Professional Documents
Culture Documents
4539287
Subject Name: Digital and Social Media Marketing (DSMM)
Subject Code: 4539287
• Learning Outcome
– Demonstrate an understanding of social media, the various channels through which it
operates, and its role in marketing strategy.
– Exposure to the various tools of digital marketing and how to integrate the same in the
overall marketing plan.
– Measure the effectiveness of digital campaigns.
– Identify globally acceptable best practices for digital and social media marketing.
– Evaluate the impact of social media on social groups and sub-cultural groups.
– Sensitization towards the need to tap digital marketing space without hampering the
audience digital privacy and data misuse.
– Act ethically and follow through on commitments when communicating with varied
audiences and build positive reputation within the community.
Subject Name: Digital and Social Media Marketing (DSMM)
Subject Code: 4539287
Subject Name: Digital and Social Media Marketing (DSMM)
Subject Code: 4539287
Subject Name: Digital and Social Media Marketing (DSMM)
Subject Code: 4539287
Subject Name: Digital and Social Media Marketing (DSMM)
Subject Code: 4539287
Subject Name: Digital and Social Media Marketing (DSMM)
Subject Code: 4539287
Subject Name: Digital and Social Media Marketing (DSMM)
Subject Code: 4539287
Subject Name: Digital and Social Media Marketing (DSMM)
Subject Code: 4539287
Subject Name: Digital and Social Media Marketing (DSMM)
Subject Code: 4539287
• Digital Marketing
– “Digital Marketing”, “Internet Marketing”, “Web Marketing” and “online Marketing”
– Digital marketing encompasses all marketing efforts that use an electronic device or the internet.
Businesses leverage digital channels such as search engines, social media, email, and other
websites to connect with current and prospective customers.
– Digital marketing is the marketing of products or services using digital technologies, mainly on
the Internet, but also including mobile phones, display advertising, and any other digital medium.
– – Philip Kotler- ‘ a form of direct marketing which links consumers with the sellers electronically
using interactive technology like emails, online forums, and newsgroups, interactive television,
mobile communication etc.
Characteristics of Digital Marketing
Private Public
Communication
with Consumer Communication only between company and consumer Reactions to comments are public; anyone can read and join a
(via email, phone); discussion is kept secret discussion
• An info graphic is a collection of imagery, charts, and minimal text that gives
an easy-to-understand overview of a topic. Below is the example of info
graphic.
Why use info graphics? Implications for business & society
https://www.dailyinfographic.com/blog/
Digital Marketing Strategy
Digital marketing strategy is the series of actions that help you achieve your company goals through
carefully selected online marketing channels. These channels include paid, earned, and owned media,
and can all support a common campaign around a particular line of business.
https://www.smartinsights.com/marketplace-analysis/customer-analysis/digital-marketing-statistics-sources/
https://digitalmarketinginstitute.com/blog/what-are-the-most-effective-digital-marketing-strategies
https://digitalmarketinginstitute.com/blog/5-steps-powerful-digital-marketing-strategy
https://vtldesign.com/what-we-do/digital-marketing/digital-marketing-strategy/
Digital Marketing Strategy
The consumer decision theory
P.O.E.M. framework
Digital landscape
Digital marketing plan
Digital marketing models
The consumer decision theory
The AIDA model is an acronym - it stands for attention, interest, desire and action. It is a
model used in marketing that describes the steps a customer goes through in the process of
purchasing a product.
What is the AIDA approach?
Attract attention
Attention
Maintain interest
Interest
Create desire
Desire
Take action
Action
Advocacy
The AIDA approach
Digital landscape
Digital marketing plan
Digital marketing models
Digital Marketing Strategy
Inbound and outbound Marketing:
https://blog.hubspot.com/blog/tabid/6307/bid/2989/inbound-marketing-vs-outbound-marketing.aspx
Influencer marketing is a form of social media marketing involving endorsements and product
placement from influencers, people and organizations who have a purported expert level of
knowledge or social influence in their field.
P.O.E.M. framework
“The marketing Poem” - An excellent framework that can help you organize your digital marketing
strategy is Paid, Owned, and Earned Media. (
https://thearijit.com/2018/10/digital-marketing-framework/ ).
