Digital marketing is a form of advertising that uses the electronic form to carry out product promotion. These forms include websites, mobile applications, social media platforms, and email. The first suitability of this means is its wider accessibility. Since its inception, the internet has played a vital role in the transfer of information from one part of the globe to the other. With the accessibility of the internet to almost every part of the world, businesses and other organizations can market their commodities to millions of people at once (Stephen, 2016) . The emergence of social media platforms like Facebook, Twitter and Instagram have accelerated the use of digital marketing not as an option but a necessity to any established business to survive the current competitive world of marketing.
The biggest advantage of this form is its speed in the transfer of information. The use of fiber optic as a means of data transfer has enabled the customers to get the required information at the touch of a button. Another reason for the eminence of digital marketing is the cost compared to the number of people and the geographical area it reaches. However, its biggest drawback is the inaccessibility of the target group especially the social media tools. Marketers will, therefore, face the challenge of feeding the ideal data to a specific market using this form.
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Email marketing- it involves sending direct messages to existing and potential customers. The simple steps used include email verification from the sender, email receiver verification and template. This type is an improvement to other types as it has more accuracy on the target market.
Broadcast Advertising
This form of marketing has wider coverage than print media. It incorporates audio means for radio and audiovisual for television. In comparison to print media, it is more persuasive while at the same time minimizing the costs marketers incur as compared to sales promotion. However, the costs vary on time the advert is being aired. Despite being a traditional form, there is wider usage thus guaranteeing more accessibility. The benefits of using broadcasting as a form of advertising are the attractiveness the adverts carry since radio and TVs have been perceived as a greater source of entertainment. Its biggest limitation lies in the advert’s lifespan as most run for seconds or a few minutes. Of the broadcast advertising, television carries more propriety as it incorporates audio and visual concepts of communication (Campos et al., 2016) . As advancement in picture quality rapidly rises, customers get exceptional results in terms of quality of the information as compared to radio.
Public Relations
It involves taking actions that are aimed at raising awareness or changing the perception the general public has on an organization. In some cases, an organization undertakes community projects which create a lasting image on the minds of the existing and potential customers (Gregory & Halff, 2017) . The greatest advantage of public relation is its ability to form a trust between the business and the community. However, its biggest detriment is a lack of guarantee for clientele from the beneficiaries of the set projects. Due to its simple nature, there is a need to incorporate other communication channels for it to produce better results. This includes the use of radio, print media and the internet to highlight the projects the organization is undertaking in certain localities or to specific spheres of the society. The business also uses those channels to educate the community on the importance of such projects.
References
Campos, D., Hernandez-Torres, J. J., Agil, A., Comino, M., Lopez, J. C., MacIas, V., & Campoy, C. (2016). Analysis of food advertising to children on Spanish television: Probing exposure to television marketing. Archives of Medical Science . https://doi.org/10.5114/aoms.2016.60969
Gregory, A., & Halff, G. (2017). Understanding public relations in the ‘sharing economy.’ Public Relations Review . https://doi.org/10.1016/j.pubrev.2016.10.008
Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology . https://doi.org/10.1016/j.copsyc.2015.10.016
