Introduction to Digital Marketing

1. By Nishu Chauhan

2. Marketing- Satisfying customer requirements by identifying
need and wants of customer.
4 Ps of Marketing –
Marketing deal with
 Product
 Price
 Place
 Promotion

3.  Identifying customer
 Satisfy customer
 Retain customer
What is Marketed
 Goods- Car, steel
 Services- Airlines, barber
 Experience- Walt Disney World’s Magic Kingdom
 Events- Olympic, sports events
 Persons- Celebrity marketing
 Places- Incredible Gujarat
 Properties - Real Estate Owner Market
 Organization - Let’s make things better Nike
 Information - Encyclopedia
 Idea - Bimtech as a place for breeding mangoes

4.  Production Concept – Emphasis on producing
goods
 Product Concept – Producing quality goods.
 Selling Concept - Aggressive selling and
promotion
 Marketing Concept - Satisfy need and want
 Social Concept - Emphasis social consciousness
 Relationship Concept – Customer Relationship
Management
 Holistic Concept – Do every thing possible

5. MARKETING - Understanding the need of customer in such a
way whenever it produced sell itself.
PROMOTION - Promotion refers to the entire set of activities,
which communicate the product , brand, or service to the user.
ADVERTISING - Advertising refers to the paid form of non-
personal presentation and promotion of ideas, goods and
service by an identified sponsor.
SALES - Transfer of ownership in exchange of money.
BRANDING – Practise of assign brand name that help customer
to recognize the product.

6. Segmentation
It refers to sub-dividing a market into distinct and
homogenous subgroups of customers.
Basis of segmentation-
Demographics – Age, gender, income, education.
Geographics – Area , city, country, climate,
Psychographics- Attitude, Values, Lifestyle, Interest,
Behavioural – Purchase pattern, Degree of loyalty,
Occasion.

7.  Evaluating the market segment.
 Selecting the market segment
 Additional coverage/ target.
Evaluating the market segment
 Segment size and growth
 Financial issue
Profit margin
 Competitor
 Access to distribution channel

8.  Single Segment Concentration – M1P2
 Selective Specialization- M1P2, M2P3, M3P1
 Product Specialization – M1P2, M2P2, M3P2.
Market Specialization – M1P1, M1P2, M1P3
Full Market Coverage – coke and pepsi.

9. Image of product in mind of customer.
 Current image
 Mirror Image
 Wish image

10. Digital Marketing refers to the marketing of products or
services using digital technologies ,mainly on the internet but
also including mobile phones, display advertising and any
other digital medium.
5 Ds of Digital
1. Digital devices
2. Digital platforms
3. Digital media
4. Digital data
5. Digital technology

11. Digital devices – Audiences interact with business websites
and mobile app through a combination of connected devices
including smartphones, tablets, desktop computers, TVs.
Digital platforms- Most interactions on these devices are
through a browser or apps from the major platforms or services,
that’s facebook, instagram, google, youtube, twitter, linkedIn.
Digital Media - Different paid , owned, and earned
commnications channels for reaching and engaging audiences
including advertising, email and messaging, search engines, and
social networks.

12. Digital data – The insight business collect about their
interactions with business, which now need to be protected by
law in most countries.
Digital technology – the marketing technology that businesses
use to create interactive experience from website and mobile
apps.

13.  Owned Media – is the kind that you have as a part of your own
property: a website and a blog, for starters. You have to control over
this part of media.
 Paid Media – is when you pay someone else to place an
advertisement. In the digital world, this include things like facebook
ads.
Earned Media – is the free advertising that happens via word-of-
mouth and in digital spheres, this mostly means sharing. Customer
review are a perfect example of this.

14.  Economical
 Impactful
 Instant feedback
 Time and effort Saving
 Flexibility
 Real time Analysis

15. Interaction with customers
Cost friendly
Converting the marketing to sales
Targeted reach
Fair play
High ROI
Fully controlled as per your location, budget,and time.
You can start with small amount.

16.  Search engine optimization (SEO)
Search Engine Marketing ( SEM)
Content Marketing
Influencer Marketing
E- commerce Marketing
Social Media Marketing
 Social Media Optimization
E- mail Direct Marketing
Display Advertising
E- books
Podcast

17. Thank you