Digital Marketing And Its Future

By Author: rico ho
Total Articles: 37
Comment this article

Digital marketing is a term that has been around for quite a while but hasn’t 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.

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.

Martin et al. (2003) found that consumers prefer special sales and new product information, whereas "interesting" content was not useful.

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.

Permission marketing

Permission marketing is using push marketing technologies with the prior permission of the recipient. Permission can be obtained either through subscriptions, or consent to send email etc.

Multi-Channel Communications

Push and pull message technologies can be used in conjunction. For example, an email campaign can include a banner ad or link to a content download.

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.

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. 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.

Digital marketing moves faster than any other market on earth. That makes peering into the future a kind of mission-critical activity.But by ‘the future’ we don’t mean five years away – that would be ridiculous.We mean the next 12-18 months. A timescale you can do something about; a timescale you can build into your plans.

The Future of Digital Marketing (FODM), now in its 7th year, is the only place all year where senior digital marketers (client-side and agency) can do three things:

1.Get a quick, concentrated dose of insight into what’s around the corner

2.Compare notes with the most ambitious, innovative and interesting marketers in the game.

3.Get a potent shot of adrenalin to take back to the office.

ITCombine believes in furnishing cost effective solutions entangling technology with business goals wielding stratagies akin to Digital Marketing and Digital Brand Promotion . IT boasts of expertise in providing diversified services at a common ground, with high proficiency.