Digital marketing is what it says, advertising a film through digital means such as using social media or web advertising. Digital Marketing can often be used as a tool to get fans to do all the advertisement, for example if a fan saw some film content they saw on Facebook they would likely share it with their friends who in turn would get hyped about the film.
Digital marketing differs from heritage marketing in the way it reaches out to it's audiences, heritage marketing is given to the audience through posters and trailers in ways that audiences view them without having to work (push), digital marketing however is accessed by the audience (pull)
For a good example of digital marketing I am again going to turn to the 2012 Hunger Games film, they created their own form of site Capitol.pn, this contained content and adverts relating to the hunger game film along with other activities that would feature fan work to get them to help advertise their film.
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