Prince Ejercito

COM41

Marketing have been one of the tools of advertisers to reach consumers their products. It

can be said that this is the only bridge that they have in striking a big impression to the consumer

for them to like it and patronize it. Marketing have been transformed as the technological

advancements were made, marketers need to adapt to the new changes that the world offers and

utilize it to make a communication with the consumers, if they stick with the old ideas and habits

in marketing their products such as newspaper or having oral marketing, it will work but it will

have a very little effect and it’s reach to the consumer will also be very little. As the saying goes,

“Improvise, Adapt, overcome” is equal to what the marketers are doing, they need to

“improvise” on how to market their products and services, not sticking to the old habits or old

trends and need to “adapt” to the new trends as new trends goes by. Monthly or even weeks can

be a big difference in adapting to new trends as trends goes as fast as how the consumer consume

them, people now tend to go on what are pleasing and can make them to stop scrolling and watch

a video advertisement of a certain product, if another trend makes it way to the mainstream,

marketers need to adapt on it as fast as possible because they will lose the competition if they did

not went to the new marketing/trend that is present. ”Overcome” the possible obstacles that they

will face as they study or adapt to the new trend that world offers, they need to “Overcome” the

mainstream spotlight and be the spotlight for a new trend appear, and hence they will be known

for creating that kind of trend.

 As the new era of technology came, new style and kinds of marketing have arisen, as old

trends have been changed by new trend, a new way of marketing have been used and have been

the most effective marketing when the pandemic hit the world. The Digital marketing and the

Integrated Marketing communication.

Digital marketing, usually referred to as online marketing, is the practice of using the

internet and other digital media to distribute advertisements in order to connect brands with

potential customers, the media channels used by these marketing are Search engines, Websites,

the internet, Email, mobile applications, sending texts, and Internet-based marketing. Digital

marketing has been the fundamental marketing in terms of using technology driven tools in

approaching consumers within the media channels that are being used frequently by the

consumers nowadays. Due to the pandemic, the digital marketing has been effective because

face-to-face were not allowed and due to it, digital technology must be utilized to bride

connection with the consumers. Employers are increasingly looking for candidates with a strong

understanding of digital marketing. And it makes sense that as the market changes and more

businesses gravitate toward doing business online, businesses must become experts in digital

marketing and advertising. Especially in situations like the coronavirus pandemic, those who

don't will be left behind.

The other one is the Integrated Marketing Communications it is the practice of combining

marketing communication elements, such as public relations, social media, audience analytics,

business growth concepts, and advertising, into a brand identity that is constant across various

media channels is known as integrated marketing communication (IMC). A multidisciplinary

field that integrates techniques from both old and new media. As the name implies, integrated

marketing communications is a comprehensive marketing plan that considers the greater context
of an organization's objectives as well as the necessities for business growth and upkeep. In other

words, integrated marketing communications promotes the integration of these disciplines to

produce a more potent and concerted approach as opposed to having marketing, advertising,

public relations, social media, and consumer/audience analytics be separate teams or efforts

within an organization.

These two are the tools that marketers are using to achieve a successful campaign, these

two may sound same and the line may get blurry but don’t be confused between these two, they

might be both marketing but there is a huge difference between them.

Digital marketing, as its definition, focuses on the digital world, meaning all the

marketing will be done inside the digital word, it can be a campaign in the digital world, or it can

also be a graphic or video advertisement that is being utilized in internet, social medias and other

platforms in the digital world. Let’s take Lazada for a moment, most of the time their ads are

more focused on social medias because their consumers or their target audience are more fixated

and always on the internet rather than offline such as Television or Radio.

Digital marketing have been very crucial on how we advertise in this day because of how

the pandemic happened, when all the physical interaction have been restricted, digital interaction

gave way to fill up this gap, digital marketing have been crucial in this days because how all of

people relies on the digital world, ordering something can be done on internet, looking for

something can be done on internet, and thus making it a crucial to utilize digital marketing.

Without utilizing this powerful asset, you could say that you are using 10% of how you market,

even simple posting of photos and uploading captions is already a digital marketing.
 One of the most know successful digital marketing is the Netflix Animated Series

‘Trese’. We have all seen how the creative agency “GIGIL” have pulled of a huge and successful

campaign of TRESE. They utilized the digital marketing effectively by making the

advertisement to have a “trending” factor that will surely take over all the social media and the

Internet. As they target the marketing to be trended all over the social media, they utilized the

digital tools that is available on their hands, they edited a video that looks like a creature have

torn the billboards. They used platforms such as Twitter to post about someone flying around the

Metro Manila, destroying every billboard that have TRESE on it, giving the impression that the

creatures are not happy that TRESE is in the Manila and are currently hunting them down.

I think that it successful because of how it effectively reached to the consumer in the

digital ways, netizens are very hard to get attention with because of how much their attention

span is very low that’s why in engaging in the digital world you must create something that will

get their attention and make them to watch or see the marketing that you have made and that

what TRESE have done, they made users to share the post in the Internet making it a user

generated content because of how one another are sharing the post, it caught their attention that

they will share it to other people to let them see what caught their attention, and that’s what the

marketing have been successful.

Integrated Marketing Communication or IMC in the other hand focuses on all the ways

that marketing can be done, they focused on all the aspects that marketing composed of, they

combine numerous elements to create a campaign that will target both online and offline,

generation z and the old generations, they utilize it in every way that is possible.

Overall, digital marketing and integrated marketing communication can be both utilized

to achieve a successful campaign or advertisement in this era. Having to use only one of these
tools is a huge disadvantage for marketers as it these both marketing tools is needed to

communication with today’s generation.

References:

https://www.mastersincommunications.com/faqs/what-is-integrated-marketing-

communications#:~:text=Answer%3A%20Integrated%20marketing%20communication

%20(IMC,consistent%20across%20distinct%20media%20channels.

https://www.marketo.com/digital-marketing/#:~:text=Frequently%20asked

%20questions-,What%20is%20digital%20marketing%3F,Websites

https://www.jellyfishlivewire.co.uk/digital/news/importance-digital-marketing-covid-19-

pandemic