DIGITAL MEDIA CAMPAIGN

Digital media campaign

Digital media campaign

Introduction

The state of the world and certainly the marketing world is as unique and challenging as it's ever been. Many companies and vendors are scrambling to figure out how to make most efficient/effective use of resources to grow their businesses in this uncertain economy. Companies are seeking new and relatively less costly channels for marketing. Whilst digital marketing does include many of the techniques and practices contained within the category of Internet Marketing, it extends beyond this by including other channels with which to reach people 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 mobile phones, sms/mms, display / banner ads and digital outdoor.

A strong brand (synonymous to a promise to your customer) is invaluable as the battle for customers intensifies day by day. It is important to spend time investing in researching, defining, and building your brand(Speck, 2007).

This is where social media plays its envied part. Consumers tend to be more alert on the internet(Millison, Michael, 2000, pp.89-109). In contrast when people might watch a television show while being partially-asleep consumers on an average surf the web leaning forward while paying attention to the screen! (www.readwriteweb.com)

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 is now being broadened to support the "servicing" and "engagement" of customers(www.davechaffey.com).

The digital marketing sector uses many different digital marketing media channels, such as(www.davechaffey.com):

Cell phone Short Message Service (SMS) - text messages

Really Simple Syndication (RSS) feeds

Podcasts

Voice Broadcast

Video E-mails

Banner ads on affiliate websites

Outdoor digital displays

Websites

Blogs

There are two basic digital marketing strategies used by current and potential customers. These two types of digital marketing are called the “Push” and the “Pull.” Their methodology for providing information to customers works as follows(Kasanoff, 2001, pp.34-42):

Pull digital marketing - the customer seeks information about products and/or services by visiting the company's sources of information searching for the specific product or service information. They are basically requesting to view this specific content. These are typically located in websites, blogs, streaming audio and video sources. Customers have found related information on other websites or been directed to the company's sources by a referring website to find the information.

Push digital marketing - customers are provided information by receiving or viewing advertisements digitally, such as: SMS, RSS, cellphone calls, etc., as subscribers of the latest product and service information provided by the company.

Both have their advantages and disadvantages. For example:

Pull advantages - no restrictions on file size, no opt-in requirements, and low technology requirements for the company.

Pull disadvantages - marketing required, little tracking of visitors, and no personalization to keep the visitors coming back.

Push advantages - personalization of messages, high conversation rate, ...