digital marketing is ‘here to stay’

Digital marketing is becoming the most influential and representative manner in which to engage an audience, and this is down to social networking, according to a report in the NBR this afternoon.

The NBR website reported ‘Google innovationist’ Justin Baird, at the Digital Now New Zealand 2009 conference in Auckland, saying that marketing was “no longer about broadcasting your messages and then moving onto the next thing – it’s now an ongoing dialogue, which in turn is an amazing opportunity to learn from your customers via very direct feedback”.

Not a new message, but good to see it reinforced in New Zealand — and applicable, of course, for PR plays, too.  Read more from the NBR here.

Update 27 September

According to this NZ Herald article about New Zealand internet use:

* Nine out of 10 internet users participate in social networks
* More than a quarter have made a major purchase based solely on online reviews
* Ninety-seven percent research online before making a significant purchase
* Twenty-eight percent buy goods as a result of reviews they read on the web

The ability of organisations to get their message across in social media forums is now an essential and significant  part of any business communication strategy.