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Digital Marketing
Utilizing online distributions methods to
promote products is known as digital marketing. This approach
is both time saving and cost effective. Digital marketing is
done through items such as cell phones, SMS, MMS, instant
messaging, websites, emails, banner advertisement and digital
billboards.
Digital marketing involves some of the
techniques of direct marketing and Internet marketing. In
digital marketing traditional methods of promotions are
executed digitally. It involves marketing in two forms, pull
and push.
Pull digital marketing requires the user
to pull or extract the content directly. The customer has to
approach the promotional matter and see the matter by himself.
Examples are websites, forums and web logs. All these require
clicking on a URL in order to view the content. The content
that is being displayed doesn’t have to follow any guidelines.
Effort is required to only display the content on the website
or forum and there is no additional cost of sending the
information to the customer, but the customer has to make the
extra effort of reaching to the content .The customer doesn’t
have to opt-in for such kind of promotion and one message is
being viewed by all and it cannot be personalized. The
customers who see the content cannot be traced, although the
click through rate can be considered which give details about
the number of clicks the message received. This is be done by
enabling the click though tracking during the campaign, which
records the information.
Push digital marketing technologies
requires the effort of both the marketer and the customer. The
marketer has to push or send the content to the customer and
the customer has to make the effort of receiving it. This is a
very effective kind of marketing and the investments surely
earn a big return as it creates brand recognition. SMS, MMS,
emails, RSS podcasting are examples of push digital marketing.
Since the content is sent to individuals, it can be
personalized according to the intended recipient. Whether the
message has been opened and viewed by the customer or deleted
it can be tracked and reported. Information related to the
customer such as name, geographical location could be traced.
But when sending this king of message, certain criteria should
be met as the SMS and emails sent are monitored. If the
marketer doesn’t follow the rules and regulations properly,
there is a possibility of messages getting rejected and
blocked, before they reach the targeted audience and the
message is considered to be spam. Bigger consequences involve
marketers getting blacklisted temporarily or even permanently.
The number would be blocked and they won’t be able to send any
messages at all. Messages sent to the RSS feeders require a
mechanism with an application to reach, when sent by an email
marketing system.
Both forms of digital marketing should be
used in consonance to achieve positive results. A smart
marketer sends out emails along with SMS and uses multiple
channels to market his products. The type of messages being
sent should also be different from one another. They should
not only be text, but animations, audios and videos. There is
a possibility of using pull and push message technologies in
conjunction like the email sent to a potential customer can
have a URL or a banner ad, which on clicking downloads
information. If there is enormous group of people to be
reached via email, Email service providers can be hired who
sends loads of emails to the customers on behalf of the
marketer and they take measures so that the messages are not
considered as spam.
Although much of the marketing is opt-in,
federal laws, such as CAN SPAM Act, have been passed to
protect the customers from unscrupulous marketers who would go
to any extent to promote their products or hackers or spammers
who have a bad intent i.e. like harming the computer or
installing adware, spyware on people’s
computers.
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