BMK 201 Lecture Notes - Lecture 22: Tunxis Community College, Home Recording, Digital Marketing
6 Jan 2021
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Document Summary
The digital marketing mode offers the customer many more options to control how they relate to the marketing message. The formal marketing terms used to distinguish these different modes are push and pull. Push advertising refers to advertising sent from the marketer to the customer (it is pushed to them). Pull advertising refers to advertising that the customer actively seeks out (they pull it from the marketing organisation) Control is the ability of the customer to determine how they interact with the marketing message and to influence the presentation and content of the marketing message. This can involve permission marketing, where there are activities aimed at obtaining customer consent to receive information and marketing material from a company. The web provides individuals with more ability than ever before to research products, compare products and seek the opinions of others about products.
