DIGITAL MARKETING

Course Overview
 Course Objective

• Gain an overall understanding of Digital Marketing

• Learn about the different components of Digital Marketing
• Understand how to leverage the various components to deliver
sustainable value to businesses and consumers

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 Course Outline

• Introduction to Digital Marketing

• Digital Analytics
• Search Marketing
• Display Marketing
• Mobile Marketing
• Email Marketing
• Website & SEO Marketing
• Social Media Marketing
• Digital Marketing Strategy

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 Session Plan

Session # Topic
1 Introduction to Digital Marketing
2 Customer Insights & Digital Analytics
3–6 Search Marketing (Google Ads)
7–8 Display Marketing
9 Mobile Marketing
10 - 12 Website Marketing & SEO
13 Retention (eMail) Marketing
14 – 15 Social Media Marketing
16 – 17 Digital Marketing Strategy
18 – 20 Project Presentations

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 Reference Sites

• https://www.inhika.com/
• https://www.exemplifi.io/

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DIGITAL MARKETING: SESSION 1

Introduction to Digital Marketing

 Learning Objectives

• Definition of Digital Marketing

• Comparison with ‘Traditional’ Marketing

• Types of Online Businesses

• History / Evolution of Digital Marketing

• 5 S Framework

• Media Framework

• Key Metrics

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 What is Digital Marketing?

Digital Marketing is the use of

digital technologies (internet, mobile) to
engage with customers to
drive the desired customer outcomes.

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 Evolution of Digital Marketing

Source - https://www.mediaocean.com/sites/mediaocean.com/files/pictures/Digital-Marketing-History-Graphic_FINAL.png

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 Size of Digital Marketing in India

• Digital advertising spend in India is estimated to be around INR 16,000 crores by end
of 2019, growing at a rate of 37% over the year 2018.
• The growth in spend on digital advertising is expected to continue, at a rate of 30%
over the next year and the total spend is expected to touch INR 21,000 crores by end
of 2020.

10 Source: https://www.statista.com/statistics/258257/digital-advertising-spending-in-india/
 Digital Spends by Ad Avenues

• Search takes the lion’s share of digital ad spends (27%) followed by video
and mobile (19%), social media (18%) and display ads (16%).

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 Digital Spends by Industry

• BFSI, E-Commerce is leading online spends in terms of volume, followed by

FMCG & Travel. 68% of the overall digital adds spends comes from this four
vertical.
• BFSI brands incurred the highest share of advertising on digital media with
46% of their overall advertising spends on digital followed by Ecommerce and
Telecom.

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 Digital Marketing Compared to Total Advertising

• Share of Digital in Overall Advertising

still small compared to other markets.

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 It’s not just about the DIGITAL…

What is Marketing?

‘The management process responsible for identifying, anticipating and

satisfying customer needs profitably ’

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 How can DIGITAL enable MARKETING?

Identify Anticipate Satisfy Efficiently

Customer Customer Customer •Right Channel

needs via: needs via: needs via: Mix
•Web Analytics •Customer •Timely •Marketing
•Social Media profiling communication Technology
•Customer •Data Mining •Right context •Continuous
feedback •Third party •Reliable review &
•Virtual (Google Ads, service optimisation
communities Google
Trends)

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 Digital Marketing – Key Characteristics

• Can be highly personalised (one to one)

• Interactive
• Real-time
• Use of data
• Requires basic understanding of digital technology, and
• An Analytical Mindset

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TYPES OF ONLINE BUSINESSES &
PRESENCE

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 Types of Online Businesses

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 Types of Online Presence

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 Types of Online Presence

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 Digital Marketing - Objectives

• It is important to have clearly defined and agreed upon objectives before

commencing any Digital Marketing activities.
• The 5 S Model is a useful technique to define these

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 5 S Model

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 5 S Model

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 Digital Marketing Media / Channel Framework

The different digital marketing channels can be broadly classified into three:

Paid Owned Earned

• PPC (Adwords) • Web site / App • User Generated
• Display • SEO Content (Reviews)
(programmatic) • App Notifications • eMail / SMS
• Affiliate • Owned social • Social feedback
• Paid Social channels

Digital Analytics

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 DIGITAL MARKETING - Key Metrics

Some of the key metrics that can be tracked in digital marketing include:

Paid Owned Earned

• Impressions • Visitors • Mentions
• Clicks • Visits • Ratings
• Cost • Page Views • Sentiment
• Conversions • Bounce Rates
• CPM • Time on site
• CPC • Conversion Rate
• CPA • LTV
• Engagement Rate
(on Social)

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 Let Us Sum Up

• Digital Marketing is a continuously evolving and rapidly growing field

• Digital can play a key role in enabling and driving overall marketing
• An in-depth understanding of the type of business and customers is key
for successful Digital Marketing
• The 5S Model provides a useful framework for setting Digital Marketing
Objectives
• The strategy can be translated into tactics through the Paid – Owned –
Earned Media framework
• KPIs can be chosen from the range of Digital Metrics to measure and
review progress against plan

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