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Production Era
This era started before 1925. Its main
goal is about producing “high” quality
products.
It was believed that high quality
products will sell itself.
One major influencer in this era was
Henry Ford.
Henry Ford quoted, “They can have a
car of any color they want, as long as
it’s black”.
Ford innovated the assembly line.

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Sales Era
This era started from the 1920s to the
1950s.
Companies adopted the sales
orientation, which means consumers
will not buy nonessential goods and
services, with the attitude toward
marketing that only great advertising
and personal selling can persuade
consumers to buy.

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Marketing Era
This era started in the 1950’s and
still continues today.
During this time, the world changed
from a seller’s market to a buyer’s
market.
In this era, it’s all about what the
consumer wants.
Teams created products that match
consumer's needs.
The marketing concept is a company wide
consumer orientation. It’s meant to create
long running success.
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Relationship Era
Started in the 1990s.
This era is a build on the marketing era. It
focus on building solid relationships
with customers and suppliers.

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Social Era
This is the next evolution.
This era came about due to the
accessibility of the internet and
social media sites.
Companies can build relationships
with customers by connecting with
them on the internet.

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Content Era
Today, brands are using content to tell
stories about their products.
Instead of boring advertisements,
companies are now creating entertaining
stories to sell products and create brand
visibility.

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Module 1
MARKETING IN A DIGITAL
WORLD

UNIT 2 : UNDERSTANDING THE DIGITAL LANDSCAPE

IN SRI LANKA

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DIGITAL VS TRADITIONAL MEDIA REACH

10,000,000

9,000,000

8,000,000

7,000,000
Facebook
6,000,000
YouTube
5,000,000
Sunday Lankadeepa
4,000,000
Hiru FM
3,000,000 TV Derana
2,000,000

1,000,000

-
Facebook YouTube Sunday Hiru FM TV Derana
Lankadeepa
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Source: LMRB, Facebook, Google

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TV | RADIO | PRINT | INTERNET

11
Million 9
Radio Million
Listeners Print Readers

10.1
Million
Internet
Users*

15
Million
TV Viewers
Source: Nielsen Media Watch | WeAreSocial Annual Report for 2020
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MOBILE INTERNET IN SRI LANKA

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SOCIAL MEDIA USAGE IN SRI LANKA

8,100,000
Monthly Active Users

364,000
Monthly Active Users

1,400,000
Monthly Active Users

8,500,000
Monthly Viewers

1,600,000
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Key Takeout

⚫ Digital is now the #2 most important medium

for most brands, after TV
⚫ Digital is not any more a niche medium. It’s a
mass medium with a high growth rate
⚫ Everything you do on digital has to be mobile
optimized
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Module 1
MARKETING IN A DIGITAL
WORLD

UNIT 3 : WHAT IS DIGITAL MARKETING

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Defining Marketing

“Marketing is the management process

responsible for identifying, anticipating and
satisfying customer requirements profitably”

Chartered Institute of Marketing - UK

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Digital Marketing Defined

“Achieving marketing objectives through applying

digital technologies”

Dave Chafey – Digital Marketing: Strategy,

Implementation and Practice

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Achieving Marketing Objectives

Identifying – How do digital technologies help marketers to identify
customer needs?

Anticipating – How do digital technologies help marketers to anticipate

customer needs and plan their demand more effectively?

Satisfying – How can digital channels help increasing customer

satisfaction?

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Achieving Marketing Objectives

Identifying - The internet can be used for marketing research to find out
customers needs and wants.

Anticipating - The internet provides an additional channel by which

customers can access information and make purchases.

Satisfying - A key success factor in digital marketing is achieving

customer satisfaction through electronic channel, which raises issues
such as; is the site easy to use, does it perform adequately, what are the
sentiments of the customers on Social Media etc.

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Digital Across 7 P’s

MARKETER’S JOB: Figuring out what role digital has to play in each of these Ps
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To sum up this section

⚫ Don’t create a digital marketing strategy. Instead, digitize your

marketing strategy.

⚫ Don’t hire digital marketers. Instead make your marketers digitally

savvy.

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Module 1
MARKETING IN A DIGITAL
WORLD

UNIT 4: SCOPE OF DIGITAL MARKETING

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Broadening the Horizons of Marketing

Reach
Head Count

Influence Frequency
Level of
Exposure
Engagement

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Three Types of Media

•Any form of media which requires a

Select the digital channels

Paid Media variable cash out-flow to gain
additional exposures

•Media which you invest to build, and

there after you can gain additional
Owned Media exposures without a variable cash
out-flow to buy media.

•Media exposures your brand get, as

a result of other people talking about
Earned Media your brand. No cash out-flow for
additional exposures

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Scope for Digital Marketing

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Module 1
MARKETING IN A DIGITAL
WORLD

UNIT 5: CHALLENGES AND OPPORTUNITIES FOR

MARKETERS IN THE DIGITAL AGE

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Attention is the most scarce resource

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Interruption Marketing

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Permission Marketing
Make strangers into friends, friends into customers,
and customers into fans

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Permission Marketing
⚫ Traditional advertising is based on grabbing the attention of
people away from what they’re doing
⚫ – TV commercials, newspaper ads, telemarketing phone calls, and even
online display banners.
⚫ Godin calls this Interruption Marketing and shows how it’s much
less effective when people are getting continuously interrupted.
⚫ Instead of annoying people, marketers should offer their potential
customers incentives to accept advertising voluntarily.
⚫ Godin calls this Permission Marketing
⚫ It is now widely accepted as a fundamental basis to successful
marketing strategies.

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AI in Marketing

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Sundar Pichai on AI in Customer Service

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Thank You!
COPYRIGHTS NOTICE

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Amitha Amarasinghe the Asia Pacific Institute of Digital Marketing (APIDM). APIDM
holds the intellectual property rights for all the content,
BSc (Marketing Management), MBA (USJ) illustrations, models and other forms of information unless or
otherwise mentioned on each individual slides attributing the IP
rights for other individuals and/or organizations.

APIDM has authorized the resource persons assigned for

conducting classes at APIDM to use this PowerPoint
presentation deck as teaching materials. A PDF version of the
⚫ Blogs at www.amisampath.com same will be made available for the students of this course
solely for the study purposes.
⚫ [email protected]
Use of the content of this PowerPoint presentation in whole or
⚫ @Amisampath in parts for purposes other than what is mentioned above is
prohibited and will be considered as breach of IP rights of
APIDM.

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