This document discusses the marketing mix and how digital media has impacted its elements. It covers the traditional 4Ps marketing mix framework (product, price, place, promotion) as well as the expanded 7Ps framework (which also includes people, process, and physical evidence). It then focuses specifically on how digital media has influenced the "product" element of the marketing mix, providing options for varying the core product, offering digital products, changing the extended product, conducting online research, and speeding up new product development and diffusion.
UNIT 1 INTRODUCTION to Digital MarketingRupalNahar1
The document discusses the marketing mix, which refers to the 4Ps of product, price, place and promotion originally proposed by Jerome McCarthy in 1960. It was later extended to the 7Ps to include people, process and physical evidence to better reflect service delivery. Digital media and technology provide many new opportunities to vary the marketing mix and create new routes to competitive advantage. Each element of the marketing mix (product, price, place, promotion, people, process and physical evidence) is discussed in the document in the context of digital implementation.
Google launched in 1998 with an innovative search strategy that ranked results based on popularity and keywords. It now performs over a billion searches per day across many languages and countries. Google generates most of its revenue from advertising on its sites. It offers many products including search, advertising, applications and enterprise products. The document discusses how companies like Google develop products online, focusing on attributes, branding, support services and labeling to create value for customers. It provides examples of how Google and other companies have built their brands and launched new products online over time.
How digital marketing has transformed marketing What are digital and multichannel marketing Introduction to digital marketing strategy Introduction to digital marketing .
This document discusses digital marketing strategies and concepts. It covers how digital marketing has transformed marketing through digital devices, platforms, media, data and technology. It also defines digital and multichannel marketing, and discusses paid, owned and earned media. The document introduces key aspects of developing a digital marketing strategy, and applications of digital marketing.
This document provides an overview of key topics in digital marketing, including:
- How digital marketing has transformed marketing by managing digital interactions through various devices, platforms, media, data, and technology.
- Definitions and examples of digital marketing, multichannel marketing, and the differences between e-commerce and digital business.
- Considerations for developing an effective digital marketing strategy that is integrated with other marketing channels.
- Challenges in developing and managing a digital marketing strategy and a framework for the strategy development process.
This document provides an overview of key topics in digital marketing, including:
- How digital marketing has transformed marketing by managing digital interactions through various devices, platforms, media, data, and technology.
- Definitions and examples of digital marketing, multichannel marketing, and the differences between e-commerce and digital business.
- Considerations for developing an effective digital marketing strategy that is integrated across channels to manage the online customer lifecycle.
- Challenges in developing digital marketing strategy and a framework for the strategy development process.
This document discusses digital marketing strategies and concepts. It covers how digital marketing has transformed marketing through digital devices, platforms, media, data and technology. It also defines digital and multichannel marketing, and discusses paid, owned and earned media. The document introduces key aspects of developing a digital marketing strategy, and applications of digital marketing.
The document discusses how Amazon utilizes different elements of the marketing mix in a digital context. It covers how Amazon leverages long tail keywords to increase product selection, uses its logo and brand to represent convenience and customer satisfaction, maintains price transparency online, offers various purchase channels, and promotes through targeted digital advertising. The document also examines how customer service, processes, and Amazon's digital properties provide a physical evidence of the brand experience.
UNIT 1 INTRODUCTION to Digital MarketingRupalNahar1
The document discusses the marketing mix, which refers to the 4Ps of product, price, place and promotion originally proposed by Jerome McCarthy in 1960. It was later extended to the 7Ps to include people, process and physical evidence to better reflect service delivery. Digital media and technology provide many new opportunities to vary the marketing mix and create new routes to competitive advantage. Each element of the marketing mix (product, price, place, promotion, people, process and physical evidence) is discussed in the document in the context of digital implementation.
Google launched in 1998 with an innovative search strategy that ranked results based on popularity and keywords. It now performs over a billion searches per day across many languages and countries. Google generates most of its revenue from advertising on its sites. It offers many products including search, advertising, applications and enterprise products. The document discusses how companies like Google develop products online, focusing on attributes, branding, support services and labeling to create value for customers. It provides examples of how Google and other companies have built their brands and launched new products online over time.
