Unit VI Digital Marketing

1. DIGITAL MARKETING/ E-MARKETING

The promotion of brands & product through different forms of electronic media, with
or without Internet is called Digital Marketing.

It is the marketing of goods and services through the internet. It makes it easy for
businesses to reach a wide range of potential customers due to the large number of people
using the internet today.
E-marketing is crucial for business for a few reasons, as it:
1. Allows you to find and target potential customers online
2. Lets you more efficiently communicate with your audience
3. Personalize your marketing strategy based on customers’ interests
4. Increase your brand’s visibility
5. Get quality leads actually interested in your product
Various technologies are used in e-marketing, allowing shoppers to read ads, use/receive
coupons, view pictures of products, compare prices, and make purchases with a few clicks
of a mouse. It saves time and money.

2. DIGITAL MARKETING V/S. INTERNET

MARKETING
 Digital Marketing is an umbrella term, having a
wider scope which includes internet and non
internet based marketing tools using electronic
devices.
 Internet marketing is a part of Digital Marketing.
3. TYPES OF E-MARKETING (E-
MARKETING STRATEGIES)
E-marketing can be broken down into eight
main categories:
1. Search engine optimization (SEO)
2. Pay-per-click (PPC)
3. Social media marketing
4. Content marketing
5. Email marketing
6. Mobile marketing
7. Affiliate marketing
8. Influencer marketing

1. Search Engine Optimization (SEO) SEO helps you achieve organic (non-paid) traffic
from search engines like Google. Organic results appear underneath paid results on the
search results page:

The goal of an SEO strategy is to rank as highly on the search results page as possible. That
way, potential customers will see your page first.
Here are a few things you can do to improve your SEO:
1. Research keywords you plan to target in your content
2. Create content that addresses customers’ problems
3. Optimize for on-page SEO factors
4. Find and fix technical SEO issues
A good way to get started is to use our Keyword Magic Tool to find relevant keywords for
your business. All you need to do is plug in a topic (keyword) you want suggestions for.
And you’ll receive a wide range of related keywords you can sort by search volume,
question-based keywords, and more.
2. Pay-Per-Click (PPC)
Pay-per-click advertising is a digital method where an advertiser pays a publisher every
time the ad is clicked. What differentiates pay-per-click from SEO is that you have to pay
for the results.

When planned strategically, PPC advertising can increase traffic to a specific page or site.
The cost of running an ad or promoting your search results will vary depending on how
competitive your keywords are. A keyword with high competition will likely cost more,
while a low-competition keyword will likely cost less.
Ads can be classified as pay-per-click if they appear on search results pages, while
browsing the web, before YouTube videos, and in social media.
3. Social Media Marketing
Social media marketing includes everything a business does through its social media
channels to promote its products or services.
A successful social media marketing strategy requires engaging posts, interaction with the
audience, and consistency.
Ensure that every piece of content you publish serves a distinct purpose or solves a specific
problem for your social media marketing efforts to be effective.
Examples of social media marketing include posting on Facebook, Instagram, LinkedIn,
Twitter, Reddit, etc.

You can use our Social Media Toolkit to help you accomplish the following:
1. Research your competition to inform your strategy
2. Distribute your content across social media platforms
3. Monitor messages and engage with your audience
4. Get analytical insights to improve your results

4. Content Marketing
Content marketing is a type of e-marketing that focuses on creating, publishing, and
distributing content for an online targeted audience.
The purpose of content marketing is to increase brand awareness through storytelling and
information sharing and to get the reader to take action toward becoming a customer, like
requesting more information or joining an email list.
Examples of content marketing include blog posts, white papers, e-books, podcasts,
articles, and case studies.
Here’s an example of a blog posts from wordpress.com:
 5. Email Marketing
In email marketing, businesses send out emails to contacts informing them about products,
services, sales, content, etc. Its high return on investment (ROI) is a vital part of most
businesses’ inbound strategy.
Sending out mass emails that “fit all” to your contacts is easy but no longer effective.
Modern email marketing focuses on consent, segmentation, and personalization. You can
build a community around your brand through a well-designed email marketing strategy.
Marketers should strive to improve two metrics regarding email marketing software:
1. Open rates (how many people opened an email) and
2. Click-through rates (how many people clicked a link after opening it)
Examples of email marketing include sending out a weekly newsletter linking to your latest
blog post, emailing customers when there is a limited offer or sale, and emailing your
customers about a new product or service.
6. Mobile Marketing
In mobile marketing, websites, e-mail, SMS, MMS, social media, and apps are used to
reach a target audience through smartphones, tablets, and other mobile devices.
Some examples include:
1. Promotions sent through text messages (SMS marketing)
2. Promotions sent through instant messaging or chat platforms
3. Promotions sent through push notifications
4. In-app advertisements
5. Mobile banner ads
Mobile marketing can help drive brand value and demand for your products or services by
connecting with more consumers in real time at any point in the customer lifecycle.

