Evolution of Marketing Communication in the Digital Age

Pradnya Vishwas chitrao


The Digital Age is one of the disruptive forces that is changing the way business is done in the 21st C. Marketing strategies have undergone major changes on account of digital technology. Companies are using the web not only for communicating with current and potential customers both within the country as well as abroad, but also for establishing a two-way communication with them. Businesses are not only putting up advertisements on the web that can potentially be accessed by anyone with a laptop or even a smartphone having the necessary software, but are also creating virtual showrooms with interactive features that can provide the potential customer with the required precise details. The digital revolution has thus shaken marketing strategies to the core, leading to a paradigm shift in marketing communication that involves a two-way information flow as against the traditional model that comprised of a one-way information flow, where all customers were bombarded with a pre-set marketing communication, without any heed to their individual preferences. It is also offering greater price transparency; customers often are today dictating the price. We consequently have the emergence of ‘cyberconsumers’.

India is the third-biggest country in terms of internet users in the world, with a highly social and mobile audience. With better connections, mobile phones and computers, Indians are increasingly using the internet for more than just checking their email. This net-savvy generation is also helping to build e-commerce in India. The number of transactions made online has been growing: in the past year, the value of online business in India was estimated to be worth about $10 bn. Online advertising has been growing in India. On an average, the digital ad spends have been growing at 25% year-on-year basis.

It is found that when companies create engaging interactions via digital channels, there is a significant impact on growth, revenue and brand advocacy. The web provides a two way communication, thereby making the communication with customers mutual. In the digital world, marketers are able to consider their customers individually, customize their services and products, and establish a dialogue with the customers rather than talk at them. Thanks to the digital technology, the consumer is now an active participant and a partner in the production. Emotions are therefore being utilized in company’s digital strategy for digital channel relationships with customers. This minimizes the importance of the middleman, and the company can pass on the cost saving to the customers. The mobile internet and social media have created new digital channels between a company and its customers known as “digital channels”.8 Customers today are not just downloading or searching for static data, but engage, upload and share their own content to a wider online network.Further companies can now increase the time of business on a global spectrum. Today, a consumer relies on a wide and shifting range of options on account of digital interactions, and remains engaged with the brand through social media after purchasing it..

Customer feedback certainly influences decisions taken about product offerings, and promotional campaigns are enhanced on the basis of this feedback and use of the latest technology available. Today it is therefore imperative for an astute marketer to gain acceptance and become a part of social and cultural life. The paper seeks to explore and analyze the marketing communication strategies that are being adopted in the digital age.


Digital technology a disruptive force, Paradigm shift in marketing strategies, Growth of e-commerce, Consumer an active partner in production

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