2. MARKETING
The action or business of promoting and selling
products or services, including market research
and advertising.
Companies create value for customers and
build strong customer relationships to capture
value from customers in return.
-Kotler & Armstrong (2010)
3. DIGITAL MARKETING
Marketing using electronic media such as the
web, email, interactive TV, and wireless media in
conjunction with digital data about customers
characteristics & behaviors.
Advertising mediums that might be used as part of
the digital marketing strategy of a business could
include promotional efforts made via the Internet,
social media, mobile phones and electronic
billboards, as well as via digital and television
and radio channels.
4. Why better than Traditional marketing
• Large audience
• Audience targeting
• Cost effective
• Immediate feedback
• Easy tracking
• 24*7 available
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7. RESEARCH
The first step in the digital marketing process is the research
stage. In this stage, the necessary information about the
product & services, target audience, market and
competition is collected.
1. Information about the business, organization, or brand.
2. Information about the target audience and market.
3. Information about the product or service that is to be
promoted.
4. Information about the competition, their strategies, and
how to stand out and beat the competition.
8. CREATE
1 – Digital Marketing Objectives / Goals: These are the
ultimate goals that you want to achieve through your
Digital Marketing Campaign. Every business is unique,
therefore their goals will also be unique. Campaigns
without clear goals will end up spending money without
the assurance of achieving goals.
2 – Digital Marketing Strategy: After you set the goals, it’s
time to create a strategy to achieve those goals. Your
Digital Marketing Strategy will include Positioning
Strategy, Branding Strategy, Content Strategy, Digital
Marketing Channels Strategy. What strategy should be
adapted/created, will be answered from the information
collected at the Digital Marketing Research stage.
9. 3 – Digital Marketing Plan: At this stage, you will lay
down a documented plan that will include all your
detailed Digital Marketing activities with timelines.
4 – Creating Primary Digital Identities: The 3 primary
Digital Identities of business are Website, Blog &
App. These are like your online office, shops, or
showrooms. These are the places where you want
your target customer to reach & ultimately buy your
products & services. Before you move on to the next
stage, i.e. promote, your primary digital identities
must be fully ready.
10. CREATE
Message and Medium(Website/blog/app)
The second stage in the process of digital marketing is
the creative stage. Now, the information collected in
the previous stage is studied, analyzed, and used to
create a marketing strategy and campaign. The
campaign is created keeping in mind the targets and
objectives to be achieved. The campaign includes
the branding and content strategy with the aim to
maximize revenue or reach the highest number of
customers or both.
11. PROMOTE
This is the stage where the digital marketing teams
start promoting the products or services. These will
be promoted on different digital platforms like
Search Engines, display networks, e-mails and
affiliate marketing, social media, and through e-
commerce websites and other marketing platforms.
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12. ANALYZE
Once you create your primary digital identities & start
promoting them through various digital marketing
channels, it’s time to start monitoring your
performance. Analyzing is like looking at the
outcome of your digital marketing work. You will
receive analytics for your primary digital identities,
as well as the channels through which you have
done the promotions.The most important &
ultimate
analytics for any business is the analytics of your
website/blog / app. Google Analytics is widely
popular to generate analytics of your primary digital
identities.
13. The 4 major sections of Google Analytics are:
1. Audiences
2. Acquisition
3. Behavior
4. Conversion
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14. OPTIMIZE
At this stage, based on analysis & observations, you
start making changes (fine-tuning). The changes
could be in your primary digital identities or digital
marketing channels. Changes are also referred to as
content & design of your identities & promotional
communication.
16. Search Engine Optimization (SEO)
SEO, or Search Engine Optimization, is a
fundamental digital marketing strategy aimed at
improving a website's visibility in search engine
results pages (SERPs) for relevant keywords and
phrases. It involves optimizing various aspects of a
website to make it more attractive to search engines
like Google, Bing, or Yahoo, ultimately driving
organic (non-paid) traffic to the site.
17. Search Engine Marketing (SEM)
Search Engine Marketing (SEM) is a digital
marketing strategy that involves promoting websites
by increasing their visibility in search engine results
pages (SERPs) through paid advertising. SEM is
often used interchangeably with terms like "paid
search" and "Pay-Per-Click (PPC)" advertising. It
provides businesses with a way to gain immediate
visibility and attract potential customers through
targeted ads.