How digital marketing has transformed marketing What are digital and multichannel marketing Introduction to digital marketing strategy Introduction to digital marketing .
This document discusses digital marketing strategies and concepts. It covers how digital marketing has transformed marketing through digital devices, platforms, media, data and technology. It also defines digital and multichannel marketing, and discusses paid, owned and earned media. The document introduces key aspects of developing a digital marketing strategy, and applications of digital marketing.
This document provides an overview of key topics in digital marketing, including:
- How digital marketing has transformed marketing by managing digital interactions through various devices, platforms, media, data, and technology.
- Definitions and examples of digital marketing, multichannel marketing, and the differences between e-commerce and digital business.
- Considerations for developing an effective digital marketing strategy that is integrated with other marketing channels.
- Challenges in developing and managing a digital marketing strategy and a framework for the strategy development process.
This document provides an overview of key topics in digital marketing, including:
- How digital marketing has transformed marketing by managing digital interactions through various devices, platforms, media, data, and technology.
- Definitions and examples of digital marketing, multichannel marketing, and the differences between e-commerce and digital business.
- Considerations for developing an effective digital marketing strategy that is integrated across channels to manage the online customer lifecycle.
- Challenges in developing digital marketing strategy and a framework for the strategy development process.
This document discusses digital marketing strategies and concepts. It covers how digital marketing has transformed marketing through digital devices, platforms, media, data and technology. It also defines digital and multichannel marketing, and discusses paid, owned and earned media. The document introduces key aspects of developing a digital marketing strategy, and applications of digital marketing.
The document discusses how Amazon utilizes different elements of the marketing mix in a digital context. It covers how Amazon leverages long tail keywords to increase product selection, uses its logo and brand to represent convenience and customer satisfaction, maintains price transparency online, offers various purchase channels, and promotes through targeted digital advertising. The document also examines how customer service, processes, and Amazon's digital properties provide a physical evidence of the brand experience.
This document discusses the macroenvironmental forces that impact digital marketing strategy, including technological, economic, political, legal, and social forces. It focuses on technological forces like the internet, cybersecurity, mobile apps and messaging, and emerging technologies. It also discusses economic forces such as market growth, economic growth, interest rates, and globalization. The key message is that digital marketers must monitor changes in the macroenvironment to identify opportunities and threats and develop strategic agility to adapt marketing strategies accordingly.
This document discusses an advertising product called "Earn Cash Yearly" or "Make Money With Google" that claims to teach a secret method for making money using Google Adsense and Clickbank. The reviewer critiques the sales page, noting that Adsense and Clickbank are not unique or secret platforms. The reviewer is skeptical of claims that one can set everything up in a day and begin making thousands, as the process typically requires more time and effort. The reviewer does not recommend or affiliate with this product.
The document examines eight models for digital content monetization as publishers seek new ways to generate revenue amid declining online ad sales. It discusses four characteristics of content people are willing to pay for and defines the eight models, including content licensing, the "free-mium" model, paywalls/subscriptions, and microtransactions. The models each have strengths and weaknesses for publishers to consider based on their content, consumers, and business goals.
This document discusses e-commerce marketing and advertising concepts. It covers various online marketing strategies and tools, including search engine marketing, display ads, email marketing, affiliate marketing, social media marketing and more. It also discusses how consumers behave online, the online purchasing decision process, and strategies for establishing customer relationships and building trust online. Multi-channel marketing approaches are emphasized. Key topics covered include online advertising, video ads, consumer demographics and online usage, and models of online consumer behavior.
The document discusses the changing media landscape and the rise of digital media. It notes that most companies now use digital channels like social media for advertising due to the large number of online users. The document then covers digital marketing in more detail, explaining the techniques used and how digital media allows companies to better track campaign performance. It also discusses the costs, opportunities, and challenges of digital media advertising for companies. Several Australian company case studies are presented that demonstrate how digital marketing can increase sales and expand business.
