Chapter 1

Introduction of Digital marketing

• What is E-commerce? E- commerce is not e business? Explain.

• Are there several ways of looking at e commerce? how would you
distinguish between E commerce and e business?
E-commerce means buying and selling goods and services online. It focuses mainly on online
transactions, such as shopping, booking tickets, or making payments. E-commerce can be seen
in different ways: as a business tool to reach customers, as a process for online transactions, as a
service providing convenience to customers, or as a technology using websites and apps.

E-business is a broader concept. It includes e-commerce but also covers other online business
activities, such as marketing, customer service, supply chain management, and employee
training. So, all e-commerce is part of e-business, but not all e-business is e-commerce.

Difference between E-commerce and E-business:

Aspect E-commerce E-business

Meaning Buying and selling online All business activities done online
Focus Online transactions All digital business processes
Limited to sales and Includes marketing, customer service, supply chain, HR,
Scope
payments etc.
Buying a book from Amazon also managing suppliers, warehouses, and
Example
Amazon customer support online

Conclusion: E-commerce is a part of e-business. E-commerce focuses only on buying and

selling online, while e-business covers all activities done electronically in a business.

Definition of E-Marketing
E-marketing refers to those strategies and methods which utilize online ways to reach the target
and potential customers.
E-marketing is a process of planning and executing the conception, distribution, promotion and
pricing of product and service in a computerized, network environment such as the interest and
world wide web to facilate exchanges and satisfy customer demand.

There alternative relationship between E-business, E-marketing, E-commerce.

A) EM EB

EC
 =E-Marketing (EM) has some overlap with E-business (EB) and E-
commerce
(EC).
B) EM=EB=EC =E-marketing is broadly E-commerce and E-business.
C)
Xs =E-business encompass E-marketing and E-commerce, but e-
marketing EB

EM involves more process than E-commerce.

EC

What myths related to e commerce need to be addressed? which are those of drivers that
support e commerce survival and growth? Discuss.
Myths about E-marketing \E-commerce\E-Business
1. Setting up a web site is easy: Making a website is easy, but running it well needs hard
work like SEO, content, and updates.
2. E-marketing means no more mass marketing: You can target better online, but mass
marketing is still important for brand awareness.
3. E-marketing means a new economy: It’s not a new economy. E-marketing supports the
old system with new tools.
4. E-marketing is revolutionary: It’s powerful but based on old marketing ideas—like
knowing your customer and creating value.
5. E-marketing is a commercial fad: It’s not a short-term trend. E-marketing is growing
and staying for the long term.
6. All products can be sold online using identical business models: Different products
need different online strategies. One model doesn’t fit all.
7. Build it and they will come: Just making a site isn’t enough—you must promote it to get
visitors and sales.

8. The middleman is out: Middlemen still help in delivery, support, and trust. They have
changed, not disappeared.

Drivers that support E-commerce survival and growth:

1. Advanced technology – Fast internet, mobile apps, and secure online payment systems.
2. Customer trust and convenience – Easy and secure transactions, better shopping
experience.
3. Global reach – Ability to sell products worldwide.
4. Efficient supply chain and logistics – Smooth delivery and inventory management.
 5. Digital marketing and promotion – Using social media, email, SEO, and online ads
to reach customers.

Conclusion:
To succeed in E-commerce, businesses must avoid common myths and use the key drivers
such as technology, trust, global reach, logistics, and digital marketing to survive and grow.

🌐 Discuss Different Forms of Online Presence

A company’s digital strategy depends on its business and customers. Dave Chaffey says there are
five main types of online presence, and a company can use more than one type together. These
are:

1. Transactional E-commerce site(B2B,B2C)

2. Service oriented relationship building websites(G2G,G2C)
3. Brand building site(B2b)
4. Portal or media site(B2C)
5. Social network or community site(B2C)

1. Transactional E-commerce Sites:

These websites let people buy products online. They also give information for those who want to
buy in a store. Main goal: sell products.
Examples: Amazon, Vauxhall.

2. Services-Oriented Relationship Sites:

These websites give information to help customers and build relationships. Products are usually
not sold online. Main goal: get leads, support offline sales, and help existing customers.
Examples: PwC, Accenture.

