As per bengalure north university syllabus for MBA marketing specialization digital marketing subject module 1 PPT

1. DIGITAL MARKETING
JAGADEESH BABU . MK

2. • MARKET
• SALES
• MARKETING
• SALES vs MARKETING
• DIGITAL MARKETING

5. Marketing
“process of planning and executing the conception, pricing, promotion,
and distribution of goods, services, and ideas”
• Marketing refers to activities a company undertakes to promote the
buying or selling of a product or service.
• Marketing includes advertising, selling, and delivering products to
consumers or other businesses

6. Digital marketing
• Digital marketing is an umbrella term for 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.

7. • Digital Marketing is the term used for the targeted, measurable, and
interactive marketing of products or services using digital
technologies to reach the viewers, turn them into customers, and
retain them.

8. What is digital marketing?
“Digital marketing” is the process of building and
maintaining customer relationships through online
activities to facilitate the exchange of ideas,
products, and services that satisfy the goals of both
parties.

9. Differentiate digital marketing from traditional
marketing
Traditional Marketing Digital Marketing
Communication is unidirectional. Means, a
business communicates about its products
or services with a group of people.
Communication is bidirectional. The
customer also can ask queries or make
suggestions about the business products
and services.
Medium of communication is generally
phone calls, letters, and Emails.
Medium of communication is mostly
through social media websites, chat, and
Email.
Campaigning takes more time for
designing, preparing, and launching.
There is always a fast way to develop an
online campaign and carry out changes
along its development. With digital tools,
campaigning is easier.

10. Cont…
Traditional Marketing Digital Marketing
It is carried out for a specific audience
throughout from generating campaign
ideas up to selling a product or a service.
The content is available for general
public. It is then made to reach the
specific audience by employing search
engine techniques.
It is conventional way of marketing; best
for reaching local audience.
It is best for reaching global audience.
It is difficult to measure the effectiveness
of a campaign.
It is easier to measure the effectiveness
of a campaign through analytics.

11. BENEFITS OF DIGITAL MARKETING

12. OBJECTIVE
• Reach the right audience
• Engage with your audience
• Motivate your audience to take your action
• Maximize return on investment(ROI)

13. DIGITAL MARKETING AREAS
• SEO (Search Engine Optimization)
• SMO (Social Media Optimization)
• SEM (Search Engine Marketing)
• SMM(Social Media Marketing)

14. Benefits of Online Marketing over Offline
Marketing
• High return on investment (ROI) through Online Marketing.
• Target only most interesting audience, pay only
• You can start without spending with small amount.
• Advertising your products on specific hours, time or day bases.
• Fully Controlled as per your location, budget and time.

15. PPC(PAY PER CLICK)
• What is PPC (pay-per-click) marketing? Pay-per-click marketing is a
way of using search engine advertising to generate clicks to your
website, rather than “earning” those clicks organically

16. ADVANTAGE OF PPC

23. E-COMMERCE BUSINESS MODEL
BUSINESS CUSTOMER GOVERNMENT
BUSINESS
B 2 B B 2 C B 2 G
CUSTOMER
C 2 B C 2 C C 2 G
GOVERNMENT
G 2 B G 2 C G 2 G

24. 1.Business - to - Business (B2B)
2.Business - to – Customer (B2C)
3.Business- to- Government B 2 G
4.Customer - to - Business (C2B)
5.Customer - to – Customer (C2C)
6. Customer – to – Government C 2 G
7.Government - to - Business (G2B)
8.Government - to – Customer (G2C)
9. GOVERNMENT- to- Government (G 2 G )
Common e-commerce business
models

25. Business - to - Business (B2B)

27. 1. BUSINESS to BUSINESS
• It is like manufacturer selling / issuing goods to the retailer (or ) whole
seller
• Ex: Ali baba , India mart

28. Adv:
1. Encourage business online
2. Import export easy
3. Buyer / seller determination is easy
4. Trade guides

29. BUSINESS to BUSINESS (B 2 B )
B/S
ORGANISATION
WEBSITE
WHOLE SELLER
Supply products
to
Order
processin
g
Order a
product
RETAILER
CUSTOMER

30. 2.BUSINESS TO Customer (B 2 C)
• It is the model taking B/S and Customer interaction
• Concept is to sell the product online to customer
• Ex: AMAZON , FLIPKART , PRICELINE.COM

31. BUSINESS to Customer (B 2 C )
B/S
ORGANISATION
WEBSITE
CUSTOMER
Supply products
to
Order
processin
g
Order a
product

32. 3. Customer to Business (C 2 B)
• In this customer demands specific products / services from respective
business
• EX: FREE LANCER
• It is reverse of B 2 C

33. Customer to BUSINESS (C 2 B)
WEBSITE
B/S
ORGANISATION
CUSTOMER
POST PRODUCT
OR SERVICE ON
THE WEBSITE
HIRE
SERVICES Order a
product/
SERVICE
RECIEVES
MONEY