18. PPC (Pay-Per-Click) and CPC (Cost-Per-
Click)
PPC (Pay-Per-Click) and CPC (Cost-Per-Click) are
two closely related terms commonly used in online
advertising, especially in the context of search
engine marketing (SEM) and paid advertising
campaigns.
PPC (Pay-Per-Click):
PPC is a digital advertising model in which advertisers
pay a fee each time one of their ads is clicked by a
user. Essentially, it's a way to buy visits to a website
rather than earning them organically through search
engine optimization (SEO) or other methods.
19. how PPC works:
1. Advertisers bid on specific keywords or phrases
relevant to their products or services.
2. These ads are displayed on search engine results
pages (e.g., Google) or on other online platforms,
such as social media sites.
3. When a user conducts a search using one of the
specified keywords, the search engine's algorithm
determines which ads to display based on factors
like bid amount and ad quality.
4. If the user clicks on the ad, the advertiser is charged
a fee, hence the name "pay-per-click."
20. PPC offers several advantages, including
immediate visibility in search results, the
ability to target specific keywords and
demographics, and precise control over ad
spending. Google Ads and Bing Ads are
popular platforms for PPC advertising.
21. CPC (Cost-Per-Click)
CPC, on the other hand, is a metric used to measure
the cost of each click on an advertisement in a PPC
campaign. It represents the actual amount an
advertiser pays when a user clicks on their ad.
The formula to calculate CPC is straightforward:
CPC=Total Advertising Cost/Total Clicks
For example, if an advertiser spent $100 on a PPC
campaign and received 200 clicks on their ads, the
CPC would be:
CPC=$100/200 clicks=$0.50 per click
22. CPC can vary widely depending on factors such as
competition for keywords, ad quality, industry, and
geographic location. Advertisers often set a
maximum CPC bid, which represents the highest
amount they are willing to pay for a single click on
their ad. The actual CPC may be lower than the
maximum bid.
23. Mobile Marketing
Mobile marketing is a digital marketing strategy that
targets users on mobile devices such as
smartphones and tablets. It has become
increasingly important as mobile device usage has
surged worldwide. Mobile marketing leverages the
unique capabilities and features of mobile devices to
reach and engage users effectively. Here are some
key types of mobile marketing:
24. 1. SMS Marketing (Short Message Service):
1. Definition: SMS marketing involves sending promotional text
messages to a list of subscribers. These messages can include
special offers, discounts, event notifications, or other promotional
content.
2. Example: Retailers often use SMS marketing to send exclusive
discounts and coupons to their customers' mobile phones.
2. MMS Marketing (Multimedia Messaging Service):
1. Definition: MMS marketing is similar to SMS marketing but allows
for the inclusion of multimedia content such as images, videos, and
audio in messages.
2. Example: A restaurant might send an MMS message showcasing a
new menu item with a mouthwatering image.
Types of Mobile Marketing
25. Location-Based Marketing:
• Definition: Location-based marketing delivers
targeted content or offers to users based on their
current geographic location. It relies on technologies
like GPS and beacons.
• Example: A retail store can send special offers to
users' mobile devices when they are in close
proximity to the store.
26. 1. In-App Advertising:
1. Definition: In-app advertising involves displaying ads within mobile
applications. These ads can take various forms, such as banners,
interstitials, or rewarded videos.
2. Example: Gaming apps often use rewarded video ads, where
users can watch a video ad in exchange for in-game rewards.
2. Push Notifications:
1. Definition: Push notifications are messages sent directly to a
user's device, even when the app is not in use. They can be used
for various purposes, including sending updates, reminders, and
promotions.
2. Example: News apps send push notifications to update users on
breaking news, and e-commerce apps use them to notify users
about flash sales.
27. QR Code Marketing:
• Definition: QR codes are scannable codes that can
be used to provide quick access to information,
offers, or websites. Marketers can place QR codes
on physical products, posters, or digital media.
• Example: Restaurants often include QR codes on
menus, allowing customers to access the online
menu or promotions instantly.
