Trends in Marketing interview

[John Ling (Chartered Institute of Marketing Trends Researcher)]: 1) What have been the most significant changes in marketing since 1976? [Dave Chaffey]: As a digital marketing specialist, I would naturally also say that the role of digital media and in particular the Internet have significantly changed customer behaviour and the way that marketers can deliver value.

The online customer value proposition

Many have said that the Internet is "€˜just another channel to market"€™, and while this is true to an extent, successful online startups and traditional companies have innovated and developed differential propositions and communications approaches for this channel which target audiences in ways not possible before the personalization possible through digital media. Of course, integration between traditional and digital channels is important and with the rise of other direct channels such as phone and direct mail, communications integration and multichannel marketing other significant changes since 1976. I have written extensively about the need for marketers to…