her. Unlike any other medium, the computer delivers Internet based content in nonlinear information format. All other mediums are linear, meaning they have a beginning, middle, and end.

Digital Marketing is direct marketing at its most developed potential. It is the logical extension of a measurability mentality that is already inbred in business-to-business marketers. They recognize the importance of the brand, and they un

Those of you familiar with my personal history know that I have a strong background in, and affinity for, digital marketing. Now that my bias is fully disclosed, I’m going to tell you what most traditional ad agencies will not…that the digital medium is far and away the most powerful, cost effective and measurable form of media available today. Advertising and MarComm budgets can no longer focus solely on traditional communications mediums; rather budgets must be spread across a broader spectrum inclusive of digital mediums.

Digital content is diverse. Like print advertising and direct mail, the content of the Internet is largely based on the written word. As with printed media, much of Internet related media relies on graphic images to support marketing messages. However, unlike print and direct mail, the Web enables moving graphics and sound to be conveyed to the prospect or customer. In that respect, it is more like radio or television and like the telephone, the Web can enable one-to-one, interactive communication with e-mail, instant messaging and voice. Yet, unlike any direct response medium, the Web can present the customer with a virtually unlimited amount of marketing information in multimedia format.

Print advertising is delivered through magazines and newspapers. Direct mail is delivered via the U.S. Postal Service or another delivery service. Radio and television are delivered via airwaves through passive listener or view devices. Telemarketing is delivered over telephone lines. Only the Internet is delivered directly via a computer. This is perhaps the most intriguing part of Digital Marketing and one of the primary differentiating factors that sets this medium apart from any other. Unlike any other medium, the computer delivers Internet based content in nonlinear information format. All other mediums are linear, meaning they have a beginning, middle, and end.

Digital Marketing is direct marketing at its most developed potential. It is the logical extension of a measurability mentality that is already inbred in business-to-business marketers. They recognize the importance of the brand, and they un

ns mediums; rather budgets must be spread across a broader spectrum inclusive of digital mediums.

Digital content is diverse. Like print advertising and direct mail, the content of the Internet is largely based on the written word. As with printed media, much of Internet related media relies on graphic images to support marketing messages. However, unlike print and direct mail, the Web enables moving graphics and sound to be conveyed to the prospect or customer. In that respect, it is more like radio or television and like the telephone, the Web can enable one-to-one, interactive communication with e-mail, instant messaging and voice. Yet, unlike any direct response medium, the Web can present the customer with a virtually unlimited amount of marketing information in multimedia format.

Print advertising is delivered through magazines and newspapers. Direct mail is delivered via the U.S. Postal Service or another delivery service. Radio and television are delivered via airwaves through passive listener or view devices. Telemarketing is delivered over telephone lines. Only the Internet is delivered directly via a computer. This is perhaps the most intriguing part of Digital Marketing and one of the primary differentiating factors that sets this medium apart from any other. Unlike any other medium, the computer delivers Internet based content in nonlinear information format. All other mediums are linear, meaning they have a beginning, middle, and end.

Digital Marketing is direct marketing at its most developed potential. It is the logical extension of a measurability mentality that is already inbred in business-to-business marketers. They recognize the importance of the brand, and they un

e conveyed to the prospect or customer. In that respect, it is more like radio or television and like the telephone, the Web can enable one-to-one, interactive communication with e-mail, instant messaging and voice. Yet, unlike any direct response medium, the Web can present the customer with a virtually unlimited amount of marketing information in multimedia format.

Print advertising is delivered through magazines and newspapers. Direct mail is delivered via the U.S. Postal Service or another delivery service. Radio and television are delivered via airwaves through passive listener or view devices. Telemarketing is delivered over telephone lines. Only the Internet is delivered directly via a computer. This is perhaps the most intriguing part of Digital Marketing and one of the primary differentiating factors that sets this medium apart from any other. Unlike any other medium, the computer delivers Internet based content in nonlinear information format. All other mediums are linear, meaning they have a beginning, middle, and end.

Digital Marketing is direct marketing at its most developed potential. It is the logical extension of a measurability mentality that is already inbred in business-to-business marketers. They recognize the importance of the brand, and they un

papers. Direct mail is delivered via the U.S. Postal Service or another delivery service. Radio and television are delivered via airwaves through passive listener or view devices. Telemarketing is delivered over telephone lines. Only the Internet is delivered directly via a computer. This is perhaps the most intriguing part of Digital Marketing and one of the primary differentiating factors that sets this medium apart from any other. Unlike any other medium, the computer delivers Internet based content in nonlinear information format. All other mediums are linear, meaning they have a beginning, middle, and end.

Digital Marketing is direct marketing at its most developed potential. It is the logical extension of a measurability mentality that is already inbred in business-to-business marketers. They recognize the importance of the brand, and they un

her. Unlike any other medium, the computer delivers Internet based content in nonlinear information format. All other mediums are linear, meaning they have a beginning, middle, and end.

Digital Marketing is direct marketing at its most developed potential. It is the logical extension of a measurability mentality that is already inbred in business-to-business marketers. They recognize the importance of the brand, and they understand the need for awareness, but they also know that marketing must go well beyond brand image and awareness advertising. They need marketing that produces results.

As a marketing medium, the digital media has become the easiest, most cost-effective route to global marketing. The stunning cost implications of Digital Marketing in part, fuel the Internet’s unprecedented growth. The Internet is not only cost-effective; it is downright cheap in comparison to other media. It is often estimated that Digital Marketing is 60 to 65 percent cheaper than traditional direct mail marketing.

Used effectively, digital media can deliver personalized content to each and every customer, or even automatically to another computer desktop via push technologies. As a result, a marketer can initiate a one-to-one relationship via e-mail and the Web with a prospect, customer or business partner. The marketer can also learn from that relationship via database marketing and grow the relationship over time.

A marketer can build and host a Website and reach a worldwide audience at a cost that is far less than the cost of one national television commercial. E-communication has a whole different cost structure from traditional print, direct mail, telemarketing or television media. There are no media placement costs associated with launching a corporate Website or employing e-mail as a marketing medium. You may have to rent e-mail addresses, but you do not have to engage printers or mail houses, or pay postage when you disseminate e-mail. There are no hotel, travel or on-site materials costs for Webinars and other virtual events. There are no printing and mailing costs for e-fulfillment. Even order fulfillment i