Digital promotion
A smartphone with a discount code
Developments in computers, smartphones and connectiviity have led to specific forms of promotion related to digital media:
- online promotion
- app promotion
- email promotion
- SMS promotion
- social media promotion
Online promotion
| Advantages | Disadvantages |
| relatively cheap | high competition, need a good ranking in search engines to be effective |
| can reach a global audience | technical problems may occur |
| can be targeted to specific websites or an individual's browsing interests | products cannot be handled before purchase |
| demonstrations can be given using other media such as video | --- |
| Advantages | relatively cheap |
|---|---|
| Disadvantages | high competition, need a good ranking in search engines to be effective |
| Advantages | can reach a global audience |
|---|---|
| Disadvantages | technical problems may occur |
| Advantages | can be targeted to specific websites or an individual's browsing interests |
|---|---|
| Disadvantages | products cannot be handled before purchase |
| Advantages | demonstrations can be given using other media such as video |
|---|---|
| Disadvantages | --- |
App promotion
| Advantages | Disadvantages |
| products can be targeted at specific customer groups | limited to smart phone or tablet owners |
| customers don't have to be online to see ads | customers may be irritated by ads which interrupt game play or other activity |
| Advantages | products can be targeted at specific customer groups |
|---|---|
| Disadvantages | limited to smart phone or tablet owners |
| Advantages | customers don't have to be online to see ads |
|---|---|
| Disadvantages | customers may be irritated by ads which interrupt game play or other activity |
Email promotion
| Advantages | Disadvantages |
| emails can reach a wide audience | email may be treated as spam and not reach customer's inbox |
| a relatively cheap method of promotion | email can be easily deleted or ignored without reading |
| same email can be sent to many recipients | worry about viruses in attachments can put people off opening email |
| good for the environment as no paper needed | --- |
| attachments can be added | --- |
| Advantages | emails can reach a wide audience |
|---|---|
| Disadvantages | email may be treated as spam and not reach customer's inbox |
| Advantages | a relatively cheap method of promotion |
|---|---|
| Disadvantages | email can be easily deleted or ignored without reading |
| Advantages | same email can be sent to many recipients |
|---|---|
| Disadvantages | worry about viruses in attachments can put people off opening email |
| Advantages | good for the environment as no paper needed |
|---|---|
| Disadvantages | --- |
| Advantages | attachments can be added |
|---|---|
| Disadvantages | --- |
SMS/text promotion
| Advantages | Disadvantages |
| relatively inexpensive method of promotion | must have the customer's mobile number |
| text delivered instantly | frequent texting can irritate customers |
| same text can be sent to many recipients | can only include a very limited amount of information |
| Advantages | relatively inexpensive method of promotion |
|---|---|
| Disadvantages | must have the customer's mobile number |
| Advantages | text delivered instantly |
|---|---|
| Disadvantages | frequent texting can irritate customers |
| Advantages | same text can be sent to many recipients |
|---|---|
| Disadvantages | can only include a very limited amount of information |
Social media promotion
| Advantages | Disadvantages |
| products can be targeted at specific customer groups | negative customer feedback is highly visible |
| easy to create content and share with a large audience | business must compete with a high volume of social content to get customers' attention |
| Advantages | products can be targeted at specific customer groups |
|---|---|
| Disadvantages | negative customer feedback is highly visible |
| Advantages | easy to create content and share with a large audience |
|---|---|
| Disadvantages | business must compete with a high volume of social content to get customers' attention |
