Digital Marketing Office Hours Module 1 ISB DMA 22-03

Digital Marketing Office Hours
Module 1, 11th April 2022 20:30 pm IST

Module 1 Overview
● Growth of digital marketing

● Long Tail Effect
● New 4Ps of Digital Marketing ( Traditional vs Digital)
● Digital Marketing in a Post-Pandemic Era
Digital Marketing - What is it?
Long
Topic Tail Marketing
Header
Growth of digital marketing
Long tail marketing is the strategy of

Difference between traditional
and digital marketing selling large amounts of popular products
in addition to low amounts of niche
The Marketing Process
products or services in niche markets. The
Long Tail theory is that the combined profit from low
demand product sales will be similar to
New 4Ps for Digital Marketing
that of the popular products.
Digital Marketing
in the Pandemic Era
Long
Topic Tail Marketing
Header

and digital marketing
Long Tail
Digital Marketing
in the Pandemic Era
Long
Topic Tail Effect
Header

Long Tail
Digital Marketing
in the Pandemic Era
Long
Topic Tail Effect
Header

Long Tail
Digital Marketing
in the Pandemic Era
Long
Topic Tail Effect
Header

Long Tail
Digital Marketing
in the Pandemic Era
Growth of Digital Marketing
Topic Header

The Old 4Ps of marketing
Digital Marketing
in the Pandemic Era
Digital platforms grew in spite of the pandemic

Topic Header

Digital Marketing
in the Pandemic Era
Topic Header

Digital Marketing
in the Pandemic Era
Digital platforms grew in spite of the pandemic

The future is digital The future of internet in India
India expected to grow to 900mn Internet users in 2025, from

520mn in 2020!
Urban India is well penetrated

Report:
https://images.assettype.com/afaqs/2021-06/b9a3220f-ae2f-43db-
a0b4-36a372b243c4/KANTAR_ICUBE_2020_Report_C1.pdf
The future is digital Key Drivers of the India Growth Story
-Smartphones expected to continue driving

internet adoption in India. India expected to
the lead the world by 2024 w.r.t smartphone
usage
-Smartphones in the sub 5000 INR category by
Jio expected to increase adoption of internet
services
-Introduction of 5G
-More internet users = More Data on the web
“India is a breeding ground for emerging tech

to scale!”
Growth of Digital Marketing in India
Topic Header

● Online ads are growing in significance to
Difference between traditional marketers
● Ad spending in India follows global trend
The Marketing Process ○ TV spend over 5-years is flat
○ Print media has had significant declines
The Old 4Ps of marketing ○ Digital media is growing rapidly, with a particularly strong
mobile segment (expected rise from 40% to 60+% in 2022)
New 4Ps for Digital Marketing ○ Search ad spending expected to grow by 19%
○ Video ad spending expected to grow by 15%
○ Social media spend and banner ad spend expected to
Digital Marketing
grow by 13%
in the Pandemic Era
Differences
Topic HeaderBetween Traditional and
Digital Marketing
● Can precisely target specific audiences
Difference between traditional ● Get immediate measurement and feedback
from audiences
The Marketing Process ● Messaging is cheaper than traditional forms
● Dynamic campaign optimization capability
leads to rapid experimentation and
New 4Ps for Digital Marketing development
● Digital methodologies are integrated into
Digital Marketing
in the Pandemic Era
customer’s daily touchpoints (email, social,
banner ads)
Differences
Digital Marketing
● Digital allows for precise segmented targeting
Difference between traditional ● Pricing is based on impressions or clicks
and digital marketing ○ CPM: Visibility-based model (cost per thousand
impressions)
○ CPC : Performance-based model (cost per click)
The Old 4Ps of marketing ● 60% of marketing revenue driven by
performance-based models
● The ability to optimize ads for key segments
leads businesses to higher ROI on marketing
Digital Marketing
in the Pandemic Era spend
Differences
Digital Marketing

