Module 1

Introduction to digital marketing

What is marketing?

Marketing is a technique to create, communicate and supply the value to the customer. Well we
all know that there are two types of marketing :-
1) Traditional marketing;
2) Modern marketing

In traditional marketing we use old methods like printing ads on newspaper , pamphlet
distribution, outdoors ads, radio etc. where as in modern marketing we use digital way of
marketing like email marketing , social media, search engine etc. to do marketing. So now we
will discuss about our "DIGITAL MARKETING".

Digital Marketing
Digital marketing is a marketing technique use in the form of digital way or medium to
create the value, communicate the value and supply the value to the customer to satisfy
their need of customers and give the best and wide range of products and services.

There are many ways of digital marketing like email marketing,

social media marketing, Google ads, search engine etc

Process of digital marketing

There are four main processes of digital marketing;-

1) Awareness;
2) Consideration;
3)Purchase;
4) Loyalty;

Awareness - At first customers are unaware about our products so we aware them
about our products by our digital marketing techniques .So after awareing them then our
second process starts.
Consideration- In this process customers are now aware about our product then they
shows interest in our product here our second process comes to an end now our third
process starts.

Purchase- In this process customer are now interested in our products they purchase
the products and they became buyers and here comes the end of third process and
fourth process starts.

Loyalty- In this process they use products and after satisfaction they came back to us
and repurchase those products or seek for others products and became our loyal
customers. And this process restarts and continues

Traditional vs. Digital marketing

Traditional marketing
1) In this process we use television, radio, newspapers etc. as a medium to reach our
customers.

2) Lack communication between company and customer.

3) Lack specific targeting of prospects.

4) Higher cost of marketing.

5) Direct result or analysis is not possible.

6) One way messaging.

7) Can't track easily what our customer wants from us.

8) Message or information can be manipulated from one to another medium.

Digital marketing
1) In this process we use social media, search engine, email marketing, affiliate
marketing etc. as a medium to reach our customer.

2) Communication is easy between company and customer.

3) Specific targeting is possible based on age, location, interest etc.

4) Cost effective.

5) Direct result or analysis is possible by click impressions, visits and sales.

6) Both way messaging is possible customers can ask anything and put up there query
in feedback box.

7) Can track easily by what product is customer interested in by finding his /her visiting
products or website which he/she searching in search engine.

8) It is direct so message or information can't be manipulated.

Constituents of digital marketing

There are two constituents;-

1) Traffic acquisition channels;

2) Supporting channels

In traffic acquisition we attract users to visits our business and supporting channels
helps business to communicate with end users .

There are 5 traffic acquisition channels and 3 supporting channels .

Traffic acquisition channels;-

1) Search engine

2) Social media marketing

3) Affiliate marketing

4) Display advertising

5) Email marketing

Supporting channels;-
6) Mobile marketing

7) Website

8) Analytics
1) Search Engine
Search engine is a software system where we can search any keywords if you have a
internet connection .there are many search engines like yahoo, Google, binge,
duckduckgo etc. where we can search whatever information we want it will find out and
give you the result .

2) Social Media Marketing

Social media is a place where we socialize with the peoples, interact with peoples so
that we can be updated with the peoples and we can share information about our
business on social media platform.

3) Affiliate Marketing
Affiliate marketing is to promote other's business in return commission is paid by the
business by sending traffics and customers to them. Advantage of affiliate marketing is
that offer direct leads and communicates.

4) Display Advertising
Display advertising is creating your own ads and running ads on others website.

It helps in generating higher visibility audience reach and brands your business.

5) Email Marketing
Email marketing is marketing through email you can advertize your business with email
and reach as many as user at a time. Advantage of email marketing are cheap,
personalized, easy to track, scheduling as you wish, flexible.
6) Mobile Marketing
Mobile is widely used in today's day to day life so it is convenient to carry mobile phone
so marketing is done by text messaging, caches messages, cookies etc.

7) Website
Website is like a spider web which is more complicated in itself so we can say that
website is a set of web pages simply connected to a single web domain.

8) Analytics
Analytics is not a direct marketing channel but helps marketer in making a plan and
helps him to create a better campaign and execute it. It also helps in tracking the
demography, device, browser, performance details of the user who visited the website.