DIGITAL AND SOCIAL MEDIA

MARKETING
KOE-094
UNIT-1
Introduction to Digital Marketing: The new digital world -
trends that are driving shifts from traditional marketing
practices to digital marketing practices, the modern digital
consumer and new consumer’s digital journey. Marketing
strategies for the digital world-latest practices.
UNIT-2
Social Media Marketing -Introduction to Blogging, Create a
blog post for your project. Include headline, imagery, links
and post, Content Planning and writing. Introduction to
Face book, Twitter, Google +, LinkedIn, YouTube, Instagram
and Pinterest; their channel advertising and campaigns.
UNIT-3
Acquiring & Engaging Users through Digital Channels: Understanding the
relationship between content and branding and its impact on sales,
search engine marketing, mobile marketing, video marketing, and social-
media marketing. Marketing gamification, Online campaign management;
using marketing analytic tools to segment, target and position; overview
of search engine optimization (SEO).
UNIT-4
Designing Organization for Digital Success: Digital transformation, digital
leadership principles, online P.R. and reputation management. ROI of
digital strategies, how digital marketing is adding value to business, and
evaluating cost effectiveness of digital strategies.
UNIT-5
Digital Innovation and Trends: The contemporary digital revolution, digital
transformation framework; security and privatization issues with digital
marketing Understanding trends in digital marketing – Indian and global
context, online communities and co-creation.
Introduction to Digital Marketing:
• Marketing
• Marketing refers to activities a company undertakes to
promote the buying or selling of a product or service.
• Digital Marketing Using digital media and online
distribution channels to develop communications and
exchanges with customers
Distribute, promote, and price products
Discover the desires of customers
Help marketers to share information to the customers
 Definitions of Digital Marketing
• Digital marketing can be described as actively
promoting products and services using digital
distribution channels as an alternative to the more
traditional mediums such as television, print and
radio.
• Digital Marketing is the term used for the targeted,
measurable, and interactive marketing of products
or services using digital technologies to reach the
viewers, turn them into customers, and retain them.
Introduction to Digital Marketing:
• Digital marketing is the use of the Internet,
mobile devices, social media, search engines,
and other channels to reach consumers.
• Some marketing experts consider digital
marketing to be an entirely new endeavor
that requires a new way of approaching
customers and new ways of understanding
how customers behave compared to
traditional marketing.
• Digital marketing targets a specific segment of the
customer base and is interactive.
• Digital marketing is on the rise and includes search
result ads, email ads, and promoted tweets – anything
that incorporates marketing with customer feedback
or a two-way interaction between the company and
customer. Internet marketing differs from digital
marketing.
• Internet marketing is advertising that is solely on the
Internet, whereas digital marketing can take place
through mobile devices, on a subway platform, in a
video game, or via a smartphone app.
• Digital marketing is the use of the Internet to
reach consumers.
• Digital marketing is a broad field, including
attracting customers via email, content
marketing, search platforms, social media, and
more.
 EVOLUTION
• Trade era
• Production era
• Product era
• Sales era
• Marketing era
• Relationship era
• Digital era
WHY DIGITAL MARKETING IS IMPORTANT?

• Global eCommerce sales expected to reach $5 trillion by

2022.
• • 51% of shoppers research their purchases on Google
before making them.
• On average a person spends more than 10 hours staring
at a screen
• More than 4.5 billion internet users worldwide
• An estimated 3.5 billion people around the world have a
smartphone.
• Covid 19 peak boosts online sales (more than 200%)
 SPENDING ON DIGITAL
MARKETING
• Data from 2019 shows that marketing budgets
make up, on average, 11.2% of companies’
revenue.
• In the US, this equates to an annual industry
spend of over 196 billion.
• In the UK, this figure stands at 24.21 billion
 5 Ds of Digital Marketing

• DIGITAL DEVICES – Devices including smartphones, tablets, desktop

computers, TVs and gaming devices.
• DIGITAL PLATFORMS – most interactions on these devices are
through a browser or apps from the major platforms or services,
that’s Facebook (and Instagram), Google (and YouTube), Twitter
and LinkedIn.
• DIGITAL MEDIA – Different paid, owned and
earned communications channels for reaching and engaging
audiences including advertising, email and messaging, search
engines and social networks
• DIGITAL DATA – The insight businesses collect about their audience
profiles and their interactions with businesses,
• DIGITAL TECHNOLOGY – The marketing technology or martech
stack that businesses use to create interactive experiences from
websites and mobile apps to in-store kiosks and email campaigns.
 TRADITIONAL MARKETING
• Traditional Marketing: businesses market their
products on print media, radio and TV commercials,
bill boards, business cards, and in numerous other
comparable ways where Internet or web-based social
networking sites were not utilized for promoting.
• Traditional marketing is anything except digital means
to brand your product or logo.
• Traditional marketing is static which means there is
no way to interact with the audience
 Digital Marketing
• Digital Marketing: Business market their products
using various digital channels fuelled by internet to a
well targeted and interactive way to the customers.
• Examples of digital marketing include things like
websites, social media mentions, YouTube videos,
and banner ads.
• Digital marketing is similar to traditional advertising,
but using digital devices/media.
• It is interactive
 Traditional Vs. Digital Marketing

