DIGITAL MARKETING

CSL614 | BCA/B.Sc. IT 6th Semester

 Introduction to Digital Marketing
• Digital marketing, online marketing, internet advertising whatever you call
it, marketing your company online is a big deal these days.
• Digital marketing is like any other type of marketing—it’s a way to connect
with and influence your potential customers. The real difference is, you
connect with and influence those customers online.
• Digital marketing basically helps a company to promote its products or
brands through various online channels so that they can reach out to the
targeted customers without any hassle.
• Digital marketing involves managing various forms of a business’ online
presence such as websites, mobile apps, and social media company pages.
• This is in conjunction with online communication methods including
search engine marketing, social media marketing, and email marketing.
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• Through digital marketing, you can find people interested in your offering,
interact with them, and build trust with your brand.
• The popularity of digital marketing is unparalleled, and very soon, it is
believed that digital marketing will completely engulf the traditional
marketing.
• With digital marketing, you are also able to easily track the results of your
campaign in the form of measuring impressions, clicks, likes, comments,
shares, and conversions.
• These performance metrics give you valuable insights, allowing you to
make informed decisions about your business.
• Digital is at the core of everything in marketing today—it has gone from
‘one of the things marketing does’ to ‘THE thing that marketing does.
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 Why Need Digital Marketing ?
• Each company will have different specific goals in mind, but most are
trying to achieve growth by reaching more consumers and convincing
them to purchase.
• To do this effectively, you have to take advantage of all the most valuable
marketing resources and technologies, and in the modern world, the
internet tops that list.
• It makes and uses those strategic plans and become involved in attracting
customers with driving brand conversation on numerous digital channels
ranging from email to mobile applications.
• This makes every business in need of digital marketing. It’s necessary you
understand the benefits of digital marketing for businesses.

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• Higher conversion rate : The businesses that are using online through
internet as their main stream modes of marketing can measure the
conversion rate through real-time. This helps to identify the percentage of
customers who get converted into leads and then subscribers and who
finally purchases the product or service.
• Increase of trust in brands : Now a days communicating with the social
media page of a brand for solving any issues and other matters is a
common to do. This in return, leads to building up a strong image of the
brand in the minds of the new customers that leading to more
conversions.
• Helps to create huge growth options for any business : The modes of
Digital Marketing are customizable and due to this they are much cheaper.
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• Cost effective marketing for any business : Before going into the toplevel
and starts making profits small business needs to save up on its resources.
Within the budget, Digital Marketing gives the scope to reach out many
more customers at the same time.
• Targeting and getting connected to the mobile customers : Now mobile
phones have become a very must necessity electronic device for people in
the globe to communicate with each other whether it is for personal or
business purpose.
• Gives measurable results : With the help of the specific tools, you can
easily measure results for each and every digital marketing platform. This
will help you to evaluate performance and help you in making decisions.

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 How Digital Marketing Works?
• You need to specify your digital marketing goals i.e. what you want to
achieve with digital marketing. Some common examples are: to increase
brand awareness, to make more sales, or to grow your community.
• To make the whole process easier to manage, you can create a plan
specifying how much money you’ll spend, define your target audience,
define your performance metrics, and other information that will help you
control the process.
• Before creating your first digital marketing campaign, you need to know
the different marketing channels and how they work.
• At Disruptive, we’ve used digital marketing to help all kinds of businesses
grow—from mom-and-pop shops to internationally recognized universities
and beyond.
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 Features of Digital Marketing
• Interactive Communication : easy-to-use tools make it easier for
companies to solicit feedback and also track customer’s behaviors or
reactions to the products/ services. Hence companies can tailor marketing
communication and product offerings as per consumer satisfaction and
requirement.
• Direct and Non-intrusive Audience Reachout : Impactful visual content is
created for and widely promoted over Social Media. Through such
networks, buyers can gain information about products and services, and
may even influence their peers.
• Result Oriented Approach : Competition has always been there, both in
business and marketing. There is always another brand or company
colluding to overthrow another.
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• Focused Audience Targeting : Unlike the magazines, newspapers or
traditional Television ads, Digital Marketing is not limited to only targeting
a small group of audience. Digital Marketing has enabled brands to reach
out to people and communicate about their products using social media,
emails, websites, etc.
• Gain Brand Credibility : If any brand is to gain credibility quickly and
sustainably, it would be via the internet. Content marketing studies show
that digitally active brands usually end up having the most credibility.
Through its content, a company can address customers’ doubts, clarify
important concepts, and show that it understands what drives its market.
• SEO and local SEO helps you reach more qualified buyers online.
• Digital marketing helps you connect with mobile customers.
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 Dis-advantages of Digital
Marketing
• Dependability on technology
• Security, privacy issues
• Maintenance costs due to a constantly evolving environment
• Higher transparency of pricing and increased price competition
• Worldwide competition through globalisation
• Not enough knowledge to take the right steps and follow an optimised
process
• Customer complaints and feedback visible and open for scrutiny from the
public
• Training and expertise necessary to manage social media to the optimum

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 Evolution of Digital Marketing in
Modern Era
• While marketing is evolving at a pace faster than ever before, the truth is
that it has always been evolving. The progression of modern marketing
can be broken up into the following stages:
• The Sales Orientation Era : The competition was the hallmark of this era.
Following the Industrial Revolution, businesses were struggling to sell their mass-
made products. As a result, branding and sales became important pillars as
supplies surpassed demand and companies had to compete for customers.
• The Marketing Orientation Era : From the second half of the 20th century onward,
markets became heavily saturated, leading companies to give marketing
professionals the opportunity to hone their skills on a more strategic level. These
marketers would receive more of a say in what the company produced, its
distribution channels, and pricing strategy.
• The Relationship Marketing Era : During this time, the focus of companies shifted
towards customer loyalty and building a long-term relationship with consumers.
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• The Social Marketing Era : This era marks where we are now. With the
proliferation of social media, companies can more easily interact with their
customers in real-time. With Twitter, Facebook, Instagram, and LinkedIn becoming
reigning forms of networking, engagement has become a critical success factor to
businesses.
• These days everyone is aware of the benefits of digital marketing. But do
you have an adequate idea about its history and origin? If not, then keep
reading as we are going to discuss the history and evolution of digital
marketing.
• It can be concluded that the digital marketing is growing exponentially and
every day it brings a chunk of opportunities to the users as well as the
company owners. If you want to establish your presence firmly in this
digitalized era, then you need to use all these opportunities meticulously.
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