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Before digital media came along, marketers had to rely on print, radio and television advertising to reach customers. All of these channels are essentially one-directional modes of communication, requiring clever thinking to generate a response and ensure customer engagement. With the advent of mobile telephones, the Internet and other forms of interactive communication; marketers can today enter into a two way dialogue with the customer.
Print advertising of the past utilized a strong call to action and typically a voucher to be redeemed or a tear off coupon to be posted back. ? In addition to the hit and miss nature of this approach, not representing a true picture of customer interest, paper based campaigns can be costly and require a high level of administrative management. Where print advertising is utilized, the buyer incurs additional media placement costs on top of the agency fee for the development of up coming the website click simply page advertisement. Radio and television offer phone in opportunities from time to time, but like print they are essentially single-direction communication channels.
Digital technology and information capture
Internet and mobile telephone technologies have revolutionized the marketing industry, providing the means to track consumer interests and obtain an inexpensive link direct to the customer. A form on a website can capture customer details and ask key questions to assist with market profiling. The voluntary provision of email or mobile telephone contact details allows the marketer to 'get in front of' the customer without breaching privacy regulations.
Customers are often drawn to relinquish personal information through the offer of free materials and giveaways, or the opportunity to enter a competition. The more closely consumers become connected to digital technologies, the greater the power of the information channel for marketers. With mobile telephones and other electronic devices kept on the person, the rate of 'hits' is likely to be far higher than the scattergun approach of traditional media.
When the immediacy and accessibility of digital media is combined with metrics, analysis and customer profiling / segmentation, the online world becomes even more powerful for marketing purposes.//www.youtube.com/embed/A6-G-qqu6HI" frameborder="0" allowfullscreen>?