This document provides an introduction to digital marketing. It defines digital marketing as the promotion of products or brands using electronic media such as the internet. The document discusses how digital marketing involves not only promotion, but also acquiring customers and facilitating online transactions. It outlines the RACE model of digital marketing and explains how marketing has undergone a paradigm shift from traditional to modern marketing due to changes in technology and consumer behavior. Modern consumers are described as more tech-savvy and active online using smartphones and other devices. The latest practices in digital marketing mentioned include virtual reality, geo-location targeting, social media marketing, personalized marketing, videos, and programmatic multi-device approaches.

1. By,
Mukul Gupta
(Management Faculty & Corporate Trainer)

2. Introduction to Digital Marketing
• Marketing can be defined as the process of
identifying and satisfying the customer’s
needs wants and demand.
• Marketing focuses on 4 Ps –
Product
Price
Place
Promotion

3. Introduction to Digital Marketing
Cont.…
• The term “Digital” Refers to “Use of Electronic
Media” or Virtual Network Connectivity”
• Digital Marketing can be simply defined as the
promotion of products or brands via one or more
forms of electronic media.
• Also called as Online, Internet or Web Marketing
and sometime Data Driven Marketing also.

4. Introduction to Digital Marketing
Cont..
• The Process of Digital Marketing not only includes
the promotion of any company and its products but
also includes acquiring customers in internet
market and transaction in Digital World as well.
EC
EB
EM
DM

5. RACE Model of Digital Marketing

6. Paradigm Shift
(Traditional to Modern Marketing)

7. Paradigm Shift
(Traditional to Modern Marketing)

8. Paradigm Shift
(Traditional to Modern Marketing)

9. Modern Consumers
• Well, Modern Consumers are no one else but the
more techno-savvy trait based customers.
• Their all day routine activities starts from the use
of some electronic gadgets and ends with the same.
• Behavior in traditional marketing was to analyze
how when and what customer purchases but in
modern marketing – behavior of modern customer
is to analyze how they react on things in internet
world.
• More active with use of smart phones.

10. Consumer’s Digital Marketing
• Its more about the behavioral change in the
customers.
• We first change technology and then technology
changes us too.

11. Virtual World
• A Vast Web of Computer Network, Provides
a platform for worldwide users to connect
and share data, thereby serving as a huge
information repository.
• World made through internet connectivity.
• Internet is “Network of Networks”

12. Latest Practices in Digital Marketing
• Virtual Reality
• Geo-Location (Location Based Targeting)
• Social Media Marketing (Marketing on
Facebook, LinkedIn, Twitter, Instagram,
Pinterest etc.)
• Target, Event Specific or Personalized
Marketing)
• Videos & Animation
• Dark Net
• Programmatic & Multi-Device