The presentation has an introduction to the fundamental concepts of digital marketing. Immaterial of the tools or techniques used for digital marketing, the concepts presented will help marketers make their marketing effective and efficient.

1. Digital Marketing Fundamentals
By: Avi Chand
Avi Chand Marketing
achand@easymail.in

2. Marketing revisited

3. Pre-Marketing ~ Barter System
Utility Vs Pride/Joy of Ownership  Any premium?

4. Marketing revisited
• What is Marketing?
• Create, Communicate, Distribute Value (Proposition)
• Meet needs profitably
• Executed through 3Cs, STP, and 4Ps
• 3Cs  SWOT, PESTL, Porter’s 5 Forces, Ansoff Matrix, BCG Matrix
etc.
• Value Proposition – the Heart of marketing
• set of unique attributes, benefits, and emotions you offer your
customers through your marketing offering

5. Value Proposition
• What is the customer willing to pay for? – insights and research
• Customer is buying more than just a product or service. He is buying a
bundle of attributes, benefits, and emotions
• Benefits, not attributes. Sell the “hole”, not the “drill”

6. Marketing revisited
• The main or primary job of marketers is to define and target the right
customers segments who would understand their value proposition
and be willing to pay the right price for the value offered through
their marketing mix – the product, price, promotion, and placement
(channel)
• Market-ing – There is no “marketing” without a value proposition
• Marketing as a discipline emerged in the 1940-50s

7. Marketing revisited
• What is Marketing Strategy?
• Outlines target market and value proposition to that target market
• What are the strategic/policy-level elements/aspects of
marketing? These determine 4Ps, brand positioning
• Link between the company and the customer
• Helps firm gain competitive advantage in the long run

8. Consumer Behavior

9. Consumer Behavior
• Customers do not immediately buy into your value proposition – they
take time. Marketers need to understand this consumer behavior – or
what customers do on their way to making a purchase. It is what
marketers call “The Buyer’s Journey” – the three stages in a
customer’s decision-making process
• Awareness: When consumers become aware of their needs and
recognize you as a vendor, among others, capable of meeting their
needs or solving their problems

10. Consumer Behavior
• Consideration: During this phase, consumers refine their needs
through their education and are better equipped to compare you to
your competition
• Decision: The customer is ready to give a vendor their business
because they are convinced that his or her value proposition is truly
superior

11. Consumer Behavior

12. Perspective - how you approach a problem
• Lack of perspective = bits and pieces of knowledge, no pattern
• E.g. 4Ps seem so logical, but why is it called “marketing mix”?
• What is your perspective in digital marketing?
• Perspective = Customers do not immediately buy into value
proposition and must be guided and assisted through the Buyer
Journey
• This is the heart of digital marketing

13. The Digital Marketer’s Job
• The real job of a contemporary marketer is to facilitate, influence,
and catalyze the buyer journey
• They must empower, inform, and educate customers throughout
their buyer journeys so that they are convinced of the superiority of
the marketer’s value proposition.
• Authenticity is one of the key factors of market success for brands as
customers are better informed than ever before.

14. The Digital Marketer’s Job
• Knowing the three stages in the buyer’s journey, marketers must set
clear marketing tasks and objectives for each stage to influence
customers’ behavior in ways that is beneficial to their brands

15. The Digital Marketer’s Job
• Knowing the three stages in the buyer’s journey, marketers must set
clear marketing tasks and objectives for each stage to direct
customers and deepen brand engagement

16. The Digital Marketer’s Job
• In the awareness stage, try to earn high brand awareness/recall or
generate traffic. With a thorough understanding of the needs of the
customers, communicate precisely what customers need to know in
the awareness stage. Inform the customer  Reach
• In the consideration stage, try to earn high brand engagement or
leads. Consumers are now aware of your market offering, so do more
to help them be more engaged with you in their decision making
process – get them to download brochures, see demo videos, trial an
app or software, attend a sales event, or trial a promotional offering
 Engage

17. The Digital Marketer’s Job
• In the decision stage, focus on highly engaged customers to earn high
sales potential  Convert
• Reach, Engage, Convert = TLS = Traffic, Leads, Sales
• This movement from awareness (traffic) to engagement (leads) to
sales (conversion) is at the heart of digital marketing. Engagement or
two-way interaction as a strategy is not available with traditional
advertising.

18. Summary
• Marketers must have clear marketing objectives throughout the
customer journey
• Generate traffic in the awareness stage
• Generate leads in the consideration / engagement stage
• Generate sales in the decision stage

19. Digital Marketing Goals
• Communicate Value Proposition (visibility / awareness / reach), drive
Customer Engagement, and offer Brand Experience throughout the
Buyer Journey

20. The Digital Marketer’s Job
• Aware customers are more likely to engage with your brand
communication, and engaged customers are more likely to buy from
you. Importantly, it gets cheaper to engage aware customers and to
sell to engaged customers as you can focus your marketing spending
on more efficient and effective marketing activities like e-mail and re-
marketing
• The downward/inward movement with progressive cost reduction
and increasing marketing efficiency is called the marketing funnel

22. The Digital Marketer’s Job
• In summary, the digital marketer’s key job is to create and measure or
operationalize / execute / scale the marketing funnel
• Your job as marketing executives is to operationalize and scale the
marketing funnel

24. Ugaoo.com

25. Tools, Techniques, and Metrics
• A host of digital tools and platforms, metrics, and tactics are available
to marketers to create and measure the marketing funnel
• Marketers must smartly measure awareness and engagement
through metrics such as cost per lead, cost per action, cost per
acquisition, click-through-rates, likes, shares etc. to be able to identify
the movement from awareness to engagement to sales. They must
also design intelligent engagement strategies to increase pipeline
velocity – the speed with which customers move through their
marketing funnel

26. Brief history of Digital Marketing
• 1990s – Web 1.0 – static content with banner ads
• Mid 2000s – Web 2.0 – web becomes a social space with user-
generated content – web becomes a platform for users to interact
and engage. Cookies make personalization possible. Advertising and
customer outreach take many shapes and forms – contextualized and
personalized search and social media ads – relevance at scale

27. Web 1.0

28. Web 2.0

29. Tools, Techniques, and Metrics
• Tools and platforms available to create and measure the marketing
funnel:
• Awareness / Traffic: Search Engine Marketing, Social Media
Marketing, Content Marketing
• Consideration / Leads: Lead Magnets, Landing Pages, Conversion
Optimization, Analytics

30. Tools, Techniques, and Metrics
• Decision / Sales: Marketing Automation, Re-marketing, Email
Marketing

31. Operationalizing the marketing funnel

32. Digital Marketing Tactics or Techniques
• Search Engine Optimization (SEO)
• Social Media Marketing
• Digital Advertising
• Pay-per-click Advertising (PPC)
• Content marketing
• Website marketing
• Email marketing
• Downloadable content