{"id":10455,"date":"2014-07-18T00:00:00","date_gmt":"2014-07-17T16:00:00","guid":{"rendered":"https:\/\/brand.gamania.com\/gvoice\/10455\/"},"modified":"2020-09-15T18:45:36","modified_gmt":"2020-09-15T10:45:36","slug":"marketing-war-in-the-digital-age","status":"publish","type":"post","link":"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/","title":{"rendered":"Marketing War in the Digital Age"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

\u25b2\uff08Source of picture\uff1ahttp:\/\/www.psdgraphics.com\/backgrounds\/bulls-eye-target\uff09<\/p>\n\n\n\n

More and more people asked me recently, \u201cFor brand owners, what exactly is brand marketing in the digital age?\u201d<\/p>\n\n\n\n

The traditional marketing relies on T.V, newspapers, magazines, radio broadcastings or outdoor billboards so if we get our heads around the features of these media, we could market everything with flying color. However, in these past few years, these old tricks don\u2019t work the same magic anymore. <\/p>\n\n\n\n

Due to the rise of social networks in recent years, from blog, YouTube, twitter to Facebook and Pinterest, new media appear in alarming rate. These new marketing tools have their pros and cons and they each have different ways to function, it could be quite confusing at times. <\/p>\n\n\n\n

Some people claim it\u2019s as simple as creating a new Facebook fan page and launching a lucky draw campaign; some say film a viral video so you could increase popularity without spending a dime on ads; some seek renown bloggers to write a few reviews and recommendation articles and call it \u2018word-of-mouth\u2019 marketing. What could we differentiate these tools using a mechanism that is easy to understand and simple?<\/p>\n\n\n\n

In my mind, the \u201cbrand marketing in the digital age\u201d is not some product born out of thin air but something evolved from traditional marketing. If letting brands into consumers\u2019 hearts is a war, this is how brand marketing in the digital age looks like:  <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\u25b2\u201cMarketing warfare in the digital age\u201d explained through the concept of military.\u00a0<\/p>\n\n\n\n

\u2018Air Force\u2019 and \u2018Army\u2019 are traditional tools, in other words, \u2018Air Force\u2019 is Above the Line (ATL), using public media to shape the brand image and the swiftly bomb the target\u2014making consumers to know you in the shortest amount of time. \u2018Army\u2019 is Below the Line (BTL), emphasizing the harvest of goal-oriented call to action such as promotional campaign or display in the mall or using exhibitions to stimulate consumers to take the action to purchase the merchandise. Think about it, after the \u2018Air Force\u2019 bomb the target, don\u2019t we need the \u2018Army\u2019 to march to the destination and occupy the land to claim the victory? <\/p>\n\n\n\n

\u2018Air Force\u2019 and \u2018Army\u2019are a match made in heaven, so it is natural to assume they have no flaws. However, with the rise of internet and new technology, it has drastically changed the way consumers access information. We don\u2019t rely passively on traditional media to be \u2018bombed\u2019 by \u2018Air Force\u2019. More often than not, we hide in the bomb shelter created by internet or mobile phones so that the \u2018Air Force\u2019 can\u2019t bomb us. This change has made the cost-effective rate for war lower and lower. Moreover, public media are expensive and exhaust massive amount of resources and therefore, brands normally choose to use it in significant events such as new product launch. How do brands communicate with consumers in the absence of significant marketing event? <\/p>\n\n\n\n

Social media complemented the inadequacy of \u2018Air Force\u2019.<\/p>\n\n\n\n

I describe social networks as the \u2018Marine\u2019. They include official website, campaign websites and social media and their purpose is to establish long term communication so the consumers could gain deeper understanding of the brand. These online media have a common feature that is its content varies to cater to different demands. It could be as simple and light as a comment left on the Facebook wall or it could be something of depth like a blog article, addressing specific theme or issue. Consumers could find corresponding content based on their own needs and different phases. <\/p>\n\n\n\n

Moreover, social networks do not require as much invested resource (as opposed to \u2018Air Force\u2019, it runs gently and sustainably like a small creek and best suited for maintaining relationships with consumers during the gap period between significant events. <\/p>\n\n\n\n

Viral videos, flashmobs, word-of-mouth marketing are like \u2018Special Force\u2019 for they manufacture surprise attacks. They get into consumers\u2019 hears unwittingly. As its name suggest, \u2018Special Force\u2019 can only be employed during special circumstances. It is not suitable for long term strategy and whether or not such \u2018surprise attack\u2019 would work is fairly unpredictable. <\/p>\n\n\n\n

