Continuation of our last write-up published on 27th October 2018. As we have ended our discussion on our last write up with the Competitive advantages of digital marketing a Continuous Process. Now in our Digital Marketing Part Two write up we are going to start with the Effectiveness of Digital Marketing.
Brand awareness has been proven to work with more effectiveness in countries that are high in uncertainty avoidance, also these countries that have uncertainty avoidance; social media marketing works effectively. Yet brands must be careful not to be excessive on the use of this type of marketing, as well as solely relying on it as it may have implications that could negatively harness their image. Brands that represent themselves in an anthropomorphizing manner are more likely to succeed in situations where a brand is marketing to this demographic. “Since social media use can enhance the knowledge of the brand and thus decrease the uncertainty, it is possible that people with high uncertainty avoidance, such as the French, will particularly appreciate the high social media interaction with an anthropomorphized brand.” Moreover, the digital platform provides ease to the brand and its customers to interact directly and exchange their motives virtually.
The whole idea of digital marketing can be a very important aspect of the overall communication between the consumer and the organization. This is due to digital marketing being able to reach vast numbers of potential consumers at one time.
Another advantage is that consumers are exposed to the brand and the product that is being advertised directly. To clarify the advertisement is easy to access as well it can be accessed any time any place. However, with digital marketing, there are some setbacks to this type of strategy. One major setback that is identified, is that Digital marketing is highly dependent on the internet. This can be considered as a setback because the internet may not be accessible in certain areas or consumers may have a poor internet connection.
As well as this kind of marketing being highly dependent on the Internet is that it is subject to a lot of clutter, so it marketers may find it hard to make their advertisements stand out, as well as get consumers to start conversations about an organization’s brand image or products.
As digital marketing continues to grow and develop, brands take great advantage of using technology and the Internet as a successful way to communicate with its clients and allows them to increase the reach of who they can interact with and how they go about doing so. There are however disadvantages that are not commonly looked into due to how much a business relies on it. It is important for marketers to take into consideration both the advantages and disadvantages of digital marketing when considering their marketing strategy and business goals.
An advantage of digital marketing is that the reach is so large that there are no limitations on the geographical reach it can have. This allows companies to become international and expand their customer reach to other countries other than the country it is based or originates from.
As mentioned earlier, technology and the internet allows for 24 hours a day, 7 days a week service for customers as well as enabling them to shop online at any hour of that day or night, not just when the shops are over and across the whole world. This is a huge advantage for retailers to use it and direct customers from the store to its online store. It has also opened up an opportunity for companies to only be online based rather than having an outlet or store due to the popularity and capabilities of digital marketing.
Another advantage is that digital marketing is easy to be measured allowing businesses to know the reach that their marketing is making, whether the digital marketing is working or not and the amount of activity and conversation that is involved.
With brands using the Internet space to reach their target customers; digital marketing has become a beneficial career option as well. At present, companies are more into hiring individuals familiar in implementing digital marketing strategies and this has led the stream to become a preferred choice amongst individuals inspiring institutes to come up and offer professional courses in Digital Marketing.
A disadvantage of digital advertising is a large number of competing goods and services that are also using the same digital marketing strategies. For example, when someone searches for a specific product from a specific company online. If a similar company uses targeted advertising online then they can appear on the customer’s home page. Hence, allowing the customer to look at alternative options for a cheaper price or better quality of the same product or a quicker way of finding what they want online.
Some companies can be portrayed by customers negatively as some consumers lack trust online due to the amount of advertising that appears on websites and social media that can be considered frauds. This can affect their image and reputation and make them out to look like a dishonest brand.
Another disadvantage is that even an individual or small group of people can harm the image of an established brand. For instance, Doppelganger is a term that is used to disapprove an image of a certain brand that is spread by anti-brand activists, bloggers, and opinion leaders.
The word Doppelganger is a combination of two German words Doppel (double) and Ganger (Walker), thus it means double walker or as in English, it is said to alter ego. Generally brand creates images for itself to emotionally appeal to its customers. However, some would disagree with this image and make alterations to this image and present in a funny or cynical way, hence distorting the brand image, hence creating a Doppelganger image, blog or content.
Other practical limitations can be seen in the case of digital marketing. One, digital marketing is useful for specific categories of products, meaning only consumer goods can be propagated through digital channels. Industrial goods and pharmaceutical products cannot be marketed through digital channels. Secondly, digital marketing disseminates only the information to the prospects most of whom do not have the purchasing authority/power. And hence the reflection of digital marketing into real sales volume is skeptical.
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