What is Digital Marketing

NIIT 1.1
Slide
No.
Activity Derive/Share/Facilitate Examples
2. Explain the objectives
given on the slide.
This is an introductory session on
digital consumer behavior. In this
session, you will learn about
digital consumer and digital
revolution.
In addition, you will learn about
digital marketing and consumer’s
impact on the same. Further, you
will learn about the segments of
digital consumer and trends in
digital world.
3. Ask the students:
 If they have any
idea about who
the digital
consumers are?
Seek some examples
from the students.
The students may respond by
saying, ‘Yes, No, or Don’t
remember.’ Focus on ‘Yes’ and
tell the students that anyone who
uses the online medium to buy
products or services is a digital
consumer. Tell the students that
online purchases can be made via a
number of mediums, such as
smartphones, mobile, laptop, or
desktop.
For example, Liza buys
apparels from the website,
Myntra, to add to her style
quotient. She is a digital
consumer.
4. Share the given
information with the
students.
The digital revolution is the digital
shift of technology from analog,
electronic, and mechanical devices
to the digital. It also indicates the
shift in the devices from desktop
computers to laptops,
smartphones, and tablets.
5. Continue the concept
of digital revolution.
Tell the students that today
Internet is common to all
smartphones. Given their busy
schedules and little spare time,
people are increasingly using the
Internet on their smartphones to
search for all types of information
they need in their daily life. The
digital consumers book tickets
Relate the digital revolution to
the real life and cite an
example. You can give example
of online ticket booking, online
shopping.
Chapter 1

1.2 NIIT
Slide
No.
online to avoid a trip to the railway
station or to avoid waiting in long
queues for hours. A digital
consumer accesses all information
about a product and compares it
with other brands and models
before making the actual purchase
to save both time and money.
This research has triggered the
potential for online marketers.
Many brands have now started to
sell their products online. The
scope of online purchase, which
was once limited to purchasing
tickets, has now expanded to every
domain, such as apparels, shoes,
jewelry, books, furniture, travel,
education, health, real estate, and
more. This new trend has resulted
in the digital revolution, which is
here to stay and further expand
horizons.
 How much time
they spend
online?
Seek some examples
from the students
about what
information they look
for while surfing
Internet.
Listen to their answers and check
their understanding. Then, explain
them that since this is the
technology age, most of us spend
most of the time in online
searching for information as per
our requirements.
Further, explain them who the
e-tailers are and how the power is
now transferred to the consumers.
In addition, tell them that social
networking sites, blogs, and the
company websites are the new
channels for this communication.
A consumer is involved right from
the conception of the product. The
product is designed as per the
consumers’ specifications to
ensure that all their requirements
are met.
For example, Ford Motors helps
their consumers to design their
car.

NIIT 1.3
Slide
No.
7. Start the slide in a
discussion mode and
ask the students the
following questions:
 How many of
you have
shopped or sold
products online?
 What products
did you buy or
sell?
 What kind of
challenges did
you face?
 If you are an
e-tailer, what are
the things that
you will keep in
mind to meet the
challenges faced
by consumers?
Take the students from different
regions on air and ask them to
explain and probe them to give
more and more examples.
You will find the
answers/guidelines of this
exercise in the
Exercise_Solution.pdf file at
the following path:
 TIRM/Solution_To_
Exercises
 Have you ever
used online
medium for
reading
newspaper,
studying and
researching
academics
related content,
and downloading
convenience or
lifestyle mobile
applications?
What kind of
challenges did
you face?
Take the class in discussion mode
and encourage the students to
explain and give more and more
examples.
You will find the
exercise in the
the following path:
Exercises

1.4 NIIT
Slide
No.
9. Share the given
students.
As a digital marketer, it is very
important to understand the
consumer behavior. Explain them
the process which a digital
consumer follows prior to making
a purchase. Tell them that the
consumers do a lot of research on
the Internet, mostly using the
smartphone. They select a product
based on the information available
on various sites, companies’
official sites, blogs, comparison
sites, reviews of already existing
consumers and social networking
sites. Once the consumers have
decided what products they want
to purchase, the next step is to
decide from where they are going
to make the purchase. The
consumers again conduct a
research of the best deal online,
keeping into consideration the
reputation of brand and the
authenticity of the websites they
have shortlisted to make a
purchase. They finally make a
purchase, receive the product, and
then share their experience on the
social networking sites to help
others too.
10. Ask students if they
can tell who India’s
top e-tailers are.
You will find the
exercise in the
the following path:
Exercises

NIIT 1.5
Slide
No.
11. Summarize a little
about what the
students have learned
till now and then
share the information.
Tell the students that till now they
understood who the digital
consumers are and how they
behave while purchasing things
online. Further, tell them that it is
also important to understand what
digital marketing is. Add that the
digital marketing is marketing
done online. A digital marketer
promotes the product and creates a
brand reputation in order to attract
the digital consumers.
In addition, tell them that, since
they know that consumer do a
research before purchasing
anything online, so as a digital
marketer. They have to gain the
attention of the consumer and offer
what others are not offering.
For example, Google is the
mostly used search engine
because it caters the needs of all
type of consumers.
12. Continue discussing
about the digital
marketing and share
more information.
Digital revolution has redefined
the business environment and
introduced the following changes:
 Empowered the consumer:
Consumers have more power
today. The purchasing process
has become transparent. All
deals and discounts can be
searched in seconds and hence
no retailer can command a
premium unnecessarily or sell
at higher prices than his/her
competitor.
 Transparency: In the digital
arena, a consumer has access
to unlimited information and
can figure out which deal is
the best in minutes. In the
traditional business
environment, a consumer did
not have the entire knowledge
of a marketplace and hence,
the partial information led to
less competent purchase.