Programmatic advertising in china by daxue consultingDaxue Consulting
Programmatic advertising emerged in China in 2012 and has brought great change to China's digital advertising market. It is embracing a huge room for growth since the industry is just in the beginning stage. What is the market size of programmatic advertising? How do different sectors in programmatic advertising work? What are the further trends? All you need to know about China's programmatic advertising are included in the comprehensive report provided by daxue consulting.
ch1_1.pptx Introduction to digital marketingssuser5ec554
This chapter introduces digital marketing and its key concepts. It discusses how digital marketing has transformed marketing using digital devices, platforms, media, data and technology. It defines digital and multichannel marketing and explores digital marketing strategy and communications, including paid, owned and earned media. It also provides an overview of the marketing technology landscape and introduces frameworks for developing a digital strategy.
This chapter introduces digital marketing and its key concepts. It discusses how digital marketing has transformed marketing using digital devices, platforms, media, data and technology. It defines digital and multichannel marketing and explores digital marketing strategy and communications, including paid, owned and earned media. The chapter also presents frameworks for developing a digital strategy and integrating digital marketing communications channels. It concludes with a case study on how eBay has evolved its global online brand proposition.
digital marketing crafting tailored strategies to help your brand stand out a...monicasharmas9
In today's digital landscape, a strong online presence is crucial for business success. That's where we come in. Our team of digital marketing experts specializes in crafting tailored strategies to help your brand stand out and thrive in the digital realm
This chapter introduces digital marketing and its key concepts. It discusses how digital marketing has transformed marketing using digital devices, platforms, media, data and technology. It defines digital and multichannel marketing and explores digital marketing strategy and communications, including paid, owned and earned media. It also provides an overview of the marketing technology landscape and examines frameworks for developing a digital strategy.
The document discusses e-commerce business models and concepts. It provides an overview of key elements of a business model including value proposition, revenue model, market opportunity, competitive environment, competitive advantage, market strategy, organizational development, and management team. It then categorizes and describes various business-to-consumer and business-to-business e-commerce models such as e-tailers, community providers, content providers, portals, transaction brokers, market creators, and service providers. It also discusses how e-commerce impacts industry value chains, firm value chains, and the development of firm value webs.
Digital Marketing introduction for students.pptx57kkmrmjtb
This document summarizes key aspects of developing a digital marketing strategy from a textbook. It discusses developing integrated strategies across channels, setting goals and objectives, conducting competitor and customer analysis, formulating strategies for positioning, engagement, distribution and communications, and assessing different digital projects and strategies. Implementation of strategies requires determining organizational capabilities and governance.
This document summarizes key topics from a chapter on enabling business-to-consumer electronic commerce, including:
1) Different types of e-commerce like B2C, C2C, mobile commerce, and e-government models.
2) Strategies for successful business-to-consumer e-commerce like mass customization, new pricing models, and social commerce.
3) Keys to designing effective e-commerce websites and forms of internet marketing.
This chapter discusses new digital media and how marketers use various media channels. It describes different types of media including broadcast, print, narrowcast, and pointcast. It also covers social media, blogs, online communities and how companies can build communities. The chapter discusses search engine optimization and paid search marketing. It provides examples of how companies measure the effectiveness of online advertising campaigns.
Google's success stems from its innovative search strategy that ranks results based on popularity and keywords. It performs 1 billion searches per day and generates revenue through search licensing and advertising. Google pays close attention to delivering value and eyeballs to advertisers. Its product mix includes 24 search products and 20 applications. Customer value online is created through beneficial product attributes, branding, support services, and labeling that outweigh costs. Firms can extend existing brands online or create new ones, and must choose effective domain names.
This document discusses various marketing communication tools and concepts. It begins by explaining the communication process and different elements that communicate about a brand. It then defines and provides details about various promotion tools - advertising, direct marketing, personal selling, publicity/public relations, and sales promotion. It also discusses factors influencing consumer buying behavior and the buying decision process. Finally, it introduces some new marketing terms - niche marketing, green marketing, and guerilla marketing.
