UNIT - 3

DIGITAL
MARKETING

Notes on E-business by Mr. Rajesh Datt Bhatt 1

CONCEPT OF DIGITAL MARKETING

"actively promoting products & services through

digital distribution channels."

"it is a process of building and

maintaining customer relationship
through online activities to generate
sales and capture those customers
who are searching on internet for
answers.
Notes on E-business by Mr. Rajesh Datt Bhatt 2
DIGITAL MARKETING …
• Digital marketing is anything and everything that relates to the
marketing of products and services, using electronic devices. It’s a
cocktail of different ingredients like content publication, data
analytics, SEO, email marketing and the list goes on.
• In short, The real concept of digital marketing is all about doing
your business through internet.

Notes on E-business by Mr. Rajesh Datt Bhatt 3

WHY DIGITAL MARKETING?
• Interactive Communication (two-way)
• Focused Audience Targeting [tracking]
• Interactivity
• Increase Brand recognition
• Flexibility & Easy to Expand
• Cost effective in comparison to other mediums
• Your customers are on social media, and digital marketing helps you
reach them
• SEO and local SEO helps you reach more qualified buyers online
Notes on E-business by Mr. Rajesh Datt Bhatt 4
DIGITAL MARKETING TYPES?

• E-mail Marketing
• Content Marketing
• Social Media Marketing
• Pay per Click
• SEO [keyword research]
• Influencer / Affiliate Marketing

Notes on E-business by Mr. Rajesh Datt Bhatt 5

EFFECTS OF E-BUSINESS TECHNOLOGY
ON MARKETING STRATEGIES
Marketing managers who fail to use the Internet in using their
companies market strategies will be soon left behind or out from
the on-going competition.

• Impact on Product and Brand Strategy

– Consumers prefer to buy from well known & reputed e-business
companies such as Amazon.com
– Gaining people's trust is the major challenges

Notes on E-business by Mr. Rajesh Datt Bhatt 6

…
• Impact on Pricing & Distribution
– Lots of in-depth information & offer the lower price.
– One click access to price and availability
– Elimination of traditional intermediaries
– Direct link with online vendors
– Real-time bidding [no need to physical presence]
– Internet become both a retail store & delivery medium

Notes on E-business by Mr. Rajesh Datt Bhatt 7

…
• Impact on Marketing Strategy
– Website is not only for direct selling but for awareness, product
information, demonstration of the product, reviews, ratings,
feedbacks, etc.
– Targeted promotion & continued connectivity [specially in IOT's]
– AI Scripts, chat-bots to serve the audience most effectively
– Personalized services such as "try before you buy" in many cases.

#Every organization must strike the right balance between its offline and
online business to meet the need of its customers.

Notes on E-business by Mr. Rajesh Datt Bhatt 8

CUSTOMER RETENTION

• It refers to the activities and actions taken by an organization

to win the customers loyalty & reduce the number of customer
defections.
• The retention of customer may be on the basis of cost,
experience, quality, expected utility, etc.
• It uses tools such as RM (relationship marketing) MVLP
(Multivendor Loyalty program), etc.
• Service Quality & Shopping convenience are the most helpful
factor in customer retention.
Notes on E-business by Mr. Rajesh Datt Bhatt 9
CUSTOMER RETENTION CAN BE
ACHIEVED THROUGH:
• Shopping Convenience
• Better Customer supper [Live chat, 24x7 helpline]
• Personalization of products & services
• Brand Community
• Customer Satisfaction

Notes on E-business by Mr. Rajesh Datt Bhatt 10

E-CRM (CUSTOMER RELATIONSHIP
MANAGEMENT)
• It refers to the practices, strategies & technologies that
companies use to manage and analyze customer interactions
& data throughout the customer lifecycle, with the goal of
improving business relationship with customers.
• CRM is an integrated online sales, marketing and service
strategy that are used to identify, attract and retain and
organization's customer. [i.e. improved and increased
communication between an org. and customer]

Notes on E-business by Mr. Rajesh Datt Bhatt 11

E-CRM Customer
INTERNAL Analytics
Software
OVERVIEW
Business Data
Simulation Mining

Traditional CRM E-CRM

+
Internet
= Campaign Real-time
e-CRM Managemen
t
decision
engine

Notes on E-business by Mr. Rajesh Datt Bhatt 12

BENEFITS OF E-CRM

• Management Information
system • TYPES of E-CRM
• Customer Satisfaction & – Reactive Service
Feedbacks – Proactive Service
• Productivity
• Growth in Revenue
• Automation
• Service level improvements.

Notes on E-business by Mr. Rajesh Datt Bhatt 13

MEASURING THE EXTENT OF DIGITAL
MARKETING ACTIVITY
It’s important to build a brand, not just a business. Branding creates a distinct
feeling and experience for your customers.
In order to build a strong brand, the following questions have to be answered
first in a strategic way:
• What problem do you solve? How you do it differently? What is your purpose?
• How does your business stand out over the competitors?
• Have you laser-focused on a specific audience who has the same values?
• Is your brand voice distinct, consistent, and recognizable?
• Do you have a clear and compelling brand messaging to support your content?

Notes on E-business by Mr. Rajesh Datt Bhatt 14

…
• Why, What & How it can be measured? (Clear Objectives)
• Measurements (Key Performance)
– Organic Traffic / Referral Traffic
– Quality Website or App Visits / Page per views / Time Spent / Bounce
Rates (Customer Journey)
– Return on Investment
– Conversion Rate (Analytics Approach)
• Online Sales
• Online to Store sales
• Sales from Phone Calles
• Sales from LIVE chat

Notes on E-business by Mr. Rajesh Datt Bhatt 15

 MARKET ANALYSIS
It will help you uncover the blind spots & prepare you to compete
with other businesses & help understand your customer so as to
deliver better service to them.
• It is a quantitative & qualitative assessment of a market.
• It determines how suitable a particular market is for the
industry or products. (Evaluation of market)
• Detects current & future ricks of operating business in that
location

Notes on E-business by Mr. Rajesh Datt Bhatt 16

…

How to perform Market Analysis?

– Industry Research & Analysis (Products Demands/Supply)
– Target Markets (Size, Location, Behaviors, Trends)
– Competition (Direct/Indirect)
– Pricing & sales forecast to better understood what portion of market
you can get/capture.

Notes on E-business by Mr. Rajesh Datt Bhatt 17

DIGITAL MARKETING TOOLS
Social Media (Facebook, Instagram)
Design Tools (Canva)
Paid Advertisement (Google Ads on website, SERP, Videos)
E-mail Marketing (e.g. mailchimp)
Affiliate Marketing (e.g. Amazon Affiliation)
Analytics Tools (Google Analytics)
Content Marketing Tools (e.g Hubspot)
Keyword Research (e.g. ahref.com)

Notes on E-business by Mr. Rajesh Datt Bhatt 18

VIRAL MARKETING
A method of marketing where consumers are encouraged to share
information about a company's goods or service via internet.
The most widespread example in recent times is the creation of emotional,
surprising, funny or unique videos on YouTube, which are then shared on
Facebook, Twitter and other channels.
Viral marketing is exactly what it sounds like marketing that spreads like a
virus.
It helps to get tremendous visibility, exposure, and better traffic which
results in increased sales revenue.
- Low Cost
- Great Reach
Notes on E-business by Mr. Rajesh Datt Bhatt 19
ETHICAL ISSUES
Privacy issue
Ownership of information
Marketing to children
Authentic Network
Open Line of communication
Intellectual Property
Concerns of trust and integrity
vulnerable customers

Notes on E-business by Mr. Rajesh Datt Bhatt 20