3. Brand-Building Sites:
These websites focus on showing the brand experience, not selling products online. They make
the brand stronger and keep customers interested.
Examples: Guinness, Tango.

4. Portal or Media Sites:

These websites give news, articles, and links to other sites. They make money from ads,
commissions, or selling data. Main goal: provide information and keep visitors engaged.
Examples: Yahoo!, Smart Insights.

5. Social Network or Community Sites:

These websites let people connect, share, comment, and communicate. They build communities
and keep users active.
Examples: Facebook, LinkedIn, Twitter.
Conclusion:
Each type has a different purpose: selling products, helping customers, building brands, giving
information, or connecting people. Companies often use a mix of these types to reach more
customers.

📈Explain the Advantages of E-Marketing

E-Marketing (Electronic Marketing) uses digital tools like websites, emails, and social media to
promote products or services. It offers many benefits to businesses of all sizes.

1. Doing business fast

E-marketing allows businesses to reach customers instantly through websites, emails, or ads,
making buying and selling much faster.

2. Gathering opinions and trying out new ideas

Businesses can easily ask customers for feedback through online surveys, polls, or comments
and test new ideas quickly.

3. Leading the playing field

Small businesses can compete with big companies by using online platforms at low cost, creating
equal opportunity in the market.

4. Cheaper customer acquisition cost

Reaching customers online is much cheaper than traditional advertising like TV or newspaper
ads.

5. Quick comparison shopping

Customers can compare prices, features, and reviews of products online before buying, which
increases trust.

6. Growth in knowledge market

E-marketing spreads information about products and services, helping customers learn more and
make better choices.

7. Promoting more paper-free environment

Since everything is done online, less paper is used, which helps protect the environment.

8. Quick customer response

Businesses can reply to customer questions instantly through email, live chat, or social media.

9. Way to personalized marketing

Companies can send offers or messages based on a customer’s past purchases or interests.

10. Greater exposure of product/service

E-marketing makes it possible to reach millions of people worldwide without physical limits.
11. Easy to change or pause marketing efforts
Online ads can be edited, stopped, or restarted anytime, unlike traditional print or TV ads.

12. Accessible to any size business

Both small and big businesses can use e-marketing tools according to their budget.

13. Virtual media which is essentially word of mouth marketing

Customers can easily share products or ads with friends online, spreading information like digital
word of mouth.

✦ Limitations / Disadvantages of E-Marketing

E-marketing is powerful, but it has some clear limitations. These include:

1. Technology Dependent

E-marketing fully depends on digital tools, internet, and software. If there's a technical error
(e.g., website crash), the entire system may stop working.

2. Worldwide Competition

As e-marketing reaches global audiences, businesses face high competition from all over the
world. It's harder to stand out online.

3. Privacy and Security Issues

Customer data can be hacked or misused. Many people hesitate to share personal or payment
details online.

4. Higher Transparency and Price Competition

Online prices are easy to compare. So, customers can switch to cheaper options quickly, which
lowers company profits.

5. Maintenance Cost

Websites, servers, digital tools, and updates all cost money regularly. Maintaining a strong
online presence is expensive.

6. Cyber Terrorism

Hackers or malicious users can attack systems, steal data, or spread viruses. This damages
customer trust.

7. Fakes and Forgeries

Online, it’s easy to sell fake products or spread misinformation. Many scams happen via e-
marketing channels.

8. Abuse in Self-interest

Some companies use fake reviews, misleading ads, or clickbait just to boost sales. This reduces
credibility and trust.

Why is the internet both praised and vilified?

The internet brings many benefits, but also some drawbacks. That’s why it is both praised and
vilified. These are are given below:

Positive aspects:

1. Social network
2. Time efficiency
3. World connectivity
4. Reduces search information cost
5. Transperency

Negative aspects:

1. Social isolation
2. Internet crime misuse in different sections
3. Uncontrollable

Positive Aspects of the Internet

1. Social Network
People can connect through platforms like Facebook, Instagram, and LinkedIn. It helps
maintain relationships and meet new people.
2. Time Efficiency
Tasks like shopping, banking, or learning can be done faster online, saving time.
3. World Connectivity
You can reach and talk to people from any part of the world instantly through email,
video calls, or social media.
4. Reduces Search Information Cost
Earlier, people had to visit shops or libraries to get information. Now everything is
available online with a quick search.
5. Transparency
Customers can compare products, read reviews, and know company details easily. This
increases fairness in the market.