7. Affiliate Marketing
Affiliate marketing is a marketing agreement between a web retailer and an external
website in which the retailer pays the external website a commission for the site visitors or
sales generated by its referrals.
Affiliate marketing allows businesses to effectively market their products at a low cost and
effort, with high return on investment and increased brand awareness and business growth.
8. Influencer Marketing
Influencer marketing refers to the partnership between a brand and an influencer.
Influencers receive payment and/or products in exchange for creating or sharing content
about a brand with their followers.
You don’t necessarily need to reach out to the influencer with the largest following. It can
actually be more beneficial to find an influencer within your niche with a high engagement
rate.Here’s an example of a partnered Instagram post from Virat Kohli
Paid partnership of Virat Kohli and Play MPL
4. THE ADVANTAGES OF E-MARKETING
Now that we’ve covered different types of e-marketing, let’s discuss the advantages:
1. It’s More Advanced than Traditional Marketing
 E-marketing allows marketers to be a lot more targeted and allows you to reach the
people who will be interested in the information you are providing.
 With traditional marketing, like a billboard or TV ad, you have no idea if your target
audience will see it.
 With the ability to be so specific and reach your ideal audience where you know
they are online, you'll get a better return on investment.
 Plus, your advertisements will be available to your target audience 24/7, 365 since
they’re online.
2. You Can Stick to a Low Budget
 You can build your way to a profitable business by using e-marketing techniques.
 Posting on social media, creating videos on Youtube, and optimizing for SEO
doesn’t necessarily need to be expensive.
 You may choose to more heavily invest in these practices down the line, but you can
keep things low-budget if necessary and still see results.
 The most significant investment might be your time, but that time invested directs
people toward a sale.
3. It Provides a Customized Advertising Approach
 E-marketing helps you personalize offers for your customers based on their
preferences and buying history.
 By tracking the product information and webpages that potential customers visit,
you can make targeted offers that reflect their interests based on a profile of their
preferences and buying history.
 Tracking webpage visits can help you plan cross-selling campaigns to increase the
value of consumer sales.
4. It Lets You Build Relationships with Customers
 Internet marketing is crucial in increasing client retention levels and building
customer relationships. Once a customer purchases from your online store, send a
follow-up email to thank them and confirm the transaction.
 By sending clients customized offers regularly, you can help maintain the
relationship and provide a personal touch.

5. The Zero Moment Of Truth in Marketing

 Marketing has come a long way from simply creating an advertisement and hoping
it will appeal to the target audience. Nowadays, businesses must understand the
customer journey and the many touchpoints that lead to a sale. One of the most
critical touchpoints is the Zero Moment of Truth (ZMOT).
  ZMOT is a marketing concept that has gained significant traction in the digital age.
It refers to the moment when a potential customer decides to research a
product or service before making a purchase decision.
 Coined by Google, it’s described as “a revolution in the way consumers search for
information online and make decisions about brands.”
 And according to Google, the search engine answers over 100 billion searches every
month! However, that can take a long time, and we usually go for the search that
ranks highly, showing up on the first page.
 This is why it’s crucial to have an SEO strategy for your web content, including
blogs. If you want organic traffic, you want to appear in the search results as early
as possible!

5.1 When does ZMOT happen?

The Zero Moment of Truth is one of three “moments of truth”, and it’s here that marketing
needs to focus a huge amount of attention.
Take a look at the diagram below; you can see where it fits in the buying journey.

