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 23rd January 2008

Digital Marketing Solutions - Reaching the audience

 

Author: Joy Smith

 

When communication specialists sit for a discussion on marketing, all they come up with is audience profiles - heterogeneous, scattered, and less reluctant to changes - things like that. But with the global audience, who are waiting behind their computer screens, you cannot ignore the new means to reach to them.

The marketing sphere itself has witnessed a lot of changes and many new practices are now being devotedly followed. Capitalizing on these trends, marketers especially the ones engaged in the online businesses, make use of a number of channels. Such an extensive campaign includes the use of channels like Email, SMS, Banner ads, outdoor digital displays and more.

Digital Marketing bears an edge over other marketing practices following their global reach and speedy results that can be achieved. Such practices are audience oriented and the impact of the messages is more than would be possible with traditional media. To illustrate with an example, an email displaying a service or a product that a receiver is likely to be interested in, would be delivered in no time and received in the personal settings of the receiver. Such a message or advertisement is likely to bear more impact than say an advertisement on a paper.

The most pertinent bifurcation in Digital Marketing divides the whole exercise into two specific models - the Push model and the Pull model. In Push model marketers have to make a deliberate attempt to put their messages across the targeted audience, for example emails. In Pull model, the audience themselves select the appropriate messages to which they are exposed. Banner advertisement is one popular example.

To put it simply one can think of Digital Marketing as the practice wherein marketing professionals make use of multiple channels which are driven by digital technologies. Digital Marketing is the contemporary answer to the fragmented and diverse market.