According Bally Chohan Digital marketing is a term that has been around for quite awhile but hasnt

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 lets 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, were 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 havent already started, you need to build a database of customers or potential

customers and find out how they wish to be reached. You can do this through the digital marketing technologies Ive mentioned in this article and then use these systems to market your products and services. Make sure you are ready to take full advantage of digital marketing and watch your revenues soar.

Digital marketing is a term that has been around for quite awhile but hasnt 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. To clearly define what digital marketing is lets 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, were 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. 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. 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 havent already started, you need to build a database of customers or potential customers and find out how they wish to be reached. You can do this through the digital marketing technologies Ive mentioned in this article and then use these systems to market your products and services. Make sure you are ready to take full advantage of digital marketing and watch your revenues soar.

Digital marketing
From Wikipedia, the free encyclopedia This article needs additional citations for verification. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed. (May 2008) This article may contain original research. Please improve it by verifying the claims made and adding references. Statements consisting only of original research may be removed. More details may be available on the talk page. (January 2009)

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

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Digital Marketing is the promoting of brands using all forms of digital advertising channels to reach consumers. Digital marketing extends beyond Internet Marketing to include channels that do not require the use of the Internet. As a result of this non-reliance on the Internet, the field of digital marketing includes a whole host of elements such as television, radio, mobile phones (SMS/MMS), social media marketing, display advertising, and any other form of digital media. Previously seen as a stand-alone service in its own right, it is frequently being seen as a domain that can and does cover most, if not all, 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. Digital supports the servicing and engagement of customers.

Contents
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1 Digital Marketing Pull vs. Push o 1.1 Pull o 1.2 Push 2 Digital Marketing and Multi-Channel Communications 3 Digital Marketing Terms 4 See also 5 References

[edit] Digital Marketing Pull vs. Push

Two different forms of digital marketing exist.

[edit] Pull
Pull digital marketing technologies involve the user having to seek out and directly select (or pull) the content, often via web search. Websites, blogs and streaming media (audio and video) are good examples of this. In each of these examples, users have a specific link to view the content. Pros: Digital Marketing and Power Users of the internet are an integral aspect to the United States economy. Interactive Media is a form of art and creative inspiration.

Since requests are inherently opt-in, the size of content is generally unlimited. No advanced technology required to send static content, only to store/display it.

Cons:

Considerable marketing effort required for users to find the message/content.

Some types of marketing content may be blocked in mixed content scenarios (i.e.: Flash blockers)

[edit] Push
Push digital marketing technologies involve both the marketer (creator of the message) as well as the recipients (the user). Email, SMS, RSS are examples of push digital marketing. 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. In the case of RSS, content is actually pulled on a periodic basis (polling), thus simulating a push. Pros:

Faster delivery - push technologies can deliver content immediately as it becomes available. Consistent delivery - some push platforms have single content types, making it difficult for the user to block content by type. Better targeting - since push technology usually justifies subscription, more specific marketing data may be collected during registration, which allows for better targeting and more personalization. Better data - marketing data can be correlated to each request for content, allowing marketers to see information such as user name as well as demographic and psychographic data.

Cons:

Smaller audience - push technology not implemented on common platforms generally need client and/or server software before content can be created, distributed, and/or viewed. Higher cost - less popular platforms may have higher implementation costs. Lesser discoverability - smaller audiences mean fewer views mean less visibility in search engines.

[edit] Digital Marketing and Multi-Channel Communications

While digital marketing is effective using one message type, it is much more successful when a marketer combines multiple channels in the message campaigns. For example, if a company is trying to promote a new product release, they could send out an email message or text campaign individually. This, if properly executed, could yield positive results. However, this same campaign could be exponentially improved if multiple message types are implemented[citation needed] .

An email could be sent to a list of potential customers with a special offer for those that also include their cell phone number. A couple of days later, a follow up campaign would be sent via text message (SMS) with the special offer. Push and pull message technologies can also be used in conjunction with each other. For example, an email campaign can include a banner ad or link to a content download. This enables a marketer to have the best of both worlds in terms of their marketing method.

[edit] Digital Marketing Terms

Banner Ad An advertisement that appears on a Web page, most commonly at the top (header) or bottom (footer) of the page. 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. Different ISPs use different blacklists to block mailings from being delivered to their clients. It can be a temporary ban or a permanent one, depending upon the list. Blocked A blocked notice means that the message did not get through due to being considered spam by the subscribers ISP. This may be due to being on a blacklist or because the message contains a domain that is already being blocked. 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. Campaign A campaign is a specific message being sent to a specific group of recipients. CAN-SPAM Act of 2003 The CAN SPAM ACT is a series of federal laws that must be followed by all email marketers. Those found in violation of the laws can be subjected to major penalties.[1] Click Through The number of times people clicked on the links in your message. This is often referred to as CTR (Click Through Rate). Note: you must have enabled click through tracking in the campaign in order for this to be recorded. 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, paid placement, contextual advertising, and paid inclusion.[2] 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. Digital Brand Engagement Brand and consumer interaction through the Internet. This includes all aspects of dialogue through the social web and on the brand's own website. DMA Market

DMA stands for Designated Market Area, which is often associated with the entertainment industry. DMAs are usually counties (or sometimes split counties) that contain a large population that can be targeted, such as New York City, Los Angeles or Chicago. 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. False Positives Legitimate messages being labeled as spam. Can cost companies potentially millions in potential lost revenue if not dealt with correctly. GPRL The Global Permanent Removal List consists of records that are automatically removed from a particular database. Almost all email service providers (ESP) or multi-channel messaging companies maintain these lists for their clients. 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. Keywords Used in conjunction with SMS messages. A user types a short code and matching keyword in order to be added to a mobile club or database. Microsite A mini Web site design to promote a specific portion or brand from a larger corporate site. Used often with contests or as a landing page for a specific promotion. 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. Typically, this number will be low for large campaigns and higher for more targeted campaigns. Opt-In List Email marketers have databases of subscribers to their newsletters, featuring these subscribers' email addresses and names. 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. This is in contrast to spam email, which is unsolicited. Personalization Personalization gives you the ability to create a customized message for each person in your database. Can be addressed by first/last name, city, state, zip, etc. 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. RSS Reader Application used to subscribe and monitor selected RSS content feeds. Short Code A short code is a 5 or 6 digit number that is used to send and respond to text messages. They can either be a random set of numbers or a vanity number tied to a specific brand or number pattern. SMS

SMS (Short Message Service) is a one-way text message sent via a cell phone. It is usually received via the subscribers' text message inbox on their cell phone and can be a maximum of 160 characters per message. Social Bookmarking Social Bookmarking is a popular way to store, classify, share and search links that are combined into a single site for easy access. Social media optimization The methodization of social media activity with the intent of attracting unique visitors to website content. Spam An email message that is unwanted by the recipient. Legitimate emails can sometimes be incorrectly identified as spam and is a growing problem. Streaming Technologies Communication channel such as video and audio that is accessed online. Can be a prestored clip to access as well as a live feed that is streamed like an online broadcast. Subscriber A person who signs up to receive messages from a particular company or entity. 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. 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 doesnt answer ) Widget A small graphical device that does a highly focused, often single, specific task. 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. Web Video Short promotional video clip, designed to be displayed on a website or many websites such as youtube.

[edit] See also

Internet marketing

Display advertising Email marketing Interactive advertising Cloud marketing

E-mail marketing software

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

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Article marketing Digital marketing engineer Digital strategy Customer engagement Geo (marketing) Geo targeting Interactive advertising Media transparency