Digital Marketing - A Novel Method
Digital marketing is the process of marketing products through digital means of communication like the internet, mobile and through any other
interactive channels of communication. This is said to be an extension of transacting through the internet; because in digital marketing, transactions
can be made through SMS, display, or MMS.
Features of digital marketing: In digital marketing, there is no face to face communication between the buyer and seller. For example, when a product
is offered through SMS, he may communicate his acceptance through a reply SMS. That completes the transaction of sale. This is the distinguishing
feature of a digital market. Similarly, the transactions may take place through email and other non-direct means.
Classification: The digital market is divided into two viz., 'pull' and 'push'. The features of these forms of marketing and their respective advantages and
disadvantages are briefly discussed here:
'Pull' form of digital marketing: In this form, the role of the person visiting the website is more important. Here the customer has to visit the required
website and then 'pull out' the required information directly from the web. It is sufficient if the contents appear in the web. No effort is made to send the
message to the customer because the customer pulls out the information from the web.
Advantages of 'pull form': In this form, there is no restriction imposed on the contents; either on the size of the contents or any graphics attached.
There is no opt-in operation in this method.
Disadvantages of 'pull form': Since the customer has to pull out the data, he should have thorough knowledge of the product so that he can easily pull
out the information. This system lacks personal attention of the seller. In some cases, there may be restrictions on downloads, which may hinder the
transfer of information to the buyer.
'Push form of digital marketing': In 'push' form, there is effort required from both the buyer and the seller. The seller pushes th