I recently attended a talk on Digital Marketing, whilst in agreement with much of it, I took exception to one statement, that marketing had dramatically changed.
Perhaps I’m being too pedantic, but my view is that the principles of marketing, often referred to as the 4 Ps—Product, Place, Promotion and Price remain the same and are as relevant today as they always have been.
What has changed, and changed significantly, is the choice of tools on offer to implement marketing strategies. In particular, how to promote and how to sell (Place).
Unlike traditional marketing tools, Digital tools allow us to target potential customers much more effectively. Through Social Media it’s possible to even reach groups with very specialised interests.
E-Commerce allows businesses to reach much wider audience, even international ones, a physical high street presence is no longer required.