ANALYTICS AND

DIGITAL MARKETING
MKTG8019048
SESSION-1
INTRODUCTION TO DIGITAL MARKETING AND ANALYTICS

SUBJECT MATTER EXPERT

Artha Sejati Ananda, Ph.D.
AGENDA

 Marketing and digital marketing

 Marketing mix
 Digital marketing communication channels
SESSION LEARNING 0UTCOMES

Upon completion of this session, students are expected to be able to:

LO-1: Understand the technologies enabling digital marketing and analytics
LO-2: Identify the current problems/issues related to the implementation of digital
marketing
CHAPTER TOPICS

Marketing and Digital Marketing

Digital Marketing Objectives and

Advantages

Marketing Mix and Other

Frameworks

Digital Marketing Communication

Channels

Digital RAA Framework

 • Gathering and analyzing information about the demands, needs and wants of
Market Information and consumers

Research • Analyzing competition, decision-making for successful marketing of products and

service

Product Design, • Developing and improving a product or a product to create and

Development and capture consumer value
• Product life cycle management
Management

• Gathering, storing and analyzing all the information involving the

Markering Information consumers, the product, the competitors and the market iteself.
Management • Helps with making sound business decisions across an organization

• Involves decisions of charging consumers for products and services

Costing and Financing and allocating budgets for marketing campaigns
• Generally involves multiple departments in an organization

Customer Support and • Includes sales and after-sales services.

Services • Highly focused on building long-term relationships with the consumers

Figure 1.1: General functions of marketing

WHAT IS DIGITAL MARKETING?

• Digital marketing is a form of marketing that

utilizes information and communication (ICT)
technologies and online channels to promote
products, services, brands, or ideas to a
target audience.

• The term 'digital’ here highlights the

significant role that digital technologies play
in modern marketing.

• With the emergence of digital technologies,

organizations have transformed their way
they connect with their customers and
promote their products and services.

• For example, companies are now able to

The digital technologies playing a role in digital
marketing include;

• Computers
• Laptops
• Smartphones
• Tablets
• The Internet
• Social media
• Cloud computing
• Big data
• IoT
• Digital analytics
• AI
• Blockchain
DIGITAL MARKETING OBJECTIVES AND ADVANTAGES

• Digital marketing is very efficient in terms of engaging,

communicating and interacting with customers.

• Digital marketing communication channels offer faster

and cheaper ways of connecting with customers
regardless of geographic distance and different time
zones.

• Digital marketing can bring many benefits for

organizations and can be leveraged to achieve business
objectives.

• The objectives of digital marketing are aligned with the

specific needs and goals of each business, as it provides a
flexible and versatile approach to reaching and engaging
the target audience in the digital landscape
DIGITAL MARKETING ADVANTAGES

Expanding Market Share

Brand Building and Awareness

Improving Communication

Streamlining Customer Experiences

Lowering Costs

Expanding Reach
MARKETING MIX

• The marketing mix, also known as the 4Ps (4Cs) of marketing, is a

fundamental concept in marketing that encompasses the four key
elements essential for developing and executing a successful marketing
strategy.

• Marketing mix or 4Ps of marketing is a widely accepted traditional

conceptual framework for marketing. It was as originally proposed by
Jerome McCarthy in the 1960s.

• Marketing mix can be seen as a way of translating marketing planning

into practice. Over the years, marketing mix has transitioned from 4Ps
through modifications into 7Ps (3 additions: people, process, physical
evidence), and 4Cs etc.
MARKETING MIX (4PS OR 4CS)

• Customers are the end users of products and

Product/Customer services. This mix includes product and
services mainly.

• This marketing mix refers to the price

Price/Cost structure and level. Price constitutes the total
cost of delivering final products and services.

• This includes all the distribution efforts

Place/Convenience aimed at ensuring a smooth delivery of
products to the consumers

• This mix deals with investment in making the

Promotion/Communication product ‘visible’ to the consumers.
CONT.

The PESTLE framework:

PESTLE stands for Political, Economic, Social, Technological, Legal, and

Environmental. This framework helps businesses to understand the external factors
that can impact their marketing efforts.

The RACE framework:

RACE stands for Reach, Act, Convert, and Engage. It's a digital marketing framework
that helps businesses to plan, manage and optimize their online activities to reach
their target audience, act on their insights, convert visitors into customers, and
engage with their customers to drive repeat business.