• Digital has brought about a seismic shift in the way we

approach our potential customers, placing more
control in their hands when it comes to how they
consume their advertising.
• Artificial intelligence and virtual reality are fast
becoming the norm in major marketing campaigns and
it can sometimes feel as though everything is evolving
too quickly to keep pace with.
• Though there are plenty of differences between
traditional and digital that are worth discussing, here
are three key points that stand out:
Difference between Traditional Marketing
and Digital Marketing
 Move From Traditional to Digital
Marketing
• The digitization of the marketing industry has upended
traditional formats and led to an increased demand for
personalized consumer experiences.
• It can be daunting as an established traditional
marketer to adapt to the new technologies and
approaches of the digital marketing industry. Key
platforms and best practices can shift rapidly, leaving
even the most experienced marketer feeling adrift.
From one side of the fence, the ever-changing nature
of the digital environment can seem like a negative,
rather than a positive, but it is rife with opportunities
for your career and business.
• Though there are plenty of differences between
traditional and digital that are worth discussing,
here are three key points that stand out:
1. Consumers are More Empowered
One new type of marketing that is booming is
micro-moment marketing. When we understand
marketing in the context of this newly defined
approach, we can get a feel for the way in which
digital marketing needs to be approached
differently than traditional advertising.
• 2. Metrics are More Accurate
• Digital marketing professionals need to be able to
track and report on their metrics on a regular
basis. Although the very technical side of this
process will likely be handled by a given team’s
analyst, every person on a digital marketing team
needs to have a solid understanding of how these
metrics can be used to inform their marketing
strategy and build brand awareness.
• 3. Demographics are Different
• Globally, users are engaging with brands in an
entirely different way than they used to. This has
to do with a number of factors, but it stands to
reason that, compared to something like a
billboard of the past, there’s a much broader
audience presence today than there was. Users
are more dynamic than ever before, and any
information you post online, at least in theory,
has the potential to reach a global audience. 
 DIGITAL MARKETING ASSETS
• Websites
• Social media websites
• Blogs & Vlogs
• Email
• Online discussion forums & review/opinion/complaint sites
• Media sharing sites
• Applications & widgets
• Podcasts & OTT platforms
• Online ads
• Affiliate marketing
 DIGITAL CONSUMER
• The digital consumers are the prospects that organizations/companies
encounter online.
• They are very same people who walk into your store every day, call you
on the telephone, or order something from your product catalogue.
• There’s nothing dark and mysterious about them.
• These consumers are doing exactly what people have been doing for
thousands of years – communicating with each other.
• Technology is enabling them to communicate with each other faster,
over distance, over mobiles and in Digital world.
• They only care about how the marketing available to them can enhance
the experience and help them to make more informed decisions.
• People are the single most Important element in any form of
marketing.
• As a marketer you need to understand people and their behavior in
digital world.
• Consumer behavior is changing because of the pervasive,
influencing and enabling nature of digital technology.
• People don’t look for information anymore; the information comes
to us.
• Digital marketing allows us to build uniquely tailored ongoing
relationships with individual customers.
• Marketing in the digital age has been transformed into a process of
dialogue, as much about listening as it is about telling.
 CHARACTERISTICS OF A DIGITAL
CONSUMER
• More informed
• The digital consumer searches before buying. For that reason,
companies must provide information about the products/services
clearly and in a transparent way.
• Moreover, when searching a solution, the costumer usually looks for
other people’s opinions, who have bought the product/service.
• More connected
• The digital consumer is connected at any time and any place, mainly
because of the growing use of mobile devices.
• Less impulsive
• The digital consumer is sensitive to price and the consume practices
are more thoughtful and conscious.
• More demanding
• Digital consumers want the company to “talk” with them and
clarify doubts as quick as possible, even at the same time the
doubts are presented.
• More participative
• Digital consumer usually shares opinions and experiences: if the
product is good or not, if there was any problem related to
customer service, etc. Companies may think this habit is
disruptive, but no; on the contrary! By knowing different
opinions, negative or positive, companies will know if
• they are providing a good service, if the product matches what
customers want or if it needs improvement.
 DIGITAL CONSUMER JOURNEY
• A consumer journey is the trajectory of experiences through which a
consumer goes from not knowing they want something, to buying
this something, to performing post-purchase activities (the most
obvious being consuming the product).
• It is “an iterative process through which the consumer begins to
consider alternatives to satisfy a want or a need, evaluates and
chooses among them, and then engages in consumption” (Hamilton
et al. 2019).
• The journey is composed of pre-purchase activities, i.e., activities
consumers take prior to buying a product; purchase activities, or
what people do to acquire a product; and postpurchase activities,
what happens once consumers have bought a product (Lemon and
Verhoef 2016).
MARKETING STRATEGIES FOR DIGITAL WORLD:
RECENT TRENDS
• Digital marketing is any online marketing
effort. This includes using marketing
techniques like email, search engines, social
media, and websites.
• To get the most out of your digital marketing