The document is a project report submitted by Manisha Khiwal for their MBA degree. The report examines the different modes of promotional activity used by Earth Infrastructure Ltd. It includes an introduction, literature review, research methodology, data presentation and analysis, conclusions, and references. As a summer trainee, Manisha collected data from employees on the various mediums used by the company to promote its business and expand. The report aims to analyze which modes of advertisement are most effective and commonly used.
This document provides an overview of e-commerce business models and concepts. It discusses the key elements of a business model, including value proposition, revenue model, market opportunity, competitive environment, competitive advantage, market strategy, organizational development, and management team. Different business-to-consumer and business-to-business e-commerce models are described, such as the e-tailer, community provider, and transaction broker models. The document also covers topics like industry and firm value chains, value webs, and generic business strategies.
How to Fix the Import Error in the Odoo 17Celine George
An import error occurs when a program fails to import a module or library, disrupting its execution. In languages like Python, this issue arises when the specified module cannot be found or accessed, hindering the program's functionality. Resolving import errors is crucial for maintaining smooth software operation and uninterrupted development processes.
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This document discusses the macroenvironmental forces that impact digital marketing strategy, including technological, economic, political, legal, and social forces. It focuses on technological forces like the internet, cybersecurity, mobile apps and messaging, and emerging technologies. It also discusses economic forces such as market growth, economic growth, interest rates, and globalization. The key message is that digital marketers must monitor changes in the macroenvironment to identify opportunities and threats and develop strategic agility to adapt marketing strategies accordingly.
This document discusses an advertising product called "Earn Cash Yearly" or "Make Money With Google" that claims to teach a secret method for making money using Google Adsense and Clickbank. The reviewer critiques the sales page, noting that Adsense and Clickbank are not unique or secret platforms. The reviewer is skeptical of claims that one can set everything up in a day and begin making thousands, as the process typically requires more time and effort. The reviewer does not recommend or affiliate with this product.
The document examines eight models for digital content monetization as publishers seek new ways to generate revenue amid declining online ad sales. It discusses four characteristics of content people are willing to pay for and defines the eight models, including content licensing, the "free-mium" model, paywalls/subscriptions, and microtransactions. The models each have strengths and weaknesses for publishers to consider based on their content, consumers, and business goals.
This document discusses e-commerce marketing and advertising concepts. It covers various online marketing strategies and tools, including search engine marketing, display ads, email marketing, affiliate marketing, social media marketing and more. It also discusses how consumers behave online, the online purchasing decision process, and strategies for establishing customer relationships and building trust online. Multi-channel marketing approaches are emphasized. Key topics covered include online advertising, video ads, consumer demographics and online usage, and models of online consumer behavior.
The document discusses the changing media landscape and the rise of digital media. It notes that most companies now use digital channels like social media for advertising due to the large number of online users. The document then covers digital marketing in more detail, explaining the techniques used and how digital media allows companies to better track campaign performance. It also discusses the costs, opportunities, and challenges of digital media advertising for companies. Several Australian company case studies are presented that demonstrate how digital marketing can increase sales and expand business.
Programmatic advertising in china by daxue consultingDaxue Consulting
Programmatic advertising emerged in China in 2012 and has brought great change to China's digital advertising market. It is embracing a huge room for growth since the industry is just in the beginning stage. What is the market size of programmatic advertising? How do different sectors in programmatic advertising work? What are the further trends? All you need to know about China's programmatic advertising are included in the comprehensive report provided by daxue consulting.
ch1_1.pptx Introduction to digital marketingssuser5ec554
This chapter introduces digital marketing and its key concepts. It discusses how digital marketing has transformed marketing using digital devices, platforms, media, data and technology. It defines digital and multichannel marketing and explores digital marketing strategy and communications, including paid, owned and earned media. It also provides an overview of the marketing technology landscape and introduces frameworks for developing a digital strategy.