✘ Negative Aspects of the Internet

 1. Social Isolation
People may spend too much time online, reducing face-to-face communication and real-
life social bonding.
2. Internet Crime and Misuse
Online fraud, hacking, cyberbullying, identity theft, etc., are common misuses of the
internet in many sectors.
3. Uncontrollable
Content on the internet is hard to regulate. Misinformation, hate speech, and harmful
content can spread quickly and are hard to stop.

Conclusion

The internet and e-marketing are strong tools, offering global reach and speed. But they come
with risks like data misuse, cybercrime, and tough competition. Businesses and users must use
the internet wisely and with proper safeguards.

🔹 Digitization
Digitization means converting physical (analog) information into digital form.

Example:

• Scanning a paper document and saving it as a PDF.

• Converting a printed photo into a JPG file.

Digitalization
Digitalization means using digital technologies to change and improve business processes.

Example:

• Using online banking apps instead of visiting a bank physically.

• A hospital introducing electronic medical records (EMR) instead of paper files.

🔹 Consumers Online

Consumers today use the internet for many purposes. They are active online because it gives
them convenience, speed, and more choices than traditional methods.

🔸 Why Are Consumers Online?

Consumers are online because it helps them get information, save money, shop easily, and
enjoy entertainment—all from the comfort of their home.

1. Seeking Information (তথ্য অনুসন্ধান)

People go online to search for product details, prices, reviews, and comparisons before
buying.
Example: Before buying a mobile phone, a consumer reads online reviews and compares prices
on different websites.

2. Bargain Hunters (কমদামম পণ্য খ াোঁজা)

Many consumers look for discounts, deals, and offers online. E-commerce websites often give
lower prices than physical stores.
Example: During online sales (like Daraz 11.11), people wait to get the best deals.

3. Online Buyers (অনলাইন খেতা)

Some people directly buy products or services online because it saves time and is convenient.
Example: Ordering food from Foodpanda or buying clothes from Ajkerdeal.

4. Entertainment (বিমনাদন)

Consumers also use the internet for fun and relaxation—watching movies, listening to music,
playing games, or browsing social media.
Example: Watching YouTube, scrolling Facebook, or streaming Netflix.

Traditional marketing vs Digital marketing

Traditional Marketing:

Promotion using offline media like TV, radio, newspapers, and billboards.

Digital Marketing:

Promotion using online platforms like websites, social media, email, and search engines.

Traditional marketing Digital marketing

One way marketing Two way marketing
Limited targeting Precise targeting and segmentation
Hard to measure Real time analysis
Print/TV, Radio brand Web, mobile, email, social and search
engine

Traditional marketing uses offline methods (e.g., posters, TV ads), while digital
marketing uses online tools (like social media, websites) for better targeting and
feedback.
The Growing Range of Digital Marketing Platforms

Today, businesses can reach customers through many digital platforms — not just computers,
but also smartphones, tablets, gaming devices, and even wearables.

1. Desktop, Laptop, and Notebook Platforms

• Desktop browser-based platform – Using websites through browsers like Chrome,

Safari, or Internet Explorer.
• Desktop apps – Apps for computers (paid or free), downloaded from places like Apple
App Store or Microsoft Store.
• Email platforms – Email is still a major tool for marketing and advertising.
• Feed-based & API platforms – Information delivered through RSS feeds,
Facebook/Twitter updates, etc. Ads can appear here too.
• Video-marketing platforms – Streaming videos or IPTV (Internet TV) delivered
through browsers or plug-ins.

2. Mobile Phone & Tablet Platforms

• Mobile operating system & browser – Browsers on phones and tablets, linked with the
device’s operating system.
• Mobile apps – Apps designed for mobile devices (iOS, Android, etc.), often preferred
over browsers since most mobile time is spent on apps.
• Mobile marketing – Reaching users via mobile devices.
• Location-based marketing – Sending promotions based on GPS location.

3. Other Hardware Platforms

• Gaming platforms – Ads or brand placements inside games (PlayStation, Xbox,

Nintendo).
• Kiosk-type apps – Interactive screens in public places (e.g., malls, events).
• Interactive signage – Digital signs with touchscreens, QR codes, or Bluetooth for user
interaction.
• Wearables – Smart devices like Apple Watch or Google Glass for marketing
opportunities.

