Digital marketing services encompass a wide variety of channels. Among these, internet is the primary digital media and is most popular. The other channels are mobile, CD-ROM, DVD and similar physical interactive media.
Online digital marketing services comprise of websites, email, streaming video & audio, social book marking, search engine advertising and RSS feed.
Websites are extremely popular for digital advertising. Traditionally, websites act as billboards on the digital highway. Banner advertisements on web pages used to be the accepted way to attract customers till Web 2.0 and interactivity came along. Today, banners can be changed according to where the web pages are being served. These geo-targeted banner ads differ from location to location. For example, a person in London may see a different banner ad from one who is in Chicago, though both are looking at the same website. These highly targeted banner ads are served through digital marketing services that specialize in providing banner ads globally.
Search engine results are undoubtedly the most popular digital marketing services available on the internet. Google AdWords has revolutionized the way entire world advertises today. These services provide well targeted and focused advertisements. Its popularity stems from the fact that AdWords campaigns can be altered and changed on the fly without any investment and the results can be actively measured on a daily basis. Indeed, the advertisers pay only when customers or future prospects click on their advertisements. This is known as pay per click or PPC campaign. There are other providers like Microsoft Bing who also provide similar services, though they are not yet as popular as Google AdWords.
Emails in the form of brochures, newsletters and opt-in lists are hugely popular. There is an entire industry devoted to this form of digital advertising services. However, lately, spamming and black lists have dampened the enthusiasm for email marketing. Privacy concerns have led to government authorities enacting legislation against unsolicited emails. Opt-in lists have mushroomed to avoid privacy issues. The major advantage of emails as a form of digital marketing is the reach. Moreover, one can provide timely information about the products and services at very low cost. In the final analysis, the use or abuse of emails can only be determined by individual companies and users.
Online video services like YouTube have taken the digital marketing world by storm. Every day thousands of videos are uploaded and viewed by millions. One can create a reasonably good video with the use of low cost equipment. Sub titles and other effects can be added to the video using free online services. Not surprisingly, large advertising companies as well as individuals are capitalizing on such amazing digital marketing services.
Social sites like Facebook and MySpace are fast becoming popular digital marketing media. Viral marketing has set the online advertising world ablaze. According to reports, the demographics of social sites are wide enough to cater for all age groups. The issue of taming this phenomenon and harnessing it to ones advantage is the main challenge facing the digital marketing world.