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been very well defined, encompassing things like banner advertising, search engine optimization (SEO) and pay per click. Yet, this is too narrow of a definition. What about email, RSS, voice broadcast, fax broadcast, blogging, podcasting, video streams, wireless text messaging, and instant messaging? You get the idea. Bally Chohan Says (Bally Chohan Bally ) To clearly define what digital marketing is let’s talk about what it is not. For starters, it does not include more traditional forms of marketing such as radio, TV, billboard and print because they do not offer instant feedback and report. Sure, some people may respond to a call to action from an advertisement in one of these mediums but there is no way to know the exact number of people who saw or heard it. Such data is collected (and still then just educated guesses) long after the initial ad impression is made. Yes, convergence has made television at bit more interactive, with devices such as TiVo able to record viewer statistics like those for Web sites, but there is still a long way to go. With digital marketing, however, we’re already there. According Bally Chohan 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. Bally Chohan Says 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. Please note that each digital marketing technology is different and they cannot all provide the same types of reports. Also, digital marketing is constantly evolving and new technologies are being created all of the time. To help promote this new concept of digital marketing, we recently updated the Wikipedia entry for the term and did our best to not only define digital marketing but to explain what it is as well as the players in this space. In the true collaborative spirit of Wikipedia, we invite you to add your own thoughts and ideas, as we too are still adding and editing. Currently our definition is: Digital Marketing is the pratice of promoting products and services using database-driven online distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner. According Bally Chohan Broadband Internet, WiFi and phone Web access are also spurring growth worldwide. A recent report showed that Web usage increased 10% from last January to this January globally. Not surprisingly, billions of marketing dollars spent on traditional channels is already starting to shift to digital marketing campaigns and this will continue to increase as the Web matures. As a marketer, I am very excited about the future and what digital marketing will look like in the years ahead. I mean, we just got to Web 2.0 so who knows what will be coming next? If you haven’t already started, you need to build a database of customers or potential
we’re already there. blogging. The Internet can be used both to push a message to someone like email. with devices such as TiVo able to record viewer statistics like those for Web sites. Yet. . billboard and print because they do not offer instant feedback and report. Make sure you are ready to take full advantage of digital marketing and watch your revenues soar. video streams. wireless text messaging. can be thought of as the combination of push and pull Internet technologies to execute marketing campaigns. or voice broadcast. At its heart. but there is still a long way to go.customers and find out how they wish to be reached. digital marketing centers around the Internet. To clearly define what digital marketing is let’s talk about what it is not. For starters. convergence has made television at bit more interactive. voice broadcast. What about email. RSS. fax broadcast. You can do this through the digital marketing technologies I’ve mentioned in this article and then use these systems to market your products and services. some people may respond to a call to action from an advertisement in one of these mediums but there is no way to know the exact number of people who saw or heard it. RSS. Such data is collected (and still then just educated guesses) long after the initial ad impression is made. encompassing things like banner advertising. search engine optimization (SEO) and pay per click. however. Yes. podcasting. therefore. Digital marketing. TV. and instant messaging? You get the idea. Sure. it does not include more traditional forms of marketing such as radio. With digital marketing. which has become both a communication vehicle and a very powerful marketing medium as the recent Doubleclick acquisition by Google demonstrated. this is too narrow of a definition. Digital marketing is a term that has been around for quite awhile but hasn’t been very well defined. as well to “pull” content serving a banner ad and Pay Per Click search terms. IM.
Also. (January 2009) . as we too are still adding and editing. Not surprisingly. To help promote this new concept of digital marketing. you need to build a database of customers or potential customers and find out how they wish to be reached. Make sure you are ready to take full advantage of digital marketing and watch your revenues soar. Broadband Internet. how long. we just got to Web 2. such as what is being viewed. the free encyclopedia This article needs additional citations for verification. In the true collaborative spirit of Wikipedia. billions of marketing dollars spent on traditional channels is already starting to shift to digital marketing campaigns and this will continue to increase as the Web matures.0 so who knows what will be coming next? If you haven’t already started. Currently our definition is: Digital Marketing is the pratice of promoting products and services using database-driven online distribution channels to reach consumers in a timely. Please help improve this article by adding citations to reliable sources. Statements consisting only of original research may be removed. digital marketing is constantly evolving and new technologies are being created all of the time. Please note that each digital marketing technology is different and they cannot all provide the same types of reports. personal and cost-effective manner. (May 2008) This article may contain original research.Because it is digital. I am very excited about the future and what digital marketing will look like in the years ahead. a reporting engine can be layered within a campaign allowing the organization see in real-time how that campaign is performing. A recent report showed that Web usage increased 10% from last January to this January globally. More details may be available on the talk page. WiFi and phone Web access are also spurring growth worldwide. we recently updated the Wikipedia entry for the term and did our best to not only define digital marketing but to explain what it is as well as the players in this space. Please improve it by verifying the claims made and adding references. I mean. as well as other actions such as responses rates and purchases made. You can do this through the digital marketing technologies I’ve mentioned in this article and then use these systems to market your products and services. relevant. Digital marketing From Wikipedia. we invite you to add your own thoughts and ideas. how often. As a marketer. Unsourced material may be challenged and removed.