Marketing in a digital time is like military at war. How to coordinate the \u2018Air Force\u2019, \u2018Marine\u2019, \u2018Army\u2019 and \u2018Special Force\u2019 is the key to winning consumers\u2019 hearts. <\/p>\n\n\n\n

<\/div>\n\n\n\n

——–<\/p>\n\n\n\n

About Author<\/p>\n\n\n\n

Mika, Internet Marketing Observer<\/p>\n\n\n\n

Born in the 60s, Mika has worked in the field of consumption marketing for decades. He experienced brand strategy, product concept all the way to official launch. He cares about traditional marketing model as well as the changes arise from Web2.0 and social media.\u00a0
Blog: jabamay.blogspot.com<\/p>\n\n\n\n

———<\/p>\n","protected":false},"excerpt":{"rendered":"

\u25b2\uff08Source of picture\uff1ahttp:\/\/www.psdgraphics.com\/backgrou […]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1971,1976],"tags":[2875],"class_list":["post-10455","post","type-post","status-publish","format-standard","hentry","category-2-columns_en","category-2-2-columns_on_market_trend_en","tag-vol-53"],"acf":[],"yoast_head":"\r\nMarketing War in the Digital Age - \u6a58\u4eba\u8a8c G!VOICE<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/\" \/>\r\n<meta property=\"og:locale\" content=\"zh_TW\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"Marketing War in the Digital Age - \u6a58\u4eba\u8a8c G!VOICE\" \/>\r\n<meta property=\"og:description\" content=\"\u25b2\uff08Source of picture\uff1ahttp:\/\/www.psdgraphics.com\/backgrou […]\" \/>\r\n<meta property=\"og:url\" content=\"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/\" \/>\r\n<meta property=\"og:site_name\" content=\"\u6a58\u4eba\u8a8c G!VOICE\" \/>\r\n<meta property=\"article:published_time\" content=\"2014-07-17T16:00:00+00:00\" \/>\r\n<meta property=\"article:modified_time\" content=\"2020-09-15T10:45:36+00:00\" \/>\r\n<meta property=\"og:image\" content=\"https:\/\/brand.gamania.com\/gvoice\/wp-content\/uploads\/2014\/07\/VOL.-53_COL_MARKET-1-1.jpg\" \/>\r\n\t<meta property=\"og:image:width\" content=\"726\" \/>\r\n\t<meta property=\"og:image:height\" content=\"544\" \/>\r\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\r\n<meta name=\"author\" content=\"admin_CAL\" \/>\r\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\r\n<meta name=\"twitter:label1\" content=\"\u4f5c\u8005:\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin_CAL\" \/>\n\t<meta name=\"twitter:label2\" content=\"\u9810\u4f30\u95b1\u8b80\u6642\u9593\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 \u5206\u9418\" \/>\r\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/\"},\"author\":{\"name\":\"admin_CAL\",\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/#\/schema\/person\/4685ff8d01aee7a0b2ad40de8ef1d405\"},\"headline\":\"Marketing War in the Digital Age\",\"datePublished\":\"2014-07-17T16:00:00+00:00\",\"dateModified\":\"2020-09-15T10:45:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/\"},\"wordCount\":784,\"publisher\":{\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/#organization\"},\"image\":{\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/brand.gamania.com\/gvoice\/wp-content\/uploads\/2014\/07\/VOL.-53_COL_MARKET-1-1.jpg\",\"keywords\":[\"VOL. 53\"],\"articleSection\":[\"Columns\",\"On Market Trends\"],\"inLanguage\":\"zh-TW\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/\",\"url\":\"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/\",\"name\":\"Marketing War in the Digital Age - \u6a58\u4eba\u8a8c G!VOICE\",\"isPartOf\":{\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/brand.gamania.com\/gvoice\/wp-content\/uploads\/2014\/07\/VOL.-53_COL_MARKET-1-1.jpg\",\"datePublished\":\"2014-07-17T16:00:00+00:00\",\"dateModified\":\"2020-09-15T10:45:36+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/#breadcrumb\"},\"inLanguage\":\"zh-TW\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"zh-TW\",\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/#primaryimage\",\"url\":\"https:\/\/brand.gamania.com\/gvoice\/wp-content\/uploads\/2014\/07\/VOL.