DIGITAL AND SOCIAL MEDIA MARKETING AKTU - MBA (KMBMK03)

1. Introduction to Digital
Marketing
DIGITAL AND SOCIAL MEDIA
MARKETING
MBA - KMBMK03
Dr. Rudresh Pandey
Professor
MBA – ABES EC

2. Evolution
• Trade era
• Production era
• Product era
• Sales era
• Marketing era
• Relationship era
• Digital era
“I grew up in a physical world,
and I speak English. The next
generation is growing up in a
digital world, and they speak
social”

4. Impacting
Factors
Interactivity
Engagement
Agility (dexterity)
Personalization
Brand Image
Social Involvement

5. Techniques
Search Marketing
Online Advertising
E-Mail Marketing
E – Commerce
Digital on traditional
medium

6. Web 1.0 Vs
Web 2.0
Information Discovery
Information Retrieval
Information Aggregation
Marketing and selling
Content Control
Content structure

7. Michael Porter's Value Chain

8. Digital
marketing
• E- Business (1996 by IBM) – ICT
in business
• E- Commerce
• E – Marketing (automation)
Online marketing
• Digital
Digital marketing (also known
as data-driven 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.

10. Push Vs Pull

11. New non-linear marketing
• linear marketing approach of one-way communication
to
• a value exchange model of mutual dialogue and benefit-sharing
between provider and consumer
• spread of information and awareness can occur across numerous
channels, such as the blogosphere, YouTube, Facebook, Instagram,
Snapchat, Pinterest, and a variety of other platforms. Online
communities and social networks allow individuals to easily create
content and publicly publish their opinions, experiences, and
thoughts and feelings about many topics and products, hyper-
accelerating the diffusion of information.

12. DM - Types
• Intent based marketing (search
engine)
• Brand Marketing (digital media
formats)
• Content Marketing (story)
• Community based Marketing
(social Community)
• Partner Marketing (PR, Third
party, Sponsor, touchpoints)
• Communication channel
marketing (All Communication
channel)
• Platform based marketing
(Intigration)

13. DM –
Business
Models
• Advertising based (yahoo)
• Subscription based (WSJ.com)
• Commerce based (Flipkart)
• Transaction fee based
(referrals)
• Social collaboration based
(facebook)

14. DM -
Benefits
• Revenues
• Brand
• Information and validation
• Customization
• Multiple channels
• Instant Response (sp to
negative customers)

15. DM –
Technology
and
framework
• Internet, Intranet, Extranet,
portals
• Web
• Wireless technology (RF) /
Networks (WLAN)
• Server models
• Mobile as wireless technology

16. END