Background

The use of digital media among consumers have been higher than
ever and is expected to increase by every year, consequently, more
companies are targeting their markets with the use of digital
marketing. This report will focus on various marketing strategies
that have been customarily used within digital media and determine
the ones that are preferred the most by consumers and influence
their behavior.

The three main types of advertisement strategies that will be

discussed in the report will be
 pop-up ads,
 Side panels
 E-mail promotions.

The context will be to examine if the consumers find each type

appealing or annoying. Computers as well as mobile phones are
common tools for the consumers that use digital media to make any
purchases. Internet has made it very convenient for the buyers to
communicate to vendors around the world and explore various
options before making any final decision. The companies are
therefore trying to develop different marketing strategies to
influence consumer’s behavior and expose their products in the
micro-moments that are most crucial for any purchase.

“Micro-moments occur when people reflexively turn to a device –

increasingly a smartphone- to act on need to learn something, do
something, discover something, watch something, or buy something.”
It is therefore critical to offer the customers what they need in that
particular moment. A company objectively realizes that it’s not their
brand that is the center of consumer’s world also that most of the
content produced is non-appealing to customers and is perceived as
annoying therefore the key here is to capture target customer’s
attention. In these moments, it is a challenge for the brands to convey
a concise message with clear relevancy to consumer’s interest. For
this purpose, the companies use various techniques to draw
consumer’s attention, using pop-up ads, side panels and Email
promotions.
The target market sampled in the report is generation Y which has
always been affiliated the most with technologies and advancement
and therefore becomes our prime target for research.