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28. Content Marketing
High-quality and informative content continues to be
a crucial part of digital marketing in India. Blogging,
vlogging, and podcasting are popular mediums.
Examples include the food blog "Archana's Kitchen"
and the travel vlog "Kritika Goel."
29. Social Media Marketing (SMM)
Social Media Marketing or SMM is an offshoot of your
SEM efforts. It involves driving traffic to your sites or
business through social sites like Facebook, Instagram,
Twitter, Pinterest,Linkedin, etc. As we mentioned
above, good content is shared and liked.So create and
customize content for different social media platforms.
Remember to be prolific and original; you need to
engage with users on a daily basis, at least four to five
times a day. Your SMM efforts can be especially
helpful for branding and driving sales
30. Email marketing is a digital marketing strategy that
involves sending targeted emails to a group of
individuals or subscribers with the aim of promoting
products, services, or nurturing customer
relationships. It's an efficient and cost-effective way
to communicate with a specific audience directly
through their email inbox. Email marketing
encompasses several types of email campaigns,
and here are explanations of each type with
examples:
Email Marketing
31. 1. Promotional Emails:
1. Type: Promotional emails are designed to promote products,
services, or special offers.
2. Example: An Indian online retailer like Amazon.in might send
promotional emails advertising discounts on electronics or fashion
items during a festive season sale.
2. Transactional Emails:
1. Type: Transactional emails provide essential information related to
a user's transaction or interaction with a business.
2. Example: After booking a train ticket on the Indian Railways
website, users receive a transactional email confirming their
booking details and seat information.
Types of Email Marketing
32. 3. Newsletter Emails:
1.Type: Newsletter emails typically contain updates,
news, or educational content.
2.Example: An Indian financial institution like HDFC Bank
could send newsletter emails to subscribers with articles
on financial planning or investment tips.
4. Welcome Emails:
1.Type: Welcome emails are sent to new subscribers to
introduce them to a Example: When a user signs up for
an account on an Indian food delivery platform like
Swiggy, they might receive a welcome email that
explains the platform's features and provides a discount
on their first order.
33. 5. Abandoned Cart Emails:
• Type: Abandoned cart emails are sent when a user
adds items to their cart but does not complete the
purchase.
• Example: An Indian e-commerce site like Flipkart
can send abandoned cart emails reminding users
about their pending purchases and offering
incentives like additional discounts.
34. 6. Holiday and Special Occasion Emails:
• Type: These emails leverage holidays or special
occasions for marketing purposes.
• Example: An Indian jewellery brand like Tanishq
may send special occasion emails promoting unique
jewellery pieces for Diwali or weddings.
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35. Video Marketing
Video marketing is a digital marketing strategy that
involves using video content to promote products,
services, brands, or engage with an audience. It has
become increasingly popular due to the widespread
availability of high-speed internet and the rise of
social media platforms. Video marketing can take
various forms, and here are some common types:
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36. Explainer Videos:
• Purpose: These videos aim to explain a product,
service, or concept in a simple and engaging way.
• Examples: Companies like Dropbox have used
explainer videos to showcase their product features
and benefits.
Product Demos and Tutorials:
• Purpose: Demonstrates how a product works or
provides step-by-step instructions on how to use it.
• Examples: Tech companies often create tutorials on
using their software, like Adobe's Photoshop tutorial
Types of Video Marketing
37. Testimonials and Reviews:
• Purpose: Features satisfied customers or industry
experts sharing their experiences with a product or
service.
• Examples: Amazon features customer reviews and
testimonials on its product pages.
Social Media Stories and Reels:
• Purpose: Short, engaging videos designed for
social media platforms with limited timeframes.
• Examples: Instagram and Facebook allow users
and businesses in India to create Stories and Reels
38. Vlogs (Video Blogs):
• Purpose: Personal or company blogs in video
format, often sharing experiences, tips, or insights.
• Examples: Indian YouTubers like Technical Guruji
create vlogs to discuss technology-related topics.
Animated Videos:
• Purpose: Use animation to explain complex ideas
or convey information in an engaging way.
• Examples: Indian educational platforms like
Vedantu often use animated videos for teaching
various subjects.