Marketing Key concepts Product marketing · Pricing Distribution · Service · Retail Brand management Account-based marketing Ethics · Effectiveness · Research Segmentation · Strategy · Activation Management · Dominance Marketing operations Promotional contents Advertising · Branding · Underwriting Direct marketing · Personal sales Product placement · Publicity Sales promotion · Sex in advertising Loyalty marketing · SMS marketing Premiums · Prizes Promotional media Printing · Publication · Broadcasting Out-of-home advertising · Internet Point of sale · Merchandise Digital marketing · In-game advertising In-store demonstration · Word-of-mouth Brand ambassador · Drip marketing · Visual merchandising v·d·e .
often via web search. Digital supports the servicing and engagement of customers. As a result of this non-reliance on the Internet. Pros: Digital Marketing and Power Users of the internet are an integral aspect to the United States economy. and any other form of digital media. Previously seen as a stand-alone service in its own right. In each of these examples. users have a specific link to view the content. only to store/display it. blogs and streaming media (audio and video) are good examples of this. Interactive Media is a form of art and creative inspiration. it is frequently being seen as a domain that can and does cover most. the size of content is generally unlimited. 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. Cons: Considerable marketing effort required for users to find the message/content. Digital marketing extends beyond Internet Marketing to include channels that do not require the use of the Internet. display advertising. radio. if not all. the field of digital marketing includes a whole host of elements such as television. Push o 1. Contents [hide] 1 Digital Marketing – Pull vs.1 Pull o 1.  Pull Pull digital marketing technologies involve the user having to seek out and directly select (or pull) the content. No advanced technology required to send static content. mobile phones (SMS/MMS). Since requests are inherently opt-in.Digital Marketing is the promoting of brands using all forms of digital advertising channels to reach consumers. .2 Push 2 Digital Marketing and Multi-Channel Communications 3 Digital Marketing Terms 4 See also 5 References  Digital Marketing – Pull vs. social media marketing. Websites. Push Two different forms of digital marketing exist.
Some types of marketing content may be blocked in mixed content scenarios (i. could yield positive results. if properly executed.some push platforms have single content types. This. and/or viewed. Pros: Faster delivery . Lesser discoverability . it is much more successful when a marketer combines multiple channels in the message campaigns. . Better data . they could send out an email message or text campaign individually. content is actually pulled on a periodic basis (polling).  Digital Marketing and Multi-Channel Communications While digital marketing is effective using one message type.push technologies can deliver content immediately as it becomes available. For example.: Flash blockers)  Push Push digital marketing technologies involve both the marketer (creator of the message) as well as the recipients (the user). Email.less popular platforms may have higher implementation costs. In each of these examples. the marketer has to send (push) the messages to the users (subscribers) in order for the message to be received. Cons: Smaller audience . Consistent delivery . which allows for better targeting and more personalization.push technology not implemented on common platforms generally need client and/or server software before content can be created. distributed. allowing marketers to see information such as user name as well as demographic and psychographic data. Higher cost . Better targeting . if a company is trying to promote a new product release. thus simulating a push.marketing data can be correlated to each request for content. However. this same campaign could be exponentially improved if multiple message types are implemented . In the case of RSS.since push technology usually justifies subscription.smaller audiences mean fewer views mean less visibility in search engines. more specific marketing data may be collected during registration. RSS are examples of push digital marketing.e. making it difficult for the user to block content by type. SMS.
