| The 21st century is the age of digital excellence, the | | | | blocked, require customers to opt-in and allows them |
| age of the “Creative Economy. People of all ages, | | | | to opt-out, and require additional expense for delivery. |
| shapes and sizes are armed with technological | | | | A good way to attract customers with minimal |
| arsenals – mobile phones, Direct-to-home (DTH) | | | | investment is through e-marketing, i.e. to design a |
| television, the Internet, mp3 players and PDAs, to name | | | | well-organized, attractive website with an XML site |
| a few. Marketers can ‘bombard’ potential | | | | map. This enables search engines to detect the site |
| customers with useful information using these mobile | | | | easily, and also makes it easy for people to navigate. |
| and interactive marketing technologies – digital | | | | A blog is an easy way to get online visibility, and |
| marketing! | | | | constant updates on blogs keep them high in the |
| Digital marketing is often confused with internet | | | | search rankings. However, the other aspects of digital |
| marketing, but the latter is only a small part of the | | | | marketing strategy, apart from e-marketing must be |
| entire scale of digital marketing. Digital marketing uses | | | | given due importance. So, if stats show it is the only |
| two strategies – first there is the “pull” | | | | the first few seconds of an ad-campaign that |
| strategy, by which the company creates a web page, | | | | ‘makes’ or ‘breaks’ a campaign, factors |
| forum, blog, streaming audio/video etc., to attract | | | | like viral marketing, e-mailers and other web-based |
| customers who are searching for products, and then | | | | steps should be well coordinated with mobile and other |
| the “push” strategy, where information is directly | | | | medias to result in an efficient strategy. So, alongside |
| delivered to the hands of prospective customers(via | | | | Internet, a digital marketing strategy would combine the |
| SMS, Podcasts, RSS feeds, phone calls, etc). | | | | platforms of cell phones, outdoor display boards and |
| “Pull” and “push” have their advantages | | | | portable pod casting players to reach to the target |
| and disadvantages as digital marketing techniques. | | | | user groups better. |
| While “pull” digital marketing allow unrestricted file | | | | A multi-channel Digital marketing strategy is far more |
| size, do not require customers to opt-in, and have low | | | | likely to yield better results in today's world than a |
| technology requirements for the company; | | | | conventional marketing method alone. By creating |
| “push” strategies are more personalized, offer | | | | instant information at people's fingertips, digital |
| detailed tracking of customer choices, and are more | | | | marketing strategies work to keep a business always |
| likely to result in an actual sale. On the other hand, | | | | on the customer's doorstep. |
| “push” digital marketing strategies can be | | | | |