(i) Stimulus - Capture Attention in a Saturated Market

1. In today's fast-paced world, where consumers are bombarded with a constant stream
of marketing messages, capturing their attention has become more challenging than
ever. Brands need to cut through the noise and stand out to make an impact.
2. The journey begins with stimulus, which is any trigger that prompts a potential
customer to start researching a product or service.
3. This trigger could be a variety of things, such as an advertisement, a
recommendation from a friend, or even a need that arises organically. For
businesses, it is essential to understand the different types of stimuli that might lead
customers to their products or services.
4. For example, let's take a look at McDonald's. Their primary stimulus is
advertising. McDonald's is known for their catchy jingles and visually
appealing commercials. Additionally, the brand has made great use of social media
by creating shareable content that encourages customers to engage with the brand.
5. This brand leverages social media to create eye-catching posts featuring before-and-
after photos of real customers, showcasing the effectiveness of their products.
6. They also collaborate with beauty influencers to create engaging video tutorials and
reviews, which are shared across various social media platforms.
 7. These efforts create a strong stimulus that captures the attention of potential
customers and prompts them to move to the next stage - the Zero Moment of Truth.

(ii) ZMOT - Influence Decision-Making

1. This is where search behaviour takes flight. It refers to the point in the consumer
decision-making process when a potential customer researches a product or service
online before making a purchase.
2. Consumers are entering the research phase; they are at their most engaged and want
information and answers to their questions. The level of awareness they have will
depend on the type of information they require.
3. Here’s a recap of the five Awareness Stages

4. In the ZMOT, consumers use the internet to gather information about products or
services, read reviews, watch videos, compare prices, and gather opinions from
other consumers before they even reach the physical store (if they do at all). This
digital research influences their purchase decisions.
5. The ZMOT concept highlights the need for businesses to have a strong online
presence, provide helpful information to consumers, and actively manage their
online reputation and reviews.
6. It emphasizes the role of digital marketing, content creation, and search engine
optimization (SEO) in influencing consumers during this crucial research phase.
 (iii) First Moment of Truth - Seal the Deal
1. It’s here that a consumer chooses to make a purchase. This is the moment when
a consumer encounters a product on a store shelf and decides whether or not to
purchase it.
2. They will weigh up whether the product/service is going to align with their wants
and needs and set criteria they have built through the research phase. They’ll also be
making a decision on which company suits them best.
3. For businesses, it is essential to understand the importance of this stage. If a product
fails to meet a customer's expectations, it is unlikely that they will make a purchase.
4. To ensure that the FMOT is a positive experience for customers, businesses must
invest in packaging design, merchandising, and other visual elements that make the
product stand out.
5. Looking back at the skincare brand example, the FMOT happens when a potential
customer visits a retail store or the brand's website to make a purchase.
6. The brand ensures that its packaging is visually appealing, displays the product's
benefits, and clearly communicates its value proposition.

(iv) Second Moment of Truth - Increase Customer Lifetime Value

1. The Second Moment of Truth is the moment when a consumer experiences a
product or service and forms an opinion about it. This can happen immediately after
the purchase or during the use of the product or service.
2. Attention should be paid to SMOT when you want to increase customer lifetime
value. It can influence a customer's decision to purchase from the same company
again and can also impact their word-of-mouth recommendations.
3. Let’s say you order a face cream from our example skincare company. Before the
product even arrives, you get a stream of valuable information about how to use the
product correctly. You also get welcomed onboard as a first-time customer.
4. Already you are excited to receive the product thanks to the reminder of why you
bought it in the first place. And you feel like you are being taken care of by the
company.
5. Onto the product itself, when the face cream arrives, you start using it immediately.
You notice that it has a pleasant smell, and it absorbs quickly into your skin. After a
few days, you start to notice a difference in your skin's texture and appearance. It's
smoother, more hydrated, and has a healthy glow. You're thrilled with the results
and become a loyal customer of the brand.
Conclusion
Understanding the concept of the Zero Moment of Truth (ZMOT), alongside the other moments
of truth in marketing, is crucial in today's digital age.
As consumers, we have evolved and become more informed, and our purchasing behaviour has
changed as a result. The ZMOT has become an essential factor in the decision-making process,
and as a marketer, it's essential to leverage it to reach your target audience effectively.
The four stages - Stimulus, ZMOT, FMOT, and SMOT - are critical in creating a robust and
effective customer journey and for shaping a consumer's perception of your brand.

