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Fundamentals: Introduction and Digital Marketing

This document provides an introduction to digital marketing and discusses various digital marketing concepts. It covers the fundamentals of digital marketing and compares traditional versus digital media. Some key points made in the document include: - Digital marketing uses digital technologies like the internet, mobile phones, and other digital mediums to market products and services. - Digital media allows for large audience reach, targeted audiences, and is generally more cost effective with higher returns than traditional media. - Common digital marketing methods discussed include search engine optimization, social media, email marketing, paid advertising, websites, and digital analytics. - The document also touches on topics like online reputation management, the history of the web, definitions of related terms, and

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Thiru Murugan
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73 views

Fundamentals: Introduction and Digital Marketing

This document provides an introduction to digital marketing and discusses various digital marketing concepts. It covers the fundamentals of digital marketing and compares traditional versus digital media. Some key points made in the document include: - Digital marketing uses digital technologies like the internet, mobile phones, and other digital mediums to market products and services. - Digital media allows for large audience reach, targeted audiences, and is generally more cost effective with higher returns than traditional media. - Common digital marketing methods discussed include search engine optimization, social media, email marketing, paid advertising, websites, and digital analytics. - The document also touches on topics like online reputation management, the history of the web, definitions of related terms, and

Uploaded by

Thiru Murugan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Introduction and Digital Marketing

Fundamentals
Digital marketing

• Digital marketing is 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

Digital
Marketing

Search Social Mobile


Engines websites media Apps Email Analytics
Traditional vs Digital media
Benefits of Digital media
Reach Large Audience

Target the Right Audience

Cost effective

High return on Investment

Scale the Business very fast


Traditional vs Digital media Benefits
• 1. Digital Media is interactive

• 2. Digital Media can be used for low cost market collecting data—Intelligence.

• 3. Digital Media helps individualism- personalisation of services

• 4. Digital Media helps integration communications

• 5. Digital Media helps Industry restructuring by removing intermediaries such


as distributors or brokers that formerly linked a company to its customers

• 6. Digital media is independent of location.


Digital marketing statistics
85% search before
purchase

89% of users Search queries


purchase based on
reviews 2014- 600 crore/day

72 % active on social 84801 viewed videos


media in YouTube in 1 sec

Source: Wikipedia, 2015


Digital marketing Methods

WEBSITE

ONLINE
REPUTATION SEO
MANAGEMENT

Digital
Marketing PAID
EMAIL MARKETING-
MARKETING PPC, DISPLAY
AD, VIDEO ADS

SOCIAL MEDIA
DIGITAL
ANALYTICS NON PAID
PAID
Search Engine Optimization
Paid Marketing
Online Reputation Management
• Online reputation management (ORM) means taking
control of the online conversation. Its techniques
and strategies ensure that people find the right
materials when they look for you on the Internet.

• The purpose of online reputation management is to


create balance, counteract misleading trends, and
allow you to put your best foot forward. E.g.
Managing negative reviews on any other commercial
/ non commercial sites for e.g.-MOUTHSHUT.COM.
History of the WEB
History of the WEB
Different terminologies
The term ‘Internet marketing’ e-business (e’ biz’ nis): The Electronic commerce (e-
tends to refer to an external transformation of key business commerce) is often thought to
perspective of how the Internet processes through the use of simply refer to buying and selling
can be used in conjunction with Internet technologies. using the Internet; people
traditional media to acquire and immediately think of consumer
deliver services to customers. An retail purchases from companies
alternative term is e-marketing such as Amazon.
or electronic marketing (see for Sell-side e-commerce refers to
example McDonald and Wilson, transactions involved with selling
1999 and Smith and Chaffey, products to an organisation’s
2005) which can be considered to customers. Internet marketing is
have a broader scope since it used directly to support
refers to digital media such as sell-side e-commerce. Buy-side
web, e-mail and e-commerce refers to business-
wireless media, but also includes to-business transactions to
management of digital customer procure resources needed by an
data and electronic customer organisation from its suppliers.
relationship management
systems (e-CRM systems).
Buy side vs sell side e-commerce
Business or Consumer models
5Ss of internet marketing
The 5s of Digital Marketing
Benefits of Digital MArketing

• Grow sales
Sell
• Add value
Serve
• Get closer to customer

Speak • Save costs

Save • Extend the brand online

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