-53_COL_MARKET-1-1.jpg\",\"contentUrl\":\"https:\/\/brand.gamania.com\/gvoice\/wp-content\/uploads\/2014\/07\/VOL.-53_COL_MARKET-1-1.jpg\",\"width\":726,\"height\":544},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"\u7576\u671f\u7e3d\u89bd\",\"item\":\"https:\/\/brand.gamania.com\/gvoice\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Marketing War in the Digital Age\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/#website\",\"url\":\"https:\/\/brand.gamania.com\/gvoice\/\",\"name\":\"\u6a58\u4eba\u8a8c G!VOICE\",\"description\":\"Read it, Know it, Love it!\",\"publisher\":{\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/brand.gamania.com\/gvoice\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"zh-TW\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/#organization\",\"name\":\"\u6a58\u4eba\u8a8c G!VOICE\",\"url\":\"https:\/\/brand.gamania.com\/gvoice\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"zh-TW\",\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/brand.gamania.com\/gvoice\/wp-content\/uploads\/2020\/03\/logo.png\",\"contentUrl\":\"https:\/\/brand.gamania.com\/gvoice\/wp-content\/uploads\/2020\/03\/logo.png\",\"width\":320,\"height\":93,\"caption\":\"\u6a58\u4eba\u8a8c G!VOICE\"},\"image\":{\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/#\/schema\/person\/4685ff8d01aee7a0b2ad40de8ef1d405\",\"name\":\"admin_CAL\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"zh-TW\",\"@id\":\"https:\/\/brand.gamania.com\/gvoice\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/7395194d29138c710a5385102f95c8753874965e1e1b2c83e40c9c1cfe361c9d?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/7395194d29138c710a5385102f95c8753874965e1e1b2c83e40c9c1cfe361c9d?s=96&d=mm&r=g\",\"caption\":\"admin_CAL\"},\"url\":\"https:\/\/brand.gamania.com\/gvoice\/author\/calvin\/\"}]}<\/script>\r\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Marketing War in the Digital Age - \u6a58\u4eba\u8a8c G!VOICE","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/","og_locale":"zh_TW","og_type":"article","og_title":"Marketing War in the Digital Age - \u6a58\u4eba\u8a8c G!VOICE","og_description":"\u25b2\uff08Source of picture\uff1ahttp:\/\/www.psdgraphics.com\/backgrou […]","og_url":"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/","og_site_name":"\u6a58\u4eba\u8a8c G!VOICE","article_published_time":"2014-07-17T16:00:00+00:00","article_modified_time":"2020-09-15T10:45:36+00:00","og_image":[{"width":726,"height":544,"url":"https:\/\/brand.gamania.com\/gvoice\/wp-content\/uploads\/2014\/07\/VOL.-53_COL_MARKET-1-1.jpg","type":"image\/jpeg"}],"author":"admin_CAL","twitter_card":"summary_large_image","twitter_misc":{"\u4f5c\u8005:":"admin_CAL","\u9810\u4f30\u95b1\u8b80\u6642\u9593":"4 \u5206\u9418"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/#article","isPartOf":{"@id":"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/"},"author":{"name":"admin_CAL","@id":"https:\/\/brand.gamania.com\/gvoice\/#\/schema\/person\/4685ff8d01aee7a0b2ad40de8ef1d405"},"headline":"Marketing War in the Digital Age","datePublished":"2014-07-17T16:00:00+00:00","dateModified":"2020-09-15T10:45:36+00:00","mainEntityOfPage":{"@id":"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/"},"wordCount":784,"publisher":{"@id":"https:\/\/brand.gamania.com\/gvoice\/#organization"},"image":{"@id":"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/#primaryimage"},"thumbnailUrl":"https:\/\/brand.gamania.com\/gvoice\/wp-content\/uploads\/2014\/07\/VOL.-53_COL_MARKET-1-1.jpg","keywords":["VOL. 53"],"articleSection":["Columns","On Market Trends"],"inLanguage":"zh-TW"},{"@type":"WebPage","@id":"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/","url":"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/","name":"Marketing War in the Digital Age - \u6a58\u4eba\u8a8c G!VOICE","isPartOf":{"@id":"https:\/\/brand.gamania.com\/gvoice\/#website"},"primaryImageOfPage":{"@id":"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/#primaryimage"},"image":{"@id":"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/#primaryimage"},"thumbnailUrl":"https:\/\/brand.gamania.com\/gvoice\/wp-content\/uploads\/2014\/07\/VOL.