Comprehensive Overview of Digital Marketing and Media Revolution

Sanjivani Rural Education Society’s
Sanjivani College of Engineering, Kopargaon-423 603
Department of Information Technology
Prepared by
Mr.Prathamesh A.Patil
Assistant Professor
Department of Information Technology, SRES’s Sanjivani College of Engineering, Kopargaon-423 603
DIGITAL
MARKETING
Digital Revolution in Media industries

 The digital revolution has transformed the media industry by
replacing traditional media with digital platforms such as websites,
social media, mobile applications, and streaming services.
 It enables faster communication, global accessibility, and
personalized content, allowing users to access information anytime
and anywhere.
 Consumers can now receive real-time news, entertainment,
education, and business updates through digital devices.
 Businesses use digital media to reach a wider audience at a lower
cost while measuring customer engagement effectively.

 Digital innovation has enabled anyone with internet access to
create, publish, and share content globally through platforms such
as YouTube, Instagram, Facebook, TikTok, and blogs.
 The media industry has shifted from one-way communication to
two-way interactive communication, where audiences can like,
comment, share, and provide instant feedback.
 Artificial Intelligence (AI), Big Data, and Analytics help
businesses deliver personalized content and advertisements to the
right audience.
 Digital media has significantly changed how content is created,
distributed, consumed, and monetized.

Key Changes and Impacts of the Digital Revolution
Accessibility and Distribution
Interactive Storytelling
Digital platforms support videos, live streaming, blogs, podcasts, and
interactive content.
Audience Engagement
Users can like, comment, share, review, and interact with brands in
real time.
Changing Business Models
Businesses now earn revenue through digital advertising,
subscriptions, affiliate marketing, and online services.

Key Changes and Impacts of the Digital Revolution
Accessibility and Distribution
Global Reach
Digital media removes geographical barriers and helps businesses
reach customers worldwide.
Monetization Opportunities
Content creators and businesses can generate income through
advertisements, sponsorships, memberships, and digital products.

Digital Listening and Learning
Digital Listening (Social Listening) is the process of monitoring online
conversations, customer feedback, reviews, and social media mentions to
understand customer opinions and improve business performance.
Digital Listening Tools
 Google Alerts
 Google Analytics
 Social Media Monitoring Tools
 Customer Reviews
 Brand Mentions
 Online Surveys

Digital Listening and Learning
Benefits
 Understand customer needs
 Improve products and services
 Monitor competitors
 Build better customer relationships
 Improve marketing campaigns
 Protect brand reputation

What are Digital Marketing Channels?
Digital marketing channels are systems based on the Internet that can
create, accelerate, and transmit product value from producer to a
consumer terminal, through digital networks.

Digital marketing channels

Search Engine Optimization (SEO)
 Search engine optimization (SEO) is the process of increasing the
quantity and quality of website traffic by increasing the visibility of
a website or a web page to users of a web search engine.
 All major search engines such as Google, Yahoo and Bing have
such results, where web pages and other content such as videos or
local listings are shown and ranked based on what the search engine
considers most relevant to users. Payment isn't involved, as it is
with paid search ads.

Advantages of (SEO)
 Your website will be found
 Improve your competitive edge
 Expand your customer base and target audience
 Cost effective
 Long term standings
 Free traffic
 Targeted traffic

Advantages of (SEO)
 Higher Sales (ROI)
 Global reach All the results can be measured
 Better conversion (Sales)
 Pull marketing
 Increased visibility
 Your own 24 hour marketing team and shop front

Disadvantages of (SEO)
 Often, websites are never "indexed" by the search engines
 After sites are indexed, often they are not indexed for specific keyword(s)
 Website owners have no idea which search terms would really be best to drive
traffic
 Fresh content is very important, but hard to keep up with
 Its hard work and time consuming
 No one really understands how Google works

Basic SEO Strategy
 Keyword research (what keyword are you going to target
 Build a exceptional website (Dsouza & Co.)
 Make SEO friendly URL's
 Unique and relevant titles on every page
 Write for users

Basic SEO Strategy
 Optimize content to include keywords (use selected keywords once every 100
words)
 Create great unique content (content is king)
 Use your keywords as anchor text when linking
 Name images to what they represent
 Build links intelligently (link smartly)
 Create a sitemap (Submit to Google and Bing webmasters html+XML)
 Include website analytics (google analytics)

Pay-per-click (PPC)
 Pay-per-click (PPC), also known as cost per click (CPC), is an internet
advertising model used to drive traffic to websites, in which an advertiser pays
a publisher (typically a search engine, website owner, or a network of websites)
when the ad is clicked.
 PPC is a type of sponsored online advertising that is used on a wide range of
websites, including search engines, where the advertiser only pays if a web user
clicks on their ad. Hence the title 'pay per click’.
 Advertisers place bids on keywords or phrases that they think their target
audience would type in a search field when they are looking for specific goods
or services.