Case Study:-Amazon
Perhaps one of the largest and most famous affiliate program examples out there, the
Amazon affiliate program has undergone many evolutions. Currently, it’s known as the
Amazon Associate program.
What makes this affiliate marketing example stand out?
 An established, credible name in the affiliate space, which makes it easier for
affiliates to bring in conversions
 Millions of Amazon products for affiliates to promote, allowing each affiliate to
easily select different products that fit their niche. Amazon’s affiliate program offers
flexibility, while still staying completely on brand.
 Different affiliate linking tools are available for larger websites, individual bloggers,
and social media personalities
 Up to 10% commission (but the commission rate varies by category)
 If someone follows an affiliate link and adds the promoted product to their cart, the
affiliate earns a commission on the customer’s entire cart.
 A companion “Amazon Influencer” program is available for higher-profile content
creators. It offers similar benefits, plus a custom Amazon page with a unique URL
where an affiliate can share all the products they recommend. (Even though it has
“influencer” in the name, this program is an extended version of Amazon’s affiliate
program.)
6. SOCIAL AND ETHICAL STRATEGIES
Social and ethical strategies in business refer to the practices and initiatives that
organizations adopt to address social and ethical concerns, while also aligning their
operations with broader societal values and expectations.
These strategies aim to balance profit-driven objectives with the well-being of society and
the environment. Here are some key aspects of social and ethical strategies in business:
1. Corporate Social Responsibility (CSR): CSR involves businesses taking
responsibility for the impact of their activities on society and the environment. It
often includes philanthropic efforts, sustainable practices, and efforts to give back to
the community. Companies may support social causes, environmental conservation,
and ethical sourcing practices.
2. Ethical Sourcing and Supply Chain Management: Ensuring that products and raw
materials are sourced from ethical suppliers is crucial. Businesses need to verify that
their suppliers follow fair labor practices, pay fair wages, and adhere to
environmental standards.
3. Sustainability Initiatives: Organizations can implement sustainability initiatives to
reduce their environmental footprint. This includes efforts to minimize waste, energy
consumption, and greenhouse gas emissions. Sustainability practices can also involve
recycling, using renewable energy sources, and reducing single-use plastics.
4. Diversity and Inclusion: Promoting diversity and inclusion within the workplace is
an important social and ethical strategy. Companies should strive to create an
inclusive work environment that values employees of diverse backgrounds, genders,
and ethnicities.
5. Ethical Marketing: Ethical marketing involves promoting products or services
truthfully and without misleading consumers. It also encompasses advertising
practices that respect social and cultural values.
6. Community Engagement: Engaging with the local community through volunteer
work, partnerships, and charitable donations can enhance a company's social standing
and demonstrate a commitment to the well-being of the community where it operates.
7. Ethical Governance: Maintaining strong ethical governance involves transparent and
responsible decision-making. It ensures that corporate actions align with ethical
principles and that there is accountability at all levels of the organization.
8. Transparency and Accountability: Being open and transparent about business
practices and performance is crucial for building trust with stakeholders. This
includes transparency in financial reporting, environmental impact, and social
responsibility efforts.
Social and ethical strategies are important not only for addressing societal concerns but also
for building a positive reputation and fostering customer and employee loyalty. Many
consumers and employees today place a premium on businesses that demonstrate a
commitment to social and ethical principles, making these strategies increasingly important
in the corporate world.
 7. CORPORATE SOCIAL RESPONSIBILITY (CSR)
 Corporate Social Responsibility (CSR) allows businesses large and small to enact
positive change. It’s when companies choose to do what’s right not only for their
bottom line but also to build customer trust.
 Consumers feel that when they use a product or service of a socially responsible
company, they are doing their part. The more socially responsible the company, the
more supportive their community and consumers become.
 Corporate social responsibility helps gain customer trust by caring about issues such
as Earth Day, raises awareness, and encourages social change.
 Although there are thousands of companies doing their part, the efforts of large
global corporations have far-reaching results that can impact global issues, from
hunger and health to global warming and climate change.
7.1 Examples of Corporate Social Responsibility in Action
Corporate social responsibility comes in many forms. Even the smallest company can
impact social change by making a simple donation to a local food bank. Some of the most
common examples of CSR include:
1. Reducing carbon footprints
2. Improving labor policies
3. Participating in fairtrade
4. Diversity, equity and inclusion
5. Charitable global giving
6. Community and virtual volunteering
7. Corporate policies that benefit the environment
8. Socially and environmentally conscious investments
 Younger generation are more focused and attracted towards socially responsible
companies. They believe companies should invest in improving society and look for
solutions that assist in those improvements.
 Companies should share how they are trying to make a positive impact on the world, so the
public can see their pro-social initiatives.
 As ever more companies begin to see the impact their socially and environmentally
conscious efforts have on a consumer’s perception, the more chance there is that they will
begin initiatives of their own.

