1.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Digital Marketing

2.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
What is Marketing?
Environmental
Analysis
STP Product/Service Awareness
Image
Pricing
Distribution
Sales

3.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
What is 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.
While this term covers a wide range of marketing activities, all of which
are not universally agreed upon, we’ll focus on the most common
activities below.
Activities for Local Businesses
Social Media Marketing
YouTube Marketing
Facebook Marketing
Instagram Marketing
LinkedIn Marketing
Social Analytics
Website
Website Design & Development
Search Engine Optimization (SEO)
Search Engine Marketing (SEM)
Web Analytics

4.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
What is Digital Marketing?
Mobile Apps Marketing
Affiliate Marketing
Email Marketing
Blogging/Content Marketing

5.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Traditional Media
Electronic/Broadcast Media
(TV & Radio)
Print Media
Newspaper, Magazines, Brochures, Flyers, Posters, etc.
Out of Home/Place Advertising:
Hoarding, PoS, Airports, Cinemas, etc.
Direct Marketing:
Newspapers, Flyers, Brochures, Catalogues, Telephone Calls, infomercials, etc.
Sales Promotion
Free Samples, Price discounts, Free Shipping, Buy More Save More, Premium Packs,
Product Giveaways, Loyalty Points, Coupons, Competitions, Lucky Draws, Private Sale,
Personal Selling
Public Relations

6.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Why Digital Marketing?
Digital Marketing Traditional Marketing
Two-way communication One-way communication
Targeted to desired customers Lacks targeting (High Wastage)
One to One Marketing Mass Marketing
Brand & User Generated Content Brand Generated Content
Unstructured Communication Controlled Communication
Informal Language Formal Language
Metric: Engagement Metric: Reach/Frequency
Active Involvement Passive Involvement
Deep Analytics Poor Analytics
Real-time creation Pre-produced/scheduled
Global Audience Local Audience
Low Cost High Cost

7.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Why Digital Marketing?
Improve your Outreach (within a small budget)
Save Time (produce and analyze the campaigns in a short time)
Social Currency (create engaging campaigns. Campaigns can go viral,
passing on from one person to another hence gaining social currency.)
Brand Building (the more viral your brand goes the more reputation your
brand will earn)
Connect with customers irrespective of time and place
Equality
Digital Marketing Enables real time customer service.
Digital marketing can be personalized to the needs of individual
customer or customer groups.
Available 24/7
RoI can be easily calculated.

8.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Growth of Digital Channels (Global)

9.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Growth of Digital Channels (Global)

10.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Growth of Digital Channels (Global)

11.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Growth of Digital Channels (Global)

12.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Growth of Digital Channels (Global)

13.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Growth of Digital Channels (Global)

14.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk

15.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Use of Digital Channels (Pakistan)
 43.4% of Pakistani Population is below 14 years of age
 Ratio of internet users in 14+ population is 64.37%

16.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Growth of Digital Channels (Pakistan)
Description Jan 2021 (Millions) Jan 2022 (Millions) Growth Rate %
Population 223.0 227.3 1.93
Internet Users 61.34 82.90 34.14
Active Social Media
Users
46.0 71.70 55.87
Mobile Phone Users 173.2 186.9 7.91

17.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Internet Connection Speed (Pakistan)

18.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Share of Web Traffic

19.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Popular Websites Pakistan

20.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Social Media Use (Pakistan)

21.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Social Media Audience (Pakistan)

22.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Facebook Audience (Pakistan)

23.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
YouTube Audience

24.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Instagram Audience (Pakistan)

25.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
LinkedIn Audience (Pakistan)

26.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Twitter Audience (Pakistan)

27.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Ecommerce Spend (Pakistan)

28.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Ecommerce Spend (Pakistan)

29.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Growth of Digital Channels in Pakistan
162
150 148 144 140 140 138
130
123
117
112
0
20
40
60
80
100
120
140
160
180
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Minutes
Years
Daily Viewership in Minutes
Viewship Mins

30.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Growth of Digital Channels in Pakistan
Time Spent on Social Networking by Internet
Users

31.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Objectives of Digital Marketing
Extend the Brand Online
Create Awareness
Build Image
Attitude
Feelings (warmth, fun, excitement, security, social approval, self-respect)
Grow Sales
Sales
Expand geographical coverage
Sales Promotion
Ad Value
Give extra benefits/Reduce Cost
Customer Relationship Management
Create a dialogue
Ask questions
Track behavior
Get Closer to customers (greetings, reminders, extras, etc.)
Save Cost/Increase profits
Selling cost
Service cost
Research Cost
Advertising & Promotions

32.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Target Audience of Digital Marketing
Business Customers
 Franchisees/Agents
 Distributors
 Wholesalers
 Retailers
 Large Buyers: Banks, Hotels, Railways, Airlines, etc.
Consumers
 Current Customers
 Potential Customers
 Users
 Influencers
 Buyers
Regulators/Government Agencies
Employees
Investors

33.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Key Traits of Online Consumers
Digital consumers are increasingly comfortable with the medium
Using for many years
Generally young
Older users are increasingly becoming internet savvy
They want it all and they want it now
Multiple sources of information
Want information in a suitable format
Information delivered immediately
They are in control
They can actively disengage and shut down the communication
Tailor offer to be user centric
Elective or permission based
Offer real value

34.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Key Traits of Online Consumers
They are fickle (inconsistent/unpredictable)
They can compare and contrast a lot of brands
Brand image can rapidly change
Which can alter choice of the brands
They are vocal
Social networks
Blogs
Online forums and communities

35.
Your Growth Partner www.creativeimpulse.com.pk
Tel: 03 111 222 597 www.creativeimpulse.com.pk
Disadvantages of Digital Marketing
Limitation of Internet Access (35% internet penetration in Pakistan, 35%
population use internet)
High competition of brands
Complaints and Feedback
Security and Privacy Issues
Internet marketing campaigns can be copied
Ad clutter online
Spamming
Continuous investment in training and skills development