Digital Marketing refers to the use of electronic devices like, cell phones, personal computers, smart phones and tablets to connect with stakeholders. It utilizes technologies or information technology platforms like social networks, e-mails and applications. One of the components of digital marketing is social media marketing. Most organizations combine digital and traditional marketing channels.
The word digital marketing was first introduced in the 90s. Between 2000 and 2010, digital marketing gained more relevance as a more effective way to establish relationship with potential customers in a more productive way. Statistics show that in 2012 and 2013, digital marketing is still an emerging field.
Digital Marketing is also called Internet Marketing or Online Marketing. The term Digital Marketing is more popular especially in certain countries. In the United States, the use of the term “Online Marketing’ is more prevalent. In the UK, the most common term is ‘digital marketing.’
There are two forms of digital marketing in existence.
1. The Pull Digital Marketing
2. The Push Digital Marketing
Pull Digital Marketing:
Here the consumer searches for the product or service to be marketed either by opening an email, web searches, web feeds or text messages. Examples of Pull Digital Marketing include blogs, streaming media, and websites. Users have to browse the website to view see the content. Static content is maintained using web browsers. One tactic used to drive traffic is Search Engine Optimization. In 2003, it was found that new products and special sales were preferred by consumers. While interesting content was considered irrelevant.
Push Digital Marketing:
The marketer delivers a message or sales letter without the recipient requesting the content, as can be seen in the display of adverts on news blogs and website. Web feeds, text messages and Emails can be classified as push digital marketing if the recipient did not seek for the message being marketed.
Some of the new innovations include;
1. Segmentation:
Emphasis is now being given to segmentation in digital marketing so as to conquer specific markets.
2. Influencer marketing:
This is fast becoming a vital concept used in digital targeting. Influencers are reached through paid advertising like Google Ad sense, Face book and so on.
In summary, Push marketing takes place when recipients to sent messages by marketers do not seek the content, while in pull advertising consumers seek marketing content.
