The Timeline of Marketing

The Simple Trade Era- products were handmade and supply was limited.

Production Era- products were mass produced and consumers focused on features like low cost
and availability.
with increasing competition companies were compelled to emphasize on
Sales Era-
aggressive selling and promotion.
marketing emerged as a practice as consumers started demanding better
Marketing Era- products. Differentiators like pricing, distribution and promotion become
important.
Relationship Marketing Era- This era saw the beginning of relationship marketing which focused on both creating
and maintaining customer relationships with the goal of creating customer loyalty.
Social/Mobile Marketing Era- Presently, businesses focus communicating with customers in real time using social
media. Thanks to the ongoing development in technology, customers can connect
with a business 24/7.
Digital inclusion- Needs?
• Access of information
• Education and skill development
• Economic opportunities
• Communication and connectivity
• Civic engagement
• Health and wellness
• Social inclusion
• Environment sustainability
• Innovation and creativity
 Access of information
Online Information Portals-
Digital portals provide access to articles, research papers, news, and
educational content
Search Engines-Google, Bing, etc.
Digital Libraries and Archives- digitize books, documents, and historical
archives, making accessible to a global audience.
E-Learning Platforms: include platforms like Coursera, edX, and Khan
Academy. Open Access Journals: making scholarly research freely available to
the public. encourages knowledge sharing and promotes collaboration.
Social Media and Blogs: Social media platforms and blogs serve as channels
for sharing information, opinions, and news
Cloud Computing: Cloud services enable the storage and retrieval of
vast amounts of data.
Podcasts and Webinars: Digital audio and video formats, such as
podcasts and webinars.
Mobile Applications: Mobile apps provide instant access to
information.
Digital Government Services: Governments digitize services,
providing citizens with online access to public information, official
documents, and administrative processes
Moving from Traditional Marketing to Digital Marketing

Traditional marketing refers to reaching your audience using

offline marketing channels. Common examples of traditional
marketing include television, radio, billboards, print media,
phone, direct mail, etc.

Digital marketing, also called online marketing, is the

promotion of brands to connect with potential customers using
the internet and other forms of digital communication. This
includes not only email, social media, and web-based
advertising, but also text and multimedia messages as a
marketing channel.
From Segmentation and Targeting to Customer Community Confirmation

The transition from traditional to digital marketing has significantly altered

the way businesses approach segmentation, targeting, and customer
community confirmation. Let's break down each aspect:

Segmentation- In traditional marketing, segmentation often relied on demographic factors

such as age, gender, income, and location. Marketers would use these broad categories to
tailor their messages to a particular group.
segmentation has become more sophisticated. Marketers can now leverage data analytics,
online behavior tracking, and social media insights to create detailed customer profiles. This
allows for more precise segmentation based on interests, online behavior, purchasing history,
and more.
Targeting- Traditional marketing channels like television, radio, and print had limited targeting
capabilities.
Digital marketing platforms enable precise targeting. Advertisers can utilize tools such as
social media advertising, search engine marketing, and programmatic advertising to target
specific demographics, interests, and behaviors.
Customer Community Confirmation- Building a sense of community around a brand was
often limited to physical events, word-of-mouth, and local engagement. Traditional marketing
channels had fewer interactive elements for customers to engage with each other.
The transition to digital marketing has facilitated the creation of online communities. Social
media platforms, forums, and other digital spaces allow customers to interact, share
experiences, and form communities around a brand.

Interactivity and Personalization-

Traditional marketing channels were mostly one-way communication, with limited
opportunities for direct interaction between brands and customers.
Digital platforms allow for real-time interaction. Social media comments, live chats, and
personalized email campaigns enable brands to engage with customers on a more
individualized level.
Channels About Traditional Marketing
• Outdoor (Billboards, bus/taxi wraps, posters etc)
• Broadcasting (TV, Radio etc)
• Print (Magazines, newspapers etc)
• Direct Mail (catalogues etc)
• Telemarketing (Phone, text message) • Window display and signs

Channels About Digital Marketing

• Social media (Facebook, Instagram etc)
• Website
• Content marketing
• Affiliate marketing
• Inbound marketing
• Email marketing
• PPC (pay per click
• SEM (Search engine marketing)
Reasons Why It is the Best Option
the digital marketing plays a significant role in
mass awareness about a brand, a start-up
1. It’s a Way to Convey the Existence company, or a new product,
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2. It’s a Cost-effective Way to Promote a Brand promoting its products, they virtually spend
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than their competitors who are not adopting digital
5. More Conversion and Better Revenue marketing processes.
Digital marketing creates a feeling of oneness in a customer with
6. It’s Increasing Loyal Customers the organization. When it happens continuously, brand loyalty
increases to a large extent
7. It Can Grab the Vast Mobile Market As per the available statistics, almost 75% Google Chrome
users now access internet on their smartphones, or tabs.
8. Competition at Any Level A small business can compete with a major one without
worrying about the latter’s strength.
9. The Best Way to Survive in the Future
Internet is going to be the mainstream business process in the
future, i.e. people will depend on any mode of business
transactions, like B2B, or B2C business on the internet only.
Differences between Traditional Marketing & Digital Marketing:
 Case Study 1
Webinar in Response to Pandemic Generates $350,000 in Profits.

QUESTIONS:
1.What was the primary goal of Paradigm Marketing and Design's digital marketing campaign during the
pandemic, and how did they adapt their strategies to achieve it?

2.How did Paradigm utilize digital advertising to promote their webinar, and what impact did negotiating lower
advertising rates have on the overall success of their campaign?

