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How has digital marketing and social media changed advertising? Please share your thoughts on the effectiveness of integrated
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Digital marketing and social media has enabled advertising to become more personalized and thus the marketer has got the ability to advertise products and services to customers in a more customized fashion and thus the chances of sale increases. It also ultimately leads to more fine segmentation of the market by the customer and thus the efficiency of targeting a particular set of customers with a particular variant of the product increases.

The integrated marketing communication happens through simultaneous marketing channels such as through digital mediums as well as newspaper and television advertisements. An integrated approach helps in reaching greater number of customers and also provides a consistency in the brand appeal. For example, when the online retailer Amazon markets its discount sale offers, it sends out communication via television advertisements, newspaper ads and leverages the digital medium and its mobile app. All these medium ultimately helps the company to reach more number of customers thus increasing potential revenue for the company.

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