Digital Marketing
in the Pandemic Era
https://www.youtube.com/watch?v=GGtYgVFO1-s&t=50s
4Ps for
Topic a Digital Marketer
Header
Growth of digital marketing Process Personalisation
Take responsibility for critical Personalisation is the key to

Difference between traditional operational processes and digital communication in the digital age. Price
and digital marketing technology stack to support revenue product and promotion do matter, but
goals and business objectives on a day without personalisation audiences may
to day basis find it difficult to bond with your brand
Platforms Performance
Choose digital platforms that are the In the digital age, success is linked to
right fit for your business and the business objectives such as revenue
industry you operate in. A bad fit and market share. The accelerating
Digital Marketing platform can be a costly mistake pace of technology makes it necessary
in the Pandemic Era for CMOs to prove they are providing
value to the organisation and
consumers across all touchpoints.
Marketing Process Review
Topic Header

Marketing starts and ends with customers
Difference between traditional ● Market research helps businesses understand
customer needs
The Marketing Process ○ Existing needs that customers know
○ Latent needs that are unexplored
The Old 4Ps of marketing ● Market analysis segments customers into groups with
similar needs / behavior
New 4Ps for Digital Marketing ● Market analysis also orders segments by value and
priority to know which to target
Digital Marketing ● Marketing strategy targets priority segments with
in the Pandemic Era
positioning
Topic Header

Strategic Marketing Process: S-T-P
Difference between traditional ● First, segment customers based on needs and
behaviors,
The Marketing Process ● Then, target that customer segment
○ Consider customer alternatives with competitors
The Old 4Ps of marketing ● Create positioning map to understand how competitors
are positioned in mind of customer
New 4Ps for Digital Marketing ● Decide on your brand positioning and how you can
create differentiation for customer
Digital Marketing
in the Pandemic Era
Topic Header

Positioning Challenges in Digital Marketing
Difference between traditional ● The possibility of going viral can help or harm a brand
overnight
○ WhatsApp sharing data with Facebook
○ Signal and Telegram grew massively in response
The Old 4Ps of marketing ● Power shifted where customer voice is much larger and
where customers can create dramatic brand perceptions
● Businesses must actively monitor social channels to ensure
threats to positioning are managed.
● Customers require more transparency and quicker
Digital Marketing
in the Pandemic Era resolutions
The 4Ps
Topic of Marketing
Header

● In order to achieve positioning, businesses use
Difference between traditional the marketing mix to create the right value
proposition and perception for customers
The Marketing Process ○ Product
○ Price
○ Place / Distribution channel
○ Promotion / Communication
● 4Ps have traditionally created and delivered
Digital Marketing
value to customers
in the Pandemic Era ● Customer experience of each aspect of 4Ps
are aligned with planned positioning
○ Swatch Example
Long
Topic Tail Effect - General Insurance
Header

Digital Marketing
in the Pandemic Era
Long Tail
Topic Effect leveraged by Indian SME’s
Header

Digital Marketing
in the Pandemic Era
Google for India 2021
Topic Header

Digital Marketing
in the Pandemic Era
Post-Pandemic
Topic Header Digital Marketing

● 2020 saw big shifts in digital consumption as people
worked from home
and digital marketing ● Worldwide app downloads reached an all-time high of
37.8 billion in 2Q 2020, an increase of 31.7% YoY
● Zoom and TikTok were the top app downloads
The Old 4Ps of marketing ● Shopping apps passed social with 40% YoY growth.
○ PinDuoDuo, SHEIN, and Amazon were top shopping apps
● India was #1 globally for downloads WITH 6.9 billion
downloads in Q2, up 30% QoQ
● Travel, Navigation and Sports apps are looking to
Digital Marketing
in the Pandemic Era rebound
● Positioning and strategies need to be adjusted
Post-Pandemic

