digital marketing

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					Brendan Cleere


Digital Marketing

       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)

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