Any marketing efforts are perceived to benefit the company trying to attract or retain its customers. However, there are benefits to its customers as well. At the minimum, the company keeps its consumers aware of the latest updates. The company uses many channels, such as social media or email marketing, to make its consumers aware of changes to its product lines, availability of the next version of its products, or the introduction of new product lines.
On the other hand, customers will have a better relationship with the company when the company reaches out to them through digital channels. These channels can be used to gather information from consumers 24/7, which benefits consumers to express their opinion. Compared to print or fixed marketing, digital marketing benefits customers by choosing the type of content they would like to see. For example, by setting their gender option, a clothing retailer can filter and channel the digital content applicable to them.
Geographical boundaries are usually an impediment to print marketing. For example, prior to 2001, jobs available in Omaha, NE, are printed in the local newspapers. These jobs were not visible to applicants in Kansas or South Dakota unless the company made an additional spend in those states as well. Digital marketing allows cross the boundaries without impacting their budgets but allows customers to benefit because they can see jobs available in all states in a single place.
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