Digital marketing refers to the process of promoting brands, products, or services through the internet. It differs from traditional marketing by virtue of using online channels and methods to enable brands or organizations to keep tabs on the success of their marketing campaigns, usually in real-time to gain an understanding of what works and what does not work (Chaffey, 2019).
Digital marketing applies different sources to promote products and services like search engines, SMS, websites, social media, and email. The use of digital marketing by an organization or a business depends on the marketing objective. Unlike traditional marketing, digital marketing can help a business target both the local and international audience just by a click of a button (Chaffey, 2019). It also allows for more interaction with the target audience through social media networks and websites. When using digital marketing to promote a business, one can access real-time results which can help make better marketing decisions.
There are two types of digital marketing strategies. These are; push and pull digital marketing. In pull digital marketing, the aim is to encourage customers to seek a brand for its products and services (Chaffey, 2019). Most common examples of pull digital marketing approaches include search engine optimization, social media campaigns, blogs, content marketing, and pay per click strategies.
Pull digital marketing entails the business introducing a product to the consumers (Chaffey, 2019). The consumer is not actively seeking a product but is introduced to it through active promotion such as SMS, email, display advertising, and RSS that target customers with customized messages.
Digital marketing has gained momentum relative to traditional marketing due to its tendency to facilitate brands to reach and engage the target audience in ways traditional marketing cannot. Effective digital marketing strategies can deliver higher returns on investments than traditional marketing strategies.
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