Key Point:
Digital marketing is no longer limited to desktops. Businesses must use multiple platforms to
connect with customers wherever they are — online, on mobile, in games, or even through
wearable devices.

🔹 The 5Ds of Digital Marketing

1. Digital Devices
– Devices like smartphones, PCs, tablets, smart TVs used to access digital content.
 2. Digital Platforms
– Platforms like Google, Facebook, YouTube, Instagram where digital content is
consumed.
3. Digital Media
o Paid media: Advertisements (Google Ads, Facebook Ads)
o Owned media: Company’s own website or social page
o Earned media: Free publicity like customer shares, reviews
4. Digital Data
– Data collected about customers' behavior, preferences, and purchases.
5. Digital Technology
– Tools like AI, automation, analytics used to improve digital marketing.

Paid, Owned and Earned Media

When making a digital marketing strategy, businesses use three main types of media:

1. Paid Media

• Media where the company pays to reach people.

• Examples: online ads (search ads, display ads, affiliate marketing), TV ads, newspaper
ads, direct mail.

2. Owned Media

• Media that the company controls and owns.

• Examples: company website, blog, email list, mobile app, social media accounts
(Facebook, LinkedIn, Twitter), brochures, physical stores.
• Useful because the company can publish and promote its own content.

3. Earned Media
 • Free publicity gained from other people talking about the company.
• Examples: news articles, influencer mentions, social media shares, customer reviews,
word-of-mouth.
• Often created through PR, social media marketing, or by making shareable and engaging
content.

Key Point:

• These three media types often work together.

• Good marketing integrates Paid, Owned, and Earned media for the best results.
• Example: a company posts content (owned media), promotes it with ads (paid media),
and people share it (earned media).

Business and Consumer Business Models in Digital Marketing

Digital marketing models mainly depend on who the business is dealing with — consumers or
other businesses. These are:

1. Business-to-Consumer (B2C):
This is when a company sells products or services directly to individual customers. For example,
Amazon sells directly to consumers.

2. Business-to-Business (B2B):
This is when a company sells products or services to other companies. For example, Google
earns money by providing advertising services to businesses (AdWords).

Even companies that focus on B2C also often have important B2B activities, like selling ads or
services to other businesses.

Other Types of Online Business Models:

 • Consumer-to-Consumer (C2C):
Consumers sell or exchange goods and services with other consumers, often through a
business platform. Examples are eBay and peer-to-peer services like Skype.
• Consumer-to-Business (C2B):
Consumers offer products, feedback, or services to businesses. For example, websites
like Priceline allow consumers to offer prices to businesses.
• Government-related Models:
o Government-to-Consumer (G2C): Government services directly for citizens,
such as tax filing online.
o Government-to-Business (G2B): Government services or regulations for
businesses, like tax payments or B2B marketplaces.
o Business-to-Government (B2G): Businesses giving feedback or services to the
government.
o Government-to-Government (G2G): Communication and information exchange
between governments.

Summary:

• Digital marketing involves many types of transactions between businesses, consumers,

and governments.
• Companies can have different parts of their websites or services focused on different
audiences (consumers, businesses, or government).
• Social networks, feedback platforms, and e-government services are examples of how
digital marketing supports these interactions.

Types of E-Marketing .

E-mail marketing: Sending promotional messages and offers through email to build customer
relationships. Example: Daraz sending discount emails during sales.

Social media marketing: Promoting products and services through Facebook, Instagram,
Twitter, etc. to increase brand awareness. Example: A clothing shop posting new designs on
Instagram.

Video marketing: Using YouTube, TikTok, or websites to share engaging videos that promote
products or services. Example: Samsung showing new phone features on YouTube.

Article marketing: Publishing articles or blogs online to inform customers and attract website
visitors. Example: A tech blog writing “Best laptops for students.”

Affiliate marketing (performance marketing): Partnering with others to promote products and
paying commission for each sale. Example: Daraz affiliate program where bloggers earn money
by promoting products.
Digital Marketing Tools

Websites: The official online presence of a company where products and services are shown. It
works as the “digital home” of a business. For example, www.apple.com is Apple’s main online
platform.

