Digital marketing 281
Digital marketing
Digital marketing is the use of digital sources based on electronic signal like Internet, digital display advertising
and other digital media such as television, radio, and mobile phones in the promotion of brands and products to
consumers. Digital marketing may cover the more traditional marketing areas such as Direct Marketing by providing
the same method of communicating with an audience but in a digital fashion.Digital marketing – Pull versus Push
Two different forms of digital marketing exist.
Pull digital marketing in which the consumer must actively seek the marketing content, often via web searches, and
push digital marketing where the marketer sends the content to the consumer, as in email. Websites, blogs and
streaming media (audio and video) are examples of pull digital marketing. In each of these users have to link to the
website to view the content. Only current web browser technology is required to maintain static content. However,
additional internet marketing technologies (search engine optimization) may be required to attract the desired
consumer demographic.
Push digital marketing technologies involve both the marketer as well as the recipients. Email, text messaging and
web feeds are examples of push digital marketing. In each of these, the marketer has to send the messages to the
subscribers. In the case of web feeds, content is pulled on a periodic basis (polling), thus simulating a push. Push
technologies can deliver content immediately as it becomes available and is better targeted to its consumer
demographic, although audiences are often smaller, and the cost for creation and distribution is higher.Digital Marketing and Multi-Channel Communications
Push and pull message technologies can be used in conjunction with each other. For example, an email campaign can
include a banner ad or link to a content download. This enables a marketer to benefit from both types of digital
marketing.References