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.
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.