Google AdWords: A paid tool for showing targeted ads in Google search results. Example:
Searching “best hotels in Dhaka” and seeing hotel ads on top. Example: Searching “best hotels in
Dhaka” and seeing hotel ads on top.

Google Analytics: A free tool to track and analyze website visitors’ behavior. Example: A
company checking which product page customers like most.

Search Engine Optimization (SEO): Improving website ranking in search results to get free
(organic) traffic. Example: A shoe shop’s website showing at the top when people search “buy
shoes online.”

Social media marketing: Using social platforms as tools to advertise, engage, and build
customer relationships. Example: A restaurant boosting ads on Facebook to get more customers.

Chapter 2

Digital marketing strategy

Defintion:
Digital marketing strategy can be defined as the approach by which digital technology
platforms will support marketing and business objectives.

Strategic Objectives of Digital Strategy (Sultan & Rohm, 2004)

Sultan and Rohm (2004) explained that digital technology creates new opportunities for
businesses to improve operations and achieve goals. They found four main objectives:

1. Cost Reduction and Value Chain Efficiencies

Digital tools help reduce costs and save time by automating manual processes. For example, in
the printing industry, online systems improved customer service and made traditional labour
work more efficient.

2. Revenue Generation

Digital platforms allow companies to earn more money by selling products directly to customers.
For example, sportswear companies started selling online through licensed stores, which
increased their sales and profit.

3. Channel Partnership

Companies can use extranets and online systems to work closely with distributors, suppliers, and
partners. This makes business operations smoother and builds stronger partnerships.

4. Communication and Branding

Digital technology also helps to build close relationships with customers through websites,
emails, and social media. It improves communication and strengthens the brand image, making
customers more loyal.

Conclusion

In short, the four objectives of digital strategy are: cost reduction, revenue generation, channel
partnership, and communication & branding. These show how digital tools can cut costs,
increase sales, improve partnerships, and build customer loyalty.

Digital marketing strategy as a channel marketing strategy

 Digital Marketing Strategy: Focuses on channel marketing—setting objectives,
propositions, and communications for each digital channel.
 Components:

• Digital communications strategy: Using digital platforms to support goals.

• Channel marketing strategy: Adjusting marketing mix and goals per channel.

 Customer Touchpoints: Where customers meet the company—offline (store, phone) and
online (website, email, app).

 Multichannel Strategy: Combine online and offline channels for better customer experience.

 ROPO & Click-and-Collect: Research online, buy or pick up offline.

 Future Trend: Digital strategy will include smart devices like watches, appliances, and
health monitors.

 Goal: Use digital channels well, connect with offline channels, and make customers happy.

Influence of digital marketing strategy with a diagram( picture)

1. Internal Influences
These are factors within the company that affect how the digital marketing strategy is planned
and executed:

1. Business Objectives & Strategy:

o The overall goals of the company (e.g., growth, revenue, brand building) guide
how digital channels are used.
2. Resources & Capabilities:
o Staff skills, technology, budget, and digital expertise impact which channels can
be used effectively.
3. Product/Service Offering:
o The type of product or service determines the best way to promote and sell it
digitally.
4. Company Culture & Policies:
o A company open to innovation may adopt new digital tools faster; conservative
firms may be slower.
5. Previous Performance Data:
o Past digital marketing results help guide future strategies.

2. External Influences

These are factors outside the company that affect digital marketing strategy:

1. Market Structure & Demand:

o Size of the market, customer preferences, and demand patterns influence which
channels are important.
2. Customer Behavior & Touchpoints:
o How customers research, interact, and buy (online/offline) determines digital
channel focus.
o Example: ROPO (Research Online, Purchase Offline) or Click-and-Collect
behavior.
3. Competitor Strategies:
o Competitors’ use of digital channels affects how a company positions itself
online.
4. Technological Trends:
o Emerging technologies (mobile apps, AI, smart devices) create new opportunities
and threats.
5. Legal & Regulatory Factors:
o Rules about data privacy, online advertising, and e-commerce impact digital
marketing tactics.
6. Economic & Social Factors:
o Economic conditions, social trends, and cultural preferences can influence online
engagement.

