Advertising Strategies in Digital Marketing Campaigns

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  • 0:03 Digital Marketing
  • 0:49 Pull & Push Marketing
  • 2:23 Permission Marketing
  • 3:23 Social & Native Advertising
  • 4:32 Ad Blocking &…
  • 6:01 Lesson Summary
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Lesson Transcript
Instructor: Yuanxin (Amy) Yang Alcocer

Amy has a master's degree in secondary education and has taught math at a public charter high school.

Learn about various strategies you can use for your digital marketing campaigns. You'll see how each has its advantages and disadvantages and learn about one thing that can prevent your marketing campaigns from being successful.

Digital Marketing

In today's connected world, for businesses to succeed, they must have a digital marketing campaign. This type of campaign is marketing via online means, such as through the use of social media and search engines. According to a report by BigCommerce for 2017, 96% of the American population shops online. Delving deeper into the statistics, seniors shop online less than millennials do. Only 28% of seniors shop online versus 67% of millennials that shop online. According to the UN International Telecommunication Union in 2016, 47% of the world is online. In this lesson, you'll learn some strategies you can use to help you succeed and capture more of these potential customers online.

Pull & Push Marketing

One type of marketing is pull marketing, where you actively get in front of your potential customers. This type of marketing is best used by companies that have already established a brand reputation. For example, Nike can post an ad about its latest footwear, and people will come to Nike to buy it. It creates desire. But, it is a type of advertising that is thrust in front of potential customers without their actively seeking it out, like that commercial about a spicy and cheesy Jack in the Box burger. You see it and you want it, but you didn't ask to see that commercial. These commercials can be found everywhere: in YouTube videos, in your Instagram feed, in your Facebook feed, and in ads scattered around the web.

The second type of marketing is push marketing, where you advertise to people who want the information. These people seek out your advertisements. It is best for businesses that are just starting out, where people don't really know about them. For example, you'll find many small businesses and people just starting out in business at craft fairs and farmers markets. People go to these events to seek out these unique little businesses. Likewise, on the Internet, when people use a search engine to find something and your business is listed in the results, push marketing is happening.

If your company is established and people know about you, you could do pull marketing and show ads on different websites where potential customers can be found. If your company is small, however, then you would use push marketing and pay for placement in search engines or work hard on your company's search engine optimization (SEO).

Permission Marketing

Another type of marketing, permission marketing, is when you advertise to people who have explicitly told you that they want to receive your marketing materials. These people will get upset if they don't receive them. With other types of marketing, you run the risk of upsetting people by putting your advertisement in front of them. But with permission marketing, people expect to receive your advertisements and often times look forward to them. For example, Costco sends out their coupons every few weeks. People look forward to them and will ask Costco for another set of coupons if they somehow didn't receive theirs. This is permission marketing.

For a digital marketing campaign, permission marketing can be in the form of a newsletter. For example, say you have a business making clothes and cute outfits for dogs. You offer a newsletter where you talk about the latest in dog fashion as well as feature your latest outfits. When people sign up for your newsletter, they want you to send them your advertising along with it. They want to know what your latest designs are.

Social & Native Advertising

Businesses can also use social advertising, which is advertising via social media channels such as Instagram and Facebook. It can usually be used as both pull and push marketing. Social media is push marketing when other users follow your account and actively look for what you have posted. When other users follow you, it's also a form of permissions marketing. It is pull marketing when users who are not following you see your post when you pay for advertising in those channels. Instagram, for example, allows users to advertise on other people's feeds to gain followers or to get more sales. When these ads look just like the social media stream, it's also native advertising.

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