Phoenix Digital Marketing

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DIGITAL MARKETING

Digital Marketing is the practice of promoting products and services using database-driven online distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner.

What is digital marketing?

Digital marketing is a term that has been around for quite a while but hasn’t been very well defined. The term has been losely defined as encompassing things like banner advertising, search engine optimization (SEO) and pay per click. However, this is far too narrow of a definition for such a diverse marketing methodology. What about a businesses website, email marketing, RSS, voice and fax broadcasts, blogging, podcasting, video marketing and advertising, text messaging, and inbound marketing?

To define what digital marketing is let’s be clear about what it is not. For starters, it does not include the traditional forms of marketing such as radio, TV, billboards and print advertising. Some would say that television is digital at its core, so why isn't it considered digital marketing? They aren't wrong, but being a digital medium is not how the term is defined.

Instead, let's look at the differentiator - measurable and trackable results. Sure, some people may respond to a call to action from an advertisement in one of these traditional mediums, but there is no way to know the exact number of people who saw or heard it. Such data is collected, although just educated guesses, long after the initial ad impression is made. Yes, convergence has made television a bit more interactive, with devices such as TiVo and apps like FoxNOW able to record viewer statistics similar to those for web sites; unfortunately, there is still a long way to go. With digital marketing, we’re already there, and have been for a long time.

At its heart, digital marketing centers around the Internet, which has become both a communication vehicle and a very powerful marketing medium. The Internet can be used both to push a message to someone through blog posts, email, RSS, or video, as well to “pull” content through serving a banner ad and Pay Per Click. A well done business website, for example, is both a push and pull technology.

Digital marketing, therefore, can be thought of as the combination of measureable push and pull Internet technologies to execute marketing campaigns.




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