Monday, October 19, 2015

Digital Marketing – Techniques of Direct Marketing and Internet Marketing

Promote products using online distributions methods is known as digital marketing. This approach is time saving and cost effective. Digital marketing is done through devices such as cell phones, SMS, MMS, instant messaging, websites, emails and banner advertisement.

Digital marketing involves some techniques of direct marketing and internet marketing. In digital marketing traditional methods of promotions are executed digitally. It involves marketing in two forms, pull and push.

Pull digital marketing requires the user to pull or extract the content directly. The customer has to approach the promotional matter and see the matter by himself. like in websites, forums and web logs. All these require clicking on a URL in order to view content. The content that is being displayed doesn’t have to follow any guidelines. required Effort is only to display contents on the website or forum and there is no additional cost of sending the information to the customer, but the customer has to make an effort to reach the content .The customer doesn’t have to opt-in for such kind of promotion and one message is being viewed by all and it cannot be personalized. The customers who see the content cannot be traced, although the click through rate can be considered which give details about the number of clicks the message received. This is be done by enabling the click though tracking during the campaign, which records the information.

Push digital marketing technologies requires effort from both marketers and customers. marketers have to push or send the content to customers and customers have to make effort for receiving it. This is a very effective kind of marketing and the investments surely earn a big return as it creates brand recognition.

SMS, MMS, emails, RSS podcasting are examples of push digital marketing. Since content is sent to individuals, it can be personalized according to intended recipients. Whether the message has been opened and viewed by customers or deleted it can be tracked and reported. Information related to customers such as name, geographical location could be traced. But when sending this king of message, certain criteria should be met as the SMS and emails sent are monitored. If marketers don’t follow the rules and regulations properly, there is a possibility of messages getting rejected and blocked, before they reach the targeted audience and messages are considered to be spams. Bigger consequences involve marketers getting blacklisted temporarily or even permanently. The number would be blocked and they won’t be able to send any messages at all. Messages sent to the RSS feeders require a mechanism with an application to reach, when sent by an email marketing system.

Both forms of digital marketing should be used in consonance to achieve positive results. A smart marketer sends out emails along with SMS and uses multiple channels to market his products. The type of messages being sent should also be different from one another. They should not only be text, but animations, audios and videos. There is a possibility of using pull and push message technologies in conjunction like the email sent to a potential customer can have a URL or a banner ad, which on clicking downloads information. If there is enormous group of people to be reached via email, Email service providers can be hired who sends loads of emails to the customers on behalf of the marketer and they take measures so that the messages are not considered as spam.

Although much of the marketing is opt-in, federal laws, such as CAN SPAM Act, have been passed to protect the customers from unscrupulous marketers who would go to any extent to promote their products or hackers or spammers who have a bad intent i.e. like harming the computer or installing adware, spyware on people’s computers.


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