< Back

Digital Communications by Yash Vadhar

The marketing aspect of a business that exits in order to address people’s needs and wants by promoting certain products or even a business for that matter. Whilst all that even in current times stays to be true, there are advancements and developments that have now led to the innovation of a new type of marketing, known as Digital Age Marketing.

Introduction

The marketing aspect of a business that exits in order to address people’s needs and wants by promoting certain products or even a business for that matter. This is vital in a business as it is what brings them the customers that would be willing to buy their goods/buy their services. The business focuses on marketing based on the 7P’s of Marketing that the follow and believe in, which are: Product, Place, Price, Promotion, People, Process, and Physical evidence. Whilst all that even in current times stays to be true, there are advancements and developments that have now led to the innovation of a new type of marketing, known as Digital age marketing, it refers to marketing, although via the medium of internet-connected/ modern devices; such as Email marketing, social media marketing, Webpage advertising.

Analysis and Discussion

This new age marketing making use of technology and digital platforms allows the business to reach a wider audience and acts as an advantage for them, as it would mean more potential future customers and consumers. Some of the examples mentioned above such as Email Marketing, Social Media Marketing and Webpage Marketing hold and target a certain niche for themselves and hold different meaning. Email marketing refers to the sending of messages that are promotional in nature and that directly reach to a persons email address. This technique acts effective, as it allows the business to be able to directly get in touch with the customers and their possible potential audience, whilst they get to personalize the message according to their liking in order to attract their audience. Social Media Marketing on the other hand refers to marketing via the adaptation of social media platforms such as Instagram and Facebook; this helps in promoting of the businesses products (goods or/and services) in an effective fashion as it allows businesses to directly interact with their audience and the customers to interact with the business as well[6]. This method can be proven effective, as with the help of the algorithm of such social media platforms, the advertisement of the business’ products would be provided to those with similar interests and likings, making it perfect for the business to choose, as they would be directly addressing their desired target audience[7]. Finally, Webpage advertising is thew marketing of a business’s products via the medium of certain websites and this is a great method of advertising as well, as it works in a similar fashion to that of social media marketing with the algorithm of suggesting the products of the business based on the users liking, making it apt for the business as they would be able to touch base with their target audience[8].

Advantages and Disadvantages of the different marketing techniques:

Email Marketing:

Advantages:

· They tend to be inexpensive

· Easy to scale and allows easy analysis for analysing experts

· High Return on Investments are possible

· Environmentally friendly

Disadvantages:

· Emails lack the personal touch needed to promote and market a product

· Might be counted as a SPAM mail

· Time-consuming

· Delivery issues

Social Media Marketing:

Advantages:

· Low cost of investment

· Wide range of audience

· Helps businesses in monitoring feedback

· High possible rate of growth

Disadvantages:

· Risk of negative publicity

· Long time for Return on Investment

· Can be very time-consuming

· Difficulty in analysing

Webpage Marketing:

Advantages:

· Onetime major setup cost

· Easy to measure and analyse

· Large audience that the business can target

· Marketing on Webpages can be done in multiple ways to attain audience

Disadvantages:

· Onetime setup cost can be very expensive to make a good website to attract customers

· Can be hard to gain the trust of potential audience

· Results can be very time-consuming

· Lack of personal interaction with customers

Use of AI and data analytics in the digital age marketing

In current times, Artificial Intelligence (AI) and Data Analysis play a crucial role in digital age marketing as they allow marketers to make better decisions and allow them to make amends and act accordingly to create a better experience for their existing as well as potential audience. Some reasons as to why AI and Data Analytics is used in digital age marketing are that Data Analytics aid marketers to do segmentation, which is splitting up their customer base into groups of people according to their age, gender, ethnic and religious groups, interests, and other factors, this allows the business to focus on one segment of their customer base at a time, providing them a more personalised and a better experience. Another reason why AI and Data Analysis is important is that Data analysers with the help of the data of their segment and other factors can with the help of AI platforms create a more personalised experience and hence send out personalised product recommendations, personalised social media ads for example and also send out personalised emails regarding their products. Lastly AI and Data analysis can be used for future predictions and carry out sales forecasting methods and be prepared in terms of not only production of goods and services but also in terms of Marketing methods to adopt and apply in the future time period.

Bibliography:

· Paul Hoang 5th Edition Business Management Textbook

· https://kajabi.com/blog/digital-marketing#:~:text=Digital%20marketing%20is%20any%20marketing,marketing%20are%20just%20a%20few.

· https://rockcontent.com/blog/what-is-digital-advertising/

· https://mailchimp.com/marketing-glossary/email-marketing/#:~:text=Email%20marketing%20is%20a%20form,also%20be%20anything%20in%20between.

· https://www.investopedia.com/terms/s/social-media-marketing-smm.asp

· https://www.brafton.com/blog/distribution/website-marketing-the-definitive-guide/

· https://www.sciencedirect.com/science/article/pii/S2666603022000136

· https://www.simplilearn.com/how-companies-are-using-artificial-intelligence-ai-in-digital-marketing-article

· https://www.imd.org/research-knowledge/digital/articles/artificial-intelligence-real-world-impact-on-business-and-society/

· https://www.webdew.com/blog/data-analytics-in-digital-marketing

· https://digitalcatalyst.in/blog/advantages-and-disadvantages-of-email-marketing/