Introduction to Digital Marketing

MODULE III

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 Contents
• Need and Scope of Digital Marketing
• Benefits of Digital Marketing,
• Digital Marketing Platforms and Strategies
• Comparison of Marketing and Digital Marketing
• Digital Marketing Trends

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Why Digital marketing?

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 Recent Development in the Digital Era
• Growth of Internet users
• Broadband, 4G, FTH
• Growth of Smart Phone Users
• Google
• Smart TV
• Bluetooth
• Penetration of Social Media
• Increase in Digital Advertising Expenditures

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Households having internet

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What is Digital Marketing

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 What is Digital Marketing
• Digital marketing is the practice of promoting products and
services using digital distribution channels to reach consumers
in a timely, relevant, personal and cost-effective manner.
• These forms could be – website , blogs, social media , mobile ,
applications , search , banner ads etc.
• Digital Marketing is the process of MARKETING of products
and services by using internet and digital devices like
computers, tablets, mobile phones etc.
• Philip Kotler – a form of Direct marketing which links
consumers with sellers electronically using interactive
technologies like emails , websites , online forums and
newsgroups , mobile communications etc.

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 Digital Marketing
• In simple terms, it’s a process to attract more traffic to your
online properties and converting them into leads/sales.
• Online properties - your website, Facebook page/profile,
blog, Instagram profile, Twitter handle, LinkedIn profile/page,
Quora profile etc.
• Traffic - real people / visitors coming to your online
properties.
• Not all people, but targeted people specific to your industry,
business nature & locations
• Devices used - desktop, laptop, mobile, tablet with internet
connection

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 Characteristics of digital marketing
1. Two way communication
2. Targeting of one – age, location, gender, income, interest,
behavior using algorithm and technology.
3. Level playing field- small and medium business can leverage it.
Does not have high entry barrier like traditional advertising.
4. Measurability – measurement of ROI. Clicked, saw the
advertisement registered and how many bought.
5. Push and pull- search is pull medium while banner ads on
website is push.
6. Can be used for strategic brand building activities and tactical
sales oriented activities.
7. Real time- what is working & what is not working.
8. Understand consumer behavior in real time, including not just
their usage statistics but also their demographics and interests.
9. Consumers look for information or reviews on search engine,
social network, websites forums before they visit the store.
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 Why Digital Marketing?
• Wide Reach
• Less Time
• Less Cost /Cost Effective
• Better Mobility & Flexibility
• Better Targeting
• Better Tracking
• Niche Marketing
• Generates Potential Leads
• Measurement and Tracking
• Real Time Results
• Interactivity
• Fair Play/Equity
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 Benefits of Digital Marketing

• It will make it easier to create awareness and engagement both

before and after the sale.
• You can convert new buyers into fans who buy more (and
more often)
• You’ll enjoy all the benefits of word-of-mouth and social
sharing

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 Scope/ Uses of Digital Marketing
• Customer Acquisition – Google , Bing (paid advertising or search
engine optimization. ) As it captures the intent of user and hence
are pull medium. Higher click through and conversion rates.
• Brand Building – Youtube, Instagram (1st step in brand building is
creating awareness. ) As these sites have large number of user
database. So a banner ad will reach wider audience.
• Customer engagement – LinkedIn, facebook( social media is
more suitable for building a community and nurturing a bond with
members. Its not apt for sales or conversions.
• Information Dissemination – Twitter ( suitable for disseminating
information rapidly. They are more about whats happening? Good
for trending and spreading word of mouth
• Online reputation management (ORM) – Blogadda , Bloomberg
( listening and understanding consumer sentiments and proactively
shaping the brand attitude. Digital PR
• Digital Analytics – Google Analytics , webtrends . ( measurability
is the strength of digital marketing, ROI improvement.
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 Origin of digital marketing
• 1994 – first banner ad
• Yahoo – 1996
• Google – 2000
• LinkedIn – 2002
• Facebook – 2004
• Twitter – 2006
• Social media – 2005 onwards
• Smart phones in India
• Penetration of internet
• Low cost Data – 4G

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 What to do first?

• Understand the business / products

• Understand the Target group (Audience
demography, Location, Interest, Socio-Economic
Status).
• Study competitors
• Take note

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 What’s next?

• Understand POEM Framework

• Paid Media
• Owned Media
• Earned Media

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 Paid Media
• Includes sponsored advertisements in different
channels of digital marketing such as search engines,
websites, Facebook , linkedIn and Twitter.
• Examples -
• Online Ads (Google, Facebook, LinkedIn etc)
• Media buying (Buy ad space in online websites)
• Email Marketing
• These are also called push or outbound marketing
since these are forced to show to users.

