Some campaigns have stuck in our collective consciousness due to
the catchy jingle, emotional appeal, humour, cutting edge uniqueness or special timelessness.
Working as a modern day marketer, it ’ s easy to look back enviously at the pre-internet advertising
and marketing strategies. Excuse the cliche nostalgia, but times were simpler, less demanding,
less competitive and certainly less complicated. Now we have multitudes of tool options to help
us control data and to try and invade the heavily saturated media battleground. Ensuring that your
advert reaches your target audience has also never been harder.

A recent study surveyed 2000 consumers and asked the question: “ How much do you think that
our approach to marketing has changed since the pre-internet era? ” From this, the result was
mainly that creating an emotional connection is still vital but the techniques used by our
predecessors in the 70s, 80s and 90s is now no longer suitable. As time has gone on, the more
adverts and marketing campaigns have been made which means that people have a bank of
adverts past and as a result, they are wiser to the marketers tactics and techniques. The blunt
approaches from as far back as the 50s and 60s ( Feeling fat? Buy this drink and don ’ t! ), nowadays
receive short shrift thus we are now required to be subtle, clever and incredibly strategic as well
as still making an emotional connection. Marketers today are faced with a cynical audience but as
long as they recognise this, understand it and play to it, marketing will be much more effective.
Recently, the idea of personalised marketing and advertising has become popular due to its
success rate. Those who can personalise their message through dissecting and analysing the
correct sort of data, segmentation tools as well as sound tactics tend to have a much higher
success rate. However, annoyingly for advertisers and marketers, this method of personalisation
is not popular with all members of the audience. 37% of consumers admitted that they ’ re not
happy for brands or companies to use their data for relevant marketing messages and contact.
However, this is probably more indicative of low quality personalization rather than the
personalization itself.

So what are the advantages and disadvantages of digital marketing and advertising in comparison
to the more traditional methods?

1) Exposure
The potential for exposure with today ’ s digital marketing is huge. With the vast amount of
people using the internet and consumers constantly looking for new and improved products,
people are always open to listening and learning. However, due to the fact that in the past
there were less adverts and marketing campaigns, the adverts that were around previously
were remembered and discussed whereas now, only the extraordinary marketing campaigns
are discussed and made really famous.

2) Ease of carry through purchase
This is a huge advantage of digital marketing. Whereas before, one would see an advert on TV
or on billboards around town and then have to remember to go out and buy the product,
nowadays, purchasing straight after seeing an advert is as easy as a click through. This is not
only advantageous for the sellers but also for those buying as it makes purchases easy and
quick.

3) Personalization
As previously stated, due to data that has been gathered and analysed, it is now easier to
make marketing and advertising more personal thus not only more relevant for the potential
consumer but also more interesting for them.

4) Real time marketing
Similarly to the ease of purchase carry through, real time marketing targets people at the right
time, in the moment and so that they are ready to buy such as on a banner advert on top of
another website when they ’ re already purchasing something similar.

5) More competition
One of the biggest disadvantages of modern day digital marketing is the competition.
Practically every company, business and brand has a form of digital marketing and campaigns
which means that only the very best will stick out in people ’ s mind as being memorable. This
is why it is so important to create unique and good quality marketing content.

So if you have your own business and are looking for a way to market it professionally and
memorably, it ’ s important to bear all of this mind. This is a daunting task which is why many
businesses do turn to marketing professionals such as those working in creative agencies, design
agencies or marketing agencies.

Posted by Charles Yarbrough

Charley has been working as a webmaster since 1998. Since then, he has had his hands in thousands of websites and has helped millions get online through a company he partially owns called Web Host Pro.

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