Online marketing is a constantly changing landscape, as befits such a new marketing opportunity. It also includes a hugely disparate mix of marketing communication methods, from one-way communication platforms like display advertising, through to two-way relationship-led marketing; using the latest social media platforms.
Digital scores heavily over other marketing routes thanks to its measurability (for example pay-per-click advertising) and ability to target very well defined demographics. The downside of digital platforms revolve around their inability to reach all potential customers and it is easy for marketers to fall into a trap of assuming ‘everyone uses the internet / Facebook / Twitter / etc.’ and ignore the reality of many demographics making little use of digital platforms.
Read the latest news for digital marketing.
