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<a href=http://www.PASCHER-AIRMAX.COM>pas cher air max</a>In 1960
digital marketing referred to television and radio
advertisements. Every product was 'space age' and guaranteed to
satisfy every need of the consumer. Societal Marketing was the
catch word in every advertising firm, all the products were given
a slant as beneficial to the well-being of society. "Drink Coke!
You'll Go Better Refreshed!" implied more energy for working,
family, and community. Pepsi came out with their socially
conscious slogan for the new era in 1961: "Be Sociable".
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Today digital marketing has moved far beyond the limits of
television and radio, moving on to the almighty internet. Via the
internet we find digital marketing in the form of social media
and mobile web use. Digital media, on the other hand, can include
interactive screens in public places. All these swift technical
advancements over the last few decades have pushed digital
marketing to new depths; the result for marketers is a choice
between Pull and Push. Let's take a look.
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Pull digital marketing refers to the user having to find and
select information through digital means, such as the internet.
In other words, the user 'pulls' content from platforms such as
websites, blogs, and video databases (YouTube). Obviously there
are huge benefits to the Pull. Internet users carry out a search
on any subject under the sun, and therein lies the freedom of
marketers to make sure their particular set of information is
available in the search results. Since the requests for
information are voluntary, the amount of content is unlimited.
For example a user begins a search for 'top cell phones of 2011'
and is met with millions of hits. Each link leads to a website
that can't contain an unlimited amount of information, relevant
of not. Since the user made the choice to click on the link, the
Pull has been completed.
For any savvy internet user the downfalls of the Pull are
obvious. It takes an enormous amount of effort, technical savvy
and creativity to get your set of information into a search
engine result. In fact, an entire professional industry has been
created to assist marketing departments with the task: Search
Engine Optimization. It is the job of SEO's to improve the
visibility of a website through the use of an internet marketing
strategy, and whole host of (often top secret) methods. One of
the other most obvious disadvantages to the Pull as it applies to
television and radio has been felt since radio was first
commercialized. The content is being broadcast, but someone has
to actually hear it (or see it in the case of television) for the
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Push digital marketing is far more invasive than the Pull. It
involves the marketer sending (or pushing) messages to the users.
The Push can occur via an email newsletter, but crosses over to
the Pull because the user initially requested to be a part of the
mailing list. Digital screens in public places such as airports
and shopping malls are examples of the Push. Real estate brokers
often use this method of the Push to advertise properties. The
flexibility inherent in a technical interface and the impact on
the client is of great benefit to the profession. In a broader
sense, the creator of the message pushes information towards the
target market. Advantages to the Push include the speed at which
the message is carried to the target. There is no waiting or
finagling to be found by the market, the marketer simply pushes
the information to the target. The delivery of the information is
also much more accurate and less likely to be blocked by the
user.
The biggest disadvantage to the Push is cost. Equipment costs
more, data takes time to compile and format. Also, in an age
where we are all inundated with images and information from every
angle, the placement of a digital billboard in a real estate
broker's office may not even be realised by a passerby. The
average person whose day is so filled with a constant barrage of
stimuli may see the billboard as just white noise. It may not
register. Even the email newsletter that began as the Pull and
evolved into the Push will gradually fall under 'ignore' in the
mind of the user as well.
When Regis McKenna first published the phrase marketing is
everything, everything is marketing, it's pretty likely a light
bulb glowed above the head of every reader. Everything is
marketing? Every word, every sound, every image is communication
of an idea or product. Marketing is everything? Without marketing
the product would not be known to the consumer. The concept was,
and is, perfect. Now we have digital technology, allowing
businesses to take 'everything is marketing' to an entirely new
plane. The Push and Pull of digital marketing overlaps and
intertwines, but only because marketing is everything and
everything is marketing.
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