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2 Main tactics and characteristics of Digital Marketing: One of the key principles of digital marketing is creating an easy, seamless, and convenient user experience for target audiences where internet-connected devices such as computers, tablets, smartphones, and game consoles used to engage consumers with online advertising. Moreover, eliminating the amount of consumer effort needed to act on digital content helps establish an ongoing, automated relationship between brands and their audience. 1 (courses.lumenlearning.com) Pull Digital Marketing: This type of marketing is characterized by consumers actively seeking marketing content. Consumers might use tactics including search engines, email newsletters, text messaging, or web feeds to search for brand information. Push technologies deliver content as it becomes available and are better targeted to consumer demographics. Websites, blogs, and streaming media are examples of pull digital marketing. In each of these channels, usually users visit the website to view the available content. Where marketers have the responsibility to create digital content – text, images, videos, and audio – which should be relevant and captivating enough to attract web visitors, increase page views, and improve search engine rankings. 2 (courses.lumenlearning.com) Push Digital Marketing: As compared to pull marketing Push digital marketing occurs when marketers send messages with or without the consent of the recipients. These digital marketing tactics include display advertising on websites and blogs. Email, text messaging, and web feeds are also considered push digital marketing when the recipient has not agreed to receiving the marketing message. In this type of marketing Marketers obtain consumer permission to send communications via subscriptions or written consent. Subscriptions provide the opportunity to push content to fans and followers, prompting them to visit the brand’s video channel, social media page, or corporate website. Text and video press releases can also be distributed easily through online distribution services. 3 (courses.lumenlearning.com)

Bibliography: 1: https://courses.lumenlearning.com/boundless-marketing/chapter/introduction-to-social-media-and-digital-marketing/ 2: https://courses.lumenlearning.com/boundless-marketing/chapter/introduction-to-social-media-and-digital-marketing/ 3: https://courses.lumenlearning.com/boundless-marketing/chapter/introduction-to-social-media-and-digital-marketing/