Digital Marketing is the promoting of brands using the Internet, mobile and other
interactive channels. It includes banner advertising, search engine optimization, pay per click,
email, fax, blogging, podcasting, video streams, and instant messaging. Although the internet
plays a major role it must not be confused with internet marketing. Digital marketing is a
strategy of its own which combines push and pull marketing campaigns. The following are
some advantages to digital marketing:
Measureable- With the current economic climate spend on marketing has become
tight and managers want results from their spend. With traditional marketing brand awareness
was very difficult to measure. Digital marketing lets one see exactly how many clicks an
advertisement has received and gives managers exact figures.
Changeable- with digital marketing one can view the response to a campaign or
message and tweak it to get the desires response. This cannot be done with traditional
marketing, at least not with out a lot of expenditure.
Reaches to target- digital marketing is precise when reaching its target market. This is
very economical as you are only using your spend to target the desired audience.
Longevity- Unlike television and print advertising digital marketing is permanently
there if required. The address is online and can be typed or searched at any time.
W.O.M. - If one can create positive experiences social networks and sites allow
communities to interact and spread the good word.
“Let’s face it times are difficult, but digital marketing continues to demonstrate impressive
growth as some other media channels are gasping there last. Agencies with broader skill
bases and innovative ideas are prospering and are doing well. Now we’ve all got over the
Global Credit Crunch Crisis Shock and we’re faced with ‘budget squeezing’, ‘spend freezing’
and ‘funding hickups’. But hang on; it’s not a total economic disaster for agencies. Integrated
and digital agencies remain upbeat and some are doing well. Digital remains a growth area,
and is propping up the market. According to the IAB online advertising spend, has increased
22% year-on-year to reach £1.7 billion in the first half of 2008.” (Brightenup, 2008)
The following are some of the most popular types of digital marketing used today:
Banner Advertising- A banner is an electronic billboard. As you surf your way through the
Internet, banners are everywhere. Banner advertisement is one of the most commonly used
forms of advertising on the Internet.
E-mail Advertisement – Email is emerging as a cost effective marketing channel with a better
and quicker response rate than other advertisement channels. Marketers develop or purchase
a list of email addresses, use them as a customer database, and then send advertisements to
customers via email. The most common usage is to send advertisement material to potential
URL Advertising – the major advantage of using URL advertising is that it is free. Any
company can submit its URL to a search engine to be listed.
Viral Marketing – refers to word of mouth marketing that has been used for generations, but
whose speed and reach are multiplied many fold by the Internet. It is one of the new models
being used to build brand awareness at a minimal cost. It has long been a favorite strategy of
online advertisers pushing youth oriented products. By releasing a few thousand copies,
vendors can reach many more thousands.
Search Engine Optimization – Internet search engines such as Google and Yahoo order the
results of a users search according to complex proprietary formulas, and the position of the
link to a companies website on a search results page is outside the control of the company.
Brightenup. (2008) The rise and rise of digital marketing. Available at:
(Accessed: 24th April 2010)