Broadcasting is a communication system that develops through the transmission of audio or video signals by a single transmitter to a large number of receivers.
In the marketing sector, broadcasting is used to refer to various forms of communication aimed at a mass audience.
Unlike traditional advertising, broadcast communication allows reaching a very wide audience, this type of communication is also called unidirectional.
Types of Broadcast
We can define several types of broadcast:
- Local Broadcast Address: every network has a reserved broadcast address, which allows all participants of the network to send a corresponding broadcast; this is used to send packets within its local subnet;
- Subnet Broadcast Address: it is used to forward a packet through the broadcast address relative to their specific subnet;
- Network Broadcast Address: it is used to forward a packet to all addresses of a classful network (address classes used to divide the addressing space).
The broadcasting communication model has been overtaken by the advent of new technologies and the spread of the Internet, which have changed consumer buying behavior.
The consumer is no longer a passive user but an active player when it comes to the purchasing process, and is able to influence the purchase decisions of other consumers as well.
As a result, narrowcasting has emerged, allowing companies to interact with the customer in a personalized way, unlike broadcasting which has a static communication.
In fact, for this reason, narrowcasting proves to be more effective in attracting the audience's attention compared to traditional broadcasting activities.
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