The document outlines the definition, importance, and various methods of digital marketing, emphasizing its evolution and the different types of digital media involved. It explains pull and push digital marketing strategies, their pros and cons, and highlights the significance of data analytics and customer interaction. Additionally, it discusses the scope of digital marketing in Bangladesh, the principles to consider, and the importance of adapting to the digital environment.

1. Prepared by:
Md. Abdun Nafee
Digital Producer (Team Nokia)
Wunderman Bangladesh
nafee.abdun@wunderman.com

2. Definition
Digital marketing is the evolution of marketing in digital
medium.
To reach consumers, and to convey the message is the
ultimate goal in marketing. Digital marketing is promoting of
brands through all the digital advertising media.
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3. Digital media
So, what are the digital media we are talking about ?
Digital media are :
1. Short message Service (SMS) 8. Websites
2. Really Simple Syndication (RSS) feeds 9. Blogs
3. Podcasts 10. Interactive media (e.g. social
4. Voice Broadcast networking sites)
5. Online Videos 11. Outdoor Digital Displays
6. Emails 12. Etc …
7. Banner Ads
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4. Types of Digital Marketing
There are two types of Digital marketing.
1. Pull digital marketing
2. Push digital marketing
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5. Pull digital marketing
 The customer seeks information about products and/or services by visiting the
company’s sources of information searching for the specific product or service
information.
 The information are typically located in websites, blogs, streaming audio and
video sources.
 Customers have found related information on other websites or been directed to
the company’s sources by a referring website to find the information.
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6. Pros & Cons
Pros:
 No restriction on file size, can be sent as much data you can.
 Don’t need to use any advanced technology to send static content.
Cons:
 Requires considerable marketing effort for users to find the content.
 No personalization to keep the visitors coming back.
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7. Push digital marketing
 Customers are provided information by receiving or viewing
advertisements digitally.
 The media used for Push digital marketing are Email, SMS,
RSS, cell phone calls, etc., as subscribers of the latest product
and service information provided by the company.
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8. Pros & Cons
Pros:
 Faster delivery – content can be delivered, whenever it becomes available..
 Consistent targeting – It becomes difficult for the user to block the content by content type.
 Better targeting and data – Justified subscription, and more specific marketing data may be
collected during registration. Detail tracking of customer choices, and thus more powerful insights can
be collected.
Cons:
 Requires Can Spam Act 2003 compliance.
 Higher cost for smaller audiences.
 Requires deliver technology.
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9. Why digital marketing ?
Many years ago the former chairman of Procter & Gamble said –
“I’m positive we waste half the money we spend,”
He told people attending an advertising conference where he
spoke many years ago.
The CEO paused before adding with a sigh,
“I just don’t know which half.”
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10. Why digital marketing ? (cont.)
If you want to know which half is that, you have to go for Digital marketing.
Launch a website, you’ll know the number of visits.
Upload a video, you’ll know the number of views.
Post a link, you’ll have the number of clicks.
Create a Facebook Fan Page, you’ll know the number of fans.
Post a status, you’ll know who have liked it.
Create a Twitter account, you’ll know who are following you.
Send an email, you’ll know who have clicked the items.
Upload a podcast, and you’ll know the number of downloads.
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11. Why digital marketing ? (cont.)
Data Analytics Insights
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12. Why digital marketing ? (cont.)
Data Analytics Insights
+ +
=
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13. Why digital marketing ? (cont.)
Knowledge is power
>
Knowman 13

14. Why digital marketing ? (cont.)
o Almost 7 billion people are using internet across the globe.
o Asia is leading among all the regions having a 44% of total internet users.
o Around 107 trillion emails have been sent in 2010 at an average of 294 billion emails per
day.
o 25% of total email accounts are corporate.
o At the end of 2010, the total number of websites are 255 million, where in 2010, 21.4
million new websites have been added.
o The number of videos watched per day is 2 billion.
o 4.1 billion SMS are being sent daily.
Source:
http://www.internetworldstats.com,
http://www.pingdom.com/ 14

15. Digital marketing scope in
Bangladesh
o The total no. of mobile users is 78.075 millions in Bangladesh.
o Buying smart phones in Bangladesh is increasing rapidly.
o Buying Personal computers (PC), and Laptop are increasing day by day, which means
people are getting connected through the digital media more frequently.
o After the Giant Google, Facebook is the second most visited site in Bangladesh. Almost
1.7 million people use Facebook in Bangladesh.
o The other websites viewed most are YouTube, Yahoo, Wikipedia, Twitter etc.
o Prothom-alo, somewhereinblog, bdnews24 are the most popular sites in Bangladesh.
So, what’s the point ??
Source:
http://www.btrc.gov.bd
http://www.pingdom.com/ 15

