his presentation explores the fundamentals of digital marketing, the evolution from traditional methods, and the exciting possibilities it holds. 1. From Billboards to Banner Ads: The Shift to Digital Explore the limitations of traditional marketing channels. Discover the rise of the digital age and its impact on consumer behavior. Understand the benefits of digital marketing: Measurable results, wider reach, targeted campaigns, and cost-effectiveness. 2. Building Your Digital Arsenal: Core Concepts Deep dive into key digital marketing strategies: Search Engine Optimization (SEO) for organic online visibility. Social Media Marketing (SMM) for brand building and audience engagement. Content Marketing for attracting and nurturing leads. Pay-Per-Click (PPC) advertising for targeted traffic acquisition. Email Marketing for building relationships and driving conversions. 3. Case Study: Nyka - A Digital Marketing Success Story Analyze how Nyka, a leading Indian beauty brand, leverages digital marketing. Explore their effective use of social media influencers, engaging content creation, and targeted advertising strategies. Discuss the measurable results achieved by Nyka through their digital campaigns. 4. Conclusion: Embracing the Digital Future Understand the importance of continuous learning and adaptation in the dynamic digital landscape. Discover the endless opportunities digital marketing presents for businesses of all sizes.

1. DIGITAL
MARKETING
Fundamentals of Digital Marketing
MARKETING
4.0
SPECIALISATION
01
.
20

2. DISCUSSION
Points to be discussed in this session
Upgradation of marketing from
traditional to digital
What is Marketing?
TOPIC

3. MARKETING
MARKETING
Marketing is like putting on a magic
show - you want to capture
attention, surprise and delight your
audience, and leave them wanting
more.
AMA
The process of planning and
executing the conception,
pricing, promotion, and
distribution of ideas, goods,
and services to create
exchanges that satisfy
individual and organizational
objectives
EXAMPLES
Think "Willy Wonka." A bakery hides
golden tickets in its cupcakes,
entitling the lucky finders to a free
year's supply! This low-cost
campaign creates a buzz and gets
people talking.

4. EVOLUTION OF MARKETING
This early stage was all about production. The
focus was on making things as efficient as
possible, with the assumption that consumers
would buy whatever was available.
PRODUCTION ERA (1800S-1920S)
As competition increased, companies shifted
their focus to selling what they produced. This
era saw the rise of advertising and sales
SALES ERA (1920S-1940S)
Businesses began to understand that they
needed to focus on what customers wanted
and needed, rather than just pushing their own
products.
MARKETING ERA (1940S-1970S)
Companies now focus on creating a positive
customer experience, fostering brand loyalty,
and building long-term connections with their
audience.
RELATIONSHIP ERA (1970S-PRESENT)

5. DIGITAL REVOLUTION
1990s-Present
The rise of the internet and digital technologies has had a
massive impact on marketing. Today, marketers have a
wide range of tools and channels to reach their target
audience, from social media and search engines to email
marketing and content marketing.
Digital
Transformation
Expected to be $2.8
trillion by 2025
India has over 850 million
internet users, the second-
largest in the world.
Users
India has over 500 million
social media users, the third-
largest in the world.
Social Networks
Mobile ad spend in India
accounts for 68% of digital ad
spend.
MOBILE AD SPEND

6. DIGITAL MARKETING
Digital marketing is the use of
the internet and online-based
digital technologies to promote
and sell products or services
This includes the use of the following
techniques & channels:
Websites
Mobile apps
Social media platforms
Search engines (like Google)
Email marketing
Content marketing (blog posts,
Social media advertising is the
second-largest segment of
digital advertising in India,
accounting for 28% of digital
ad spend.
Advertising
Display advertising is the
third-largest segment of
digital advertising in India,
accounting for 26% of digital
ad spend.
Display Advertising

7. TRADITIONAL & DIGITAL
MARKETING
Traditional
Marketing
Digital
Marketing
Marketing activity that
takes place offline,
meaning it doesn't utilize
the internet or digital
channels.
Marketing activity that
takes place offline,
meaning it doesn't
utilize the internet or
digital channels.

8. TRADITIONAL
MARKETING
CHANNELS USED IN
PRINT MEDIA
Newspapers, magazines,
brochures, flyers,
catalogs
BROADCAST MEDIA
Television, radio
commercials
OUTDOOR ADVERTISING
Billboards, bus ads,
transit advertising
EVENTS AND
SPONSORSHIPS
Trade shows, conferences,
local events
PUBLIC RELATIONS AND WORD-
OF-MOUTH MARKETING

9. TRADITIONAL
MARKETING
BENEFITS OF
1 3 5
2 4
Broad reach Credibility Tangibility
Brand
building Engagement

10. TRADITIONAL
MARKETING
LIMITATIONS OF
1 3 5
2 4
Limited
targeting
Cost Clutter
Measurement Limited interactivity

11. DIGITAL
MARKETING
CHANNELS USED IN
WEBSITES
Company websites,
blogs, landing pages
SEARCH ENGINES:
Search engine
optimization (SEO) and
pay-per-click (PPC)
advertising
SOCIAL MEDIA
Facebook, Instagram,
Twitter, LinkedIn, etc
EMAIL MARKETING:
Newsletters, promotions,
automated campaigns
MOBILE MARKETING
SMS marketing, mobile apps,
push notifications
CONTENT MARKETING:
Blog posts, articles,
infographics, videos, etc.

12. DIGITAL
MARKETING
BENEFITS OF
1 3 5
2 4
Targeted
reach
Interactivity
and
engagement
Global reach
Measurable
results Cost-effective

13. LIMITATIONS OF
1 3 5
2 4
High
competition
Constant
change
Short
attention
spans
Privacy concerns
Requires technical
expertise
DIGITAL
MARKETING

14. CASE STUDY
Nykaa is India's leading online beauty and personal care retailer, founded in
2012. The company has pioneered in digital marketing, leveraging emerging
technologies and trends to reach its target audience and grow its business.

15. DIGITAL MARKETING
INITIATIVES
SEO
In the early years, Nykaa
focused on search engine
optimization (SEO) and
social media marketing to
reach potential customers.
SEO & SMM
The company created high-
quality content, such as
blog posts, product
reviews, and tutorials, and
optimized it for SEO
SOCIAL MEDIA
Nykaa also built a strong
presence on social media
platforms like Facebook,
Instagram, and YouTube,

16. NYKA
TECHNOLOGY USED BY
Nykaa also invested heavily in mobile marketing. The company developed a user-
friendly mobile app that allowed customers to browse and purchase products on
the go. Nykaa also ran targeted mobile ad campaigns to reach potential customers
interested in beauty and personal care products.
Mobile Marketing Artificial Intelligence Machine Learning
The company uses AI to analyze customer
data and identify their interests. This
information is then used to create targeted
ads and recommendations for each
customer.

17. KEY
TAKEAWAYS Nykaa has pioneered in digital marketing, leveraging emerging
technologies and trends to reach its target audience and grow its
business.
The company has focused on SEO, social media marketing, influencer
marketing, mobile marketing, and AI/ML to personalize its marketing
campaigns.
Nykaa's digital marketing strategy has been highly successful, making
it India's leading online beauty and personal care retailer.
20 Million Registered Users $1 Billion Annual Revenue
Market leader in the online beauty
and personal care segment

18. DISCUSSION
What are the key
elements of Nykaa's
digital marketing
strategy?
How does Nykaa
optimize its website
for search engines?
How does Nykaa
partner with beauty
influencers?
How does Nykaa
use paid
advertising?
LETS DISCUSS THE QUESTION BASED ON CASE STUDY

19. THANKYOU
FOR PATIENTLY LISTENING