The Funnel framework:

This framework provides a visual representation of how customers move through

different stages of the sales process, from awareness to purchase.
OTHER MARKETING FRAMEWORKS

Digital RAA Framework:

In this book, we introduce digital RAA (stands for digital Readiness, Digital
Analytics, and Digital Action) framework that provides guidelines to
organizations to utilize novel digital technologies for digitalizing marketing
and creating value with it.

The AIDA framework:

AIDA stands for Attention, Interest, Desire, and Action. This framework
helps businesses to understand how to create effective marketing
campaigns that capture attention, generate interest, create desire, and
drive action.

The SMART framework:

SMART stands for Specific, Measurable, Achievable, Relevant, and Time-

bound. This framework can help businesses to set clear and measurable
goals for their marketing campaigns.
DIGITAL MARKETING COMMUNICATION CHANNELS

Digital technologies have significantly transformed

marketing communication channels, revolutionizing
the way businesses interact with their target
audience.

Key digital marketing channels include;

1.Social Media Channels

2.Website Channels
3.Mobile Channels
4.Email Channels
5.Live Chat and Instant Messaging
6.AI-based “Human-like” Marketing
 SOCIAL MEDIA COMMUNICATION CHANNELS

• Social media has become a very popular

communication channel for companies to stay
connected with their clients. Particularly, over the past
decade, the emergence of various kinds of social
media platforms like Facebook, Twitter, Instagram and,
YouTube has provided unprecedented opportunities
for organizations to open new digital communication
channels and engage in marketing.
WEBSITE COMMUNICATION CHANNELS

• A website is very powerful communication channel as it is

usually the primary source online that represents the
brand of an organization. Promotion of this channel is
imperative to get more traffic on the website which can
lead to the retention of existing customers and the
attraction of new ones.
MOBILE COMMUNICATION CHANNELS

• Mobile technologies have come a long way since their inception.

Smartphones and tablets provide an easy access to information
online and enable quick communication among various parties.

• Companies rely on mobile communication channels to carry out

digital marketing to reach specific audience through SMS, MMS,
social media, mobile applications, and more. Digital marketing
through mobile technologies offers marketers direct access to
their perspective clients.
 EMAIL COMMUNICATION CHANNELS

• Email has revolutionized personalized digital marketing. This channel comes at a

very low cost for companies and can provide them with instant access to their
clients.

• Email communications enable organizations to not only engage in digital

marketing and advertising but can also be used as a platform to connect with
clients for support and after-sales services.

• This channel effectively serves as a bridge and directly brings companies and
customers closer. We have all experienced using this channel to communicate
with organizations.
LIVE CHAT AND INSTANT MESSAGING

• Developments in information and communication technologies have created

more innovative ways to engage in marketing campaigns. Instant messaging
is a fast way to communicate.

• Many organizations nowadays employ chatbots and other live chat

application to shorten the distance with their customers and provide faster
and more efficient services and support.

• Customers often want fast access to services and technical support. In this
regard, these communication channels can become essential tools and
elevate the quality of customer experiences.
 AI-BASED “HUMAN-LIKE” MARKETING

• We have all head of the generative-AI based ChatGPT and other

“human-like” chats and instant messaging apps. Given the rise of
these applications, there are enormous implications for industries,
businesses, societies and governments around the globe which will
accelerate as time marches on.

• AI-based marketing practices offer exciting opportunities for

businesses to explore new arenas but also carry risk at the same
time.
DIGITAL MARKETING ANALYTICS

• Digital marketing analytics is a sub-domain within marketing

analytics and it is defined as the science and art of extracting,
management, and analysing of vast amount of semi-structural
and unstructured digital data (such as, text, images, and
network data) to enable informed digital marketing decision.

• DMA is mostly focused on extracting, management, and

analysing of digital data the comes from social media platforms
such as Facebook, Twitter, and search engines. The goal is to
translate all the consumer behavior data into actionable
business insights on which organization will capitalize to create
and capture value.
DIGITAL RAA FRAMEWORK

• Digital technologies have impacted the activities and organizational

processes associated with buying decisions and consumer experiences.

• Organizations must employ digital marketing in every stage of the

consumers’ journey to create and capture value. Taking the importance of
digital technologies into consideration, we have created, Digital RAA
(Readiness, Analytics, Action) framework, that provides guidelines to
organizations to utilize novel digital technologies for digitalizing marketing
and creating value with it.
REFERENCES

Feroz, A.K., Sponder, M. & Khan, G.F. (2024). Digital Analytics for Marketing. 2nd Ed. Routledge, NY.