Online & Digital Marketing can be defined with
the help “Digital Marketing is the practice of
promoting products and services using
database-driven online distribution channels to
reach consumers in a timely, relevant, personal
and cost-effective manner.”
Digital marketing centers around the Internet,
which has become both a communication vehicle
and a very powerful marketing medium.
The Internet can be used both to push a message
to someone like email or voice broadcast, as well
to “pull” content serving a banner ad and Pay Per
Click search terms.
Digital marketing, therefore, can be thought of as
the combination of push and pull Internet
technologies to execute marketing campaigns
Push Marketing is where you promote or
advertise a product directly to the target
customer without really knowing what they
Push marketing is based on trends and
forecasts – and companies will tailor their
marketing strategy based on these trends.
For example; newspaper ads, emails, TV
commercials, radio ads, etc.
Pull Marketing is done by means of a
customer requesting information, or in other
words, it is based on actual, current
demands. The customer will pull the
information that they’re interested in and
only consume what they want. For example;
search engine searches, email opt-ins,
specific blogs, etc.
Social media, search engines, mobile, email, text
message – all of these platforms allow users to
interact with the information that is provided to
them and each platform serves a different
Google Plus is used to promote your passions to
anyone who is willing to add you to their circle,
Facebook is used to promote directly to friends
and family, Twitter is all about perspective and
getting real-time insights, and LinkedIn is used
for professional type promotion.
There are no perfect metrics to evaluate the
effectiveness of digital marketing.
One must remember that going digital does not
translate into completely doing away with brick and
Digital Marketing has low entry barriers.
Digital marketing can result in internal process reorganization need.
Everything Is Measurable
Holds Their Attention
Potential to reach mass amounts of people in
Works well with social media networks
Connection speeds can be limiting (the
broadband speed across Europe varies a lot
Online marketing does not reach everybody
The uncertain future of the digital world
Digital marketing is still very new
The power of digital marketing can be
While digital marketing is necessary and
literally, no business survives without it, it
incurs huge cost, changes everyday. Marketers
need to be prompt to identify what would work
for them in the short run as well as in the long
run, and work in tandem with the other
organization functions to effectively use the
channel of digital marketing. No doubt, the
digital marketing is here to stay.