16. Why digital marketing ? (cont.)
The point is simple !!
• Through digital media, you can reach to more
consumers with less investment.
• So, your ROI will be maximized.
• Additionally, you’ll be able to track the ins and outs
of your campaign. Based on that, you can make
your plans more effective.
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17. 4Ps’ of digital marketing
1. Permission:
Brands needs consumers’ permission before creating
conversations with consumers, and sharing content with
consumer.
2. Participation:
A consumer can engage, and respond directly with
product owners and content. This is the key difference
between traditional, and digital media.
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18. 4Ps’ of digital marketing (cont)
3. Profile:
Brands can find the consumers online profile. So, they
can accumulate, and analyze consumers’ characteristics
and needs from their social network activities.
4. Personalization:
Once the brands have the data of their consumers, they
offer the consumers the products suited best for them.
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19. 4 Pillars of digital marketing
Lead Brand Customer
Web Presence
Generation Credibility Communication
Competitive Content Email
Website
Analysis Management Marketing
Social Media
Landing Page PPC/CPC Social Media
Profiles
Customer Digital
Blog SEO
Reviews Campaigns
Insights &
SMO
Reporting
Content
Marketing
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20. 1 : Web presence
Website:
Website is a collection of inter linked web pages containing information as texts, images,
videos. Web pages can be accessed from anywhere through the URL. Websites are used to
contain information about the products, and services.
Landing Page:
Landing page is a single web page used for a specific campaign. When someone clicks on an
advertisement, then it redirects to a web page, where the consumer gets the information of
that specific campaign.
Blog:
Blog, a combined term of Web Log is a type of website, where an individual maintain
regular entries like diaries. Blogs are interactive, and visitor can leave comments.
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21. 2 : Lead Generation
Competitive Analysis:
The purpose of the Competitive analysis is to determine the strength and weaknesses of your
competitor within your market, the strategies that will provide you a distinct advantage over
your competitor.
PPC/CPC:
Pay Per Click (PPC) a.k.a. Cost Per Click (CPC) is a tool used to drive traffic to websites,
where the advertisers pay the hosting service when the ad is clicked. Advertisers bid on
desired keyword phrases, and relevant to their target market.
SEO:
Search Engine Optimization (SEO) is the procedure of improving the visibility of a website in
search engine results without paying any fee.
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22. 2 : Lead Generation (cont.)
SMO:
Social Media Optimization (SMO) is one of the online methods of website optimization. It
measures the social media activity targeting to bring unique visitors to the site.
Content Marketing:
It is a marketing technique of creating, and delivering relevant and valuable content to
attract, acquire, and engage a clearly defined and understood target audience - with the
objective of driving profitable customer action.
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23. 3 : Brand Credibility
Content Management:
Content management is the process of collecting, organizing, and publishing of digital
contents such as documents, audio/video files, presentations etc.
Social Media Profiles:
More and more people are engaging with social media. If marketers don’t build up a
strong social media profile, they are going to miss a good number of consumers.
Customer Reviews:
This becomes very important, as the customer expresses his/her opinions, experience,
and share with relatives, friends, colleagues directly. So, any positive or negative impact
spreads very fast.
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24. 4 : Customer Communication
Email Marketing:
Email marketing is a form of direct marketing. Marketers use email for communicating with
the clients, and send information about the products or service.
Social Media:
Social media is the channel for interactive communications. The main aspect of social media
is the contents are generated by users.
Digital Campaigns:
Digital campaign is a message about a product/service created by combining all the digital
channels like email, voice call, SMS, social media engagement etc.
Insights and Reporting:
Insights is the most important factor of Digital Marketing. Using insights, reports should be
generated. From this reports, one can determine whether the campaign has been successful
or not.
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25. Principles of digital
marketing
To think digital, marketers need to completely erase what is in their heads.
They then need to use the following principles:
1. Most analog marketing hits the wrong people, or the right people at the
wrong time. Digital is more efficient and more impactful because it can hit only
the right people, and only at the right time.
2. There are many digital media. But the most powerful is digitally enhanced
word of mouth. Use it with care though – you can’t use it to buy your way to
success.
3. In the analog era, marketing was about getting people to think things so they
might do things. Digital media are interactive, so it’s the other way round. Marketing is
now about getting people to do the things.
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26. Principles of digital
marketing
4. Think what people do after the click, search marketing will not be that much
helpful, if the content is not ready.
5. Keeping people waiting is a sin. Remember it when you are making your brand
website.
6. Don’t wait for the dust to settle. Marketers need to adopt a permanent beta
mentality in their marketing planning.
7. Web 2.0 is all about consumers working together. Work out how to collaborate
with them too in the channel of we.
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27. Principles of digital
marketing
8. Handle privacy issues carefully. You don’t need tons of information about a
consumer to influence them.
9. Work on predicting the future. Marketing, and media are now moving faster
than you think.
10. Many things were better when they were analog. Just because it’s digital,
doesn’t means it’s better.
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28. Things can go bad
 Digital marketing is a new thing, so you may have to educate your consumers
to get used to with it.
 Always prepare a back up plan.
 Success can come to your doorstep at a slow rate.
 Handle the negative issues with care.
 Covering your ear is not a viable strategy.
 Don’t interrupt the conversation. Get yourself into it.
 It’s a continuous process. It can’t be terminated once it’s started.
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