Prompt #6: Critical Source Evaluation

By Heidi G.

     The scholarly article I chose to read on the business field, Marketing specifically was Marketing Transformations: Re-thinking Marketing, Digital First.  This article was written by Julia Wolny.  It's main point is to stress the importance of digital marketing.  Marketing is changing as new technologies are developed.  The old strategies aren't going to cut it any longer and new strategies must be developed to accommodate for changing times.  This article documents a marketing conference from 2014 at London's Silicon Roundabout.
     I think it's very beneficial how the author uses real companies at this conference to further prove her points.  I completely agree with everything that she says about how marketing is developing and changing as time goes on.
     I agree with this articles statement about how digital forms of marketing have taken precedent over other forms.  I think it was helpful to the reader for her to explain different companies takes on how marketing is developing into what it is now.  Data is being more frequently used to market certain things to people.  Technological advances are helping with this, and collection of data is becoming easier than ever before.
     Another point she made was that marketing is becoming more mobile.  With different inventions such as portable tablets and laptops, marketing is being forced to change.  Marketing to people by making your product usable at an arms reach is very important.  I believe this is because people like to have everything they need with them at all times, and in the same accessible place.  She also stated that any company that can integrate decision making and technology is going to be feared by competing companies.  I completely agree with this, because many people tend to have problems with this.  Marketing is also on a trend to becoming more social.  As people are creating ways for people to communicate and share their thoughts online, via things such as Twitter, Facebook, and Instagram, companies are doing well when they can form relationships with their customers.  The social trend is on the uprise, and companies that can communicate well with customers have higher success than companies that don't.

Sources:

 "Identify Your IPhone Model." - Apple Support. Web. 4 Apr. 2016.

Wood, Alex. "Goodbye Silicon Valley: Why Tech Startups Are Flocking to Megacities." The Guardian. Guardian News and Media, 2014. Web. 4 Apr. 2016.