34. CUSTOMER 2 CUSTOMER (C 2 C)
• It means that a customer would contact a business in a search for a
suitable customer
• (C 2 B 2 C ) (C 2 C)
• Ex: OLX , e buy ,

35. • https://www.youtube.com/watch?v=vg5KB3hPmp8

36. Customer to Customer (C 2 C)
WEBSITE
CUSTOMER 1
CUSTOMER 2
BUYING
PRODUCT
SELLING
PRODUCT
RECEIVING
PRODUCT
RECIEEVS
MONEY

37. BUSINESS 2 GOVERNMENT (B 2 G)
• It means business to government .
• It is a type of E- commerce in which business sells its services or
products to government
Ex: Government Tenders

38. Customer TO Government (C 2 G )
• It is where people interact with the government on the internet .
• It covers the areas such as election votes & taxation
• Ex: www. Whitehouse.gov
That exchange information between the white house & public

39. Government To Business (G 2 B)
• It means government to business
• It is type of E commerce in which government sells its information or
services to business
• This process takes place on some special government websites
Ex: www. Income tax india.gov.in
Rules related to TAX, different forms & facility for sub mission of
online tax returns .

40. Government To customer (G 2 C)
• This is how the government provides information to people
electronically . It is also where people can download forms .
• Submit applications online & even renew their passports
EX: www. USCIS. gov is the place for immigrants to make
appointment with the local INS office( Immigration and Naturalization
Service) , searching for immigration laws, print out application check
their case status etc..
U.S. Citizenship and Immigration Services (USCIS)

41. Government To Government (G 2 G )
• This is how government around the globe interact with each other on
the internet
• How ever it helps government fighting against crimes and
terrorists

42. DIGITAL MARKETING CONCEPTS
• 1. SEO ( SEARCH ENGINE OPTIMIZATION)
• 2. SEM (SEARCH ENGINE MARKETING )( DIGITAL ADS)
• 3. SMM( SOCIAL MEDIA MARKETING)
• 4. EMAIL MARKETING
• 5. CONTENT MARKETING ( information sharing )
• 6. SALES FUNNEL OPTIMIZATION

43. DIGITAL MARKETING CONSIST OF

44. SEARCH ENGINE OPTIMIZATION (SEO)
• SEO stands for search engine optimization. It is the process of getting
traffic from the free organic , editorial or natural search results on
search engines .

45. Search Engine Optimization (SEO)
• Whenever you enter a query in a search engine and hit 'enter' you get
a list of web results that contain that query term.
• Users normally tend to visit websites that are at the top of this list as
they perceive those to be more relevant to the query.

46. • If you have ever wondered why some of these websites rank better
than the others then you must know that it is because of a powerful
web marketing technique called Search Engine Optimization (SEO).

48. SEARCH ENGINE RESULT PAGE
• PAID RESULTS
• NON PAID RESULTS
Best restaurant in hennur cross road in Bangalore
 top MBA college in Bangalore
 best tourist place in India

49. PAID RESULT
TEXT ADS
SHOPING ADS
( SPONSERED ADS)

50. NON PAID RESULTS
• ORGANIC RESULTS
• IMAGES
• TOP STORIES (NEWS)
• VIDEOS
• KNOWLEDGE GRAPHS
• LOCAL LISTINGS

52. Social engine Marketing :
• SEM is the process of gaining website traffic by purchase
ads on search engines
• Search engine marketing plat forms :
 GOOGLE : Ad words
YAHOO : search Ads
 BING : Ads

55. WHAT IS SMM
• Social media marketing (SMM) is a form of Internet marketing that
utilizes social networking websites as a marketing tool.
• The goal of SMM is to produce content that users will share with their
social network to help a company increase brand exposure and
broaden customer reach.

56. • SOCIAL MEDIA MARKETING to the process of gaining traffic or
attention through social media sites

57. The popular social media network:
 face book
 Instagram
 Twitter
 Pinterest
 Linked in
 YouTube

58. ADVANTAGE OF SMM
• Increased Brand Awareness
• More Inbound Traffic
• Improved Search Engine Rankings
• Higher Conversion Rates
• Better Customer Satisfaction
• Improved Brand Loyalty

59. DISADVANTAGE OF SMM
• Negative feedback
• Potential for embarrassment
• Time intensive

61. E MAIL MARKETING
• E mail marketing : Basically the use of email to promote products and
services .
• It is the use of email to develop relationship with potential customers
and/or clients.

62. • 94 % of internet users use email while only 61 % use social
media
• 75 % of adults online users says that email marketing is the
preferred marketing method.

65. CONTENT WRITING
• A website content writer or web content writer is a person who
specializes in providing relevant content for websites.
• Every website has a specific target audience and requires a different
type and level of content

66. • CM is a strategic marketing approach focused on creating
and distributing valuable relevant, and consistent content to
attract and retain a clearly defined audience to drive
profitable customer action

67. Content marketing life cycle

69. Sales funnels
• An ideal sequence of events someone goes through to go from traffic
to repeat customers
• It is a systems that add and removes barriers for some one to become
a customer or repeat customer when it appropriate
• It can be simple and short (or )highly complex.

