What is Digital Marketing?
Digital marketing is a term that has been around for quite awhile
but hasn’t been very well defined, surrounding things like banner advertising,
search engine optimization (SEO) and pay per click.
Yet, this is too slight 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 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.
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 accomplish
marketing campaigns.
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.
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