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The Internet is the global 'network of networks" of interlinked computers operating on a standard protocol which allows data to be transferred between them. As an information exchange system, the most important aspect of the Internet is its connectivity, the ability to allow everyone to access the network  (Young et al 1999). The potential of using the Internet for marketing activities is derived from its general use as an information exchange system in the digital age. The information can be stored,  indexed,  retrieved,  restructured  and redistributed automatically by software and without human  intervention.  The  Internet  connects companies  with  companies,  companies  with customers, and people with people without regard to time, space and hardware/ software platforms (Mathur et al 1998).

Finding the right marketing mix is crucial to success in the restaurant industry

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.