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Digital Marketing, usually considered as a sort of practical activities which aims to promote commodities and services by using digital communication channels. It links up with customers by a timely, relevant and customized way, besides, it is

also very cost saving (Bei, 2013). Digital marketing contains a large number of internet market technology and practice (also known as network marketing), but its covering area is much more extensive compared with the former one, for there are many under-line communication channels that also belong to digital marketing, as a result, the field of it is largely expanded, which includes a whole host of elements, for example, mobile phones, short messages/MMS, display/ banner ads as well as outdoor digital advertising, and so on.

Not long ago, digital marketing had been referred to as absolute marketing form of some special areas. Nevertheless, as it provides ways to communicate to the same audience (in digital form only), now it is often referred to as ways that can be related to most traditional marketing areas, such as direct marketing (Calvin, 2016).

Generally speaking, digital marketing has two forms and each of them has its own merits and drawbacks. The first one is called the “pull” digital marketing technology, it enables users to participate in the activities that can search and directly capture the content. Some special examples of this form are websites/ blogs and streaming media. In these cases, users will have a special link (URL) to look up for the contents. The form or the size of the content is not strictly limited in the “pull” digital marketing technology as users can choose as they want.

The other form is considered as the “push” digital marketing technology, it contains both the staff of the market (information maker) as well as the receiver (users). E-mail, RSS, SMS and subscriptions are all examples of this kind of digital marketing. In these cases, marketing staff should send (push) information to their users (subscribers) in order that information can be received by users. This kind of digital marketing is customizable the information received by users can be highly targeted and accurate according to the chosen criteria (MinHui, 2014). With detailed reporting and tracking now, marketers are able to get to know not only the number of people who have seen the information, but also other details materials about each user, namely, their names, psychological statistics, demographic data, and so on.

In using one single type of information, digital marketing is effective, and it is also suitable for multi channels (David, 2014). For instance, when a company is intended to release a product and trying to promote for it, they can send their targeted individuals an e-mail or text message. If the strategy is properly and reasonably implemented, it is able to work out very well, however, if the strategy is applied with a number of different types of information, then the results of the same activity may get an exponential increase.

The “pull” and the “push” digital marketing technology can also use in combination and may get an unexpected outcome (Liang, 2012). For example, an email campaign can contain a banner or a download of a link of a certain content. This enables the marketing staff to take the essence of both technology and service their own marketing information.