-53_COL_MARKET-1-1.jpg","datePublished":"2014-07-17T16:00:00+00:00","dateModified":"2020-09-15T10:45:36+00:00","breadcrumb":{"@id":"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/#breadcrumb"},"inLanguage":"zh-TW","potentialAction":[{"@type":"ReadAction","target":["https:\/\/brand.gamania.com\/gvoice\/en\/10455\/"]}]},{"@type":"ImageObject","inLanguage":"zh-TW","@id":"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/#primaryimage","url":"https:\/\/brand.gamania.com\/gvoice\/wp-content\/uploads\/2014\/07\/VOL.-53_COL_MARKET-1-1.jpg","contentUrl":"https:\/\/brand.gamania.com\/gvoice\/wp-content\/uploads\/2014\/07\/VOL.-53_COL_MARKET-1-1.jpg","width":726,"height":544},{"@type":"BreadcrumbList","@id":"https:\/\/brand.gamania.com\/gvoice\/en\/10455\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"\u7576\u671f\u7e3d\u89bd","item":"https:\/\/brand.gamania.com\/gvoice\/"},{"@type":"ListItem","position":2,"name":"Marketing War in the Digital Age"}]},{"@type":"WebSite","@id":"https:\/\/brand.gamania.com\/gvoice\/#website","url":"https:\/\/brand.gamania.com\/gvoice\/","name":"\u6a58\u4eba\u8a8c G!VOICE","description":"Read it, Know it, Love it!","publisher":{"@id":"https:\/\/brand.gamania.com\/gvoice\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/brand.gamania.com\/gvoice\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"zh-TW"},{"@type":"Organization","@id":"https:\/\/brand.gamania.com\/gvoice\/#organization","name":"\u6a58\u4eba\u8a8c G!VOICE","url":"https:\/\/brand.gamania.com\/gvoice\/","logo":{"@type":"ImageObject","inLanguage":"zh-TW","@id":"https:\/\/brand.gamania.com\/gvoice\/#\/schema\/logo\/image\/","url":"https:\/\/brand.gamania.com\/gvoice\/wp-content\/uploads\/2020\/03\/logo.png","contentUrl":"https:\/\/brand.gamania.com\/gvoice\/wp-content\/uploads\/2020\/03\/logo.png","width":320,"height":93,"caption":"\u6a58\u4eba\u8a8c G!VOICE"},"image":{"@id":"https:\/\/brand.gamania.com\/gvoice\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/brand.gamania.com\/gvoice\/#\/schema\/person\/4685ff8d01aee7a0b2ad40de8ef1d405","name":"admin_CAL","image":{"@type":"ImageObject","inLanguage":"zh-TW","@id":"https:\/\/brand.gamania.com\/gvoice\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/7395194d29138c710a5385102f95c8753874965e1e1b2c83e40c9c1cfe361c9d?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/7395194d29138c710a5385102f95c8753874965e1e1b2c83e40c9c1cfe361c9d?s=96&d=mm&r=g","caption":"admin_CAL"},"url":"https:\/\/brand.gamania.com\/gvoice\/author\/calvin\/"}]}},"_links":{"self":[{"href":"https:\/\/brand.gamania.com\/gvoice\/wp-json\/wp\/v2\/posts\/10455","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brand.gamania.com\/gvoice\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brand.gamania.com\/gvoice\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brand.gamania.com\/gvoice\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/brand.gamania.com\/gvoice\/wp-json\/wp\/v2\/comments?post=10455"}],"version-history":[{"count":2,"href":"https:\/\/brand.gamania.com\/gvoice\/wp-json\/wp\/v2\/posts\/10455\/revisions"}],"predecessor-version":[{"id":37628,"href":"https:\/\/brand.gamania.com\/gvoice\/wp-json\/wp\/v2\/posts\/10455\/revisions\/37628"}],"wp:attachment":[{"href":"https:\/\/brand.gamania.com\/gvoice\/wp-json\/wp\/v2\/media?parent=10455"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brand.gamania.com\/gvoice\/wp-json\/wp\/v2\/categories?post=10455"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brand.gamania.com\/gvoice\/wp-json\/wp\/v2\/tags?post=10455"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}