If traditional marketing is about creating exchanges that simultaneously satisfy the firm and customers, digital marketing is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goal of both parties. In contrast to the one-way mass promotion that characterised much of traditional
The digital revolution has transformed the business landscape and profoundly influenced marketing in an increasingly global environment. From a demand perspective, the digital medium has offered firms access to new customers, markets, and business models across the globe. The Internet enabled a level of customer dialogue that has not previously been experienced in history of business.
“Gearing the business to be responsive to customer needs” – B. Charles Ames, Harvard Business Review, 1970 Marketing as a discipline gained strength in the 1960s and 1970s. In its early days, marketing was thought of as an extension of selling, as achieved by advertising in consumer goods and by personal salesmanship in industrial