- published: 04 Feb 2015
- views: 191940
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.
Two different forms of digital marketing exist
Pull digital marketing in which the consumer must actively seek the marketing content often via web searches or the recipient has given permission to receive content that is sent to the consumer by email, text message and web feed. Websites, blogs and streaming media (audio and video) are also 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 in which the marketer sends a message without the consent of the recipients, such as display advertising on websites and news blogs. Email, text messaging and web feeds can also be classed as push digital marketing when the recipient has not given permission to receive the marketing message. (This is also known as spam). Push technologies can deliver content immediately as it becomes available and are better targeted to their consumer demographics, although audiences are often smaller, and the costs of creation and distribution are higher.