Advantages of PPC
 Very fast
 Get targeted visitors within hours (sometimes minutes)
 Provides a path for search engine optimization
 Can yield highly profitable results
 Great testing platform and can be highly targeted
 Time of day

Advantages of PPC
 Geographic area
 Keywords and phrases
 Content network (Google)
 Immediate feedback
 Easy implementation
 Flexible

Disadvantages of PPC
 Missing bulk of the traffic (focusing only on selected keywords)
 No guarantees
 Heavy competition
 Expensive
 Complicated
 Click fraud
 You pay regardless to any sales
 Bidding war
 Traffic stops when you stop paying

Basic PPC Strategy
 Keyword research (what keywords are you going to target?)
 Choose which demographic you are going to target
 Location
 Make an offer they can't refuse in your PPC ad (SEO copywriting) You can go
mobile
 Be dynamic
Utilize long tail keywords
 Timing is everything
 Research all the keyword generators
 Review your Google quality score

Social Media Marketing (SMM)
 Social media marketing is the use of social media platforms and websites to
promote a product or service.
 Companies make use of platforms such as Facebook, Twitter, YouTube, and
Instagram to reach audiences much wider than through the use of
traditional print/TV/radio advertisements alone at a fraction of the cost.

Social Media Marketing (Tools)
 Twitter
 Facebook
 LinkedIn
 Whatsapp
 Instagram
 YouTube
 Snapchat
 Tumblr

Facebook
 Facebook pages are far more detailed than Twitter accounts.
 They allow a product to provide videos, photos, longer descriptions,
and testimonials where followers can comment on the product pages
for others to see.
 Facebook can link back to the product's Twitter page, as well as send
out event reminders.
 As of May 2015, 93% of business marketers use Facebook to
promote their brand.

Twitter
 Twitter allows companies to promote their products in short messages
known as tweets limited to 140 characters which appear on followers'
Home timelines.
 Tweets can contain text, Hashtag, photo, video, Animated GIF,
Emoji, or links to the product's website and other social media profiles,
etc.

LinkedIn
 LinkedIn, a professional business-related networking site, allows
companies to create professional profiles for themselves as well as their
business to network and meet others.
 LinkedIn provides its members the opportunity to generate sales leads
and business partners.
 Members can use "Company Pages" similar to Facebook pages to
create an area that will allow business owners to promote their products
or services and be able to interact with their customers.

YouTube
 YouTube is another popular avenue; advertisements are done in a way to
suit the target audience.
 The type of language used in the commercials and the ideas used to
promote the product reflect the audience's style and taste.
 Also, the ads on this platform are usually in sync with the content of the
video requested, this is another advantage YouTube brings for
advertisers.

Advantages of SMM
 Better targeting
 High return on investment (ROI)
 Does not require specialization or vast technical skills Increased
visibility
 Targeted traffic
 Content promotion
 Helps with PR

Advantages of SMM
 Fun way to do business
 Ability to go viral
 Expedites online brand development
 Cost effective (only time and efforts)
 Market research (what are your customers talking about) Campaigns has
the ability to drive huge amount of traffic.

Disadvantages of SMM
 Wrong strategy can hurt your reputation
 More time consuming than SEO & PPC
 Interaction is needed at each location point
 No short term ROI
 Risk of negative comments
 Negative influence on worker productivity
 Everything is public

Basic SMM Strategy
 Social media technologies (Facebook, linkedin, Instagram etc)
consistently changes all the time and your SMM strategy should never
start with the technology part of it. The POST method is an excellent
starting point for any SMM Campaign.
 The POST method stands for "People, Objectives, Strategy, and
Technology", and this method helps to address the burning question of
"should my company have a social media marketing strategy?"

POST METHOD
1. People: do you know who your target audience is? What are their
demographics and interests?
2. Objectives: what do you want to accomplish with your social media
marketing campaign?
3. Strategy: how will things be different after you launch your social
media marketing campaign?
4. Technology: what social media channels are you going to use?

References – Digital Marketing
Text Books
Vandana Ahuja, Digital Marketing, Oxford University Press.
(Primary Reference)
Ian Dodson, The Art of Digital Marketing, Wiley.
Online Resources
Google
Google Scholar
YouTube
Oxford University Press

Comprehensive Overview of Digital Marketing and Media Revolution

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