Digital marketing is the advertising and promotion of businesses and their brands through digital media channels. Digital media, at the moment, includes websites, social media, radio, television, mobile and even forms of traditionally non-digital media such as billboards and transit signs. Essentially any marketing media that is delivered electronically is considered digital marketing.
Digital marketing takes advantage of digital medium to create a unified, focused and measurable communications methodology which can help companies in getting their right audience. Using an integrated approach to digital marketing provides a better response rate and building iterative relationships.
Digital strategy and campaigns can push forward brands in the consciousness of their audience and lead to a lasting adoption and loyalty towards brands. Moreover, digital medium allows the model to change from being a monologue to a dialogue for audience.
A digital marketing company promotes products using digital distribution channels reach customers in a timely and cost effective manner. These channels are varied such as internet, mobile, digital outdoors, and other forms of interactive digital media.
This type of marketing uses both push and pull methodologies to access customers. Therefore a right mix has to be decided for both of these. Pull strategy off course is considered to be more engaging and effective as with this strategy users seek for information and information is not forced onto him. Some examples of pull media are websites, blogs, social media sites, audio and video. The digital marketing strategy largely involves high visibility of brand so that the customers may actively seek information related to the brand.
On the other hand push this marketing involves active engagement of a target market through email marketing, sending out marketing collaterals, mobile SMS etc. This strategy is primarily focused on brand promotion and does not seek user’s permission to send out the marketing message. These strategies are being used more and more by marketers so as to continuously keep customers engaged.