Digital
Marketing
Course Objectives
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Explain What is Digital Marketing
Define Digital Marketing
Explain What is Marketing Mix
Describe the Various Digital Marketing Channels
Explain the Various Digital Marketing Methods
Explain the Various Digital Ad Pricing Models
Explain Steps for Digital Marketing Strategy
Explain Porter’s Five Forces
Explain the Tactics for Digital Marketing
Explain the Tools for Digital Marketing
Describe Role of Social Media in Digital Marketing
Explain the Role of Content in Digital Marketing
List the Buzzwords of Digital Marketing
List the Benefits of Digital Marketing
Describe the Challenges of Digital Marketing
Introduction
Do you use any of the following?
Yes, surely you must be using at least one of them.
Introduction
•
As you can understand,
email, SMS, social media
websites, search engines
etc. are a part of the
everyday life in today’s
modern world.
•
Almost everyone uses
the technology of
Internet and its
associated technologies.
Introduction
•
Today’s modern world
marketing requires that
brands, products and
organizations remain
abreast of times and
radically change the way
they market themselves.
•
Therefore, the modern
world has seen the
advent of what is known
as ‘Digital Marketing’.
Introduction
•
‘Digital Marketing’ is
achieving marketing
objectives through
applying digital
technologies or in other
words through use of
electronic
communications
technology.
•
‘Digital Marketing’ is also
known as ‘Internet
Marketing’ or
‘eMarketing’.
Introduction
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Thus, organizations in
today’s modern
technological times use
the Internet and
electronic communication
technologies to market
their products and
brands.
•
So, marketing of products
and brands is carried out
in various ways such as
through SMS, email
newsletters, social media
marketing, online
marketing campaigns etc.
Introduction
•
To market using these
digital technologies,
every organization has to
formulate ‘Digital
Strategy’ as a part of its
marketing strategies and
campaign.
•
An organization has to
focus its efforts on
having a sound business
strategy supported by a
well thought out
marketing strategy which
includes the digital
strategy.
Introduction
Present vs. Old Marketing Ways
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There has been an advent
of many new technologies
in the 21st century due to
various technological
innovations and
development.
•
So, to understand the
changes that have to be
made in the marketing
approach in this modern
world, it is crucial that you
should understand briefly
the characteristics and
features of the old
economy.
What is Digital Marketing?
‘Digital Marketing’ is achieving
marketing objectives through applying
digital technologies or in other words
through use of electronic
communications technology.
‘Digital Marketing’ is also known as
‘Internet Marketing’, 'Interactive
Marketing', 'Online Marketing', 'Web
Marketing' or ‘eMarketing’.
Effect of Digital Marketing on Traditional Marketing
The ‘7 P’s Marketing Mix’ represents the various
extensions of Borden’s original idea of the marketing
mix and is familiar to almost every marketer.
So, how does the ‘traditional marketing’ approach
change due to the advent of ‘digital technology’ in
marketing?
Digital Strategy in the Marketing Ecosystem
• The Marketing Ecosystem includes a sound business strategy which should be
supported by a well thought out marketing strategy.
• The digital strategy is included in and is a crucial component of the marketing
strategy.
• The digital strategy may be the smallest part of the strategic planning, but it is
crucial as it may be the most capital intensive piece.
Mobile
•
The ‘mobile’ is another digital
marketing channel used in today’s
digital world. The mobile technology is
not yet fully developed and suffers from
a few limitations.
•
Mobile handsets have a small screen
size and a short battery life. These two
factors are a major cause of irritation
among consumers. Hence, it is very
difficult to successfully run multimedia
digital marketing campaigns on mobile
devices.
Website
Website
Website:
•
A ‘Website’ is also known as
an ‘Internet Site’ or simply
‘Site’.
•
It is a computer connected to
the internet that maintains a
series of web pages on the
World Wide Web (WWW).
•
A ‘Website’ is a crucial
component that every
business or company should
create and use for their brand
communication needs.
Blog or Web Log
Blog or Weblog
Blog or Web Log:
•
A ‘Blog’ is also known as ‘Web
Log’.
