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UIU Tech Marketing Digital Dominance Discussion

UIU Tech Marketing Digital Dominance Discussion



Marketers have many means of communicating with the public. With the rise of digital and mobile strategies, consumers can receive marketing solicitation around the clock.


Research communication strategies carefully, considering the pros and cons of each method. Consider how value is communicated in marketing.


  • Considering the industry you work in or aspire to work in, what type of communication strategies are predominant?
  • Considering the many available mediums, is TV advertising still the most powerful, or has it faded in importance?
  • For your final marketing plan- which mediums will you focus on and why?

Discuss each question and support your ideas with validating scholarly research.


Read the assigned chapter(s), then enter the weekly discussion forum and review the videos or additional reading material. Your main post should be 150 words and combine the material with your personal experiences. Blend your experience as a practitioner with the information you are learning each week. Discuss these ideas with the class to broaden your horizons and share your knowledge with others.

Simon Sinek has a simple but powerful model for inspirational leadership all starting with a golden circle and the question “Why?” His examples include Apple, Martin Luther King, and the Wright brothers. This is one of my favorite TED Talks. How can this help you build your teams? Why is inspiration a necessary skill all leaders must be able to affect?


In an ever-evolving digital landscape, marketers continuously navigate through a vast array of communication strategies, ranging from traditional means like TV advertising to novel digital and mobile avenues. This exploration becomes crucial in maximizing the effectiveness of reaching consumers and communicating value (Lamberton & Stephen, 2016).

Examining the technology sector, a field I aspire to join, it is clear that digital communication strategies have taken precedence. As reported by Grewal, Hulland, Kopalle, and Karahanna (2020), this industry’s rapid pace of innovation necessitates a more flexible and immediate communication approach than traditional methods can offer. Such strategies typically include social media campaigns, influencer marketing, content marketing, search engine optimization (SEO), and email marketing, which allow for real-time, personalized interactions with consumers (Royle & Laing, 2014).

However, this digital shift does not imply that traditional methods like TV advertising have lost their power. While television’s reach has arguably declined in recent years due to the proliferation of streaming services and cord-cutting, it still remains a valuable tool for certain demographics and markets (Hartmann, Reimers, & Chong, 2018). Television commercials can trigger emotional reactions, enable storytelling, and provide a broad reach, particularly among older generations (Hartmann et al., 2018).

Nonetheless, digital platforms have exhibited unprecedented growth and engagement, gaining a substantial competitive advantage over traditional media (Hudson, Huang, Roth, & Madden, 2016). Therefore, for the final marketing plan within the technology sector, it seems prudent to focus predominantly on digital communication strategies. The selection of the specific digital channels would be based on the target customer demographics, behaviors, and preferences.

The primary focus will be on social media marketing, given its ability to create two-way dialogues, drive engagement, and rapidly disseminate information (Felix, Rauschnabel, & Hinsch, 2017). Content marketing will be another area of emphasis, as it allows companies to demonstrate expertise, deliver value to customers, and improve search engine rankings. Finally, SEO will be a critical part of the plan, ensuring that the organization’s online content is easily discoverable by consumers (Grewal et al., 2020).

To maximize the efficiency of these chosen mediums, it is crucial to use data analytics for personalized communication and to measure the effectiveness of the campaigns. A well-coordinated digital marketing plan not only helps in reaching the consumers but also facilitates creating value through dialogue, feedback, and engagement (Hudson et al., 2016).

In light of my peers’ ideas, I concur with those advocating for a blend of traditional and digital marketing channels. However, the balance should be determined by the specific industry context, target market, and strategic goals. In the rapidly evolving technology sector, a digital-first approach seems most appropriate given the current trends in consumer behavior and media consumption.

In conclusion, the rise of digital platforms has undoubtedly changed the marketing landscape. Although traditional mediums like TV advertising still hold value in specific contexts, digital strategies offer flexible, real-time, and personalized communication, which are vital in the modern business environment.


Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126.

Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E. (2020). The future of technology and marketing: a multidisciplinary perspective. Journal of the Academy of Marketing Science, 48(1), 1-8.

Hartmann, T., Reimers, I., & Chong, M. D. (2018). An empirical analysis of the influence of video advertising on user engagement in online streaming videos. Computers in Human Behavior, 88, 254-263.

Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), 27-41.

Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146-172.

Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34(2), 65-73.


The marketing world has seen a monumental shift with the advent of digital and mobile strategies. As a marketing aspirant in the technology industry, I notice an increased reliance on digital mediums for communication. The rapid technological innovation in the sector lends itself to more contemporary marketing methods, with traditional methods such as television advertising taking a backseat.

Studies reveal that Internet advertising revenues in the U.S. exceeded television advertising revenues for the first time in 2017, showing an apparent change in the medium preference (Koeze & Popper, 2020). However, the question remains, is TV advertising losing its impact, or is it merely evolving?

While the power of TV advertising might have diminished compared to digital platforms, it is essential to understand that it remains effective for specific audiences and markets. According to a Nielsen report, 90% of U.S. adults continue to use linear television (Nielsen, 2021). Thus, TV advertising remains impactful for specific demographics, especially the older generation.

That said, the ability to adjust and adapt quickly is paramount for a sector as dynamic and fast-paced as technology. Digital marketing, with its real-time updates, personalized communication, and global reach, makes a more attractive proposition for tech companies. Research also suggests that consumers perceive higher value when marketers communicate through tailored digital content, as it fosters deeper engagement (Lamberton & Stephen, 2016).

I would focus on a blend of digital mediums for my final marketing plan. With its ability to reach a broad and diverse audience, social media marketing will be a crucial platform. According to a study by Pew Research Center, seven in ten Americans use social media, showing its significance (Perrin & Anderson, 2019). Furthermore, despite its simplicity, email marketing offers an excellent return on investment, making it a valuable part of the strategy (Fariborzi & Zahedifard, 2012). Lastly, search engine optimization (SEO) is essential to ensure visibility in the increasingly crowded digital landscape.

In conclusion, the marketing communication landscape is evolving, with digital mediums gaining prominence, especially in fast-paced industries like technology. However, traditional mediums like TV advertising still hold value in specific contexts. A marketer’s task is to carefully select a blend of strategies to maximize reach and value perception among targeted consumers.


Fariborzi, E., & Zahedifard, M. (2012). Impact of Email Marketing on Business. Journal of American Science, 8(7).

Koeze, E., & Popper, N. (2020). The Virus Changed the Way We Use the Internet. The New York Times.

Lamberton, C., & Stephen, A. T. (2016). A Thematic Exploration of Digital, social media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry. Journal of Marketing, 80(6), 146-172.

Nielsen. (2021). The Nielsen Total Audience Report: August 2021.

Perrin, A., & Anderson, M. (2019). The share of U.S. adults using social media, including Facebook, has been mostly unchanged since 2018. Pew Research Center.

R3, R4, R5 & R6


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