SMS messages, RSS feeds, podcasts, voice broadcast, video emails, websites, blogs, banner ads, and outdoor digital displays. These are the different channels that digital marketing uses to get information to customers. Marketing on digital media platforms such as these involves two basic strategies to inform current and potential customers.
First is the Pull method wherein the customer seeks the information about the products and/ or services through digital media channels. Through this method, the customers will be visiting the company’s sources of information. The customers are the ones requesting to view the specific content and getting the information they need. This method is typically used on websites, blogs, streaming audio and video sources. And information is not necessarily confined on the company’s website alone. Blogs on other websites can contribute to this marketing method by informing the consumer about the products and services of the company or by referring the company’s website itself. In this Digital Media marketing strategy, there are neither restrictions on file size nor opt- on requirements but only low technology requirements for the company. Marketing, however, is required for this strategy. There are little efforts in tracking visitors and there is no personalization provided to keep the visitors coming back.
Another digital media marketing strategy is the Push method. In this method, the customers are provided the information by receiving or viewing advertisements through Out of Home Digital Media channels such as SMS, RSS, cell phone calls, etc. Customers are encouraged to become subscribers of the latest product and service information provided by Advertising Companies.