Theadvent of a digital media universe implies that soon marketing andadvertising agencies mat get personal and deliver messages to thereal audiences and individuals. The goal of advertising in a companyis always to reach to the intended customer- the prospects (Harrison&Andrusiewicz, 2011). The agency holding entities have come up withmedia platforms for the purpose of advertising. Companies are movingaway from broadcasting to narrowcasting- they focus on a smaller andspecific audience, who they intend to reach. This audience may betreated as a unit due to its unique characteristics for instance,preferences and tastes, demographic features, or location.
Innontraditional advertising, wireless devices are unique and on pointas they can be used to reach that targeted person. This makes it anideal direct marketing tool as asserted by Harrison and Andrusiewics(2011). This technology was used to increase response rates and wasfound to be effective in a mall in London by Operations Research asreported by Harrison and Andrusiewics (2011) in their book. Theresponse rates were increased without saturating the device with toomany ads.
Narrowcastingis taken as the opposite of broadcasting, where a lot is invested inthe ads to produce a lot of content to reach a few people, unlike inbroadcasting where so little was invested and so little was used toreach a large audience. Narrowcasting can be said to be targetmarketing as it aims media messages to small defined audiencesegments. An example of such a marketing model is the interactivenarrowcasting. The audience has an opportunity to influence thecontent displayed to them through the touch screen. User-drivencontent in the market help provides an excellent medium fornarrowcasting. These systems enable brands to communicate with thecustomers through their PCs and are cheap to the advertising agencies(Trapathi and Nair, 2012).
Nontraditionalmarketing approaches, on the other hand, are founded on newunorthodox marketing methodologies (Marketing Schools, 2012).Traditional advertising has proved over time to be expensive tocompanies. The goal of nontraditional adverting is to come up withthrilling advertising experiences to their audience. It involvesputting ads in unexpected places or in unexpected ways so that theattention of the unassuming audience is captured. Advertising firmsbelieve that views tend to look at adverts that are more relevant andauthentic, according to the Marketing Schools (2012). Productplacement is the outstanding nontraditional advertising strategy. Itdirectly derives benefit from where it is displayed. For instance,according to the Marketing Schools, BMW had their “Z3” modeladvertised in the James Bond movie “Goldeneye”.
Theproduct placement advertising, for instance, the "Z3"advertisement is so beneficial to the viewer since it is more of acommercial break from the entertainment- movie being watched. Itgives also stronger emotional devotion to the entertainment, as aviewer gets more attached to it. Adverts on YouTube are others thatreally get the attention of users. Their user-driven content enablesthem to be reached by the targeted audience in the media. Because themajor necessity for using nontraditional advertising is the vision,creativity, and commitment, they are cheaper than other classic formsof advertising. The main issues that may arise when a company employssuch strategies in advertising, the results are unpredictable andeffort may be wasted.
Harrison,J.V. and Andrusiewicz, A., 2011, January. Using wireless networks toenhance narrowcasting in public spaces. In Consumer communicationsand networking conference, 2004. CCNC 2004. First IEEE (pp.600-604). IEEE.
MarketingSchools, 2012, Non-Traditional Marketing. http (accessed: June 30,2016).
Tripathi,A.K. and Nair, S.K., 2012, Narrowcasting of wireless advertising inmalls. European Journal of Operational Research, 182(3),1023-1038.