MC 4015 DIGITAL MARKETING

Unit – 1 Introduction to Digital Marketing

What is Digital Marketing- Need of Digital Marketing-Digital Marketing Platforms –
Understanding digital marketing process- Difference between Traditional Marketing and
digital Marketing- tools of Digital marketing - Advantage of Digital Marketing-Digital
Marketing Manager Role and functions - How we use both Digital & Traditional Marketing.

What is Traditional Marketing?

It refers to the old methods and techniques used in marketing a product, a service, or a
brand as a whole. Traditional marketing involves printed advertisements, promotions, flyers,
TV ads, billboards, radio ads, newspaper ads, magazine promotions, etc.
Companies generally use traditional marketing in the beginning and switch to digital
marketing later. But one must never lose touch with traditional marketing.
It involves four major phases:
Step 1: Interest
Step 2: Awareness
Step 3: Desire
Step 4: Decision
What are the 5 step marketing models?
The first four steps involve a company understanding the consumers, designing a marketing
strategy, creating customer value, and building strong customer relationships. And the final
step of the marketing process includes a company reaping the rewards for creating superior
customer value.
What is need and scope of digital marketing?
With digital marketing, businesses can use data to target audiences based on factors
like gender, age, location, interests, and education. Companies can also retarget potential
customers who are already familiar with their brand using different methods and messages
for each audience.
What is Digital Marketing?
It refers to the new methods and techniques used in marketing a product, a service, or a
brand as a whole. Digital marketing refers to the promotion, branding, and selling of products
using online marketing techniques. It involves various digital media services, such as
Facebook, Google, YouTube, Instagram, etc. Nowadays, digital marketing is not limited to
major platforms. The digital ad campaigns run everywhere- while redirecting to a website or
a blog, in freemium apps, gaming platforms, 0TT platforms, etc.
It involves four major phases:
Step 1: Planning
Step 2: Conversation
Step 3: Content
Step 4: Sequels
The five Ds of digital marketing is
 digital devices,
 digital platforms,
 digital media,
 digital data, and
 digital technology.
Different Form of Digital Marketing
 Search engines
 Websites
 Social media
 Email
 Mobile apps
 Text messaging
 Web-based advertising

The Scope of Digital Marketing

Companies leverage social media platforms for both business-to-business (B2B) and
business-to-consumer (B2C) digital marketing campaigns.

B2B: To generate leads, B2B marketers are active on social media platforms like LinkedIn
and Twitter. They also often rely on PPC campaigns to reach their target audiences without
spending too much money.
B2C: B2C marketers focus on improving brand awareness and attracting customers to their
websites and products using social media platforms like Facebook, Twitter, Instagram, and
Pinterest.
While posting ads and content on Facebook and other popular platforms continue to
be an effective way to reach your target market, the scope of digital marketing encompasses
much more than just social media. In addition to social media, savvy businesses also employ
the following methods to reach new audiences while building (and maintaining) their brand
awareness:

Paid search: Marketers pay Google and other search engine companies a fee whenever
someone types in your keyword, and their ad is shown at the top of the search results
(―PPC‖ model).
Organic (or natural) search: This method takes more finesse than PPC since marketers
are using keyword analysis and other search engine optimization (SEO) methods to naturally
push their content to the top of the list of natural search results on Google and other search
engines.
Email marketing campaigns: Believe it or not, email marketing campaigns (if done
properly) are still very effective at reaching your target market, and they’re also very
accessible for small businesses.
Content marketing: Publishing helpful articles, guides, tutorials, and other online content (in
addition to webinars and podcasts) that engages your target audience is the essence of
content marketing.
Webinars: This is a great way to provide something of value to target consumers while also
promoting your brand and products.
Podcasts: Compelling audio content is another way to reach your audience and can be
used in conjunction with other media for broader marketing campaigns.

What are the 4 C's of digital marketing?

The 4 C's of Marketing are Customer, Cost, Convenience, and Communication. These 4C's
determine whether a company is likely to succeed or fail in the long run. The customer is the
heart of any marketing strategy.

What are the 4 A's of digital marketing?

