Driven by changing consumer behaviour and cutthroat competition, businesses are shifting their 80% focus to digital media services.
Digital Marketing includes the techniques and practices of promoting brands through all forms of digital media solutions viz., Internet, Television, Mobile and Radio. The method involves communicating with an audience in a digital manner. Often, the digital advertising agencies advertise brands via SMS, MMS, banner ads and digital outdoor ads in addition to conventional methods of Direct Marketing.
Digital Marketing – Pull and Push Marketing
Digital Marketing companies offer two different types of digital marketing - Pull and Push Marketing. Each of which has its own pros and cons. Let us review them.
Pull digital marketing technology involves the selection of the product content over the Internet. The surfer performs a web search for the intended products and services in order to make a purchasing decision. A few fine examples include blogs, websites, and streaming audio and video files. Under this type of digital media planning, surfers receive a URL to view the content.
The advantages of Pull digital marketing includes unlimited upload of content, while no advanced technology is required. However, it requires considerable marketing efforts to find and transmit relevant advertising information. Additionally, some marketing content is blocked due to Flash blockers.
Push digital marketing technology involves both the marketer and the consumer. Email, RSS and SMS are good examples. Under this type of digital media planning, the marketer has to send the messages to the consumer for optimal exposure of the product or services offered.
Delivering content immediately and consistently without being blocked, better targeting and accumulation of healthier data are the advantages of Push digital marketing. Since push technology validates subscription, therefore, marketers obtain data that are more specific for better customer targeting. Improved marketing data, allows marketers to correlate the content with demographics and psychographics.
The downside of this type of digital media planning involves smaller audience, higher costs and reduced visibility.
Often, the digital media companies require audience and server software prior implementing the advertising campaign, which makes the costs shoot up. Since the advertisement are displayed on specific platforms (may be less popular ones), the visibility of the business data on the search engines becomes limited.
Mix and match for optimal results:
Digital Marketing can produce further enhanced results with digital media planning. Suitable solutions involving a combination of email message, SMS, and Pull and Push marketing strategies will yield better results.