Pros of digital marketing: Digital Is the Only Sure way to Reach Generation Z- Born with a smartphone already clenched in their tiny hands, Gen Z is the only generation that’s never known life without the Internet. For them, the radio is an antiquity, the TV set is something that their grandparents watch ‘programs’ on. They pay little attention to printed papers and think about billboards as scenery. If you wish to develop this age demographic as customers, then you need to be online so they can find you. By 2022, they will become the largest generation of consumers. Even as youths, they are making an impact – 93% of parents say that most of their purchasing decisions are influenced by what their kids have to say. Budgets Are Easier to Redistribute with digital marketing- budgets are mostly placeholders. You can plan to spend Rs10000 on Facebook ads every month, running branding campaigns, only to figure out one week later that those campaigns are underperforming. So, seeing this, you immediately pause the campaign. Spending stops. At the same time, your content marketing team had been allocated a budget per month. There’s nothing stopping you from diverting money from those Facebook branding campaigns to where it can make a difference today. An Abundance of Data to Pinpoint Your Ideal Customer- Facebook, Google, Twitter, and other platforms and service providers earn money by knowing everything there is about their users. When running digital campaigns, you get access to this analytics data and learn a lot about your ideal customers. By looking into Facebook or Google analytic tools, you will be able to generate several buyer personas to describe each segment of your customer base. We use the concept of persona to clearly define to whom we are speaking, in order to be hyper-focused in our content creation. The goal is to understand the problem that your product or service solves by walking a mile in their shoes. The persona that you’ve written up will serve as a powerful tool for writing laser-focused copy and content that will speak directly to each customer segment that you’re targeting.Cons of digital marketing: Digital ads can be deemed as annoying- Think about the moment you’re scrolling through your Facebook homepage and all you want to do is see what your old school friends are up to these days. Then you get the dreaded sponsored ad for something related to an embarrassing ailment you googled the night before. It’s sure to make you actively dislike the very brand doing the clever targeting. Less permanent- Digital marketing efforts like Google ads, banners, promo emails or social media ads can have a fleeting, temporary character. They’re intangible and can easily be ignored. If your target audience keeps scrolling or clicks to the next page your ad will be gone from their screen.
This article talks about the basics of proximity marketing, how every marketing campaign done with this can be review in real time. What is most interesting about this technology is that it can even inform you of those customers who accepted your message so you can save that info and use it in the future. This for me seems very invasive to the customers, laws need to be put in place to better monitor proximity marketing. For the retailer this is a easy way to reach the customers that are in the neighborhood and might become regulars at the business.
The article highlighted is related to proximity marketing. The author stated that 2010 was the "year of the mobile", where people are accessing the internet more from their phones instead of a computer. The articles stated that it was believed that 2011 would be the year for proximity marketing; however, it didn't quite happen that way. The technology will eventually come but so far is not that popular yet. It is believe that this technology will be very effective to people that suffer with ADD and not attracted to static signage. The mobile marketing will be a great solution to interact with people with this type of condition. Another reason is that an ad from a store from the vicinity and only depends on foot traffic will be more prone to generate customers. The blue-tooth technology will be very favorable because the consumers that has it on is in some way accepting to be able to connect and doesn't incur any costs through the mobile carriers. Another advantage is that retailers would be able to record every number that the ad has been sent to and which ones were accepted or declines. That is another way to get to know your consumer. The difference between proximity marketing and traditional marketing is that it is done in real time; it is inexpensive to retailers by the elimination of delivery carriers and very fast. This is a very smart way doing marketing, but with every technology, there are downfalls. We need to avoid the marketing proximity to become an overload of overwhelming information coming through our cell phones as we walk down the street. Hopefully this technology will make retailers a little greener too.
I agree how this would save the company money and avoid them having to pay for the costs of running ads in the paper, printing of coupons, flyers, radio advertising, etc However, this could be perceived as a risk because you run the risk of allienating your customers, some of who may not be technological fans. Others would just hate to be bombarded with incoming texts. Bluetooth can be very hit or miss, if your on the phone with someone else at the time does the ad break up your conversation and make you loose the call? Sometimes when you use blue tooth you can't even hear the other person when driving. I personally can't stand it and just won't use it. I may not even use my cell phone if this trend is going to continue. i dont think i would like it very much
