This presentation is meant to be the first set of slides one should need to go through before (s)he starts working in the domain. THIS IS NOT MEANT FOR ADVANCED EXPERIENCED DIGITAL MARKETING PROFESSIONALS.

1. Digital Marketing
A BASIC INTRODUCTION (WHAT/WHY/HOW)
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2. WHAT
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3. What is Digital Marketing? 2
And
Many
More…

4. What is Digital Marketing?
The marketing of products or services using digital channels to reach consumers.
The key objective is to promote brands through various forms of digital media.
Digital marketing extends beyond internet marketing to include channels that do
not require the use of the internet. It includes mobile phones (both SMS and
MMS), social media marketing, display advertising, search engine marketing, and
any other form of digital media
Most experts believe that 'digital' is not just yet another channel for marketing. It
requires a new approach to marketing and a new understanding of customer
behavior. For example, it requires companies to analyze and quantify the value of
downloads of apps on mobile devices, tweets on Twitter, likes on Facebook and so
on.
(Source: http://lexicon.ft.com/Term?term=digital-marketing)
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5. Channels
•Using Search Engines to one's benefit
•Primarily a pull channel (Feeds on user’s interest)
•SEM and SEO
Search
•Utilize the latest digital channel (social media) for communicating with the customers and
prospective customers
•Very important for branding
•Used to provide regular updates to one's customers
Social
•On Web and App
•Can be on one's site or app too (while the most generic usage is for the cases when the
channel is owned by a 3rd party)
•e.g. - Website overlays, Banners, In App Banners, Full Screen Banners
Display
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6. Channels
• Very rapidly evolving channel of communication
• Had been natively available with mobile apps/ Recently added to web interface
as a browser functionality
• Has potential to replace the use of SMS for day to day updates given the app's
reach is good enough.
• e.g. - Web Push, App Push, Image Push (Only on Android), Rich Push.
Push Notifications
• Legacy channel for retaining customers and subscribers
• Has higher level of legal protocols of customer communications than other
channels
• Types of business emails: Transactional (Order confirmation, forgot password,
OTP), Semi-transactional (NPS) and Promotional
• Very important channel for e-commerce
Email
• Most expensive channel
• Mostly frequently used for transactional information (like order confirmation,
OTP)
• Least analytical capability (funnel attribution)
SMS
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7. Channels: Types 6

8. Channels: PEO Matrix (Acquisition)
Paid Earned Owned
Search
Search Engine Marketing
(SEM)
- Google Adwords
Search Engine
Optimization
(SEO)
Own Website Search
Social
Facebook Ads
Twitter Ads
Sponsored Updates
(Linkedin)
Likes, Shares, Comments,
Reviews
Social Media Pages
Social Apps
Display
Affiliate Marketing
GDN (AdSense)
In App Banners (3rd party
apps)
-
Push Notifications
(Web and App)
Own Banners (Web
and App)
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9. Channels: Retention 8
Email
SMSPush
Notifications
Web
Banners
Social Media Retargeting

10. WHY
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11. Why Digital Marketing? 10
(Source: http://www.internetlivestats.com/)

12. Why Digital Marketing? 11
(Source: http://www.internetlivestats.com/)

13. Why Digital Marketing? 12
(Source: http://www.internetlivestats.com/)

14. Why Digital Marketing? 13
For more:
Feel free to use Google ;)

15. Benefits of Digital Marketing 14
 More focus on Pull than Push
 Less obtrusive (Consumer has more control on what (s)he sees)
 Better targeting (Demographics, Behaviour, Past activity)
 For e-commerce, selling cycle gets shortened
 Builds your brand and drives loyalty
 Measurable
 Immediate results (well… mostly)
 Easy personalization
 Cost effective

16. Disadvantages of Digital Marketing 15
 Weaker trust: Larger number of scams
 Time bound: Information gets stale faster
 Easy access to information: Bigger competition landscape
 Viral-ability: Though results into lowering costs, but also can backfire
 Ad clutter: Tendency to listen drops if every shopkeeper in flea market
starts shouting out to you
 Not suitable for some products/ services: Krishi Udhyog
 Prone to glitches: Non working URLs for imp landing pages or similar
glitches can bring the whole campaign down

17. HOW
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18. Action: Step by Step 17
(Source: http://www.hubspot.com/inbound-marketing)

19. Action: Step by Step 18
Create Digital assets
Reach out to correct
audience (Targeting)
Drive Interest
EngageDrive Action (Sell)
Post Action Engagement
(Social Listening/ ORM)
Build Advocates

20. Boost your Digital Strategy 19

21. Boost your Digital Strategy
Videos
GIFs
Images
Text
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Decreasing
effectiveness

22. FEW
BUZZTERMS
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23. Retargeting (also called Remarketing) 22
 Reaching out to the users who have already visited our website.
Potential Customer
Visits brand's
website
Doesn't make a
purchase
Cookie is dropped
User surfs internet
Cookie gets
triggered
Brand ad gets
served
User comes back to
the site
Sale happens

24. Native Ads 23
 Disguised online advertising, that matches the form and function of the
platform upon which it appears.

25. Social Listening 24
 Tracking conversations around some keywords and phrases that interest
one’s brand and then leveraging the same for creating opportunities/
content for those audiences.
 Not only tracking one’s own @mentions (30% of conversations regarding
brands do not contain their brand handles*)
 Includes analytics and helps the brand in understanding the sentiments
users have for the brand. Works as a feedback channel.
*Source: http://sproutsocial.com/insights/social-media-statistics/

26. Online Reputation Management 25
 Reputation management (sometimes referred to as rep
management, online reputation management or ORM) is the practice of
attempting to shape public perception of a person or organization by
influencing online information about that entity.
 In easy words, ORM is influencing the search results that show up once
someone looks for you on the internet.
 How is it different from SEO???

27. Online Reputation Management 26
Few ORM techniques:
 Improving the tagging and search engine optimization of company-published
materials, such as white papers and positive customer testimonials in order to
push down negative content.
 Publishing original, positive websites and social media profiles, with the aim of
outperforming negative results in a search.
 Submitting online press releases to authoritative websites in order to promote
brand presence and suppress negative content.
 Submitting legal take-down requests if someone believes they have been
libeled.
 Getting mentions of the business or individual in third-party sites that rank
highly in Google.

28. Online Reputation Management 27
Few ORM techniques:
 Proactively responding to public criticism stemming from recent changes.
 Creating fake blogs pretending to be a different person that shares the same
name in order to push down negative search results on the actual person or
brand.
 Proactively offering free products to prominent reviewers.
 Image reputation management where photos violating copyright, are
embarrassing or might give the wrong impression to employers, for example,
are removed or suppressed.
 Contact the editor to remove incorrect information about your business in the
Wikipedia pages about your company. Nonetheless, editing your page blindly
is not suggested.

29. Gamification
 Gamification is the concept of applying game mechanics and game design
techniques to engage and motivate people to achieve their goals.
 Gamification taps into the basic desires and needs of the users impulses
which revolve around the idea of Status and Achievement.
 E.g. – foodpanda IFL (Indian Food League)
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30. Thank You 
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