Digital marketing

From Wikipedia, the free encyclopedia

This article does not cite any references or sources.
Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed. (May 2008)

This article may contain original research. Please improve it by verifying the claims made and adding references. Statements consisting only of original research may be removed. More details may be available on the talk page. (January 2009)
Digital Marketing is the promoting of brands using all forms of digital advertising. This now includes Television, Radio, Internet, mobile and any other form of digital media. Digital Marketing is the practice of promoting products and services using digital distribution 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 category 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. 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. Digital is now being broadened to support the "servicing" and "engagement" of customers.

1 Digital Marketing ± Pull vs. Push

o o

1.1 Pull 1.2 Push

2 Digital Marketing and Multi-Channel Communications 3 Digital Marketing Terms 4 See also


Marketing ± Pull vs. Push

There are 2 different forms of digital marketing, each of which has its pros and cons.


Consistent delivery .: Flash blockers) [edit]Push Push digital marketing technologies involve both the marketer (creator of the message) as well as the recipients (the user).since push technology usually justifies subscription. SMS. For example. In the case of RSS. the marketer has to send (push) the messages to the users (subscribers) in order for the message to be received.   Higher cost .less popular platforms may have higher implementation costs.push technologies can deliver content immediately as it becomes available. if a company is trying to promote a new .push technology not implemented on common platforms generally need client and/or server software before content can be created.  Better data . thus simulating a push.e.some push platforms have single content types. [edit]Digital Marketing and Multi-Channel Communications While digital marketing is effective using one message type. users have a specific link (URL) to view the content. Pros: Since requests are inherently opt-in. the size of content is generally unlimited. Some types of marketing content may be blocked in mixed content scenarios ( data can be correlated to each request for content.   Cons:   Considerable marketing effort required for users to find the message/content. it is much more successful when a marketer combines multiple channels in the message campaigns. distributed. Cons:  Smaller audience . more specific marketing data may be collected during registration.    Better targeting . which allows for better targeting and more personalization. content is actually pulled on a periodic basis (polling). Lesser discoverability . No advanced technology required to send static content. In each of these examples. often via web search. allowing marketers to see information such as user name as well as demographic and psychographic data. and/or viewed. In each of these examples. Web site/blogs and streaming media (audio and video) are good examples of this.smaller audiences mean fewer views mean less visibility in search engines. Pros: Faster delivery . only to store/display it. making it difficult for the user to block content by type. RSS are examples of push digital marketing.Pull digital marketing technologies involve the user having to seek out and directly select (or pull) the content. Email.

This enables a marketer to have the best of both worlds in terms of their marketing method. Designed to have the user click on it for more information (see Microsite) Blacklisted A blacklisted notice means that the message may not have been delivered due to be flagged on one of the major lists that keep tabs of known spammers. For more information. This may be due to being on a blacklist or because the message contains a domain that is already being blocked. Those found in violation of the laws can be subjected to major penalties. go tohttp://www. CAN-SPAM Act of 2003 The CAN SPAM ACT is a series of federal laws that must be followed by all email marketers. Blocked A blocked notice means that the message did not get through due to being considered spam by the subscriber¶s ISP. It can be a temporary ban or a permanent an email campaign can include a banner ad or link to a content download. Campaign A campaign is a specific message being sent to a specific group of recipients. For example.product release. depending upon the list.shtml Click Through . most commonly at the top (header) or bottom (footer) of the page. if properly executed. A couple of days later. An email could be sent to a list of potential customers with a special offer for those that also include their cell phone number. Push and pull message technologies can also be used in conjunction with each other.spamlaws. could yield positive results. a follow up campaign would be sent via text message (SMS) with the special offer. Blog Shortened from ³web log´ a blog is a user-generated Web site where entries are made in journal style and displayed in a reverse chronological order. this same campaign could be exponentially improved if multiple message types are implemented. This. [edit]Digital Banner Ad Marketing Terms An advertisement that appears on a Web page. However. they could send out an email message or text campaign individually. Different ISPs use different blacklists to block mailings from being delivered to their clients.

this number will be low for large campaigns and higher for more targeted campaigns. Digital Brand Engagement Brand and consumer interaction through the Internet. GPRL The Global Permanent Removal List consists of records that are automatically removed from a particular database. Email Service Provider (ESP) Outside companies like mobileStorm that send bulk emails on behalf of their clients to prevent their messages as being labeled as spam or blocked entirely. Open Rate This is a ratio determined by the number of people who opened your email against the total number of people to whom you sent the message. Microsite A mini Web site design to promote a specific portion or brand from a larger corporate site. Instant Messaging Instant messaging (often shortened to IM) is a type of communications service that enables you to create a kind of private chat room with another individual in order to communicate in real time over the Internet. Keywords Used in conjunction with SMS messages. Typically. Used often with contests or as a landing page for a specific promotion. Almost all email service providers (ESP) or multi-channel messaging companies maintain these lists for their clients. DMA Market DMA stands for Designated Market Area. such as New York City. . Note: you must have enabled click through tracking in the campaign in order for this to be recorded. False Positives Legitimate messages being labeled as ³spam´ Can cost companies potentially millions in potential lost revenue if not dealt with correctly. This includes all aspects of dialogue through the social web and on the brand's own website. which is often associated with the entertainment industry. Los Angeles or Chicago. A user types a short code and matching keyword in order to be added to a mobile club or database. This is often referred to as CTR (Click Through Rate).The number of times people clicked on the links in your message. DMAs are usually counties (or sometimes split counties) that contain a large population that can be targeted.

see above for info on the CAN-SPAM act) because users choose to receive the emails.Opt-In List Email marketers have databases of subscribers to their newsletters. zip. Such a list is known as an opt-in list (and is thus CAN-SPAM compliant. This is in contrast to spam email. Can be addressed by first/last name. S h o r t C o d e A short code is a 5 or 6 digit number that is used to send and respond to text messages. which is unsolicited. Personalizati on Personalization gives you the ability to create a customized message for each person in your database. They can either be a random set of numbers or a ³vanity´ number tied to a specific brand or number pattern. etc. R S S R ea de r Application used to subscribe and monitor selected RSS content feeds. city. state. S M . RSS RSS or Real Simple Syndication is technology designed to allow users to subscribe to a specific content feed and be automatically alerted when new updates are available. featuring these subscribers' email addresses and names.

share and search links that are combined into a single site for easy access. classify. S o c i a l B o o k m a r k i n g Social Bookmarking is a popular way to store. It is usually received via the subscribers' text message inbox on their cell phone and can be a maximum of 160 characters per message. An email message that is unwanted by the recipient. .S SMS (Short Message Service) is a one-way text message sent via a cell phone. Legitimate emails can sometimes be incorrectly identified as spam and is a growing problem.

. Can be a pre-stored clip to access as well as a live feed that is streamed like an online broadcast.Communication channel such as video and audio that is accessed online. A person who signs up to receive messages from a particular company or entity.

Web widgets can be embedded in web pages or run on the desktop of a PC (Windows or Mac) using software such as Apple's Dashboard software or Yahoo! Widgets Engin . Sending a pre-recorded voice messages to a large set of phone numbers at the time same. specific task.Targeting allows you to send a message to people based on specific criteria from your subscriber database. often single. Can either be a voice call (meaning the recipient must answer the call for the message to play) or voice mail (meaning the message will play only if the recipient doesn¶t answer ) A small graphical device that does a highly focused.

Sign up to vote on this title
UsefulNot useful