DIGITAL MARKETING

ANWESHA KUNDU
ROLL NO:- 21303820045
SUBJECT CODE –BMS601
CA1
 What Is Digital Marketing?

The term digital marketing refers to the use of

digital channels to market products and
services in order to reach consumers. This
type of marketing involves the use of websites,
mobile devices, social media, search engines, and
other similar channels.
TYPES OF DIGITAL MARKETING
KEY COMPONENTS OF DIGITAL MARKETING
 REFERRAL MARKETING

Referral Marketing also goes by the name of word-of-

mouth marketing, as the name suggests that it’s a type of
marketing strategy where customers share their
experiences about the product, good or bad (mostly
good), with their friends and social circles.
 Referral marketing has a deliberate influence, it doesn’t
matter whether the marketer gets himself involved in the
process or not. When it has to happen, then it happens.
 The reason it’s so powerful, it’s because of its influence
on sharing. We, human beings, are social animals and we
tend to share our experiences with our friends and
relatives when we like or dislike something.
 Dropbox referral
marketing program is
probably one of the most
famous referral marketing
examples but also one of the
most known growth hacking
examples. Dropbox is a
famous online storage
company and they began a
referral campaign through
offering free 500MB space
for both the referred and
advocate.
 A case study for referral marketing

This case study focuses on the referral marketing strategy used by the
US-based online retailer Chewy.com.Chewy.com is an online retailer of
pet food and pet supplies.
The company has a referral program which allows customers to refer
their friends and family to the site and earn rewards for doing so. When
a customer refers someone to Chewy.com, the referred customer
receives a $15 off coupon for their first purchase and the referring
customer receives $15 in store credit.
To promote the referral program, Chewy.com uses email, social media,
and direct mail campaigns. They also offer to encourage customers to
refer their friends and family.The company has seen great success with
its referral program. In 2017, the company reported that 20% of its
customers had come through referrals.

This figure had grown to 25% by 2020.The success of the referral

program can be attributed to its simplicity and the incentives offered.
The rewards are simple and straightforward, and the referral process is
easy for customers to understand.
 INFLUENCER MARKETING

Influencer Marketing is a form of marketing in which places

focus on influential people rather than the target market as a
whole.
 It identifies the individuals that influence potential buyers and
orients marketing activities around these influencers.
 Influencer marketing is a hybrid between old and new content
marketing strategies that are placed into a modern-day
content-driven influencer marketing concepts.
It uses a combination of online marketing influencers,
celebrities (who we already know and trust), word-of-
mouth marketing and other user-generated content to market
and promote products and services to consumers, instead of
using old, cheesy traditional advertising that continually pushes
unwanted products in-front of consumers.
 The high engagement rate
that the Instagram posts
generated indicates that the
campaign was effective in
disseminating brand
messaging and increasing
awareness of the issue of
diversity and representation in
STEM industries. Beyond the
campaign, working with top
influencers and high-quality
content creators like the
women who work with
National Geographic helped
improve Microsoft’s overall
image, with brand sentiment
hitting an unprecedented 83%.
 A case study for influencer marketing

 Case study: Coca-ColaObjective:Coca-Cola wanted to increase brand

awareness and engage their target audience of young adults on
social media.

 Strategy:To achieve their goal, Coca-Cola partnered with influencers

on TikTok, Instagram, and YouTube. Coca-Cola worked with
influencers to create content that highlighted the brand’s values and
encouraged their audience to engage with the brand.

 Results:The influencer marketing campaign was successful in

increasing brand awareness, driving engagement, and helping to
reach Coca-Cola’s target audience of young adults. The campaign
resulted in over 1 million engagements, 500 million impressions,
and over 1 million new followers across all platforms. In addition,
the campaign generated significant earned media value and drove
sales.
 AFFILIATE MARKETING

 Affiliate marketing is an advertising model in which

a company compensates third-party publishers to
generate traffic or leads to the company’s products
and services. The third-party publishers are
affiliates, and the commission fee incentivizes them
to find ways to promote the company.
 Amazon's affiliate
marketingprogram, Amazon
Associates, is one of the
world's largest affiliate
marketing
programs.2 Creators,
publishers, and bloggers sign
up to have Amazon products
and services shared on their
websites or apps, and in
return, receive compensation
for the sales their sites
generate.
 Amazon sets strict criteria for
the types of sites and apps
that host its ads.
 A case study for Affiliate Marketing

 Case Study: How OutdoorGearLab Used Affiliate Marketing to Grow 7XBackground:

OutdoorGearLab is an online retailer specializing in outdoor gear. They have been in
business since 2008 and sell a variety of products such as camping gear, backpacks,
and hiking apparel.

 Problem: OutdoorGearLab wanted to increase their sales, but they had difficulty doing
so because they were a relatively small company and lacked the resources to invest in
traditional marketing campaigns.

 Solution: OutdoorGearLab decided to try affiliate marketing to drive more traffic to their
website and increase sales. They signed up for an affiliate network, and began working
with a variety of affiliates to help promote their products.

 Results: After working with their affiliates, OutdoorGearLab saw an increase in

website traffic and sales. In just a few months, their sales had grown by 7X.

 Conclusion: The success of OutdoorGearLab’s affiliate marketing campaign shows that

it can be an effective way for small businesses to increase sales and grow their
customer base. It is also a great way to build brand awareness and loyalty.
 EMAIL MARKETING

 Email marketing is a digital marketing technique

used by marketers to promote products and services.
Businesses use email marketing software to connect
with their target audience in a personalized way and
boost sales at an affordable cost.
 With email marketing, companies can make
customers and prospects aware of discounts, sales,
or new products in their email inboxes.
 HubSpot is an email
marketing platform that
works best for B2B
marketing. Here are its
key features:
 Detailed analytics and
marketing automation
 Range of themes and
templates
 Mailing list building and
customer segmentation
 A case study for email marketing

 Case Study: The Royal British LegionBackground: The Royal British Legion
(RBL) is a charity in the United Kingdom that provides financial, social and
emotional support to members of the British armed forces, veterans, and their
families.

 Objective: The RBL wanted to increase donations and raise awareness of their
cause through email marketing.

 Solution: The RBL created an email marketing campaign to reach potential

donors and spread awareness of their cause. The emails focused on the positive
stories of veterans and their families who had benefited from the support of the
charity, as well as highlighting the impact of donations. The emails also
featured links to donation pages and other resources.

 Results: The email campaign resulted in an increase in donations and

awareness of the RBL’s cause. The campaign also resulted in an increase in
website traffic and engagement with the charity’s social media accounts.
THANK YOU