73. web presence
• web presence is a location on the World wide web where a
person, business, or some other entity is represented (see
also web property and point of presence).

74. • Examples of a web presence for a person could be a
personal website, a blog, a profile page, a wiki page, or a
social media point of presence (e.g. a LinkedIn profile, a
Facebook account, or a Twitter account).

76. • Examples of a web presence for a business or some other
entity could be a corporate website, a microsite, a page on
a review site, a wiki page, or a social media point of
presence
• (e.g., a LinkedIn company page and/or group, a Facebook
business/brand/product page, or a Twitter account).

77. • Every web presence is associated with a unique web
address to distinguish one point of presence from
another.

78. Pure Play
• It refers to a company that focuses on a particular product
or activity instead of various interests.
• Investing in a pure play can be considered as
investing in a particular commodity or product of a
company.

79. • MICROSOFT : SOFT WARE COMPANY (WINDOWS) (MS OFFICE )
• IBM SOFT WARE COMPANY (SPSS )
• Adobe (Photoshop )
• Facebook ( digital media /social media )

80. Multi-channel marketing is the practice
of using multiple channels to reach
customers.
Multi-channel marketing

81. • In addition to allowing businesses to reach customers through
different mediums, multi-channel marketing also makes it easy
for customers to complete desired conversions on whatever
medium they are most comfortable with.

82. • AMAZON,
• FLIPKART
• SNAP DEAL
• D mart super markets
• Future big bazar
• reliance fresh, digital , trend
• Metro hyper market

83. Multi-channel marketing lets the user
decide, giving them a choice.
 Retail store,
 PPC (pay per click),
 Website,
 Direct mail, Email,
 Mail order catalog,
 Mobile

84.  Airborne Advertising : Flying Banners
 Golf Ads : In the sports venue
 JetMax Media : Reach target audience through locker ads in
flight TV
 Risk Free TV : TV Ads based on pay per response
 Myst Media : Digital Signage
 Radio : FM Radio
 Napkin Ad : Food Courts
Electronic Media options/ Fulfillment options

85.  A payment gateway is a merchant service provided by
an e-commerce or application service provider that
authorizes credit card or direct payments processing
for e-businesses, online retailers, bricks and clicks, or
traditional brick and mortar.
Payment Gateways

86.  PayPal is an electronic commerce (e-
commerce) company that
facilitates payments between parties through
online funds transfers.
 PayPal allows customers to establish an account
on its website, which is connected to a
user's credit card or checking account.
Introduction to PayPal

87. � Once identification and proof of funds have been
confirmed, a user may begin sending or receiving
payments to and from other PayPal accounts.
� PayPal attempts to make online purchases safer by
providing a form of payment that does not require
the payer or payee to disclose credit card or
bank account numbers.

89.  It might be a mix of impression-based (CPM) and
performance-based (CPC or CPA), or a mix of two
performance-based models.
 Hybrid deals are sometimes seen as a way to further
split the risk between publishers and advertisers.
Hybrid Campaign.

90. • Advertising campaigns sometimes bundle CPM and
CPC in a hybrid buy, and sometimes even CPA.
• Affiliate programs have been known to offer a few
cents per-click in addition to paying for a sale, lead,
download, or other conversion activity.

91. • CPM cost per mile
• CPC COST PER CLIC
• CPA Cost per Actual (or ) acquisition ( sign up and purchase
product )
• CTR Click through Rate 100 ads impress click through rate

92. • RPM Revenue per thousand impressions
RPM is calculated by dividing your estimated earnings by the
number of ad impressing you received then multiply by 1000.
Ad RPM = Estimated earnings
--------------------------- X 1000
AD impression

93. • CPM = COST PER MILE or COST PER THOUSAND
Advertisement have to pay per 1000 impression to publishers
CPM = Advertisement cost
---------------------------- X 1000
Total number of impression
200 $
----------- X 1000 = 20 $
10,000

94. • CPC = COST PER CLICK
cost per click advertising
Google absence
High paying keywords
CPC keywords rate more the competition of keywords , more will be
the cost .

95. • CTR: CLICK THROUGH RATE
• CTR depends on both CPM & CPC
• It measures the effectiveness of advertisement
• CTR calculates the % rate of ads that is clicked
CTR = 15 ads clicked
--------------------- X 100 = 3 %
500 impression

96. • CPA : COST PER ACTION
Form submit
News letter
Registration
sale enquirty
Video upload like , shares , subscribes

97. Related Terms
• cost-per-action (CPA),
• cost-per-click (CPC),
• CPM,
• pay per click (PPC),
• pay per lead (PPL),
• pay per sale (PPS)

98. • The following are the 3 types of SEO techniques
1. Black hat SEO
2. White hat SEO
3. Gray hat SEO

99. How to optimize the web presence of the business