The 4 A model of Marketing - Online Manipal
That's why one of the most effective marketing strategies is using the 4 A model:
Acceptability, Affordability, Accessibility, and Awareness.

Traditional Marketing vs Digital Marketing

Parameters Traditional Marketing Digital Marketing

Basics It refers to the process of promoting It refers to the process of promoting

a product or a service using a product or a service using
traditional methods, such as modern methods and digital media,
telephone, television, broadcast, such as SEO, SEM, PPC,
print media, banners, sponsorship, Adwords, Affiliation, and many
door-to-door campaigns, and many more.
more.

Cost of Traditional marketing methods cost Digital marketing is mostly cost

Marketing more. This option is not very cost- effective. Sometimes, it is free- for
effective. example, Social Media Marketing.

Branding It is not a good option for branding. It is a more effective method for
branding.

Ease of It is easy to learn, practise, The ease of learning digital

Learning experiment, and deploy traditional marketing depends on an
marketing techniques. individual’s exposure to online
content, understanding of tools,
and experience in the industry.
Measurement It is not easy to measure how well It is easy to measure the
of your traditional marketing campaign effectiveness of your digital
Effectiveness is working among the masses. marketing campaign using various
analytical tools like SEMRush,
Google Analytics, etc.

Examples Traditional marketing is performed Digital marketing is performed

using radio ads, TV ads, banner ads, using SEO (Search Engine
print ads, sponsorships, broadcast, Optimization), SMM (Social Media
radio ads, door-to-door campaigns, Marketing), SEM (Search Engine
and many more. Marketing), PPC (Pay Per Click)
Ads, Content Marketing, Web
Designing, Email Marketing, SMS
Marketing, Push Notifications, and
many more.

