The central issue that the author in this article highlights is the concept of determining which form of advertising stands out best as compared to other forms of advertising. I do agree with digital and internet marketing is responsible for influencing the impact of marketing in the modern era. It is also agreeable that effective means of advertising need to be measurable in the form of their economic viability. New technologies are at the forefront in changing the industry of advertising, hence supposing the ancient forms of advertising (Taylor 7). One can prove this by comparing the traditional means of advertising such as normal adverts on television to the new forms of advertising such as embedding ads on Youtube. The main point of diversifying from the traditional forms of advertising is to get more people to pay attention to the ads posted in different forms of digital marketing.
It is apparent that different forms of advertising suit different scope of the target audience or different industries. It is essential for an advertiser to identify which specific communication tool would suit a specific industry or product. If I were an advertiser, I would ensure that the products marketed using specific communication tools perfectly suits the audience or the specific customer segment. From the eight hot topics that the author identifies, I tend to believe that all of them have significant influence when used appropriately to the specific market segment. In the current digitalized world, I believe that new approaches to social media such as Facebook, Twitter, and Youtube will be essential for marketing real estate products, tourism destinations, and accommodation facilities.
As an advertising manager, I would use Twitter as the marketing tool for real estate and accommodation products. Using this marketing tool is important in that many people on tour spend most of their time on these social sites, specifically twitter, searching for perfect destinations to visit. Basing on the industry experience, marketing destinations using other means such as television advertising would not be as effective as using the new forms of social media. I will use Twitter as a marketing destination for real estate products targeting the youth and people in their early 40s. The identified customer segment is prone to look for good tourism and accommodation destinations for various reasons, such as honeymoon and vocational places. Additionally, the market segment is prone to sharing these adverts with their peers, which will be advantageous for me as a marketer in the form of reaching more prospective clients.
Looking at the top eight trends of marketing identified by the author, I think new approaches to social media and customized communications stand out to be the most effective means of marketing, hence worth major considerations. I believe that marketing using new approaches in social media is the next big thing as more people continue subscribing to these forms of communication. I also believe that new forms of social media are the next big thing because the quality of business-to-customer communication will improve. For example, with the new focus on interaction, more companies and tools will be subject to build in a way that it engages customers and users. Finally, customized communication is another big thing in marketing due to segmentation and specialization. It will be easier for the business to identify the likes and dislikes of clients, hence produce goods that suit the desires of clients through customized marketing. The approach is also essential for cutting operation costs and maximizing profits. Therefore, it is justified to focus on these two forms of advertising.
Works Cited
Taylor, Charles R. "Editorial: Hot topics in advertising research." Int. J. Adv 32.1 (2013): 7. Print.
