Digital marketing is the process of advertising products through digital means of communication like the internet, mobile, and any other interactive channels of communication. The term has actually been around for quite some time, but has not been very well defined; it includes banner advertising, search engine optimization (SEO), and pay-per-click. With this type of marketing, transactions can be made through display, SMS, or MMS, which is why this is said to be an extension of internet transactions.

In order to understand exactly what digital marketing is, we first need to know what it is not. This kind of marketing clearly does not include the traditional forms of advertising such as TV, radio, prints, and billboards because they do not offer instant feedback or reports. In digital marketing, there is no face to face or personal communication between the buyer and the seller. For instance, when merchandise is offered through SMS, an individual can either accept or reject by sending a reply SMS, which in turn can complete the sale. This is one of the distinguishing features of a digital market, and may also take place through email and other non-direct means.

The digital market is separated into two forms, "pull" and "push". In the "pull" form, the role of the individual visiting the website is more important. Here, the customer has to visit the required website and "pull out" the necessary information directly from the web. No effort has to be made to send the message to the customer since the customer was already able to pull out the desired information from the web. An advantage of this is that there is no restriction imposed on the contents, either on the graphics attached or the size of the contents. A disadvantage, however, is that since the customer has to pull out the data, it is necessary that they have enough knowledge about the product to easily access the information. There are also some cases where there may be restrictions on downloads, which may obstruct the transfer of information to the buyer.

In the "push" form of digital marketing, effort is required from both the buyer and the seller. Information is pushed by the seller to the buyer, in the form of either SMS or email, and the buyer responds in the same way. In short, there is interaction between the two which results in a much better understanding. An advantage of this form is that it is more personalised since there is interaction with each other. At the same time, a record of the people who have seen the message can also be charted, making this personal approach more helpful in trade. However, the technology used for delivering the messages may have some restrictions which could cause a delay in delivering the message. This could be caused by not following message protocol, and defeats the very purpose of messaging.

As a result, it is proposed that a better approach is simply to merge both the pull and push form of digital marketing, which in turn will have a greater impression on marketing abilities.