Efficiency of Billboards as an E-Marketing Channel - Dissertation Example

Three objectives were set out in the first chapter. The study was purely based on literature review and the justification for the same has been provided. Literature was first reviewed on e-marketing after which the history of digital billboards was traced. The operations of digital billboards were reviewed through different articles and all returned the same result. This, hence, renders the research reliable and the data valid. The findings from the literature were discussed and the conclusions are drawn.

Digital billboards are large-format electronic signs that deliver advertising and television content to passers-by. The ads are displayed for varying lengths of time and keep rotating as programmed. The study concluded that digital billboards have distinct advantages over the traditional boards which cannot be ignored by the marketer. Even though the industry is still on the learning curve, the benefits are immense. The operators, the marketers, the government, the consumers and the community – all benefit from advanced technology and the operations of the digital billboards.

The operators have to make an initial investment which may be high but the high costs are offset due to low production and distribution costs. The advertisers benefit in many ways as the system provides them the flexibility to change the ads or the messages as and when they like. Moreover, they can carry out a seamless campaign by which the same content is delivered to the consumer on the digital billboards, on their mobile phones, on their desktop computers, and on the home television screens.

This builds trust and gives rise to confidence. Information technology has enabled the advertisers to extract consumer data which helps them to target the audience and engage in customer segmentation. The consumer benefits in different ways too. He is able to receive a real-time information on any product that he wishes to buy. As the driver drives past the digital billboards, the sensors detect information on age, race, sex and also his interest on a particular ad being displayed. Moreover, the same ad on his desktop computer carries the hyperlinks which enable him to immediately reach out to the advertiser and place order or search for further information.

All these amounts to customer relationship management and the entire concept of advertising through the digital billboards is actually a form of e-marketing. The digital billboards function as an extension of e-marketing as they offer all the benefits of e-marketing to the marketers as well as to the consumers. Communication is enhanced through the digital billboards. No conclusive evidence is yet available about driver distraction caused by the digital billboards. It is expected that the outcome of the research would benefit the small businesses that are apprehensive of using the digital billboards or find them expensive.

The limitations to the study were listed and recommendations for future research provided.