The Digital Marketer's Journal

Written by Hong Ngan Tran (s3961720)

In 2015, Mark Ritson an Associate Professor at Melbourne Business School has argued that the concept of “Digital” is meaningless and overused by marketers which becomes a silo for strategic thinking rather than emphasising the power of traditional marketing . Ritson believes that social media platforms are not sufficient for a strategic marketing plan. He asserted that the use of social networks can fragment the brand’s message towards customers and make it less effective. Ritson advocates an approach with both traditional and digital channels in marketing for an effective marketing plan. 

Do I agree with Ritson’s arguments? Yes, as a marketing student who valued both traditional and digital approaches in daily lives. Social media can be a powerful tool if we use it wisely but poorly managed contents can lead to negative impact for campaigns and businesses. Ritson advises marketers to focus more on robust research and consumer understanding rather than caught up with digital trends and buzz. 

Image source: Emeritus 

In contrast, Adam Ferrier highlights the role of social media platforms as a business opportunity tool in digital marketing. By showcasing the success of many campaigns in utilising social media platforms to disseminate the product towards customers. Additionally, social media is also a powerful tool for businesses to interact with customers directly in responding to messages, comments that can foster a sense of community between firms and consumers . 

Why does Digital Marketing have a strong impact on engagement? 

For instance, Spotify Wrapped campaign in December 2024. An annual personalised end of year that Spotify recap with the audience in showcasing top artists, genres and songs that audience listen to the most.

The trends quickly became popular on TikTok and Instagram because they tap into the trends of social sharing in the music taste of individuals and create a sense of belonging in connection with other’s experience in similar songs or artists that spark discussion on social media. 

With the visual storytelling and user-generated-content approach that this campaign applied, the trend is blowing up on all digital platforms, indicating the massive engagement from consumers who are using Spotify. This campaign successfully aligns with Ritson’s belief in brand building and activation. 

Spotify Wrapped builds long-term brand equity while driving short-term customer engagement and app downloads through social media. Moreover, Wrapped also incorporates Adam Ferrier’s idea about action engagement in sharing their wrap of the year, reinforcing the connection to Spotify. 

My reflection with digital marketing 

Through my studies, I’ve come to reflect on the crucial role of digital marketing in building engagement between brands and customers through communication. Social media platforms are constantly evolving everyday, which requires future marketers like me to understand the core value of integrating these tools into campaigns effectively. This integration brings values for customers and brands for long-term growth.

I’ve learned to sharpen my thinking by understanding what customers desire, what motivates them to take action, and how I can create meaningful values for customers through social media content creation. 

Question
1. Why is digital marketing important nowadays?

2. Do you prefer digital or traditional approaches in marketing?