Digital Marketing

Intro to Online Marketing

About Me
• Adjunct Faculty SIDTM
• Serial Entrepreneur
• Experience Across IT, Deliveries, Sales and Marketing
Course- Digital Marketing

• Course Code: T2139

• Number of Credits: 2

• Learning Objective(s): After the completion of this course the students shall be able to:
• 1. Assess and analyse Internet marketing and further utilize it for marketing communication options.
• 2. Compare and contrast different tools and techniques available for Digital marketing and suggest in final
marketing strategy .
• 3. Evaluate and prepare digital marketing strategies using latest trends.
• Evaluation: 6 components of 10 marks each: 4 quizzes and 2 assignments (one of the assignments to be
based on the experiential learning)
What is marketing?

Promotion? Sales?

Offers and
Advertisements?
Door to Door?
Marketing
• Sales is not marketing Marketing & Branding
• Advertisements and offers is not Prospect
marketing Lead

• Marketing is a process Nurturing & Engagement

Qualified
• Marketing is a strategy Leads

Sales

Business
 Marketing

• 7 P’s of marketing
• Product
• Place
• Promotion
• Price
• Physical Evidence
• People
• Processes
Marketing is about Good Segmentation and
Targeting
 What is Digital Marketing
Marketing using Digital and online channels is Digital Marketing

Digital Marketing
Channels

Search Social Mobile

Website Email Inbound
Engine Media apps
Why this buzz about Digital?
Why Digital Marketing?
Up to 2010
• Entertainment was on TV
• Meetups at Coffee houses
• News came in the Newspaper
• SMS and Phone calls ruled conversation
• Job Openings came in the Paper or
through Reference
• Customer Service was a call away
• Shopping was at the mall or the trusted
Kirane wala
• Transport was in Taxi and Rikshaw
Post 2010
• Entertainment is on Youtube, Hotstar and
the likes
• Meetups Over Hangout, Hike or Skype
• News apps or twitter
• Whatapp or Facebook for conversation
• For jobs look at Naukari or Linkedin
• Customer Service is at Twitter or on chat
• For shopping we head to Snapdeal,
Flipkart or Amazon
• Ola and Uber for Transport
 Traditional Marketing is Expensive

• Collect User data using Expensive Surveys

• Unavailability of niche user behavior
• Expensive Print / Motion etc channels
• No concrete way to measure a campaigns performance
 Reach Of Traditional Channels?

• Limited to a particular City or Country

• Hoarding – Limited to an area
• Print – City
• Radio - City
• TV- Country
 We are connected Always

• We all have Smart phones

• Connected to the internet always
• Search Engines like Google and social network like Facebook store our
digital footprint with our purchase behavior, or travel, our income and
many more
• This connected approach or as we call “big data” Provides immense
amount of information which can help in targeting and segmentation.
 Digital is a new Channel

2010’s
Digital Marketing
1990’s with analytics the
1867 1941 Websites and new buzz
Billboards TV ads Search

1950’s Early 2000’s

1922
Systematic Smartphones
Radio Ads Telemarketing and social
Networks
So What Goes into Digital
Marketing?
Digital Marketing

Search Engine Optimization Email Marketing Social Media Marketing

Search Engine Marketing Content Marketing

360 Degree Digital Marketing
SEO
SEM Google Ads
 Digital Marketing basics

• Website, Website, Website

• Content is the king
• Social presence on all channels
• Build your influence sphere
But Do we want to see ads?
 Plan
• Introduction
• Website Basics
• SEO
• Organic Social Media (Facebook, Linkedin, Instagram)
• Paid Channels (Google, Video, Social)
• Inbound Marketing
• Content Syndication
• Presentations and Evaluation