Thursday, November 3, 2011

Digital Marketing - A new way to increase your Business

Digital Marketing is the promoting of brands in the field of marketing. It include Television, Radio, Internet, mobilesocial media marketing and any other form of digital media.

Digital marketing is a term that has been around for quite awhile but hasn’t been very well defined, encompassing things like banner advertising, search engine optimization (SEO) and pay per click. Yet, this is too narrow of a definition. What about email, RSS, voice broadcast, fax broadcast, blogging, podcasting, video streams, wireless text messaging, and instant messaging? You get the idea.

Digital marketing centers around the Internet, which has become both a communication vehicle and a very powerful marketing medium as the recent Doubleclick acquisition by Google demonstrated. The Internet can be used both to push a message to someone like email, IM, RSS, or voice broadcast, as well to “pull” content serving a banner ad and Pay Per Click search terms. Digital marketing, therefore, can be thought of as the combination of push and pull Internet technologies to execute marketing campaigns.

Because it is digital, a reporting engine can be layered within a campaign allowing the organization see in real-time how that campaign is performing, such as what is being viewed, how often, how long, as well as other actions such as responses rates and purchases made. Please note that each digital marketing technology is different and they cannot all provide the same types of reports. Also, digital marketing is constantly evolving and new technologies are being created all of the time.

To help promote this new concept of digital marketing, we recently updated the Wikipedia entry for the term and did our best to not only define digital marketing but to explain what it is as well as the players in this space. In the true collaborative spirit of Wikipedia, we invite you to add your own thoughts and ideas, as we too are still adding and editing. Currently our definition is:

Digital Marketing is the pratice of promoting products and services using database-driven online distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner.

There are 2 different forms of digital marketing, each of which has its pros and cons.

For more information about digital marketing, must visit my blog


Pull digital marketing technologies involve the user having to seek out and directly select (or pull) the content, often via web search. Web site/blogs and streaming media (audio and video) are good examples of this. In each of these examples, users have a specific link (URL) to view the content.

Digital Marketing and Power Users of the internet are an integral aspect to the United States economy. Interactive Media is a form of art and creative inspiration.
  • Since requests are inherently opt-in, the size of content is generally unlimited.
  • No advanced technology required to send static content, only to store/display it.
  • Considerable marketing effort required for users to find the message/content.
  • Some types of marketing content may be blocked in mixed content scenarios (i.e.: Flash blockers)

Push digital marketing technologies involve both the marketer (creator of the message) as well as the recipients (the user). Email, SMS, RSS are examples of push digital marketing. In each of these examples, the marketer has to send (push) the messages to the users (subscribers) in order for the message to be received. In the case of RSS, content is actually pulled on a periodic basis (polling), thus simulating a push.
  • Faster delivery - push technologies can deliver content immediately as it becomes available.
  • Consistent delivery - some push platforms have single content types, making it difficult for the user to block content by type.
  • Better targeting - since push technology usually justifies subscription, more specific marketing data may be collected during registration, which allows for better targeting and more personalization.
  • Better data - marketing data can be correlated to each request for content, allowing marketers to see information such as user name as well as demographic and psychographic data.
  • Smaller audience - push technology not implemented on common platforms generally need client and/or server software before content can be created, distributed, and/or viewed.
  • Higher cost - less popular platforms may have higher implementation costs.
  • Lesser discoverability - smaller audiences mean fewer views mean less visibility in search engines.

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