Digital Marketing Process

1. Research Stage
The first step in the digital marketing process is the research stage. In this stage, the
necessary information about the product & services, market, and target audience is
collected. This information is used to create an informed marketing campaign. The detailed
information to be collected includes the following;
 Information about the business, organization, or brand.
 Information about the target audience and market.
 Information about the product or service that is to be promoted.
 Information about the competition, their strategies, and how to stand out and beat the
competition.
2. Creative Stage
The second stage in the process of digital marketing is the creative stage. Now, the
information collected in the previous stage is studied, analyzed, and used to create a
marketing strategy and campaign. The campaign is created keeping in mind the targets and
objectives to be achieved. The campaign includes the branding and content strategy with the
aim to maximize revenue or reach the highest number of customers or both.
3, Promotion Stage
This is the stage where the digital marketing teams start promoting the products or
services. These will be promoted on different digital platforms like Search Engines, display
networks, e-mails and affiliate marketing, social media, and through e-commerce websites
and other marketing platforms.
4. Analyzing Stage
The final stage in the digital marketing process is the analyzing state. Here, the
results of the marketing and promotional campaigns are collated and analyzed to generate
ROI reports. The analysis helps in identifying the strong and the weak areas of the campaign
to help the marketing team in creating a better campaign in the future. This is done through
effective analysis tools like Google Analytics which as the name suggests is provided by
Google.
Illustrate the Components of market space
1. Buyers - In a market space, the actual power rests with a customer or the buyer who
can easily search for the required item on various websites. It is easy to get a
detailed description of the relevant product and service, compare the prices at
different portals, make a bid for the item they think worthwhile and even negotiate the
prices.
2. Sellers - One of the essential components of the market space is sellers. There are
many market spaces on the web, which are offering millions of products and services
to the consumer. Sellers are seeing the market spaces very convenient for selling
their products as they can gain exposure to the innumerable number of buyers which
would not have been possible via physical stores.
3. Intermediaries - There are numerous types of intermediaries in the market space that
provides several services on the web. The online intermediaries are adept at
handling the scenarios of online markets by offering infrastructure services, matching
buyers with sellers and vice-versa, and helping both of them to complete a
transaction admirably.
4. Other business partners - Besides the intermediaries, the market space has other
business partners like the shippers who collaborate with the supply chain on the
internet.
5. Products - The market space is a vast ground where almost every kind of product is
available at the
6. web platforms. Buying is a straightforward option as it is possible with the help of a
single
7. click of the mouse. The digitalization of services and products is likely in the market
space.
8. Back end - An essential component of the market space is back end of the market
which includes activities related to order fulfilment, packaging, payment processing,
purchasing from suppliers, inventory management and delivery.
9. Infrastructure - The infrastructure of market space includes networks, software, and
hardware.
10. Front end - Interaction in the market space is via a front end, and the business
processes include shopping cart, electronic catalogs, seller’s portal, payment
gateway, and a search engine.
11. Support services - One of the components of market space is the support services
that are available in the web world. These include trust services and certification that
ensures security to the knowledge providers.
. Steps to Build a Digital Marketing Strategy
1. Set a goal
 • Specific
• Measurable
• Attainable
• Relevant
• Timely goals
2. Evaluate your existing digital marketing presence
 Website
 Social media
 Email marketing
 Content marketing/SEO
 Pay per click advertising
3. Understand the digital sales funnel
• Awareness
• Interest
• Engage
• Action
4. Build buyer personas
5. Locate your customers on the funnel
6. Create a content plan
• Developing a keyword strategy
• Creating a content calendar:
• Posting on social media
• Using CTA’s and widgets
• Marketing automation tools
7. Analyze results
Advantages and Disadvantages of Digital Marketing
Advantages
 Global reach - A website allows you to find new markets and trade globally for only a
small investment.
 Lower cost - A properly planned and well-targeted digital marketing campaign can
reach the right customers at a much lower cost
 Trackable, measurable results - Measuring your online marketing with web analytics
and other online metric tools makes it easier to establish how effective your
campaign has been. We can obtain detailed information about how customers use
our website or respond to your advertising.
 Personalization - If your customer database is linked to your website, then whenever
someone visits the site, you can greet them with targeted offers
 Openness - By getting involved with social media and managing it carefully, you can
build customer loyalty and create a reputation for being easy to engage with.
  Social currency - Digital marketing lets you create engaging campaigns using content
marketing tactics. This content (images, videos, articles) can gain social currency -
being passed from user to user and becoming viral.
 Improved conversion rates - If you have a website, then your customers are only ever
a few clicks away from making a purchase. Unlike other media which require people
to get up and make a phone call, or go to a shop, digital marketing can be seamless
and immediate.
Disadvantages of Digital Marketing
 Skills and training - staff have the right knowledge and expertise to carry out digital
marketing with success. Tools, platforms and trends change rapidly and it's vital that
you keep up-to-date.
 Time consuming - Tasks such as optimising online advertising campaigns and
creating marketing content can take up a lot of time
 High competition - While you can reach a global audience with digital marketing, you
are also up against global competition. It can be a challenge to stand out against
competitors and to grab attention among the many messages aimed at consumers
online.
 Complaints and feedback - Any negative feedback or criticism of your brand is can
be visible to your audience through social media and review websites. Carrying out
effective customer service online can be challenging. Negative comments or failure
to respond effectively can damage your brand reputation.
 Security and privacy issues - There are a number of legal considerations around
collecting and using customer data for digital marketing purposes.
Advantages Disadvantages
Cost-effective in terms of advertising and Requires investment to keep up with the
other campaigns latest software and devices to operate
successfully
Effective global reach maximizing target Global reach invites global competition that
audience levels up faster than expected
Better local reach in proximity Accessibility challenge due to internet non-
users
Quick Branding on a Bigger Scale Invites anti-brand activities to demote your
brand name the second you get bigger
Establishes sales funnel to track consumer Cyber-security and privacy issues deteriorate
behavior and hence enables personalization the effectiveness of marketing campaigns
for better customer experience
Digital marketing strategies reach the target Successful digital marketing strategies
audience more accurately than traditional require resolving the minutest setbacks to
means reach the target audience
Trackable results for feedback and quick Feedback exposes negative reviews, which
resolution of marketing problems become evident from poor brand reputation
It brings greater profits to the company than Digital marketing strategies are open to
using traditional marketing methods. competitors’ use and also copied to reap the
same proportion of profits
7 P’s of Digital Marketing
The 7 Ps of digital marketing include product, price, place, promotion, people, process, and
physical evidence

 Product - The first step in any digital marketing strategy is to identify what product or
service you’re selling. In order to market your product effectively, you need to
understand what it is, what it does, and who it’s for. Once you clearly understand your
product, you can begin crafting a marketing strategy to help you reach your target
audience.

