Fundamentals of Digital

Marketing
 Digital Marketing
E-marketing or Digital Marketing is the result of
information technology applied to traditional
marketing

• Evolution of consumer – standalone media

platforms to “always-on” devices
Changing Marketing Landscape
Internet
Strategy
Integration
Internet
Evolution of
the Internet marketing
metrics

Influencer
The Big data
marketing
Changing
Marketing
Landscape

E- Wireless
commerce networking

Web 2.0 Individual

Internet
(2005) worth
• Evolution of the Internet :-
Digital Marketing – Strengths & Applications

• E-Commerce
• Online Branding
• Personalization
• Content Creation
• Cost Effectiveness
• Versatility
• Measurement
• Interactive advertising
 Online marketing Domains

Targeted to consumer Targeted to business

Initiated by business B2C B2B

Initiated by consumer C2C C2B

 E-marketing & Consumer
Segmentation

Strong Adoption of Focused Digital Digital Life Segments

Technology Experiences

Digital media Junkies Video Digerati On-the-go workers

Digital communicators Gamers Traditionalists

Professional
 NEED for DIGITAL ENGAGEMENT

Digital Convenience Consistent level of Rate of technology

engagement from adoption by
companies consumers

Rate of adoption of The era of the Gen Y and invention

digital infrastructure plugged-in of disruptive
generation Y business models
 Generation Y
• Collaborative and networked learning
• Fast , easy and fun communication
• Visible peer recommendation in decision
making
• Immediate feedback
• Environmentally aware
• Flexibility
 The implications of the Digital Change
• Consumer has changed
• Consumer has a Voice
• Consumer influence has a Significant Role
• Consumer Trust other consumer more than
Company Advertising
• Companies interacting digitally ( with all)
• Marketplace becoming more competitive
• Digital technology enhancing traditional business
Models
Consumer Traits on the Digital Platform
• Willingness to take risks
• Seeking joy in surfing the Internet
• Saving Time while Shopping
• Feeling Socially Aware
• Voice their Opinions
• Enjoy Visual Experience
• View points of other consumers
• Information search ease
• Sense of Excitement
 Digital Era Pertaining to India
• Digital India has taken off Dramatically
Major Drivers
India is the 2nd highest number of Internet users -
Source:www.internetworldstats.com
 Social Media penetration (3rd Quarter 2017)

Statista,2017
15 %
18 %
19%
30 %
30 %
 30%

20%

Digital
13% 15% 15%

Cinema
Radio
OOH
4%
Print
TV

Projected Change in % from 2017-18

Source :Group
M
 9450
7300
Indian brands spend up
4950
to

of their annual marketing

2015 2016 2017 budget
Digital Advertising Expenditure in
on social media
EY,201
Rs.Cr. GroupM,2016 8
What is Digital Marketing ?

“Digital marketing is the practice of promoting products and

services using digital distribution channels to reach consumers in a
timely, relevant, personal and cost-effective manner”
(Reitzin, 2007)

Digital Marketing is the process of MARKETING of

Products and services by using internet and digital
devices like computers, tablets, mobile phones etc
Marketing is a process of identifying customers’
needs and satisfying those needs by delivering
the products or services by creating the value
for customers as well as for the business

Identification of needs
Satisfaction of needs
Delivering Products or Services
Creating value for customers
Creating value for customers
 Website Search Engine
Search Engine
Planning and Optimization
Marketing
Development (SEO)

Email-
Display Social Media
Marketing
Advertising Marketing

Content Mobile Affiliate

Marketing Marketing Marketing

Online Digital
Reputation Marketing
WEB Analytics Management Strategy

Domain of Digital Marketing

Website Planning and Development
 Website
Planning and
Development

Developing a website is very important as

we will learn all digital marketing
techniques through our website
 Website
Planning and
Development
Website is the backbone of digital marketing
and it plays a very significant role in all digital
marketing activities.

CMS:- CONTENT MANAGEMENT SYSTEM

Search Engine Optimization
SERP: Search Engine Result Page

In -Organic Results

Organic Results
 Application of various SEO
tools and techniques helps
a website to appear on the
First page of SERP against
the search query
Search Engine Marketing
Search Engine
Marketing
 How does Google Decide that
an Ad will be visible in
Search Results
Quality of Ads
Amount willing to pay Search Engine
Deciding Factors
Selection of Key Words Marketing

Amount Competitor ready to pay

Display Advertising
 Display
Advertising
 Display
Advertising

Designing of display ads and targeting of the

right audience
Social Media Marketing
Social Media
Marketing
How to Design and Target the Right
Audience on Social media
Platforms
Email-Marketing
Email marketing refers to
target your potential Email-Marketing
customers through mail
Content Marketing
 Content
“Content marketing is a strategic marketing approach Marketing
focused on creating and distributing valuable, relevant,
and consistent content to attract and retain a clearly
defined audience and, ultimately, to drive profitable
customer action”
Content Marketing
Institute,2018

Digital Marketing is not possible without content.

Content marketing is part of
•Social Media Marketing
•SEO
•PPC- Display Advertising
• SE M
Mobile Marketing
 Mobile
Mobile marketing is a multi-channel, digital marketing Marketing
strategy aimed at reaching a target audience on their
smartphones, tablets, and/or other mobile devices, via
websites, email, SMS and MMS, social media, and apps.
Marketo,2018
Affiliate Marketing
 Affiliate marketing is the process of promoting the Affiliate
others business’ and in return getting the commission . Marketing
This promotion done usually through blogs, websites ,
emails or social media pages
WEB Analytics
 Web Analytics
Measuring and tracking the performance of
marketing efforts is very important part of digital
marketing process
Online Reputation Management
•Online reputation management (ORM) is the practice of crafting Online
strategies that shape or influence the public perception of an Reputation
organization, individual or other entity on the Internet. Management
•It helps drive public opinion about a business and its
products and services.
Techopedia,2018
Digital Marketing Strategy
Website Planning and Development
Search Engine Optimization
Search Engine Marketing
Display Advertising
Social Media Marketing
Email-Marketing
Content Marketing
Mobile Marketing
Affiliate Marketing
WEB Analytics
Online Reputation Management
Digital Marketing Strategy