Note: you must have enabled click through tracking in the campaign in order for this to be recorded. Blog Shortened from “web log” a blog is a user-generated Web site where entries are made in journal style and displayed in a reverse chronological order. DMA Market . SEM Search engine marketing Is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of search engine optimization. This enables a marketer to have the best of both worlds in terms of their marketing method. and paid inclusion. Blocked A blocked notice means that the message did not get through due to being considered spam by the subscriber’s ISP. a follow up campaign would be sent via text message (SMS) with the special offer.  Digital Marketing Terms Banner Ad An advertisement that appears on a Web page. Those found in violation of the laws can be subjected to major penalties. It can be a temporary ban or a permanent one. contextual advertising. CAN-SPAM Act of 2003 The CAN SPAM ACT is a series of federal laws that must be followed by all email marketers. depending upon the list.An email could be sent to a list of potential customers with a special offer for those that also include their cell phone number. Different ISPs use different blacklists to block mailings from being delivered to their clients. Campaign A campaign is a specific message being sent to a specific group of recipients. most commonly at the top (header) or bottom (footer) of the page. an email campaign can include a banner ad or link to a content download. This may be due to being on a blacklist or because the message contains a domain that is already being blocked. This includes all aspects of dialogue through the social web and on the brand's own website. For example. Cost Per Click Refers to the amount of money an advertiser pays search engines and other Internet publishers for a single click on its advertisement that brings one visitor to its website. paid placement. This is often referred to as CTR (Click Through Rate). 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. A couple of days later. Click Through The number of times people clicked on the links in your message. Digital Brand Engagement Brand and consumer interaction through the Internet. Push and pull message technologies can also be used in conjunction with each other.
Opt-In List Email marketers have databases of subscribers to their newsletters. Email Service Provider (ESP) Outside companies that send bulk emails on behalf of their clients to prevent their messages as being labeled as spam or blocked entirely. city. Almost all email service providers (ESP) or multi-channel messaging companies maintain these lists for their clients. DMAs are usually counties (or sometimes split counties) that contain a large population that can be targeted. which is unsolicited. They can either be a random set of numbers or a “vanity” number tied to a specific brand or number pattern. RSS Reader Application used to subscribe and monitor selected RSS content feeds. 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. Such a list is known as an opt-in list (and is thus CAN-SPAM compliant. see above for info on the CAN-SPAM act) because users choose to receive the emails. which is often associated with the entertainment industry. etc. A user types a short code and matching keyword in order to be added to a mobile club or database. this number will be low for large campaigns and higher for more targeted campaigns. featuring these subscribers' email addresses and names. 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. such as New York City. zip. state. Keywords Used in conjunction with SMS messages. False Positives Legitimate messages being labeled as “spam”. Used often with contests or as a landing page for a specific promotion. SMS . Short Code A short code is a 5 or 6 digit number that is used to send and respond to text messages. Can be addressed by first/last name.DMA stands for Designated Market Area. Microsite A mini Web site design to promote a specific portion or brand from a larger corporate site. 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. Can cost companies potentially millions in potential lost revenue if not dealt with correctly. Los Angeles or Chicago. This is in contrast to spam email. GPRL The Global Permanent Removal List consists of records that are automatically removed from a particular database. Typically. Personalization Personalization gives you the ability to create a customized message for each person in your database.
designed to be displayed on a website or many websites such as youtube. Social Bookmarking Social Bookmarking is a popular way to store. Targeting Targeting allows you to send a message to people based on specific criteria from your subscriber database. Voice Broadcast Sending a pre-recorded voice messages to a large set of phone numbers at the time same. often single. share and search links that are combined into a single site for easy access. Spam An email message that is unwanted by the recipient. 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 Engine. specific task. Can be a prestored clip to access as well as a live feed that is streamed like an online broadcast. classify. Web Video Short promotional video clip. It is usually received via the subscribers' text message inbox on their cell phone and can be a maximum of 160 characters per message. Legitimate emails can sometimes be incorrectly identified as spam and is a growing problem.  See also Internet marketing Display advertising Email marketing Interactive advertising Cloud marketing E-mail marketing software .SMS (Short Message Service) is a one-way text message sent via a cell phone. Subscriber A person who signs up to receive messages from a particular company or entity. Social media optimization The methodization of social media activity with the intent of attracting unique visitors to website content. 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 ) Widget A small graphical device that does a highly focused. Streaming Technologies Communication channel such as video and audio that is accessed online.
Social media optimization Web analytics Cost per impression Affiliate marketing Cost per action Revenue sharing Contextual advertising Search engine marketing Search engine optimization Pay per click advertising Paid inclusion Search analytics Mobile advertising v·d·e Article marketing Digital marketing engineer Digital strategy Customer engagement Geo (marketing) Geo targeting Interactive advertising Media transparency .
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