 Price - The next step is determining how much you will charge for your product or
service. Pricing can be a complex topic, but you want to ensure your price is competitive
while still providing value for your customers. Trying to sell a product at a premium price
point to an audience that isn’t willing to pay for it is a recipe for disaster.

 Promotion - After determining what you’re selling and how much you will charge, it’s
time to start promoting your product. There are a variety of ways to promote your
product or service online, and the strategies you use will depend on your goals and your
target audience. Some common promotional strategies include content marketing,
search engine optimization, social media marketing, and pay-per-click advertising.

 Place - In order for your customers to be able to purchase your product or service, you
need to make sure it’s available in the places they’re looking for it. This means having a
well-designed website that’s easy to navigate and an eCommerce platform that’s
compatible with the payment methods your customers prefer. You should also ensure
your product is listed on popular online marketplaces, such as Amazon, eBay, and Etsy
if your customers also buy from these places. Sell wherever and however you need to in
order to limit unnecessary friction.

 People - In this step, you must consider the people who will be interacting with your
product or service. This includes your target audience and the people working on your
behalf to promote and sell your product. It’s essential to clearly understand your target
audience and what they’re looking for before you start promoting your product. And
once you start promoting your product, it’s essential to monitor the people who are
interacting with it so you can make adjustments as needed.
 Process - The process step ensures that your product or service is delivered to your
customers quickly and efficiently. This includes having a clear and concise checkout
process and an effective customer service system to address any issues that may arise.
Having a system in place for fulfilling orders and delivering your product is also
essential.

 Physical Evidence / environment - Finally, you need to consider the physical

environment in which your product or service will be used. This includes ensuring that
your website is compatible with all devices, including mobile phones and tablets, and
that your product can be used in the country or region of your target audience.

Types of Digital Marketing

1. Affiliate Marketing
With the increased prominence of online marketing, affiliate marketing — also known
as influencer marketing has become popular among many organizations in bridging the
gap between consumers and organizations.

Affiliate marketing utilizes the ever-growing popularity of industry experts and social
media influencers. In working with these third-party influencers, your organization will
collaborate to promote your products or services for compensation. In collaboration,
influencers will engage their audience with posts, blogs or videos to bring in more business
for your organization and create new leads.

Within the last few years, affiliate or influencer marketing has grown immensely with
new media like TikTok, Instagram, Youtube and blogs being a mainstream form of
entertainment and news. Affiliate marketing has become one of the more popular forms of
digital marketing.

2. Content Marketing
Content marketing uses storytelling and information sharing to increase brand
awareness. Ultimately, the goal is to have readers take action toward becoming a customer,
such as requesting more information, signing up for an email list or making a purchase.
―Content‖ can refer to blog posts, resources like white papers and e-books, digital videos,
podcasts and much more.

Content marketing is a digital marketing process that attracts and generates leads by
creating and providing quality content to consumers. The content can be written material like
blogs and articles, audio content like podcasts, and video content like video blogs, that can
be shown on online streaming channels and websites. The content should be original,
entertaining, and engaging for the audience who may consume it and share it further.

3. Email Marketing
E-mail marketing is a digital marketing process that involves sending e-mails to
potential prospects to promote your products or services. It may look simple but it is a laired
and complex process.

The first step is to ensure that your e-mails are wanted and not relegated to Spam or
the trash bin. For this to happen you have to make an opt-in list that does the following:

 Individualize the content for the recipient, both in the body and the subject line of the
e-mail.
 State in clear words the kind of emails the subscriber will receive.
  Integrate both promotional and transactional e-mails.
 Have a clearly visible option to unsubscribe.
The purpose of this is to ensure that your potential customers see the campaign as a
service that is beneficial to them and not just as a promotional tool.

E-mail marketing is an effective and proven digital marketing process that is regarded
as the most effective lead generator. The inclusion of marketing automation makes e-mail
marketing more effective and easier for you as it lets you segment and schedule your e-
mails as per the customer’s needs.

