Flexible, Measurable and Targeted: Three Appeals of Online Marketing
The second appeal of online marketing is its flexibility. There are significant resources available online with which you can research, find customers, and put a product in someone's shopping cart. In online marketing, you can easily modify your advertisement according to your customers and the target market's diversity. For example, in email marketing you can personalize the emails based on gender, age, interests or location and then send the content to the appropriate group. If you use advertising billboards in the city, personalization won't be possible and the ad will be displayed identically to all audiences.
The third appeal is the option of reporting and analyzing. Reporting online marketing results is much easier than for billboards, radio, TV, magazines and brochures. Using various tools and apps, you can calculate the degree of effectiveness of your plans and advertisement and the percentage of audiences you have attracted. You have access to distribution charts in terms of gender, age, location and even interests of your audiences on social media, and these statistics are of great help in formulating marketing plans. In contrast, you cannot check whether the elderly or teenagers have looked more at your billboards.
In your business plan and marketing plan, you should always look for means to measure the effectiveness of the tools in accomplishing your business goals.
The fourth appeal is to select and aim the target market easily. Using various platforms, you can filter the target market based on location, gender and more. You can differentiate your customers and audiences using reporting tools, provide the plan and content pertinent to each segment, and define tens of marketing campaigns instead of a single one, each aiming at a certain target market.