In contemporary world digital marketing has occupied and indispensable role in the businesses. Digital marketing refers to the advertisement that takes place with the help of channels that are present digitally. With the advent of technology, digital channels like search engines or webpages are accessed by almost everyone who possesses smartphones or laptops. Hence the audience that digital marketing covers is huge and thereby advertisement on these channels proves beneficial for the companies.
I believe the principles of advertising that were discussed are crucial in deciding and planning a digital marketing campaign. According to one of the principles of digital marketing, the marketers must be careful and must not spam the customers with a bundle of messages as that will impact the company negatively as the customers tend to get annoyed when unwanted messages keep showing up. As Eric Wittlake wrote and I concur that this principle is apt as marketing cannot work by forcing the customer to watch something. Also, another digital marketing principle states that customers are happy in receiving the digital advertisements in which they are interested or is relevant to them. If people receive advertisements about the products that they like and will prefer to buy then the impact of advertising will be more rather than an irrelevant advertisement being displayed to an uninterested person. For example, if a student receives an advertisement through a text message or email regarding kitchen utensils, he will be least bothered to investigate further into the advertisement.
However, if the same student receives an advertisement regarding trendy apparels of a famous brand over any social media platform, he will be much more interested. Online shopping patterns of generation X occupy a significant space as it be seen in the figure above. Because, firstly, students are interested in buying clothes online and secondly, they tend to trust and use social media platforms more than text messages. Hence, if digital marketing is to be done, it must be planned carefully.
Reference list:
https://www.researchgate.net/publication/240312091_The_Six_Principles_of_Digital_Advertising
http://b2bdigital.net/2012/10/09/the-thin-line-between-social-media-marketing-and-spam/
https://www.statista.com/statistics/242512/online-retail-visitors-in-the-us-by-age-group/
Yuwen’s blog 
Hi Yuwen
Great blog! I like what you explained in the blog and the example you used is related to the topic. Digital marketing has become a trend. I think whether a company can succeed in the competition, it sometimes depends on the digital marketing strategy used by the company(that is only my own opinion, lol) Traditional marketing strategy is gradually reducing their competitiveness. A good digital marketing strategy is not just to push advertisement or campaign by e-mail or other social media tools to all customers, but company need to analyze them and pass the right information to the right people at the right time. The advertisement should be used to attract target customers, therefore that customer can actively purchase or use the company’s products. The company needs to change their “push strategy” to “pull strategy”. Excessive spam will not only cause customer’s lost interest but will also cause customers’ resentment. As a marketer, we always try our best to promote our products, but at the same time, as a customer, we often confused or angry with the spam or uninterested product advertisements. It makes us perplexed or even try our best to refuse to get similar products information. I know it is quite hard to balance, but I am pretty sure those questions can be better solved in future.
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I agree part of your idea.The only way to weigh the two is to find the correct target consumer. This is the first and most critical step of a successful IMC campaign. The successful practice is to pass the right information to the right people and use the suitable channel. Therefore, I don’t think my article is not related to the topic. Thank you for your comment and look forward to a deeper discussion with you.
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Well done!!! Your article accurately explains the most important elements of successful campaigns. And give good examples to explain. Learn a lot from your article and look forward to your next blog.
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Thanks for your comment, if you are interested in this area, I am happy to discuss with you!
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Hey Yuwen!
I enjoyed reading your post, it explains what digital advertising is in a pretty straightforward and easy-to understand way. Marketers should know who their target market is in order to decide which digital and/or traditional form of advertising they should use. For example, if a home furnishing brand puts Kylie Jenner in their ads, it will cost them a lot of money and the adults who are looking to buy furniture for their homes won’t even know who she is… having her in the campaign would have no impact. But if Kylie appears in a teenager’s clothing store ad, and tags the store in her Snapchats and Instastories, I bet the outfit she was wearing would be sold out in just a couple of hours (if not minutes). Girls would go running to the store and start wearing their clothes because one of the world’s most influential celebrity is wearing them. The price that they paid to have Kylie in their campaign would be completely worth it.
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Thanks for your comment! Yeah, in my essay, I stressed the importance of the target market. Your example is very appropriate. Very happy to communicate with you and look forward to a deeper discussion!
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Amazing!!! I like your blog, I received the junk mail ever, I don’t want to read it any more. Sending mail to the people who are not interested in it is a waste of resources and may have the opposite effect. Therefore, find the right target consumer is important.
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Yeah, I totally agree with you. The advertising mail send to the wrong person will be seen as junk mail. If you have any other thought about this topic, I am happy to discuss with you, thanks for your comment!!!
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