1.6 NIIT
Slide
No.
Digital marketers need to be
very careful about the
information published in the
advertisements of the products
they are selling. Any
hyperbole will be rejected by
the consumer.
 Variety: Marketers offer
more services and products.
Digital consumer have a wide
choice since only stores are
not geographically restricted.
 Interactive: The exchange
between marketers and
consumers is increasingly
interactive and instantaneous.
The marketers need to be
current and also need to
acknowledge the preferences
of consumers. The impact
reaches beyond the PC-based
Web connection. Now,
consumers are armed with
smartphone devices and can
move around with the Web in
their pockets.
13. Ask students why is
the study of digital
trend, followed by
consumer, important
to the digital
marketer.
Take the class into the discussion
mode.
You will find the
exercise in the
the following path:
Exercises
14. Share the given
students.
Segmentation is the process of
dividing the targeted consumers
based on different criteria. As an
individual, the proposed consumer
of a product will have peculiar
characteristics that define him/her.
The study of this characteristic
behavior will help the marketer
better understand the end-user of
the product. This segmentation
will also help the marketer to

NIIT 1.7
Slide
No.
narrow down on the target
audience and be relevant, so that
the reach of the product is more
focused and is of value for
investment. The increased
relevance will increase the sales.
There are six different segments of
a digital consumer. These are:
 Basic digital consumer: This
group of consumers uses
laptops or desktops for their
research on products, which
may turn into an online
purchase.
 Retail scouts: This group of
consumers uses mobile or
smartphone for their research
and purchase of products.
They prefer to shop on a retail
site where multiple brands can
be accessed rather than a
brand-specific site. For
example – Flipkart, Myntra,
and Jabong.
 Brand scouts: This group of
consumers is loyal to brand
and has the brand in mind
before making a purchase.
They do not prefer a retail site
and rather opt for a brand’s
official site to make a
purchase. Example – Dell and
Amway.
 Digitally driven: This group
of consumers is a gadget
freak. They use all kind of
gadgets to make a purchase to
avoid a store visit at any cost.
 Calculated shoppers: This
group of consumers is sure
about making a purchase and
does a lot of research on
which brand to choose. They
are in no hurry and are willing

1.8 NIIT
Slide
No.
to put in the required time to
get the best deal and the best
product.
 External shoppers: This
group of consumers may or
may not purchase online.
They have a lot of questions
about the product and take
time before making a decision
on the brand. Like the basic
digital consumer, they too use
only laptops or desktops to
make a purchase. This group
will never use smartphones
for an online purchase.
15. Perform the following
activity:
Ask students to pick
any three segments
and write down the
names of three people
that they know who
belong to these
segments. Why they
think so? Which
segment do they think
they themselves
belong to?
Divide the students in region wise
groups and ask them to write one
segment each. Collect answers
from each group and explain if
they have missed anything.
You will find the
exercise in the
the following path:
Exercises
16,
17,
and
18
Share the
information.
Tell the students that it is very
important for a marketer to
understand the psychology of
consumer. Giving example of
digital gadgets, tell the students
that there are different factors that
will drive a consumer to use the
digital gadgets. On the basis of
behavior, consumers are divided as
traditionalists, data practicals, data
entertainers, and smartphone
omnivores.
Further, explain all these
categories. Tell them that
traditionalists are consumers who

NIIT 1.9
Slide
No.
use smartphone devices primarily
for voice. They are more
comfortable in using their
laptops/desktops for accessing
data/Internet. They can be
approached by SMS or via call
center executives calling them to
inform them about them about
their products and services.
Data practicals are consumers who
use very little voice but lots of
data. They can be approached by
online advertisements, websites,
blogs, and smartphone
applications.
As George is new to digital
consumerism, and even though he
is purchasing a smartphone, his
intention is to primarily use it to
for voice calls only.
Data entertainers are consumers
who use video, music, and games.
They are basically the data
consumers. A lot of you may fall
into this category. Digital
marketers should reach out to them
through online gaming and videos.
They would also go with
marketing materials that have a lot
of entertainment value.
Smartphone omnivores are
consumers who use both voice and
data extensively. These are
working executives who are on the
go, most of the times, and fulfill
all their work and entertainment
needs using their smartphones.
They can be reached on data as
well as phones. Easiest to reach,
however, if over exposed, they
will not be interested.

