Digital Marketing - Study Notes:
As digital communications are both targeted and scalable, it’s possible to target individuals on a one-to-one basis or communicate at scale to larger audiences on a one-to-many level.
Depending on their stage in the buyer’s journey, the value of the customer to the business, and the objective of the campaign – whether it’s awareness, consideration, or conversion – you can decide which approach is best suited to your situation.
One-to-one communication model
The one-to-one communication model essentially involves communication between two individuals. For example, when a salesperson personally emails a prospect with information that’s tailored to their specific needs in order to encourage them to purchase or take action, it’s an example of one-to-one communication.
The one-to-one communication model offers some specific benefits:
- With this model, you can provide personalized information that’s customized to specific needs.
- It gives you the opportunity to build closer relationships with buyers and customers.
- It increases engagement in the communication process and helps you inform and persuade the other party.
The one-to-one communication model also has some disadvantages:
- For this model to work, it’s necessary for marketers to understand the other person’s specific needs and be aware of any reservations or queries they may have.
- It can be time-consuming to conduct the required research and to create suitably tailored and personalized communications.
- When you rely on this communication model, it often results in a longer lead time to sale and it’s usually more expensive.
One-to-many communication model
The one-to-many communication model involves communications between an individual or business and a multi-person audience. Sending an email blast or newsletter and showing ads on social media or before videos on YouTube are all examples of one-to-many communication. With this model, you select or create an audience based on the characteristics you want to target. Anyone who matches these characteristics is likely to see your communication.
The one-to-many communication model offers marketers some benefits.
- The main advantage is that it helps you target and reach a larger audience with consistent information.
- When executed correctly, it’s a cost-effective, scalable, and efficient use of time and resources.
The main disadvantage of the one-to-many model is that individual needs may not be addressed. Targeting a diverse range of needs can result in less-effective communications and a lower return on investment.
Julie Atherton
Julie is an award-winning digital strategist, with over 30 years’ experience. Having worked both agency and client-side, she has a wealth of knowledge on delivering marketing, brand and business strategy across almost every sector. In 2016, Julie set up Small Wonder. Drawing on her past experience, she now supports a wide range of businesses, from global brands, to educational organisations and social enterprises.She is the author of the book, Social Media Strategy which was a top read chosen by Thinkers360. You can find her on X and LinkedIn.
Will Francis
Will Francis is a recognized authority in digital and social media, who has worked with some of the world’s most loved brands. He is the host and technical producer of the DMI podcast, Ahead of the Game and a lecturer and subject matter expert with the DMI. He appears in the media and at conferences whilst offering his own expert-led digital marketing courses where he shares his experience gained working within a social network, a global ad agency, and more recently his own digital agency.
By the end of this topic, you should be able to:
- Discuss the role of brands, creative briefs, and public relations (PR) in digital marketing communication
- Compare tactics for dealing with a crisis in a digital environment
- Critically evaluate the digital marketing communication process
