Digital Marketing

Digital marketing is the use of internet-connected devices such as computers, tablets, game consoles to engage with consumers and other business partners.


[edit] Pull versus Push

Two different forms of digital marketing exist:

In pull digital marketing, the consumer actively seeks the marketing content, often via web searches or opening an Search engine optimization is one tactic used to increase activity.

Martin et al. (2003) found that consumers prefer special sales and new product information, whereas “interesting” content was not useful.[1]

In push digital marketing the marketer sends a message without the consent of the recipients, such as display advertising on websites and news blogs. spam. Push technologies can deliver content as it becomes available and can be better targeted to consumer demographics, although audiences are often smaller, and creation and distribution costs are higher.

[edit] Permission marketing

Permission marketing is using push marketing technologies with the prior permission of the recipient. Permission can be obtained either through subscriptions, or consent to send email etc.

[edit] Multi-Channel Communications

Push and pull message technologies can be used in conjunction. For example, an email campaign can include a banner ad or link to a content download

[edit] See also

[edit] References

  1. ^ Martin, Brett A. S., Joel Van Durme, Mika Raulas, and Marko Merisavo (2003), “E-mail Marketing: Exploratory Insights from Finland”, Journal of Advertising Research, 43 (3), 293-300.

This article uses material from the Wikipedia article Digital Marketing, which is released under the Creative Commons Attribution-Share-Alike License 3.0.

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