Digital Marketing

Digital Marketing allows you to promote your products and services using digital channels to reach consumers in a timely, relevant, personal and cost-effective manner.

Whilst digital marketing does include many of the techniques and practices contained within the field of Internet Marketing, it extends beyond this by including other channels with which to reach people that do not require the use of The Internet. 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 digital outdoor signage.

Previously seen as a stand-alone service in its own right, it is frequently being seen as a domain that can (and does) cover most, if not all, of the more traditional marketing areas such as Direct Marketing by providing the same method of communicating with an audience but in a digital fashion.

There are 2 flavours of digital marketing, Pull & Push - each of which allows a differnt interaction with your customer.

Pull Marketing

Pull digital marketing technologies involve the user having to seek out and directly grab (or pull) the content. Web site/blogs and streaming media (audio and video) are good examples of this. In each of these examples, users have a specific link (URL) to view the content.

The benefits of Pull Marketing is that there are no restrictions in terms of type or size of content as the user determines what they want and creates their own experience.

This means no technology is required to send the content to the audience, only to store/display it. As a final key point, as the User is requesting the information then there are no regulations or opt-in processes required so Data Control is minimal.

The drawbacks to this type of marketing is that considerable marketing effort is required in the interim for users to actually find the message/content (typically via natural search.)

An additional factor in this form of message is that there is a lack of personalization – content is received and viewed the same across all audiences and the initial welcoming message to your Customer can lack that personal introduction.

Push Marketing

Push digital marketing methods involve both the marketer (creator of the message) as well as the recipients (the user). Email, SMS, RSS are examples of push digital marketing. In each of these methods, the marketer has to send (push) the messages to the users (subscribers) in order for the message to be received.

The key factors that make Push Marketing so valuable is that each message can be personalized to the recipient. Messages received can be targeted and specific to selected criteria – such as a promotion for females, 21 years old or over and living in a certain location.

These messages can further aid your understanding of customers habits through tracking and reporting. With our help you can see not only how many people saw and read your message but also specific information about each user such as their name as well as demographic and psychographic data.

This use of profile data on your customer base will lead to a High Return on Investment (ROI) both in sales and brand loyalty - it also allows you to better focus your marketing budget to filter messages down to those people who will be directly applicable to the message rather than a blanket mailshot.

As an overview of potentially negative factors to this form of marketing (if any) would mainly apply to costs; given that you are using and gathering data of individuals there is a responsibility to protect and secure this data. Other cost factors include the actual delivery method for the message such as Bulk Email and SMS/MMS, it's important to factor this cost into the overall ROI for which the message is originally intended.

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