1

MM 302 -Digital & Social

Media Marketing

Lec
tu res:
1&
2
Prepared by : Dr. Arunava Mookherjee , Professor, BCREC
MARKETING

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC

 Definition (Kotler)
3

 Marketing is a social and a managerial

process through which individuals and
groups obtain what they need or want by
creating , offering and exchanging
goods, services and ideas of value with
each other.

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC

 Marketing
4 STP Concept Marketing Mix Concept

Segmenting Product

Targeting Price

Positioning Place

Promotion

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC

 STP
5

Segmentation. Targeting. Positioning.

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC
http://www.4cconsulting.com/uploadedImages/Management_consultancy/Intelligence_and_strategy/Segmentation.jpg
 SEGMENTATION
6

A market segment is basically a set of individuals

unique in some way or the other.

Sharing one or more common characteristics.

Having similar needs.

Responding to market conditions in the same
manner.

Have similar behavioral patterns.

May or may not be belonging
to the same community, group
or niche.

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC

http://smallbusinesscompendium.com/files/orange-segmentation.jpg
 TARGETING
7

Selecting the target audience for whom your product or

service is meant to be, most likely based on

Age group
Likes and dislikes
 Gender
Socio-economic
factors
Geographic location
Prepared by : Dr. Arunava Mookherjee , Professor, BCREC
http://www.ingrealestate.com/images/INGRE_Investing_multimanager_selecting-best-in-class_pencils_tcm95-93356.jpg
 POSITIONING
8


It is what you do to the minds of your customer.

Positioning refers to the image your target audience makes about
your product or vis-à-vis your competitors'.

It is all the more essential in today's setup, where literally no sector is
devoid of an oligopolistic setup.

Primary, and in most cases, the ONLY objective : To highlight your
product's USP in the most striking manner.

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC

http://www.braxxon.co.uk/images_market_positioning/market_positioning.jpg
Marketing Mix
9

 Product _ Customer’s needs

OFFER
 Price _ Costs
 Place _ Convenience
 Promotion _ Communications

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC

 Communication
10

• Defined as passing of information, the

exchange of ideas, or the process of
establishing a commonness or oneness of
thought between senders and receiver.

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC

 Basic Communication Model
11

NOISE

Source Encoding Channel Decoding Receiver

Feedback

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC

12

Fig 4.1, Duncan 2005

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC
 What is Digital
13

 Digital describes electronic technology that

generates, stores, and processes data in terms of two
states: positive and non-positive. Positive is
expressed or represented by the number 1 and non-
positive by the number 0.
 Thus, data transmitted or stored with digital
technology is expressed as a string of 0's and 1's.
Each of these state digits is referred to as a bit (and a
string of bits that a computer can address
individually as a group is a byte).
Prepared by : Dr. Arunava Mookherjee , Professor, BCREC
 What is Digital
14

 Prior to digital technology, electronic transmission

was limited to analog technology, which conveys
data as electronic signals of varying frequency or
amplitude that are added to carrier waves of a given
frequency. Broadcast and phone transmission has
conventionally used analog technology.

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC

 Analog signal (basics)
15

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC

 Analog transmission
16

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC

17

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC

18

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC

 Digital Media Transmission
19

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC

 What is Digital
20

 Digital technology is primarily used with new physical

communications media, such as satellite and 
fiber optic transmission. A modem is used to convert
the digital information in your computer to analog
signals for your phone line and to convert analog
phone signals to digital information for your computer.

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC

 Wikipedia’s definition
21

Digital marketing (also known as data-driven marketing) is an

umbrella term for 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

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC

 What is Digital Marketing?
22

“Digital Marketing” is the process of building and

maintaining customer relationships through online
activities to generate sales and/or capture customers that
are searching on the Internet for answers.

Getting found
online

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC

 Evolution of Digital Marketing- The Timeline
23
:
1971 - 1st Email by Raymond Samuel Tomlinson

1990 - Launch of first Search Engine ARCHIE

1993 - First Clickable web advertisement banner

1994 - Launch of Yahoo !!

1996 - Launch of smaller Search Engines like Alexa & Hotpot

1998 - Yahoo web search, Birth of Google, Microsoft’s MSN

2001 - First Mobile marketing Campaign took place

2003 - Wordpress was released

2004 - Google, gmail, & Facebook goes live

2005 - Youtube was launched !!!

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC
 Evolution of Digital Marketing- The Timeline
24
:
2006 - Twitter was launched

2007 - Google acquires Double Click and gets in to the advertising foray

2008 - Spotify was launched

2009 - Google launches the first realtime search Engine!!

2010 - Launch of Instagram, Whatsapp.

2011 - Google Places and Google Panda was launched

2012 - Google launches Knowledge Graph

2013 - Facebook takes over Whatsapp

…………………………….. It
Prepared by : Dr. Arunava Mookherjee , Professor, BCREC continues
 Google’s Journey
25

 https://www.mirrorreview.com/history-of-google-fr
om-1996-to-2019/

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC

 Digital Marketing techniques:
26

 Search Engine Optimization (SEO),

 Search Engine Marketing (SEM),
 Content marketing,
 Influencer marketing,
 Content automation,
 Campaign marketing
 Data-driven marketing
 E-commerce marketing,

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC

 Digital Marketing techniques:
27

 Social Media Marketing,

 Social Media Optimization (SMO),
 E-mail direct marketing, display advertising, e–
books, optical disks
 Games Applications
 Mobile Marketing (SMS and MMS),
 Mobile marketing callback,
 Phone on-hold mobile ring tones

Prepared by : Dr. Arunava Mookherjee , Professor, BCREC