•
A ‘Blog’ is a shared on-line
journal where people can post
daily entries about their
personal experiences and
hobbies.
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Just like a website, a blog can
exist as an independent
Website.
Digital Ad Pricing
The pricing or the rate of advertising differs from media to media such
as from newspapers, magazines or TV. Similarly, the ad rates differ on
different digital media properties depending on their popularity
among the consumers. Also, it is much easier for advertisers to
estimate the Return on Investment (ROI) for their ads in digital
environment, which is not possible in traditional advertising. There
are various types of digital ad pricing models from which businesses
can choose a suitable one that matches their requirement.
Cost per Click (CPC)
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Based on your business’ requirement, you can choose from various ad
per Click
pricing models Cost
available
such as follows:
(CPC)
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Cost per Click (CPC):
o In the Cost per Click (CPC) model, the advertisers pay to
the publishers only when a consumer clicks on their text
or banner ad unit.
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Let us look at each in detail.
Real Life Example
Let us look at how this ad can be advertised
using various digital ad pricing models such
as follows:
Cost per Click
(CPC)
Cost per Mille
(CPM)
Cost per Period
(CPP)
Cost per Lead
(CPL)
However, please keep in mind that commercial
and advertising placement cost varies
depending upon specific advertiser, publisher,
content type and specific website categories.
Cost per Acquisition
(CPA)
Real Life Example
Cost per Click
(CPC)
$0.50
Cost per Mille
(CPM)
Cost per Period
(CPP)
Cost per Lead
(CPL)
Cost per Acquisition
(CPA)
This particular ad has been advertised
based on the ‘Cost per Click (CPC) model’.
So, this particular advertiser pays $0.50 to
the publisher of this website for each
consumer who clicks on its ad banner.
Email Marketing
Email Marketing
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‘Email Marketing’ is a form of
direct marketing that uses
electronic means to deliver
commercial messages to an
audience.
•
You can use this tactic a tool
for building relationships with
both potential and existing
customers.
•
It will help you increase the
profitability of your
organization as it helps in
increasing the retention and
value of your customers.
Affiliate Marketing
Affiliate Marketing
•
‘Affiliate Marketing’ is a
system of reward in which
referrers are given a “finder’s
fee” for every referral they
give.
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So, when a person gives the
reference of his friends, family
or colleagues to an online
website, the person gets a
referral bonus or referral
bonus which is many times in
the some form of online
vouchers or discounts.
Search Engine Optimization (SEO)
Search Engine Optimization (SEO)
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You can optimize your site for
good search results by working
with the parameters set by
various search engines.
•
When you optimize your website
as per such parameters then it
ensures that search engines index
your website when people enter a
search term that is relevant for a
product or service.
•
Hence, when your website is well
optimized as per SEO, then it
would appear higher up in the
search results and there are
greater chances of receiving
visitor traffic to your website.
Online Reputation Management (ORM)
Online Reputation Management (ORM)
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You can use ORM to track customer queries and complaints and respond to them
in an effective and timely manner.
•
Also, such complaints and concerns can help improve your product and service
offering and help you better engage with your customers.
•
The insights gained from ORM should be considered when evaluating and
optimizing strategic direction.
Digital Marketing Impact Analysis
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One of the greatest benefits
of digital marketing is that
you can monitor the progress
of your marketing campaigns.
•
Hence, when you use digital
marketing, you can measure
and estimate the Return on
Investment (ROI) on your
digital marketing campaigns.
Buzzwords of Digital Marketing
SEO
Search Engine Optimization is the process of maximizing the number of visitors
to a particular website. This is done by ensuring that the site appears on the
top of the list of search results returned by a search engine.
SEM
‘SEM’ stands for ‘Search Engine Marketing’. It is a form of Internet
marketing that promotes websites by increasing their visibility in search
engine results pages through Search Engine Optimization (SEO) and
advertising.
EDM
‘EDM’ stands for ‘Electronic Direct Mail’. Electronic Direct Mail is advertising
sent directly to prospective customers via email.
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