Paid Media: This includes sponsored ads in different channels of DM (digital marketing) such as
Facebook, websites, search engines, LinkedIn, Twitter etc.
Owned Media: This is like an asset of a company i.e., the company has the ownership of these
media. It includes a company’s official website, microsite, and social media pages.
Earned Media: This is organic and unpaid. It includes publicity that is generated and obtained
through recommendations and word of mouth.
https://nieveyalgomas.blogspot.com/2016/07/looking-for-inspiration-excerpts-about.html
Implications: P.O.E.M. framework
There should be balance among all media and it should not be lopsided towards one.
Owned and earned media are organic hence it is more credible and provide higher quality of traffic.
Paid media increases the reach in the short run, but once you stop running paid ads, you may not get
repeat engagement. Hence, the best practice is to decide upon the short term and long term medium.
India, more focus is on paid media and around 75% budget allocated to it.
Marketer can count on Facebook which is paid, owned as well as earned media.
Digital Marketing Strategy
The consumer decision theory
P.O.E.M. framework
This data enable rich segmentation based on geographic, demographic, psychographic and
behavioral variable.
Targeted segment should give better response to marketing stimuli than general population.
The study of internet user’s online behavior determine their intent to buy product or not.
CRM data can be used for targeting potential customers. These customer are more likely to
purchase product because of their past engagement with the brand. (see the figure find your
customer online)
Digital Marketing Strategy
The consumer decision theory
P.O.E.M. framework
Digital landscape consist of different channels such as search engines, social media, mobile
This means marketers should allocate more budget where consumers spend more time.
Each medium of digital marketing have its own strengths and weakness.
Marketer should aligned objective to each medium according to its strengths and weakness.
Digital landscape
Search engine marketing is a form of Internet marketing that involves the promotion of websites
by increasing their visibility in search engine results pages primarily through paid advertising.
It is more of pull media
Online reputation management (ORM) is the practice of crafting strategies that shape or
influence the public perception of an organization, individual or other entity on the Internet.
There are many effective ORM tools
Influencer marketing involves using key brand advocates to drive your message to the larger
market in an organic way.
Digital landscape
Digital Analytics is the process of analyzing digital data from various sources like websites, mobile
applications, among others.
Digital marketing general huge data
7. 2. Buyer
Measurement Personas
6. Budget 3. Content
5. Timelines 4. Channels
Digital marketing plan
Refer following page for further understanding,
https://www.wearemarketing.com/blog/a-step-by-step-guide-to-structuring-a-digital-marketing-plan.html
Digital Marketing Strategy
The consumer decision theory
P.O.E.M. framework
Challenge is that these new technologies and consumer behaviours are raising the requirements for
what will succeed in the market.
Digital Marketing Models
In this environment, CMOs know they need new capabilities to succeed.
In a recent survey of more than 300 CMOs in the United States that Strategy& conducted with the
Association of National Advertisers
72 percent said that building capabilities in the area of digital marketing is vital.
The difficulty is that there’s no one set of capabilities that applies universally. Companies must
identify what kind of marketing organization they need to make their strategy a success, choose a
digital marketing model based on their strategic objectives, and then focus on developing a
handful of marketing capabilities that will allow them to bring that model to life and consistently
excel.
Digital Marketing Models
Four Digital Marketing Models
Digital Branders,
Measurement
Real-time decision making
Personalization and targeting
Optimized content
Innovation
Social influence and advocacy
Omni-channel experience
Digital marketing campaign
KFC followed 11 ‘Herbs and Spices’ on Twitter and it became the best pun on the Internet.
A Twitter user recently discovered that KFC's official account only follows 11 people on the social media
platform:
Six named "Herb" and the five members of the pop band the Spice Girls, slyly echoing its original
The revelatory tweet, from a user under the handle @edgette22, has racked up nearly 320,000 retweets
and more than 700,000 favorites since it was posted on Oct. 19.
https://twitter.com/kfc/following
Reference
• Definition: https://blog.hubspot.com/marketing/what-is-digital-marketing
• https://neilpatel.com/what-is-digital-marketing/