3.Can you name one digital marketing tactic suggested by Paradigm to businesses during the pandemic, and how
did they encourage clients to approach marketing differently than others in the market?

4.How many registrants did Paradigm attract for their "Marketing Through a Pandemic" webinar, and why was the
timing of this event considered crucial to its success?

5.In terms of results, can you provide one specific outcome of Paradigm's digital marketing efforts during the
pandemic, such as the number of new clients they acquired or the profit generated from their campaign?
 Market Research versus Market Reality
The primary challenge for any business, no matter how large or small, is quite
simple—how to get its product or service into the hands of the customer.
How the company will achieve this is informed by market research, gut instinct,
polls, surveys, and research about existing habits and activities. However, when
conducting market research, especially surveys, we need to take one key factor
into account, People Lie

The Internet enables us to learn from market reality by looking at- what people
actually do online.
We can use social listening tools to research customers' activities and preferences
based on their online habits and to complement our market research.
our product is better targeted and our chances of a
As a result- successful go-to-market strategy are greater.
Figure- Market Research versus Market Reality
The 3i Principles

Initiate, Iterate, and Integrate—form the foundation for all DM Methodologies

and are key to any successful marketing strategy.
Principle 1: Initiate
The initiate principle of digital marketing states that the customer is the starting
and finishing point for all digital activities. The answer to all questions is “let the
customer decide.”

Principle 2: Iterate
Within minutes of publishing an ad, we can see what the click-through rates,
response rates, and conversion rates are. This ability to publish, track response,
and tweak accordingly is the greatest strength of the Internet and produces the
second of our 3i principles.
Principle 3: Integrate
Integration as a principle is crucial to effective digital marketing. It works at
three levels:
Integrate your digital and traditional marketing efforts.
Integrate your reporting sources.
 Case study 2

1. How did Zoondia measure the success of the SEO campaign in terms of
achieving top rankings for major and additional keywords, and what
metrics were used to assess the increase in lead volume and market
share for the vacation rental provider in Texas? Additionally, how was
the return on investment (ROI) determined for the SEO efforts?
2. How did Zoondia identify and align the vacation rental provider's
target audience with the SEO strategy to ensure that the content,
campaigns, and interactions resonate effectively with the potential
customers in the Texas vacation rental market?
SEARCH ENGINE OPTIMIZATION’
Who ever controls the door to the Internet, controls the Internet.
When we search in Google, for example, we are not actually searching the
Internet; we are searching Google's index of the Internet, that is, the list of
the sites that it has found online. So the challenge for effective search
engine optimization (SEO) involves understanding how search engines work
and how to play by their rules.
definition of SEO: The process of refining your website using both on-page
and offpage practices so that it will be indexed and ranked successfully by
search engines.
 The Process
The four stages of SEO-

1- You must decide upon and set up clear, realistic goals and targets for your SEO campaign. Just one error could result in a six-
month search engine penalization—with SEO, ignorance certainly is not bliss!

2- This deals with the granular, technical optimization of the various elements on your website. It involves ensuring search
engines can easily read, understand, crawl through, and navigate the pages of your site to index it correctly.

3-This refers to techniques used to influence website position in organic search results that cannot be managed by on-page
optimization of your site.

4- This stage is very much a cyclical process. You're now looking at the data coming back, analyzing it, and deciding upon the
adjustments needed going forward. This will help you tweak your goals accordingly as you implement additional goals and
changes.
 Search Engine Result Pages: Positioning
• A SERP is the web page that a search engine, such as Google or Yahoo!, returns that lists the results of a
user’s search.
• A SERP is divided into core sections.

Paid listing

Organic listing
 Organic VS Paid Listing
• Listings that are displayed on the first page of search engine results yield the highest search traffic—the higher the listing,
the more clicks it will receive.
• paid listings will garner a 30 percent click-through rate (CTR), with organic listings making up the remaining 70 percent.
(Note- these statistics can vary depending on the market, generally this rule of thumb is widely applicable.)
• Approximately 67 percent of click-throughs on page one of a SERP occur in the first five results.
• low listing will ultimately affect your overall conversion rate, so once again, it's important to strive for the top three
positions.
Location-Based Search
• Search engines take into account the location of the person searching to deliver the most applicable search
results.
• For example, with Google's My Business you can submit your business for display on a location-based search,
so when John Smith searches for Italian restaurants in Tokyo, your chances of appearing in his SERP are
increased.
• Be sure to complete all elements of the form by providing a category, description, pictures, videos, and so on to
catch user attention.
• Google operates a five-star rating scheme, so customers should be encouraged to review and rate your
business.
• Knowledge Graph Listing- Google's Knowledge Graph tries to understand searchers' intent
while anticipating their end goals. It tries to help people discover key information about a
particular business that they may not have been able to discover through an organic listing.
• For example, if a user searches for information on restaurants in New York City, Knowledge
Graph will display both a variety of images at the top of the SERP and a panel on the right
with a list of key information, a company description, reviews, related searches, and so on.

• Data Highlighter- Data Highlighter is a Google Search Console (GSC) tool that is very
valuable when it comes to refining your SERP listing.
• With your mouse, you simply highlight the various data fields (title, description, image, etc.)
on your page. This in turn allows Google to display your website data in new, more attractive
ways both in SERPs and on the Knowledge Graph.
Search Behavior
• What is online search behavior? Every time users search, they reveal a certain
amount of information about themselves. When this information is gathered, it
can be classified into different search behavior categories to analyze customer
needs. From this categorization, you can develop an effective SEO content
strategy. In search engine optimization there are three key players:
The searcher.
The website owner.
The search engine.