This chapter introduces digital marketing and its key concepts. It discusses how digital marketing has transformed marketing using digital devices, platforms, media, data and technology. It defines digital and multichannel marketing and explores digital marketing strategy and communications, including paid, owned and earned media. The chapter also presents frameworks for developing a digital strategy and integrating digital marketing communications channels. It concludes with a case study on how eBay has evolved its global online brand proposition.
digital marketing crafting tailored strategies to help your brand stand out a...monicasharmas9
In today's digital landscape, a strong online presence is crucial for business success. That's where we come in. Our team of digital marketing experts specializes in crafting tailored strategies to help your brand stand out and thrive in the digital realm
This chapter introduces digital marketing and its key concepts. It discusses how digital marketing has transformed marketing using digital devices, platforms, media, data and technology. It defines digital and multichannel marketing and explores digital marketing strategy and communications, including paid, owned and earned media. It also provides an overview of the marketing technology landscape and examines frameworks for developing a digital strategy.
The document discusses e-commerce business models and concepts. It provides an overview of key elements of a business model including value proposition, revenue model, market opportunity, competitive environment, competitive advantage, market strategy, organizational development, and management team. It then categorizes and describes various business-to-consumer and business-to-business e-commerce models such as e-tailers, community providers, content providers, portals, transaction brokers, market creators, and service providers. It also discusses how e-commerce impacts industry value chains, firm value chains, and the development of firm value webs.
Digital Marketing introduction for students.pptx57kkmrmjtb
This document summarizes key aspects of developing a digital marketing strategy from a textbook. It discusses developing integrated strategies across channels, setting goals and objectives, conducting competitor and customer analysis, formulating strategies for positioning, engagement, distribution and communications, and assessing different digital projects and strategies. Implementation of strategies requires determining organizational capabilities and governance.
This document summarizes key topics from a chapter on enabling business-to-consumer electronic commerce, including:
1) Different types of e-commerce like B2C, C2C, mobile commerce, and e-government models.
2) Strategies for successful business-to-consumer e-commerce like mass customization, new pricing models, and social commerce.
3) Keys to designing effective e-commerce websites and forms of internet marketing.
This chapter discusses new digital media and how marketers use various media channels. It describes different types of media including broadcast, print, narrowcast, and pointcast. It also covers social media, blogs, online communities and how companies can build communities. The chapter discusses search engine optimization and paid search marketing. It provides examples of how companies measure the effectiveness of online advertising campaigns.
Google's success stems from its innovative search strategy that ranks results based on popularity and keywords. It performs 1 billion searches per day and generates revenue through search licensing and advertising. Google pays close attention to delivering value and eyeballs to advertisers. Its product mix includes 24 search products and 20 applications. Customer value online is created through beneficial product attributes, branding, support services, and labeling that outweigh costs. Firms can extend existing brands online or create new ones, and must choose effective domain names.
This document discusses various marketing communication tools and concepts. It begins by explaining the communication process and different elements that communicate about a brand. It then defines and provides details about various promotion tools - advertising, direct marketing, personal selling, publicity/public relations, and sales promotion. It also discusses factors influencing consumer buying behavior and the buying decision process. Finally, it introduces some new marketing terms - niche marketing, green marketing, and guerilla marketing.
The document is a project report submitted by Manisha Khiwal for their MBA degree. The report examines the different modes of promotional activity used by Earth Infrastructure Ltd. It includes an introduction, literature review, research methodology, data presentation and analysis, conclusions, and references. As a summer trainee, Manisha collected data from employees on the various mediums used by the company to promote its business and expand. The report aims to analyze which modes of advertisement are most effective and commonly used.
This document provides an overview of e-commerce business models and concepts. It discusses the key elements of a business model, including value proposition, revenue model, market opportunity, competitive environment, competitive advantage, market strategy, organizational development, and management team. Different business-to-consumer and business-to-business e-commerce models are described, such as the e-tailer, community provider, and transaction broker models. The document also covers topics like industry and firm value chains, value webs, and generic business strategies.
How to Fix the Import Error in the Odoo 17Celine George
An import error occurs when a program fails to import a module or library, disrupting its execution. In languages like Python, this issue arises when the specified module cannot be found or accessed, hindering the program's functionality. Resolving import errors is crucial for maintaining smooth software operation and uninterrupted development processes.
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
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it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.