MGT1021

Digital and Social Media

Marketing

Sudheer Muhammed KM
Assistant Professor
VIT Business School (VITBS)
VIT Chennai
Let’s see your schedules!
 Instructor
• Instructor: Sudheer Muhammed KM

• Teaching style: Interactive!

• How to contact me:

sudheermuhammed.km@vit.ac.in,

• Other availability: Immediately after class

 Course Content
• Teaching Strategies
• Interactive Discussion

• PowerPoint /Soft notes

• Team exercises

• Textbook:
• Lon Safko (2012) The Fusion Marketing Bible: Fuse
Traditional Media, Social Media, & Digital Media to
Maximize Marketing, McGraw-Hill Professional
 Course Objectives

• : To develop the ability to

1. Know the impact of digital and social media on marking

2. Explore and use digital and social media for effective marking

3. Design and develop tools and metrics

 Expected Course Outcome:
On the completion, the student will be able to:
1. Understand the architecture & models of online
marketing practices
2. Gain idea on Web-based consumer decision making
process
3. Knowledge on challenges faced by millennial marketers
4. Awareness on web-based tools that helps the customers
in product and related search
5. Provide information on online marketing & customer
management practices
6. To know the managerial tools for digital and social
media marketing
 UNIT-I
Contents
• The digital and social media ecosystem- the
challenges- rewriting of traditional operational
space- the role of digital and social marketing
communications in contemporary world.- the
principles- tools available with the managers.
 Marketing…..

• Managing profitable customer relationships

• Responses of students on Marketing?

 Google Pay by Google.

Why did google release it only in India?

India is just a developing country.
Why not in developed countries like Singapore, japan, china
etc?
Image Source: Internet
Here are the reasons:
• India has a huge population base.
• Narendra Modi, after his digital India
scheme and Demonetization, many People
switched to e-payments like PayTM and
Phone Pe etc.
• India has a very high number of
Smartphone users.
• Free internet for everyone.
Here are the reasons:
• Google, it is an established name already.
• Using Google Pay is really simple. And this
is their secret ingredient.
2-min instant noodles which is popularly
known as “MAGGI” worldwide.
Maggi noodles were sold at Rs 10 for 100 gm.

With the ascending demand for it,

Nestle changed it’s price from Rs 10 to Rs 11

for 100 gm Maggi noodles,

Suddenly it’s demand slope went downward

very rapidly!
 The Reason could be that the customer needed to
bring another spare Rs 1 coin every single time, so it
could piss off many people and quickly move to
another instant noodles for lesser price like Ramen,
Wai wai.
Nestle noticed this quickly and could not afford to
lose their customers and profit, so they came up with
some great marketing skills. They brought maggi
back to Rs 10 and while lowering it’s quantity from
100 gm to 95 gm.
Did customer notice this change?

Nope!
 So They kept lowering its quantity each time.

95gm
90gm
85gm
80gm
75gm
and now it’s Just 70gm

So within a span of few years Nestle managed to reduce

Maggi noodles quantity to 70 % of its original size.
So next time when your stomach doesn’t get filled by
a single Maggi noodles, it’s not that you
became bigger but Maggi noodles
also got smaller!!
 Discussion:-
Greatest marketing disasters in
history?
Recognize this car?

Image Source: Internet

The Iphone 5c.

Image Source: Internet

 Why does Toyota not
discontinue Innova in India like
it once discontinued Qualis, in
spite of Qualis being highly
successful in its time?

Image Source: Internet

So, Marketing is……

• Marketing is defined by the American Marketing

Association as "the activity, set of institutions, and
processes for creating, communicating, delivering,
and exchanging offerings that have value for
customers, clients, partners, and society at large".
What is the difference between
Digital Marketing and Social
Media?
 Social media marketing
• Social media marketing is where you use social media
platforms to promote your product or service. Social
media can be paid or organic as well.
• Some of the social media platforms are :
• Facebook
• LinkedIn
• Twitter
• Instagram
• Pinterest
• Youtube
 The activities involved in social
media marketing are :
• Creating and sharing content
• Posting text and image updates
• Making and posting Videos
• Audience engagement
• Paid social media advertisements
• Targeting your audience
• Joining groups for more engagement
• Networking
• Tracking competitors social media strategy
• An engagement using Polls, Question/Answers, etc.
• From all these activities, there will be an increase in website traffic which
is useful for the company.
 Some facts of social media :

• 75% of active social media users

• 50% of shoppers claim to have brought a product or
service based on recommendations they receive via
social media
• 96% of small business users now use social media
• 43% of people found leads on LinkedIn
 Digital marketing
• Social media is a part of digital marketing and plays
an important role in spreading awareness and
important announcements.
• Digital marketing is the new generation of
marketing where marketing is done online with
respect to digital marketing technologies like:
• SEO
• SOCIAL MEDIA
• PAY PER CLICK
• EMAIL MARKETING
• CONTENT MARKETING
• LEAD GENERATION
Why digital marketing is growing
rapidly?
• Digital marketing gives businesses a platform to
compete and attract their targeted customers.
• Cost-effective
• Deliver fast conversions
• Better ROI
• Build a brands reputation
• Easy to use, easy to access, easy to update
• Marketing…
• Importance of marketing
• Social media marketing
• Digital Marketing
• Importance of Social media marketing and Digital
Marketing in present scenario.