4. Mobile Marketing
This digital marketing type is focused on reaching your target audience on their
smartphone or tablet. Mobile marketing reaches people through text messages, social
media, websites, email and mobile applications. Marketers can tailor offers or special
content to a geographic location or time, such as when a customer walks into a store or
enters an event.

5. Search engine marketing is the digital marketing process that uses paid promotions and
advertisements to rank higher on search engines. Marketers bid on the popular keywords
related to their products and pay the search engines so the visibility of their products and
services increases. Some important elements to consider in search engine marketing are the
quality of advertisements, the relevance of keywords, the landing page quality, and the bid
amount for the keywords and campaign.

6. Pay-per-Click (PPC)
Pay-Per-Click (PPC) is a type of search engine marketing. Pay-per-click refers to paid
advertisements and promoted search engine results. This is a short-term form of digital
marketing, meaning that once you are no longer paying, the ad no longer exists. Like SEO,
PPC is a way to increase search traffic to a business online.

Pay-per-click can refer to the advertisements you see at the top and sides of a search
results page, browsing the web, watching YouTube videos and using mobile apps.

One of the other things that differentiate pay-per-click from SEO is that you only pay for the
results. In a typical PPC model like a Google AdWords campaign, you will pay only when
someone clicks on your ad and lands on your website. You can spend just about any
amount of money on pay-per-click advertising. Some companies may see results from
investing just a few hundred dollars, but plenty of large companies spend tens of thousands
a month on pay-per-click.

7. Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is a digital marketing process that optimizes the
search engines like Google, Bing, Yandex, etc. to rank their web pages higher in organic
searches, related to their products and services.
SEO has created a lot of job opportunities in the digital marketing sector and offers a
promising career path. Some important pointers to consider for web page optimization
include content quality, user engagement levels, mobile-optimized web pages, and the
quality of inbound links.
Since Google is the biggest search engine worldwide, it’s constantly changing
algorithms should be kept in mind for designing any SEO strategy. Other than that, closely
monitor your web pages and make adjustments as required.
 The goal of SEO is to get a business to rank higher in Google search results,
ultimately increasing search engine traffic to the business’s website.
To accomplish this, SEO marketers research words and phrases consumers are
using to search for information online and use those terms in their own content. SEO
encompasses many elements, from the words on your web pages to the way other sites link
to you on the web to how your website is structured.

Content indexing – It is important to allow search engines to clearly ―read‖ what your site
content is, by doing things like adding alt text for images and text transcripts for video and
audio content.

Good link structure – It is important that search engines can ―crawl‖ your site structure to
easily find all the content on your site. There are many things that an SEO specialist can do
to properly format links, URLs and sitemaps to make them most accessible to site crawlers.

Keywords and keyword targeting – Properly deploying your keywords (i.e. the search terms
you want your site to be found for) in your content and headers is one of the fundamental
building blocks of SEO.

8. Social Media Marketing

This includes everything a business does via social media channels. Just about
everyone is familiar with social media, but marketers must approach social with an
integrated and strategic approach. Social media marketing goes far beyond simply creating
posts for social channels and responding to comments.

9. Instant Message Marketing

Instant message marketing uses instant messaging apps to either promote the products or
provide a good customer experience. Many organizations and businesses utilize it through
their official messaging handles using automated technology and chatbots.

Marketing Analytics - One of the major advantages of digital marketing is that it is highly
trackable and measurable. Once, the only trackable marketing pieces were coupons and
similar direct mail offers. If a customer used the coupon, you knew the message resonated.

