Digital Marketing: It's Not Just Business, It's Personal
Be human. It's a simple idea, but what does that mean for online marketing? Our Team Digital, a group of experts in social media and public relations, weighed in on just this question in our debut Google Hangout, a regular series designed to help you …
See all stories on this topic »
Former Vic Premier mails bread, lands Coles in federal court | Marketing magazine
Coles is in hot water with the national consumer watchdog over claims it has allegedly misled customers by claiming certain products from its bakery range were 'Baked Today, Sold Today' when they were in fact baked and frozen off site. The Australian …
See all stories on this topic »
Nintendo marketing exec Scott Moffit on staying relevant in this console …
LOS ANGELES — Nintendo is in a tight spot. The Japanese company launched its Wii U last fall, but it has had a tepid response from the market. The new consoles from Sony and Microsoft are arriving this fall, and the Wii U's best proposition is its …
See all stories on this topic »
Popular Questions
Why is digital marketing more personal than traditional business promotion?
Digital marketing is personal because people interact with messages, brands, and communities through channels they use every day. Customers expect relevant communication, genuine interaction, and responses that recognize their needs rather than treating them as anonymous leads. A business can make this connection by using audience insights, conversational content, and consistent human engagement.
How can a business make digital marketing feel more personal?
Start by defining specific audience segments based on their goals, challenges, interests, or buying behavior. Create content that addresses those details and use personalized email, social media replies, and follow-up messages where appropriate. Keep the tone natural, invite questions, and make sure automation supports the relationship instead of replacing authentic communication.
How does trust affect digital marketing when it is not just business?
Trust influences whether people read, share, recommend, or purchase from a brand online. Businesses can build it by being transparent about offers, protecting customer data, publishing useful information, and responding promptly when concerns arise. Avoid exaggerated claims and make every interaction match the brand’s stated values.
How can marketers balance personalization with privacy in personal digital marketing?
Use only the customer information that is necessary to improve the experience, and explain how that information is collected and used. Give people clear choices about email subscriptions, cookies, and personalized advertising. Review targeting practices regularly so personalization remains helpful without becoming intrusive or making customers feel watched.