● Customers became more discerning about message
○ Is it personally relevant?
and digital marketing ○ It is aligned with my situation, attitude and values?
○ Am I being targeted by my age and gender rather
than my personality?
● EY Future Consumer Index found 5 new cohorts
○ Affordability first (32%): focus on value
○ Health first (25%): focus on safety & trust
Digital Marketing
in the Pandemic Era
○ Planet first (16%): minimize impact to environ
○ Society first (15%): supporting orgs that do good
○ Experience first (12%): live in the moment
Post-Pandemic

● Covid impact on retail https://www.youtube.com/watch?v=dUMLGGBDTSE (3.25min)
● Covid and new way of seeing business
https://www.youtube.com/watch?v=DvgPDB7Tf6U (3.19min)
● How covid-19 is boosting innovation
The Marketing Process https://www.youtube.com/watch?v=zPyOnZpeFnQ (19.03min )

● The future of shopping: what's in store? https://www.youtube.com/watch?v=ad-
The Old 4Ps of marketing GuV6YIMI (13.56min )
● 5 technologies that will change your way to shop
New 4Ps for Digital Marketing https://www.youtube.com/watch?v=iRvaWHk3A8k (5.40min)
● Using Beacon in proximity marketing 5.
https://www.youtube.com/watch?v=2YorsgulwdU (5.45min)
Digital Marketing
in the Pandemic Era ● How geo-fencing brings billboard to life and engage with customers
https://www.youtube.com/watch?v=nIc8sEx1ajM (6.16min)
● OOH marketing paired with mobile ad https://vimeo.com/197319799 (2.15min)
Module 1
Assignment & Study Tips
Module 1 Study Tips
Take each week’s content and reframe your business or sector in terms of the
knowledge you’ve learned to get deeper comprehension:
● Describe the trade-offs and challenges your business or industry faces

responding to emerging digital technologies, channels and methods the
professor covered in the lecture videos (see slide What is Digital Marketing)
● Describe the digital growth of your sector and business over the last 10 years
● Describe traditional marketing mix / 4Ps for your business / sector
● Describe the new 4Ps and what they mean for your sector
Transforming the Four Ps to Incorporate Digital
Technologies (Assignment 1.3)
What is the long-tail effect?
● Previously, physical store space and storage limits prioritized highly popular products over nice
products.
● Google for search and discovery, Facebook and social media for word of mouth and crowd reviews,
E-commerce all create a powerful ecosystem which allows people to find every needle in the
haystack or niche product.
● The aggregated sales and profit from low-demand products can meet or exceed the sales and profit
from popular products. By providing a greater variety of inventory (extending the long tail),
businesses may expand customer segments.
○ Hot sauce and DVD/Netflix examples mentioned
Note: This is a required assignment and counts towards programme completion.
1. Find two examples where companies have leveraged the long-tail effect.
a. Don’t use Netflix or Amazon
2. How has your company or the banking sector transformed the 4Ps to
incorporate digital technologies?
a. Be specific about your the changes or strategies your company has made in each “P”
b. If you don’t want to use your company, use the banking sector instead
c. We are looking for you to show you can apply the concepts discussed in the lectures and on
discussion boards to real business cases.
Guidelines to help you develop a thorough response
Question Tips / Thought Starters Excellent Response Needs Work
2 Examples of ● Which industries have previously ● For each business, describe ● Did not describe how the
companies that provided products or services that context of situation that business utilized the long-
leveraged long- have few customizations or created a long-tail tail approach or what
tail options? opportunity impact was achieved.
● Which technologies have allowed ● Show how actions taken by ● Listed a company or
customers to co-create or the businesses products of a company
collaborate on the end-product? demonstrated strategic without clarifying the
● Look for industries or businesses impact issues related to long-tail
that will help you see cases that are ● Explain the trade-offs that phenomena
relevant to your business. the business made or
technologies that enabled
long-tail opportunities
Guidelines to help you develop a thorough response
Question Excellent Response Response Needs Work
How has your company or the banking ● Describe specific, novel ● Listed the 4Ps but not specific
sector transformed the four Ps to transformations in product, price, use cases of transformed 4Ps
incorporate digital technologies? place, promotion related to ● Described the purpose of each P
digital rather than identifying specific
● Show how the transformations technological changes to them.
you mention have made use of
new technologies or have solved
emerging business problems
Q&A
Topic Header

