Digital marketing is the advancement of your organization or brand using one or more of the various digital channels, such as email, cellular phones, social networks and the like. Digital marketing is where marketing meets the internet and other forms of new media, such as cell phones and even video games

1. Digital Marketing
What is it?
Digital marketing is the advancement of your organization or brand using one or more of the various
digital channels, such as email, cellular phones, social networks and the like. Digital marketing is
where marketing meets the internet and other forms of new media, such as cell phones and even
video games. Digital marketing covers a wide range of activities such as:
• Social network marketing: utilize websites like Facebook to spread the word about their
products, or learn more about the needs, wants and interests of their customers
• Search engine optimization: optimize a website so it ranks high in search engine results
• Open source innovation: collaborate with customers or independent product designers to
create new products
• Viral marketing: videos etc. that are so much fun people want to see them and share them
with their friends
• Experiment based market research: learn about consumer behaviour by conducting
controlled experiments on line, such as testing two versions of a product description on a
website to see which results in more sales
• Web analytics: Analyse data collected through websites in order to set prices, create better
ads, make decisions about product distribution, and improve product design
• Reputation management: track what people are saying about a brand online, and help
companies manage their brand image
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 email, text message or web feed. Websites, blogs and streaming media (audio and
video) are examples of pull digital marketing. In each of these, users have to navigate to the website
to view the content. Only current web browser technology is required to maintain static content.
Search engine optimization is one tactic used to increase activity.
In push digital marketing the marketer sends a message without the consent of the recipients, such
as display advertising on websites and news blogs. Email, text messaging and web feeds can also be
classed as push digital marketing when the recipient has not given permission to receive the
marketing message. Push marketing is also known as 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.

2. Business Implications
At its heart, digital marketing centers around the Internet, which has become both a communication
vehicle and a very powerful marketing medium as the recent Doubleclick acquisition by Google
demonstrated. The Internet can be used both to push a message to someone like email, IM, RSS, 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.
Because it is digital, a reporting engine can be layered within a campaign allowing the organization
see in real-time how that campaign is performing, such as what is being viewed, how often, how
long, as well as other actions such as responses rates and purchases made.
The advantages of digital marketing are astronomical. First of all, this is a type of direct marketing,
with all of the advantages that come with it: personal attention to the customer, motivation to
action and more. Second, it's possible to create uniform messages which are personally formatted
for each recipient with great ease, for example, by addressing the recipient by his first name or
referring to activities performed by the customer in the past. In addition, the use of digital marketing
allows you to measure quantitative results, giving you information about exactly who was exposed
to your message and when, and which actions the viewer performed as a result. In addition, anyone
can launch successful campaigns with digital marketing without any prior knowledge and without
hiring special professionals. With so many significant advantages, digital marketing is a valuable
addition to your business and helps you achieve more for less.