DIGITAL MARKETING

1. What is Digital Marketing?

Digital marketing means promoting products, services, or
brands using digital tools like websites, mobile apps, email,
and social media. It is also called online marketing. In simple
words, it is using the internet and technology to reach and
talk to customers.
Unlike traditional marketing (like newspapers, TV, or radio),
digital marketing works on the internet and gives faster
results. Businesses can advertise their services online, target
the right audience, and also measure how their marketing is
performing. For example, if a company shows ads on
Instagram or Google, they can see how many people clicked,
liked, or bought something.
Digital marketing also allows businesses to talk directly with
their customers and understand what they like. It helps in
building long-term relationships, growing brand value, and
increasing sales.

2. Importance of Digital Marketing

Digital marketing is very important in today’s world because
people spend a lot of time online. Businesses need to reach
them where they are. Here are the reasons why digital
marketing is important:
1. Reach More People:
You can reach people all over the world, not just your
local area. Even a small business can reach international
customers.
2. Low Cost:
Advertising on the internet is cheaper than printing ads
in newspapers or running ads on TV.
3. Track Results:
You can see how many people visited your website or
clicked your ad. This helps you improve your ads and
spend money smartly.
4. Personalized Messages:
You can show different messages to different people
based on what they like. For example, if someone
searched for shoes, you can show them shoe ads.
5. Better Engagement:
You can interact with customers through social media,
reply to their comments, and solve their problems
quickly.
6. Higher Conversions:
Since the ads are targeted to the right people, more
people are likely to buy or contact you.
 7. Stay Ahead in Competition:
If you use digital marketing better than others, you can
grow faster than your competitors.

3. Marketing vs Sales
Marketing and sales are both important for a business, but
they are not the same.
• Marketing is about attracting people and making them
interested in the product. It includes advertising,
branding, and promoting.
• Sales is about convincing the interested people to buy
the product.
Example: Marketing is like inviting people to a shop. Sales is
making sure they buy something once they come in.
Here are some differences:
• Marketing works for long-term brand building. Sales is
focused on short-term targets.
• Marketing creates interest. Sales closes the deal.
• Marketing uses tools like ads and social media. Sales
uses phone calls, emails, and meetings.

4. Marketing Mix and 4 Ps

Marketing mix means the main things a business needs to
manage to market its product successfully. These are known
as the 4 Ps:
1. Product:
What the business is selling — can be a service,
software, or physical product. It should meet customer
needs.
2. Price:
The amount the customer pays. It should be set based
on cost, competition, and what people are willing to pay.
3. Place:
Where the product is sold — it can be a shop, a website,
an app, etc. The product should be easy to find and buy.
4. Promotion:
How the product is advertised — this includes ads,
discounts, social media, etc., to tell people about the
product.

5. CRM Platform
CRM stands for Customer Relationship Management. A CRM
platform is software that helps businesses keep track of their
customers, talk to them, and make sure they are happy.
It stores customer details, call or email history, purchase
records, and helps in following up with them. With CRM,
companies can build better relationships and grow their
sales.
Popular CRM platforms are Salesforce, Zoho CRM, and
HubSpot.

6. CRM Models
CRM models are methods or systems that help businesses
manage customer relationships better.
1. IDIC Model:
o Identify: Know who your customers are
o Differentiate: Group them based on needs and
value
o Interact: Talk to them regularly
o Customize: Give them what suits them best
2. QCI Model:
This model sees CRM as a full system that includes
marketing, sales, and service. It focuses on attracting
customers, keeping them, and growing the relationship.
3. Payne’s 5-Process Model:
This model includes:
o Making a CRM strategy
o Giving value to both business and customer
 o Managing all channels (website, store, phone)
o Using customer data properly
o Checking how well the CRM is working

7. Marketing Automation
Marketing automation means using software to do marketing
tasks automatically. For example, sending emails to
customers, showing ads to people who visited your site, or
posting on social media.
It helps save time and makes sure customers get the right
message at the right time. It also helps track how people
respond so you can improve future campaigns.
Tools like Mailchimp, ActiveCampaign, and HubSpot are used
for marketing automation.

8. Inbound vs Outbound Marketing

These are two different ways of doing marketing — one is
about pulling the customer in, and the other is about pushing
your message out.
Inbound Marketing
Inbound marketing is about attracting customers by
providing useful content and solving their problems. It brings
the customer to you naturally.
 • Examples: Blog posts, YouTube tutorials, social media
tips, SEO, and free eBooks.
• It focuses on building trust and relationships over time.
• The customer comes to you when they are ready.
Example: A blog on “Best skincare routine” that brings people
to your skincare brand website.
Outbound Marketing
Outbound marketing is more traditional. It is about pushing
your message to people even if they didn’t ask for it.
• Examples: TV ads, cold calls, flyers, emails to people who
didn’t sign up.
• It interrupts people’s attention to show a product.
• You go to the customer, not the other way around.
Example: A shampoo ad on TV that interrupts your show.
Main Difference:
Inbound is permission-based, helpful, and slow but long-
lasting.
Outbound is interruptive, faster, but less personal.

9. Content Marketing
Content marketing means creating and sharing valuable
content to attract and engage a target audience. The goal is
not to directly sell, but to give useful information that makes
people trust your brand.
Types of content:
• Blog posts
• Social media posts
• Infographics
• Videos
• Podcasts
• Case studies
• Emails
Why it’s important:
• Helps in SEO (search engines love fresh content)
• Builds brand awareness and trust
• Educates your customers
• Generates leads without hard-selling
Example: A fitness company posts workout videos and diet
plans regularly. People follow the content and eventually buy
their products.

10. Understanding Traffic and Leads

Let’s break down these two important terms in digital
marketing:
Traffic
Traffic means the number of people visiting your website or
page.
There are different types:
• Organic traffic: People who find you through Google
search
• Paid traffic: People who come through ads
• Direct traffic: People who type your website directly
• Referral traffic: People who come from other websites
• Social traffic: People who come from Facebook,
Instagram, etc.
Leads
A lead is someone who has shown interest in your product or
service.
Example: If someone gives their email ID to get a free eBook
from your website — that person becomes a lead.
Good traffic brings more leads. Leads are important because
they may become customers in the future.
Goal of digital marketing:
→ Increase traffic
→ Convert traffic into leads
→ Turn leads into customers

11. Strategic Flow for Marketing Activities

This means planning your digital marketing activities in the
right order. Think of it like steps in a journey — from creating
awareness to making a sale.
Here’s a simple flow (with explanation):
1. Awareness
Make people aware of your brand or product through
ads, blogs, or videos.
2. Interest
Once they know about you, keep them interested by
sharing useful and exciting content.
3. Consideration
Give them reasons to trust you. Show reviews,
comparisons, or free trials.
4. Intent
They are now thinking of buying. Offer discounts or
personal help.
5. Purchase
The customer buys the product.
 6. Loyalty
After buying, keep them happy with good service and
updates.
7. Advocacy
Happy customers talk about your brand and bring in
more people.
This flow helps you design your marketing properly — not
just to sell, but to build long-term relationships.