plan, you’ll want to create a strong digital
marketing strategy.
 strategies for the digital world-latest
practices.
• Search engine optimization (SEO)
• Pay-per-click advertising
• Email marketing
• Content marketing
• Social media marketing
• Affiliate marketing
• Mobile marketing
• Influencer marketing
• Viral marketing
• Search engine optimization (SEO)
SEO is the process of improving your website
so that it ranks highly in search engine results
for keywords and phrases related to your
business. The more keywords you rank for —
and the higher you rank — the more people
will see and become familiar with your
website and business.
SEO Goal
• SEO aims to direct more traffic to your
website from members of your target
audience.
• These are consumers who are actively
searching for the products and services you
offer, as well as users searching for more top
of the funnel content.
Pay-per-click advertising
• PPC is a paid form of advertising that relies on an auction-
based system.
• With PPC, you bid on keywords that you want your ads to
show up for — your ad triggers when a user’s search
includes your keyword. These ads then appear at the top of
search results, above organic listings. If a user decides to
click on your advertisement, you then pay for that click.
• In other words, you don’t pay for ad space — only for the
results.
PPC Goal
• PC aims to reach searchers with transactional
queries, meaning they’re ready to buy your
products or services. When they click on your
ad, they’ll arrive at your landing page and see
a call-to-action (CTA) to convert, whether by
purchasing a product, signing up for an email
newsletter, or another action.
Email marketing
Email marketing focuses on retaining existing
customers, as well as gaining new ones. It’s an
excellent technique for building brand
awareness, keeping your company top-of-
mind, and encouraging repeat purchases.
email marketing’s goal?
• The main objective of email marketing as a
digital marketing initiative is to stay at the top
of mind for potential customers, and provide
current clients with beneficial information,
like relevant industry news, and personalized
content, like product coupons, that keep them
coming back.
• Content marketing
• In content marketing, your business focuses
on reaching, engaging, and connecting with
consumers via content. This content, which
can include videos, blog posts, infographics,
and more, provides values to users. It’s not,
however, sales-orientated copy — it’s
informational.
content marketing’s goal?
• The overall goal of content marketing as a
digital media strategy is to provide valuable
information to your target audience, increase
traffic, and generate conversions. From a
technical standpoint, content marketing also
focuses on optimizing your content for search
engines to improve your visibility in search
results.
Social media marketing
Social media marketing focuses on building
brand awareness and increasing conversions.
A social media marketing campaign can
feature one or several social media platforms,
depending on your target audience and their
platform preferences.
• A few of the most popular platforms for this
Internet marketing strategy include:
• Facebook
• Twitter
• Instagram
• Pinterest
• LinkedIn
social media marketing’s goal?
• The core goal of social media marketing is to
increase brand awareness and conversions, as
well as build and maintain your company’s
reputation. That is why social media
marketing focuses on creating informational
and promotional content, plus interacting
with users on the various platforms.
• Voice search optimization
With voice search optimization, your company
optimizes existing and new website content
for voice search. The intention is to earn your
website the featured snippet or position zero
spot in Google search results.
voice search optimization’s goal
• The goal of voice search optimization is to
earn the featured snippet for keywords
relevant to your target audience and business.
By ranking for position zero, your company
increases its online visibility to consumers,
which can lead to store visits, product
purchases, and more.
Video marketing
Via video marketing, your company increases
its reach, grows its revenue, and expands its
operations. Like content marketing, as well as
email marketing, your business focuses on
creating informational and valuable videos for
its target audience.
video marketing’s goal
• Video marketing focuses on improving brand
awareness, conversion rates, and company
revenue. It accomplishes these goals by
creating valuable, high-quality content for
users. This strategy, like voice search
optimization, also appeals to current user
behaviors.
• Influencer marketing
• Brands can partner with celebrities, sites, or
others that are considered experts in their
field, that share similar values. Brands can
then reach these influencers’ followers with
branded content and offers
4 benefits of digital marketing strategies
• 1. Increasing website traffic
• With all digital marketing strategies, one of the
main goals is to increase traffic to a company’s
website.
• When people visit a website, they’re there for a
reason. Whether they’re looking for information
on your products, searching for how to contact
your team, or reading a recent post on your blog,
they aren’t staying on your website by accident.
Driving storefront traffic
• If your business operates a physical storefront,
one of your main goals is likely to bring
customers into your location. Online
marketing strategies, like local SEO, can help
you achieve this goal and attract more foot
traffic — even some strategies not featured on
this list, like geofencing advertising, may help.
Boosting brand awareness
• When you use digital marketing, you get your
brand in front of more potential customers,
whether through search results, email
inboxes, social media platforms, or another
outlet. As a result, more people become
aware of your brand.
Raising revenue and conversions
• The biggest and most important objective of
any marketing strategy is to increase revenue.
By improving your target audience’s traffic to
your website and store, as well as partnering
with the leading digital marketing agency, you
can increase your company’s sales.