39. AI and Chatbots
Artificial intelligence and chatbots are revolutionizing
customer service in India. Companies like HDFC
Bank and ICICI Bank have implemented AI chatbots
to assist customers with banking inquiries, saving
time and resources while providing efficient service.
40. Perhaps, the most important aspect of your Digital
Marketing is Web Analytics. Essentially, Web Analytics
helps you to collect, measure, understand, analyze,
plan, report and predict the web activities for your
business. Web Analytics should not be confused with
Web Statistics. As opposed to simple reporting, Web
Analytics gives you analyses and different angles to
ponder vis-à-vis your business. Some of the important
Web Analytics tools are Google Analytics, Spring
Metrics, Woopra, Clicky, Mint and Chartbeat. It goes
without saying that every advertiser should use Web
Analytics to understand his business and improve the
ROI and conversions.
Web Analytics
41. Influencer Marketing
Influencer marketing is booming in India, especially on
platforms like Instagram and YouTube. Brands
collaborate with influencers from various niches to
promote their products. For instance, skincare brand
Mamaearth partnered with parenting influencers to
market its baby care products successfully.
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42. Personalization
Indian consumers are responding well to personalized
marketing efforts. E-commerce platforms like
Amazon and Flipkart use data analytics to provide
product recommendations based on user behavior,
leading to increased sales and customer loyalty.
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43. Virtual & Augmented Reality
AR and VR technologies are gaining traction,
especially in industries like real estate and e-
commerce. Indian real estate developers are using
VR to offer virtual property tours, enhancing the
home buying experience.
44. Voice search optimization
As voice-activated devices like Google Home and
Amazon Echo become more prevalent in Indian
households, optimizing content for voice search is
crucial. Local businesses like restaurants and
service providers are adopting voice search
optimization strategies to connect with customers.
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45. 7 C’s of Digital Marketing
Content : Content is at the heart of digital marketing. It
includes blog posts, videos, infographics, and other
forms of media that provide value to your audience.
Indian Example: Tata Consultancy Services (TCS), a
global IT services and consulting company based in
India, creates high-quality content through its blogs,
webinars, and research reports. They share insights on
emerging technologies and digital trends, positioning
themselves as thought leaders in the industry.
46. Context :Understanding the context in which your
audience interacts with your content is crucial. It
involves tailoring your messaging to the specific needs,
preferences, and behaviors of your target audience.
Indian Example: Zomato, an Indian food delivery and
restaurant discovery platform, personalizes its app
based on user location and preferences. It offers
restaurant recommendations, reviews, and special deals
based on the user's current context, making the
experience more relevant and engaging.
47. Consistency: Consistency in branding, messaging, and
content delivery across various digital channels helps
build trust and recognition with your audience.
Indian Example: Amul, a leading Indian dairy
cooperative, has consistently used its iconic Amul girl
mascot in its advertising campaigns for decades. This
consistency has made the brand instantly recognizable
and trustworthy among consumers.
48. Community: Building a community around your brand
fosters engagement and loyalty. Encourage
conversations, feedback, and user-generated content to
create a sense of belonging.
Indian Example: Red Bull India, the energy drink
company, organizes and sponsors extreme sports and
adventure events in India. They've built a community of
adventure enthusiasts who share their experiences on
social media, creating a sense of belonging to the Red
Bull brand.
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49. Customization: Tailoring your marketing efforts to
individual customer preferences and behaviors
enhances the customer experience.
Indian Example: Amazon India uses sophisticated
algorithms to provide personalized product
recommendations based on a user's browsing and
purchase history. This customization enhances user
satisfaction and drives more sales.
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50. Communication: Effective communication involves
listening to your audience, responding to their
feedback, and engaging in two-way conversations.
Indian Example: OYO Rooms, a hospitality company,
actively communicates with customers on social media
platforms to address their queries and concerns. They
use these interactions to improve their services and
build a positive brand image.
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51. Conversion: Ultimately, digital marketing aims to convert
prospects into customers. It involves optimizing your
website and other digital assets for lead generation and
sales.
Indian Example: MakeMyTrip, an online travel agency in
India, uses various conversion optimization techniques
on its website. They employ persuasive call-to-action
buttons, user-friendly booking processes, and dynamic
pricing to encourage visitors to make bookings.
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