7.2 Changing Corporate Social Responsibility Trends

Companies continue to take a public stand against on-the-job harassment and
discrimination thanks to the #metoo movement. Diversity in the workplace will also
continue to expand to embrace people of all races, genders, cultures, disabilities.
Diversity in the workplace will also continue to expand to embrace people of all races,
genders, cultures, disabilities. Many brands are becoming more vocal and showing their
support for important social issues on social media to great effect.
Companies will also find their own voices to speak out against social injustice and policy
changes that will negatively impact the environment. Even policies to protect data privacy
in an ever changing environment can become part of the CSR trends as more and more data
breaches threaten personal information.

7.3 Example of CSR in Action

1. Renewable Innovation: Johnson & Johnson

Map of Johnson & Johnson renewables footprint

 An excellent example of CSR on the frontline is big pharma pioneer Johnson &
Johnson.
 They have focused on reducing their impact on the planet for three decades. Their
initiatives range from leveraging the power of the wind to providing safe water
to communities around the world.
 Their purchase of a privately-owned energy supplier in the Texas Panhandle
allowed the company to reduce pollution while providing a renewable, economical
alternative to electricity.
 The company continues to seek out renewable energy options with the goal of
having 100% of its energy needs from renewable sources by 2025.
Source: https://www.jnj.com/environmental-sustainability/climate-and-energy-action
2. Social issues: Google
 Google is trusted not only for its environmentally friendly initiatives but also due
to its outspoken CEO, Sundar Pichai.
 He stands up against social issues including President Donald Trump’s anti
comments.
 Google also earned the Reputation Institute’s highest CSR 2018 score much in part
due to their data centers using 50% less energy than others in the world.
 They also have committed over $1 billion to renewable energy projects and
enable other businesses to reduce their environmental impact through services such
as Gmail.

3. Sustainability: Coca-Cola
Coca-Cola plant based bottle
 As a brand, Coca-Cola is putting a huge focus on sustainability. The key areas are
climate, packaging and agriculture along with water stewardship and product quality.
 Their message is ‘a world without waste’,
with the aim of collecting and recycling
every bottle, making their packaging 100%
recyclable and replacing all water used in
creating their drinks back to the
environment to ensure water security.
 They aim that by 2030, they will have
reduced their carbon footprint by 25%.
 In 2021, Coca-Cola unveiled its first-ever
beverage bottle made from 100% plant-
based plastic.
4. Carbon neutral & pay equity: Ford Motor Company
 Ford has huge plans in the area of
CSR. Their mission is to ‘build a
better world, where everyone is free
to move and pursue their dreams’.
 They have increased investment in
electrification to $22Bn (from an
original $11Bn) and aim for their
vehicles to be carbon neutral
by 2050.
 Interestingly, the company is also
focusing on pay equity. They are
conducting a diversity, equity and
inclusion audit while introducing a
global salaried pay ratio (including
gender) to level the playing field for
all employees.
Ford invests $1 billion in Germany, EV centre

5. Workplace diversity & inclusion: Starbucks

Starbucks diversity hires

With an eye to hiring, Starbucks wanted to diversify its workforce and provide
opportunities for specific cohorts. It has pledged to hire 25,000 US military veterans and
spouses by 2025 as part of its socially responsible efforts. Ahead of schedule, the company
reached this milestone six years early and now hires 5,000 veterans and military spouses
every year.
To tackle racial and social equity, Starbucks announced a mentorship program to connect
black, indigenous, and people of color (BIPOC) to senior leaders and invest in partnerships.
The chain also aims to have BIPOC represented at 30% in corporate roles and 40% in retail
and manufacturing by 2025.

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responsibility-successfully
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marketing-and-how-to-use-it-to-improve-the-image-of-your-elearning-
brand#:~:text=Social%20responsibility%20in%20marketing%20involves,elements%20into
%20their%20marketing%20strategies.
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