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 Owned media
• Company’s official website ,social media pages such Facebook
page, original contents created by companies such as videos,
images , posts etc.
• Own website
• Blog
• FB Page/Profile
• Linkedin Page/Profile
• Apply organic or pull marketing techniques like Search Engine
Optimization (SEO) - Ranking at top slots of search pages
• Social Media Optimization (SMO) - Making FB page/profile,
inviting friends, commenting, engaging.
• Content Marketing (CM) - Posting high quality content on
regular basis, e.g - menxp, scoophoop)

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 Earned media
• Is organic and unpaid.
• It includes publicity that is generated through recommendations
and word of mouth.
• It also includes social media engagement such as likes, shares,
comments, replies, retweets , favorites etc.
• With regular posting of good quality engaging content and new
innovation, you can get free word of mouth and online media
coverage by other websites, bloggers etc

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 The P-O-E-M Framework
• There should be a balance between all media. Best practice is
to allocate 50% on running paid advertisements.
• The owned & earned media are organic and hence more
credible and provide higher quality traffic. But they longer
time to show results.
• Paid media will increase your reach, impressions in short term
but once you stop running ads you may not get repeated
engagement.
• Convergence of all the three medium

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 POEM

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Differences between traditional marketing and Digital marketing

Traditional marketing Digital marketing

Type of marketing Structured and clear advertising Unstructured , status updates ,

campaigns advt campaigns , blogs , posts ,
comments , social media etc.

Direction of communication Unidirectional (one to many) Multidirectional (many to

Information spread by company many). Both company and
(active) consumers only consumers talk and listen (both
listen(passive) active). Consumers can also
create content, like or post
Scheduling Long term Short term
Ad campaigns are planned both Ad campaigns are not planned in
over and for a longer period of detail but reactions to comments
time. and requests given
Availability During working hours (9-6) 24X7
Constant readiness to respond to
negative comments and
consumer requests
Language Formal, official Genuine, direct personal
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 Digital marketing strategy – the consumer decision journey
• AIDA model
• Awareness- consumer has heard brand name. goal is to
create top of the mind recall.
• Interest – creating highly creative campaigns that break
clutter and stand out. Interesting posts highlighting the
unique benefits of brand. Emotional messages.
• Desire – through comparative analysis , economic value
calculations , collecting feedback , reviews and rating
• Action – ensure all hurdles are removed . smooth website
and navigation.
• Advocacy – sharing experience satisfaction or
dissatisfaction after purchase. Become loyal and purchase
repeatedly.

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 Digital Marketing Trends
• Creative marketing is the generation and execution of
communicating unique messages in an inventive way. This allows
a message to be remembered, leading to higher brand recognition
and consequently, increased sales.
• Digital customer relationship management is the use of Internet
communications channels and technologies to enhance customer
relationship management (CRM) and customer experience
management (CEM ) initiatives.
• Example of Axis Bank - The Digital Relationship Manager (DRM)
is an integral member of the AXIS Remote Banking Team
responsible for on-going management of client relationships and
act as the clients single point of contact for the end to end client
experience.
• The Digital RM effectively uses technology comprising of Voice,
Video and Email.

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 Digital Marketing Trends
• Customer experience (cx) strategy & technology is the sum total
of customers' perceptions and feelings resulting from interactions
with a brand's products and services.
• The best approach for brands is to assess and optimize each
customer touchpoint to maximize the likelihood of customer
satisfaction.
• A very simple end customer interaction like recharging a plan on a
mobile app means that the customer is touching 4-5 backend
systems, all of which have to perform seamlessly to ensure the best
customer experience.
• Customer journey management is the process of figuring out the
best way to interact with customers at each stage of a customer's
journey in order to continue moving them through the sales funnel.
– Using behavioral data to identify “the current state” of individual customers:
where they are in the sales journey and whether they are a risk for churn, and
– Designing marketing materials or other types of actions tailored to these
customers in order to encourage them to move to a desired state (e.g., complete
the purchase or stay engaged with the company).
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 Digital Marketing Trends
• Artificial intelligence - is a broad term that represents several
technologies to help your business with both internal operations
and customer-facing initiatives.
• Examples of AI marketing solutions include chatbots, image
recognition, personal assistants (such as Google Assistant,
Amazon Alexa, Microsoft's Cortana and Apple's Siri), content
recommendation engines and dynamic pricing on ecommerce
sites.
• Data analytics / Predictive analysis - encompasses a variety of
statistical techniques from data mining, predictive modelling, and
machine learning that analyze current and historical facts to make
predictions about future or otherwise unknown events.
• Wearables & audience tracking – watches, wristband
• Mobile Search, voice search, local search
• Social Media MarketingModule III Digital Marketing 31
 Digital Marketing Trends
• Programmatic marketing - The use of software to buy digital
advertising.
• Internet of Things - describes the network of physical objects,
so known as, "things" — that are embedded with sensors,
software, and other technologies that is used for the purpose of
connecting and exchanging data with other devices and systems
over the Internet.
• Data driven marketing - use customer data to predict their
needs, desires and future behaviors. Such insight helps develop
personalized marketing strategies for the highest possible return
on investment (ROI).
• Omnichannel Marketing use of online & offline channel
• Personalized Marketing

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 Digital Marketing Trends
• Lead magnet is a marketing term for a free item or service that is
given away for the purpose of gathering contact details; for
example, lead magnets can be trial subscriptions, samples, white
papers, e-newsletters, and free consultations.
• Marketers use lead magnets to create sales leads.

