competition has made it almost impossible to do any effective marketing without in some way using the technology of the Internet (Wiedemann, 2001). For example, the â€Å"adidas Group† stated its brands needed to make more relevant to the online audiences in order to propel demand. Hence the company is now engaged.