1.10 NIIT
Slide
No.
 What type of
smartphone user
are you? Write
down with
reason.
Take the class in discussion mode.
Encourage the students to give
examples.
You will find the
exercise in the
the following path:
Exercises
20. Share the given
students.
Tell them that till now they learned
about digital consumers and how
they can be segmented. Further,
they need to understand what the
new trends in the digital world are,
which enhance digital
consumerism and how a marketer
can take advantage of them. The
six trends that bring about a shift
in the digital world are:
 Device shift: Smartphones
and tablets have taken over
the traditional laptops and
desktops.
 Communication shift: Voice
calls interaction has now
changed to social networking
and video sharing. It has
become more data-centric.
 Content shift: Consumers
access all the information
using smartphones rather than
the traditional print media.
News from different channels,
papers, and different part of
the world can be accessed
using smart devices.
 Social shift: People spend
most of their time on the
Internet to access thee
different social networking
sites. Social sites, such as
facebook, linkedIn, and
twitter, hold the lion’s share
in the social networking
world. Digital marketers are

NIIT 1.11
Slide
No.
fully utilizing the popularity
of social networking sites to
their advantage.
 Video shift: The way and the
time for which a video is
being watched have changed.
Consumers prefer to record
their favorite shows for
viewing the videos. The use
of YouTube and Netflix is
also increasing.
 Retail shift: Even though
online shopping is growing, it
still accounts to only 5% of
the total sale. Though it is
growing by leaps and bounds,
the digital marketers are
trying to give a shopping
experience that can attract
more and more digital
consumers.
 Which trend has
surprised you
and why?
Take the class into the discussion
mode. Encourage the students to
speak and give examples.
You will find the
exercise in the
the following path:
Exercises
22. Share the information
with students.
Tell the students that there are
changes in purchase pattern along
with changing trends in use of
digital devices. Further, tell them
that there are various factors which
leads to change in purchase
pattern:
 Financial independence has
led to women playing an
active role in online shopping
 Ease of availability of credit
cards
 EMI facility
 Personal loans
Give the example of credit card
to students explaining the ease
of payment. Also, give them
example of independent
women’s role in changing
patterns.
Tell them that today if they
want to go for higher education
but do not have sufficient funds,
they can take personal loans.
Also, you can purchase
anything you aspire for on EMI
basis.

1.12 NIIT
Slide
No.
23. Invite participants
who are confident of
public speaking.
Once a participant
comes on the stage,
ask the person to
speak on the given
topic for at least five
minutes.
This activity can be
repeated for another
student.
Topic:
 Pick a product of
your choice and
create target
segments of the
product users.
How do you
think this
product is
affected by
change in the
purchase pattern?
The objective of this
activity is to explore
their knowledge
about the changing
purchase patterns.
You will find the
exercise in the
the following path:
Exercises
with the students.
Tell the students that marketers
use different strategies to obtain
competitive advantage over their
rivals, to impact the consumer.
The digital marketers make use of
the following tools:
 Search Engine Optimization
(SEO): This ensures that
whenever a consumer is
looking for a product, the
marketer’s company website
should be listed in the top

NIIT 1.13
Slide
No.
most searches.
 Search Engine Marketing
(SEM): This ensures the
advertisements on search
engines and display networks,
that is, advertisement on other
popular sites.
 Social Media Marketing
(SMM): This ensures optimal
advertisements on the popular
social networking sites, such
as Facebook, Twitter,
LinkedIn, and Slideshare.
with the students.
Tell students that it is also very
important to establish the trust. It
is still very difficult for some
people to trust on online
transactions. Companies need to
be very careful to gain the trust of
consumers. They also need to have
strict privacy policies assuring the
nonsharing of consumer data.
Further, explain them that there is
a concept of opt-in marketing. The
opt-in marketing is a way by
which a digital marketer takes the
consent of the consumers. The
consumer fills a form where the
consumer authorizes to share or
not share his/her data. This form
also takes consent on whether the
consumer would like to be
exposed to marketing material.
Cite the examples of IRCTC for
booking the railway tickets,
BookMyShow for booking
online movie tickets, and
Jabong for online purchase of
apparels.
with students.
Tell the students that now they
know how to establish the trust of
consumer. Next thing is to retain
that trust. In order that a company
thrives, it is important to retain a
consumer. Unless this happens, it
will have to get hold of a new
consumer every time. The cost of
acquisition of a new consumer is
higher than the cost of retaining an

1.14 NIIT
Slide
No.
old consumer. A consumer is
satisfied only when he gets the
value for money.
27. Check the knowledge
of students by asking
the following
questions:
 What are the
examples of
opt-in
marketing?
 Do you prefer
opt-in
marketing?
Take the class in discussion mode.
Try to clear all their doubts in the
discussion mode. Ask them for
examples.
You will find the
exercise in the
the following path:
Exercises
28. Summarize the
session.
Recall the key points learned in the
session.

What is Digital Marketing

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to What is Digital Marketing

Similar to What is Digital Marketing (20)

Recently uploaded

Recently uploaded (20)

What is Digital Marketing