What is digital marketing?

November 11, 2009

Digital marketing is a term used to cover the use of the Internet, mobile devices and other interactive channels to brand and promote products. It is really just another cog in the overall marketing machine, but it is a very important cog in today's market.

While digital marketing does include many of the techniques and practices contained within the category of Internet marketing, it extends beyond by including other channels. As a result of this non-reliance on the Internet, the field of digital marketing includes a whole host of elements such as mobile phones, SMS/MMS, display/banner ads and outdoor digital mediums. A way to simplify it is to think of it as a way to digitally direct market your product. There are two types of digital marketing: push and pull. Both have their own pros and cons. Push digital marketing Push digital marketing technologies involve both the marketer as well as the recipients being active participants. E-mail, SMS, and RSS are examples of push digital marketing. In each of these examples, the marketer has to push the messages to the users in order for the message to be received. The pros include personalization, detailed tracking and reporting, and a high return on investment. On the downside, there is compliance issues and your message can be blocked at any time. Pull digital marketing Pull digital marketing requires the user to actively pull the information from a web search. Websites, blogs and any streaming media are examples of this. The upside of this is that there are no regulatory or technological restrictions; however, the cons include a considerable marketing effort, a lack of personalization and limited tracking ability. Digital marketing, like many other forms of marketing, can be effective during a short period by itself, but only achieves its maximum potential if it is used as part of a vast campaign that encompasses many different media.

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About Jerry Brisinger

I am the Marketing Director of a small media development company. We deal with hardware,software, and hard goods. As part owner of that company, I am able to see many of the true inner workings of the decision making process. Over my years in the marketing field I have striven to show simplify people's way of thinking on the subject. Many executives and small business owners try to over complicate the entire idea. They are wrong. In my posts I hope to show you what it is that I mean.

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