● Strategies and initiatives that utilize internet-
Difference between traditional based technologies
and digital marketing ○ Desktop, mobile, IoT, virtual reality, augmented reality, etc.
The Marketing Process ● All the digital channels and methods that
businesses use to engage the customer
The Old 4Ps of marketing ○ Search marketing
○ Display ads via banners
New 4Ps for Digital Marketing ○ Social media ads and content
○ Email marketing
Digital Marketing ○ Mobile marketing
in the Pandemic Era ○ Content marketing
○ Marketing analytics methods
Digital Marketing - Key Terms
Topic Header

● Push Marketing / Outbound Marketing:
Difference between traditional Businesses proactively meet customer where
they are and push a message
○ Display banners on news & business sites, promotional emails,
paid social, SMS and WhatsApp messages. Pull Marketing -
Search (paid & organic) and Content Marketing
● Pull Marketing / Inbound Marketing:

Businesses draw customers to the brand in a non-
Digital Marketing
intrusive way.
in the Pandemic Era ○ Search (paid & organic) and content marketing (i.e. Blogs,
podcasts) that increases customer awareness of brand and
helps them find the business
Topic Header

● Digital marketing is growing very fast
○ Worldwide ad expenditure has stagnated or decreased for
and digital marketing TV and print media but increased for internet
● Its methodologies are more effective than
traditional marketing at engaging, acquiring
The Old 4Ps of marketing and maintaining loyal customer relationships
○ Digital strategy performance is easier to measure
New 4Ps for Digital Marketing ○ Digital strategy optimizations can be executed faster than
traditional strategy changes
Digital Marketing ● Digital media is different
in the Pandemic Era ○ Digital leaders like Google, Netflix, WeChat and Amazon
have become a central presence in human lives, leading
to new ways of messaging and understanding customers

Digital Marketing Office Hours Module 1 ISB DMA 22-03

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Digital Marketing Office Hours

Module 1, 11th April 2022 20:30 pm IST

● Growth of digital marketing

Growth of digital marketing

Long tail marketing is the strategy of

Growth of digital marketing

Difference between traditional

The Marketing Process

New 4Ps for Digital Marketing

Growth of digital marketing

Difference between traditional

The Marketing Process

New 4Ps for Digital Marketing

Growth of digital marketing

Difference between traditional

The Marketing Process

New 4Ps for Digital Marketing

Growth of digital marketing

Difference between traditional

The Marketing Process

New 4Ps for Digital Marketing

Growth of digital marketing

Difference between traditional

The Marketing Process

The Old 4Ps of marketing

New 4Ps for Digital Marketing

Digital platforms grew in spite of the pandemic

Growth of digital marketing

Difference between traditional

The Marketing Process

The Old 4Ps of marketing

New 4Ps for Digital Marketing

Growth of digital marketing

Difference between traditional

The Marketing Process

The Old 4Ps of marketing

New 4Ps for Digital Marketing

Digital platforms grew in spite of the pandemic

India expected to grow to 900mn Internet users in 2025, from

Urban India is well penetrated

-Smartphones expected to continue driving

“India is a breeding ground for emerging tech

Growth of digital marketing

Difference between traditional

The Marketing Process

The Old 4Ps of marketing

New 4Ps for Digital Marketing

Growth of digital marketing Process Personalisation

Take responsibility for critical Personalisation is the key to

The Old 4Ps of marketing

Growth of digital marketing

Growth of digital marketing

Growth of digital marketing

Growth of digital marketing

Growth of digital marketing

Difference between traditional

The Marketing Process

The Old 4Ps of marketing

New 4Ps for Digital Marketing

Growth of digital marketing

Difference between traditional

The Marketing Process

The Old 4Ps of marketing