Question

“Marketing” is more than the “customer orientation”. Critically evaluate this statement

and give example from digital marketing perspectives.

Answer 1

Marketing is more than a customer orientation. It is larger than the customer orientation. Marketing is about beating competitors, marketing is about information, and marketing is about establishing the brand identity.

The idea of customer orientation in marketing is outdated. Instead, marketing strategies of the organizations should be like that it can gain a steady competitive advantage. The business organizations must reshape their digital marketing strategy to defeat most of their competitors. For example,- the Chinese automobile company The Great Wall is considered to be the largest automobile companies in the country through its innovative digital media strategy that beats its competitors. The strategy was more than the idea of customer orientation.

The digital marketing strategy should be innovative that can convey new information about the product, details and price details. Regular updates on products, price details, special offers, and attractive digital design draw the attention of competitors. It creates high competitiveness in a market that lacks the idea of customer orientation. The high competitiveness breaks the monopolistic ideas of any particular organization. Thus, the target audience of the strategy can be the competitors, and the target market too.

Marketing strategy creates a separate brand identity of a business organization. Companies like Coca Cola and PepsiCo are renowned for attractive digital media strategies that differentiate them from competitors. For example- some company creates social media campaign on covid19 campaign, while some other develops social media videos on social distancing and self-isolation. All these digital media marketing strategies distinguish one from the another.

To conclude, marketing strategy is not all about customer orientation. It is also for becoming competitively gainer.