The internet, digital display advertising and other digital media such as television, radio, and mobile phones in the promotion of products and brands to consumers are all forms of digital marketing. Also covered are the more traditional marketing areas like direct marketing by communicating with an audience in a digital fashion. Two different forms of digital marketing exist. Pull digital marketing in which the consumer must actively seek the marketing content, often via web searches, and push digital marketing where the marketer sends the content to the consumer, as in email. Websites, blogs and streaming media i.e. audio and video, are examples of pull digital marketing. Users have to link to the website to view the content in both of these. Only current web browser technology is required to maintain static content. However, additional internet marketing technologies such as search engine optimisation, may be required to attract the desired consumer demographic.
Push digital marketing technologies involve both the marketer as well as the recipients. Text messaging, email, and web feeds are examples of push digital marketing. In each of these, the marketer has to send the messages to the subscribers. Push technologies can deliver content immediately as it becomes available and is better targeted to its consumer demographic, although audiences are often smaller, and the cost for creation and distribution is higher.
SEO digital marketing use push and pull message technologies in conjunction with each other. For example, an email campaign can include a banner ad or link to a content download. This enables a marketer to benefit from both types of digital marketing.