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Digital and Physical Presence: Advertising Needs
DIGITAL AND PHYSICAL
Space and place in terms of business refer to online and brick-and-mortar presence. Many organizations today enjoy both since website presence has become exceptionally critical for reaching a wider audience and more customers. Marketing has become easier with online presence but at the same time, it also needs to be used effectively in order to reach the right set of customers. We must understand that marketing done online as well as through regular channels may require different kind of preparation since the market segments targeted through differ and also the techniques required are not the same.
Regular marketing channels include print and electronic media such as newspapers, magazines, television and radio. These have a wide reach but the reach is significantly limited to one set of customers. For example print media works for older and more learned group of people. Youth may not be very much interested in newspapers and to reach them through print media, marketing planners need to advertise in specific youth magazines. Similarly, television and radio may have a large following too but again planners need to closely study the available slots for advertising and how they would work since...
For example to advertise a new washing detergent, it is important to reach women 22 and above. It would be better if they are married and preferably have kids because they would better understand what makes a good detergent.
For this reason, marketers need to understand the markets they are trying to attract in order to see how each medium can be used to reach the right kind of customer and audience. We can better understand the use of each medium when we know the markets we need to reach. Online marketing is now just as effective as print marketing because everybody is wired these days but still it is important to know which markets need to be reached so appropriate online websites and channels can be utilized. For example a company that wants to sell new electronic gadgets would first need to know which the right target market segment is. For such products, the most appealing segment is younger generation because they are early adopters. Then it would need to see where that segment is most likely to read ads. Such people can be…
References
"Internet is powerful complement to traditional advertising media" 2002. http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/4473
Burton, J. A Marketer's Guide to Understanding the Economics of Digital Compared to Traditional Advertising and Media Services. Accessed online from http://ams.aaaa.org/eweb/upload/catalog/pdfs/MG18.pdf
The Roles of Traditional Advertising and Branded Social Media in a Successful Marketing Communications Campaign. Accessed online from http://www.communicus.com/pdfs/Communicus-Branded_Social_Media.pdf
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