Summary

• Internal influences are controllable factors within the company (resources, goals,
products).
 • External influences are uncontrollable factors outside the company (market,
competitors, technology).
• A strong digital marketing strategy considers both to maximize opportunities and
minimize risks.

How to structured a digital marketing strategy

Michael Porter (2001) believed that the Internet and digital technologies make strategy even
more important, but businesses should be careful when planning their strategy. He thought that
using digital media and technology makes it harder to gain and keep a competitive advantage. To
help maintain a unique strategic position, he suggested six principles:

 Start with the right goal which is grounded in real economic value.

 Define a value proposition, which is unique but, importantly, deliverable.

 Do things differently; create a distinctive value chain.

 Be prepared to make trade-offs, tailoring a firm’s activities to outperform rivals.

 Create a fit between what the company does, where it wants to be, and the resources
available.

 Establish continuity. Planning decisions follow the distinctive position set out by the
original goals.

These principles are still very important for a digital marketing strategy. Recently, Porter (with
Heppelmann, 2014) suggested that new technologies are forcing companies to rethink “what
business am I really in?”, because competition is growing due to more powerful data
processing and widespread connectivity.

Features of digital marketing strategy

1. Provide a future direction
2. Involve analysis of the organizations external environment, internal resources and
capabilities to form strategy.
3. Define digital marketing objectives that support marketing objectives.
4. Involve selection of strategic options to create sustainable differential competitive
advantage.
5. Include program formulation.
6. Help identify which strategies not to pursue and which marketing tactics are not
sustainable to implement.
7. Specify how resources to be deployed and how the organization to be structural to
achieve the strategic goals.
 Explain:

Q1. How does a digital marketing strategy provide a future direction?

Answer:
A digital marketing strategy sets a clear roadmap for the company’s online activities. It shows
where the business wants to go in the future and how digital tools (like websites, social media,
apps) will help achieve that. Without future direction, digital activities may be random and
ineffective.
Example: A company may set the direction to increase e-commerce sales by 30% within 2
years through online campaigns.

Q2. Why is analysis of external environment and internal resources important?

Answer:
Before making a strategy, the company must study:

• External environment: competitors, market demand, customer behavior, legal issues,

and new technologies.
• Internal resources: staff skills, budget, IT systems, and marketing capabilities.
This analysis helps the company understand both opportunities and threats (external)
and strengths and weaknesses (internal).
Example: A company may find strong internal skills in social media marketing but
face external threats from rising competitors.

Q3. What are digital marketing objectives and why are they needed?

Answer:
Digital marketing objectives are specific, measurable goals that support overall marketing
objectives. They make sure digital efforts are aligned with the company’s mission.
Examples of objectives:

• Increase website traffic by 25% in one year.

• Gain 10,000 new social media followers in 6 months.
• Improve online sales conversion from 2% to 4%.

Q4. How does strategy involve selection of strategic options for competitive advantage?

Answer:
Digital strategy requires choosing the best digital options that help the business stand out from
competitors. These could include:

• SEO (Search Engine Optimization)

• Paid online ads
• Social media engagement
 • Content marketing or apps
By selecting the right mix, the company builds a sustainable differential advantage,
meaning it becomes unique and hard for competitors to copy.

Q5. What is included in strategy formulation?

Answer:
Strategy formulation means creating detailed plans to reach the objectives. It involves:

• Target markets: Who the company will focus on (youth, professionals, families).
• Positioning: How the brand will be presented (low cost, premium, eco-friendly).
• Marketing mix (4Ps): Product, Price, Place, Promotion adjusted for digital platforms.
Example: An online fashion store may position itself as affordable and trendy for
young customers through Instagram campaigns.

Q6. Why is it important to identify what strategies NOT to pursue?

Answer:
Not every digital tactic is suitable or sustainable. A strong strategy also defines what should not
be done. This avoids wasting money and effort on ineffective methods.
Example: A small local business may decide not to invest in expensive mobile apps or
international ads because it is not practical for them.

Q7. How are resources deployed and organization structured in digital strategy?

Answer:
A good digital marketing strategy clearly explains how resources (budget, staff, time, and
technology) will be used. It also defines the structure of the team—who will manage SEO,
social media, ads, and customer service.
Example: A company may allocate 40% of the budget to social media ads, 30% to SEO, and
30% to email campaigns, with dedicated staff for each task.