Digital marketing New non-linear marketing approach

Nonlinear marketing, a type of interactive marketing, is a long-term marketing approach which builds on businesses collecting information about an Internet user's online activities, and trying to be visible in multiple areas.

Unlike traditional marketing techniques, which involve direct, one-way messaging to consumers (via print, television, and radio advertising), nonlinear digital marketing strategies are centered on reaching prospective customers across multiple online channels.

Combined with higher consumer knowledge and the demand for more sophisticated consumer offerings, this change has forced many businesses to rethink their outreach strategy and adopt or incorporate omnichannel, nonlinear marketing techniques to maintain sufficient brand exposure, engagement, and reach.

Nonlinear marketing strategies involve efforts to adapt the advertising to different platforms, and to tailor the advertising to different individual buyers rather than a large coherent audience.

Tactics may include:

Search engine optimization (SEO)

Social media marketing

Video marketing

Email marketing

Blogging

Website marketing

Paid search/contextual advertising

Search Engine Marketing (paid advertisement on search engines)

Some studies indicate that consumer responses to traditional marketing approaches are becoming less predictable for businesses.