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Channels of Digital Marketing

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 Email marketing
• Email plays an important role in digital marketing because it
helps move customers from one stage of the buyer journey to
the next in a way that yields high return on investment.
• Because email is both cost effective and time effective, not to
mention one of the first channels that most customers turn to,
this channel often yields the best results.
• The key to success in email marketing is employing the right
type of email at the right time.
• There are a host of email service providers to choose from.
• Depending on your needs you can choose a free supplier or a
pricier one with lots of features.
• Free providers include Gmail and Outlook, which have both
personal and business services.

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 Types of Marketing Emails
• Promotional emails
• Relational emails
• Transactional emails

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 Promotional emails

• Promotional emails present the leads and customers on your

email list with an offer.
• The offers could be promotional content, offer like a
whitepaper or webinar , a brand announcement, product
release, event announcements, or trial offers.
• Promotional emails are the most common marketing emails.
• Promotional emails provide value and help up the sales.
• They’re great for lead generation, retention, loyalty,
engagement, nurturing, sales, and upsells.

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 Relational emails
• Relational emails deliver value to the customers by providing
free content and information such as:-
• subscriber welcomes, newsletters, blog articles, webinar guides,
surveys, social updates, contest announcements, and more.
• Relational emails may not sell a product or brand directly, but
they build relationships with the customer by adding value
upfront.
• For example, when the email subscriber receives a piece of high-
quality content in an email newsletter, he or she is interacting
with the brand in a deeper, more meaningful way.

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 Transactional emails
• Transactional emails are sent in response to an action that a
customer has taken with the brand.
• They include messages such as :-
• order confirmations, receipts
• coupon codes, shipping notifications, account creation
• and product return confirmations, support tickets, password
reminders, and unsubscribe confirmations.
• These emails reengage customers who have engaged with your
business in some way and give the customer an idea of the voice
behind your brand.
• They offer a customer service experience, tell customers about
the brand, generate leads, increase customer retention and
loyalty, engage customers, and even help with
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 Sending Broadcast and Triggered
Emails
• Email best practices say that it shouldn’t just send every email to
every subscriber on the list.
• Time management best practices say that one can’t spend every
day manually sending emails to customers.
• For these reasons, the emails should be divided into two types:
a. broadcast
b. triggered

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 a. Broadcast emails
• Broadcast emails are emails that is manually send to entire list at
a given time.
• They aren’t responses to customer actions; you send them at a
specific time and for a specific purpose.
• Broadcast emails should be used for only three purposes:
• Newsletters: You should send your regular daily, weekly, or
monthly email newsletter to your entire list as promised when
your subscribers subscribed.
• Promotions: Not all promotions should be broadcasted to your
entire audience. Only major promotions that you feel deliver
value to your entire customer base should be sent to everyone.
• Segmentation: Send a broadcast email to your entire list to
determine the specific interests of certain customers and then
segment your email lists.

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 b. Triggered emails
• Most of the emails that you send should be triggered emails, which are fully
automated.
• After you get the content honed and ready, you can let your email service
provider do the work for you.
• Triggered emails automatically go out after customers take a specific action.
• In this day of detailed digital automation, you can probably get data to trigger
an email every time your customer logs on to a computer or pours a cup of
coffee.
• But that would just annoy your customers.
• Specific actions that trigger an automated email for each customer action might
include New subscriber welcome email, offer email, Registration confirmations
• Purchase receipts, Segmented promotion,
• Referral requests after customers leave a review

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 How to promote your website
1. SEO- is the set of methodologies used to make websites both
accessible to search engines and appealing to readers.

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 How to promote your website
2. Backlinks – which drive traffic from another site to your own –
are extremely important promotional tools. Credible backlinks signal
to search engines that your content is trustworthy and relevant.
3. Influencers are connectors; they are people who have established
reputations as knowledgeable experts, trendsetters and entertaining
personalities. They have large audiences of social followers who
enjoy the influencer’s content and actively participate in online
conversations.
• Influencers can help you to spread brand awareness to people who
may not be exposed to your digital marketing messages in other
channels. Plus, getting to know your brand through a trusted third
party can accelerate movement through your sales funnel.
• Brands partner with influencers to appeal to new audience
segments and extend the reach of their messages.
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 How to promote your website
4. Email- Any email that comes from your brand’s domain name
should include a link back to your website. That way, any reader who
is interested in learning more about your offerings can easily get to
your site without any extra steps.
5. Quality content - Content provides site visitors with immediate
value in the form of new knowledge and insights.
• For many visitors, the sole reason to view your site is great
content with an appealing user interface (UI).
• If you want people to stay on your site long enough to absorb your
messages, you need highly engaging content.

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