As digital marketing is dependent on technology which is ever evolving and fast changing ,the same features should be expected fro0m digital marketing developments and strategies .
It is possible to reach influencers via paid advertising ,such as Facebook advertising or google Adwords campaigns,or through sophisticated sCRM(Social Customer Relationship Management) software ,such as SAP C4C,Microsoft Dynamics,Sage CRM and Salesforce CRM
Pull digital Marketing is Characterised by consumer actively seeking marketing content while push digital marketing occurs when marketers send messages without that content being actively sought by the recipients
Online behavioural advertising is the practice of collecting information about a user’s online activity over time ,on a particular device and across different ,unrelated websites ,in order to deliver advertisements tailored to that users interests and preferences.
Collaborative Environment:A collaborative environment can be set up between the organisation ,the technology service provider and the digital agencies and customers to optimize effort.With the help of User Generated Content (UGC) acquired via company website ,firms invite people to share their ideas.
Businesses can now use social media to select the age range ,location ,gender and interest of whom they would like their targeted post to be seen by.Furthermore ,based on a customer’s recent search history they can be followed on the internet so they see advertisements .
The criteria for measuring the effectiveness of Digital marketing campaign can be classified as according to its type and time span.
Regarding the type ,we can either evaluate these campaigns ‘Quantitatively ‘ or ‘Qualitatively’.Quantitative matrics may involve ‘Sales Volume’.While qualitative metrics may include the enhanced ‘Brand awareness’,image and “relationship with the customers”.
Regarding the time span we may need to measure the “interim metrics” likes social media shares ,likes ,comments etc ,and “final metrics “ likes sales volume.