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The internet has undoubtedly been hugely influential on modern culture and the way we communicate both personally and professionally. It has resulted in dramatic changes in how businesses promote their themselves. They are becoming more aware of how their practice online today will affect the position of their company in the future. Social media has now become very much the focus with businesses using blogs and social networks to engage with their market. A website is still the hub of their online endeavours, largely, but social media can ultimately drive further traffic to their site.

Digital marketing is a term used to describe the practice of promoting a business on the internet. It doesn’t ignore marketing practices which have been around for generations. However, they do now have an additional platform where they can be applied. The internet provides an unprecedented opportunity to reach demographics and is one of, if not the main reason, why businesses have taken to online marketing to the extent they have.

Numerous sources can be used to achieve digital marketing such as websites, mobile devices, SMS, and instant messaging. These digital avenues have resulted in a low-cost but highly effective form of advertising. There are two main methods of promoting a business on the internet, however.

Push digital marketing pushes the advertising towards the target market. This will often be instigated by the marketer through SMS, RSS, or email. This can be done in a way which personalises the message the recipient receives. This makes it very powerful and it is also trackable and can be monitored and measured.

Pull digital marketing is where the promotion is designed to have the market make the effort to reach the business. There is usually a call to action associated with it whereby the market has to do something such as like a fan page or visit a blog or website. Although it can’t be monitored and personalised, it definitely helps to make the market aware of the brand and should certainly be implemented in any long-term marketing plan.

Find a reputable digital marketing agency to help with your online strategy.