Today, analytics allow marketers to track user behavior at a highly detailed level:

 How many times they click on a link

 How much time they spend on a web page
 How often they open emails and much more

There are many tools available for measuring the success of digital marketing
campaigns, and many marketers will use some combination of these tools, depending on
their needs and their audience. One of the most used tools for marketing analytics is Google
Analytics, which can be customized in nearly endless ways to measure:

 How your site is performing

 Which keywords are bringing users to your site
 How users are navigating through your website and much more
The Role of a Digital Marketing Manager / Digital Marketer
The role of a digital marketer is to develop, implement, and manage online marketing
strategies to promote products, services, or brands using various digital channels. Digital
marketers leverage the internet and technology to reach and engage target audiences, drive
conversions, and achieve business goals.
 Plans and executes all web, SEO/SEM, database marketing, email, social media,
and display advertising campaigns.
 The specific responsibilities of a digital marketer can vary based on the organization,
industry, and specialization, but here are some common aspects of the role:
1. Strategy Development
Digital marketers create comprehensive marketing strategies that align with the
organization's overall goals. They identify target audiences, analyze market trends, and
choose the most effective digital channels and tactics to reach potential customers.
2. Content Creation and Management
Creating engaging and relevant content is a key part of digital marketing. This includes
writing blog posts, creating videos, designing graphics, and managing social media
content. Content should resonate with the target audience and convey the brand's
message.
3. Search Engine Optimization (SEO)
Digital marketers optimize website content and structure to improve search engine
rankings. This involves keyword research, on-page optimization, link building, and
monitoring search engine algorithm changes.
4. Social Media Marketing
Managing social media platforms is crucial for building and maintaining brand presence.
Digital marketers develop social media strategies, create content calendars, engage with
followers, and use paid advertising to reach specific demographics.
5. Email Marketing
Crafting effective email campaigns helps nurture leads and maintain customer
relationships. Digital marketers design email templates, create compelling content,
segment email lists, and track campaign performance.
6. Pay-Per-Click (PPC) Advertising
Digital marketers use platforms like Google Ads and social media ads to create targeted
advertising campaigns. They manage budgets, create ad copy, select keywords, and
monitor ad performance to ensure a positive return on investment.
7. Data Analysis and Reporting
Digital marketers analyze data from various sources, such as website analytics, social
media insights, and email campaign metrics. They use this data to measure the
effectiveness of marketing strategies and make informed decisions to optimize future
campaigns.
8. Conversion Rate Optimization (CRO)
 Improving the efficiency of digital marketing campaigns is a key focus. Digital marketers
identify areas for improvement in user experience, landing pages, and conversion
funnels to increase the likelihood of conversions.
9. Marketing Automation
Using tools and platforms, digital marketers automate repetitive tasks such as email
scheduling, social media posting, and lead nurturing. This saves time and ensures
consistent messaging.
10. Stay Updated
The digital marketing landscape is ever-changing. Digital marketers need to stay
informed about the latest trends, algorithms, and technologies to adapt their strategies
and tactics accordingly.
11. Collaboration
Digital marketers often work closely with cross-functional teams, including designers,
developers, content creators, and sales teams, to ensure a cohesive marketing strategy.
12. Brand Management
Digital marketers play a role in maintaining and enhancing the brand's online reputation.
They monitor online mentions and engage with customers to manage brand perception.

Common Digital marketing job description

1. Identify trends and insights
2. Allocate marketing investments
3. Plan and direct marketing campaigns
4. Manage an organization's website and maintain it, keeping best practices in mind
5. Optimize content for the website and social media platforms
6. Work with various content formats such as blogs, videos, audio podcasts, etc.
7. Track the website traffic flow
8. Implement and analyze performance metrics
9. Measure and assess goals vis-à-vis ROI
10. Device experiments and conversion tests
11. Provide internal reports on a regular basis
12. Execute new and creative collaborations among technologies and platforms

Digital Marketing Job Description (Sample)

Job Title: Digital Marketer
Job Description:
The candidate will develop, implement, and manage marketing campaigns promoting the
organization's products and services.
The candidate will majorly enhance brand awareness, drive web traffic, and acquire
leads/customers.
Key Responsibilities:
 Develop marketing strategies that align with the organization's business goals
 Manage and execute campaigns across various digital channels, including email, social
media, search engines, and display advertising
 Measure and report on the performance of digital marketing campaigns, and assess
against goals (ROI and KPIs)
 Conduct market research and analyze trends to identify new opportunities and improve
campaign performance
 Collaborate with cross-functional teams, including creative, content, and web
development, to produce engaging content and optimize user experience
 Stay up-to-date with emerging digital marketing trends and technologies