Digital Marketing

Digital MarketingUtilizing online distributions methods topromote products is known as digital marketing.This approach is both time saving and costeffective. Digital marketing is done throughitems such as cell phones, SMS, MMS, instantmessaging, websites, emails, banneradvertisement and digital billboards.Digital marketing involves some of the techniquesof direct marketing and Internet marketing. Indigital marketing traditional methods ofpromotions are executed digitally. It involves

marketing in two forms, pull and push.Pull digital marketing requires the user to pullor extract the content directly. The customer hasto approach the promotional matter and see thematter by himself. Examples are websites, forumsand web logs. All these require clicking on a URLin order to view the content. The content that isbeing displayed doesn 抰 have to follow anyguidelines. Effort is required to only displaythe content on the website or forum and there isno additional cost of sending the information tothe customer, but the customer has to make theextra effort of reaching to the content .Thecustomer doesn 抰 have to opt-in for such kind ofpromotion and one message is being viewed by alland it cannot be personalized. The customers whosee the content cannot be traced, although theclick through rate can be considered which givedetails about the number of clicks the messagereceived. This is be done by enabling the clickthough tracking during the campaign, which

records the information.Push digital marketing technologies requires theeffort of both the marketer and the customer. Themarketer has to push or send the content to thecustomer and the customer has to make the effortof receiving it. This is a very effective kind ofmarketing and the investments surely earn a bigreturn as it creates brand recognition. SMS, MMS,emails, RSS podcasting are examples of pushdigital marketing. Since the content is sent toindividuals, it can be personalized according tothe intended recipient. Whether the message hasbeen opened and viewed by the customer or deletedit can be tracked and reported. Informationrelated to the customer such as name,geographical location could be traced. But whensending this king of message, certain criteriashould be met as the SMS and emails sent aremonitored. If the marketer doesn 抰 follow therules and regulations properly, there is apossibility of messages getting rejected and

blocked, before they reach the targeted audienceand the message is considered to be spam. Biggerconsequences involve marketers gettingblacklisted temporarily or even permanently. Thenumber would be blocked and they won 抰 be ableto send any messages at all. Messages sent to theRSS feeders require a mechanism with anapplication to reach, when sent by an emailmarketing system.Both forms of digital marketing should be used inconsonance to achieve positive results. A smartmarketer sends out emails along with SMS and usesmultiple channels to market his products. Thetype of messages being sent should also bedifferent from one another. They should not onlybe text, but animations, audios and videos. Thereis a possibility of using pull and push messagetechnologies in conjunction like the email sentto a potential customer can have a URL or a bannerad, which on clicking downloads information. Ifthere is enormous group of people to be reached

via email, Email service providers can be hiredwho sends loads of emails to the customers onbehalf of the marketer and they take measures sothat the messages are not considered as spam.Although much of the marketing is opt-in, federallaws, such as CAN SPAM Act, have been passed toprotect the customers from unscrupulousmarketers who would go to any extent to promotetheir products or hackers or spammers who have abad intent i.e. like harming the computer orinstalling adware, spyware on people 抯computers.PPPPPWord Count 650