The document discusses various aspects of digital marketing such as customer journey mapping, the 5A framework for marketing, factors influencing consumer behavior, content marketing strategies, email marketing types, and key performance indicators (KPIs) for email marketing campaigns. It provides information on discovery, consideration, purchase, retention and advocacy stages of the customer journey. It also outlines psychological, social, cultural, personal and economic factors impacting consumer decisions and describes attraction, authority, affinity and action content categories.

1. Digital Marketing
By Dr. Rohini Baghel

2. Customer Value Journey
• The Digital Customer journey is the process carried out by a user
when interacting with your brand to satisfy a need with your
product or service. There are 5 stages the user goes through
Discovery, consideration, purchase, retention, and advocacy.
• The customer journey map is a tool to visualize the experience of
interacting with your brand from the customer's point of view. This
map is critical because it forces you to look at how your customers
actually experience your brand versus how you think they do.

3. 5 A’s Frame Work

4. • Awareness: The consumer becomes familiar with the brand through
advertising, word-of-mouth or social media.
• Consideration: Realising that they have a need that must be met, the
consumer actively considers whether or not to buy the product or
service on offer.
• Purchase: The consumer makes the purchase.
• Retention: The customer uses the product, sometimes seeking
guidance from provider or a user community, and perhaps being
contacted by the provider to encourage brand loyalty.
• Advocacy: The customer spreads the word about the product –
whether their opinion is positive or negative.

5. • The purpose of this model is to help organisations visualise how customers
interact with their brand. When the stages are considered in this way, they
can help provide valuable insight on areas which are in need of
improvement or streamlining. The customer buying journey isn’t an exact
science as some of the models would have you believe. It is full of
opportunities and difficulties.
• The first step for all organisations is becoming aware of the experience that
their organisation offers to customers, once organisations have an
understanding of their customers and the journey they undertake, it is
much easier to craft a more intuitive experience. Providing a smooth and
easy to navigate customer journey holds the key to increasing customer
satisfaction, sales and boosting customer retention.

6. Consumer Behaviour
• Consumer Behaviour is influenced by many different factors. A
marketer should try to understand the factors that influence
consumer behavior. Here are 5 major factors that influence consumer
behavior:
• Psychological Factors
• Social Factors
• Cultural Factors
• Personal Factors
• Economic Factors

7. • . Psychological Factors
• Human psychology is a major determinant of consumer behavior.
These factors are difficult to measure but are powerful enough to
influence a buying decision.
• Motivation
• Perception
• Learning
• Attitudes and Beliefs

8. • Social Factors
• Humans are social beings and they live around many people who
influence their buying behaviour. Humans try to imitate other humans
and also wish to be socially accepted in the society. Hence their
buying behaviour is influenced by other people around them. These
factors are considered as social factors. Some of the social factors are:
• Family
• Reference group
• Roles and status

9. • Cultural factors
• A group of people is associated with a set of values and ideologies
that belong to a particular community. When a person comes from a
particular community, his/her behavior is highly influenced by the
culture relating to that particular community. Some of the cultural
factors are:
• Culture
• Sub Culture
• Social Class

10. • Personal Factors
• Factors that are personal to the consumers influence their buying
behavior. These personal factors differ from person to person,
thereby producing different perceptions and consumer behavior.
• Age
• Income
• Occupation
• Life style

11. • Economic Factors
• The consumer buying habits and decisions greatly depend on the
economic situation of a country or a market. When a nation is
prosperous, the economy is strong, which leads to the greater money
supply in the market and higher purchasing power for consumers.
When consumers experience a positive economic environment, they
are more confident to spend on buying products.
• Whereas, a weak economy reflects a struggling market that is
impacted by unemployment and lower purchasing power.
• Economic factors bear a significant influence on the buying decision
of a consumer. Some of the important economic factors are:
• Personal Income
• Family income
• Savings

12. Unit-2 (Content Marketing)
• Content Marketing is the process of increasing sales by delivering high
quality content to your customers. Content marketing works to
inform, educate and entertain your target audience. Successful
content marketing creates a dialogue and a relationship between your
brand and your customers.

13. Important points
• Increased sales
• Cost savings
• Better customers who have more loyalty
• Content as a profit centre
• Quality content is part of all forms of marketing:
• Social media marketing: Content marketing strategy comes before your social
media strategy.
• SEO: Search engines reward businesses that publish quality, consistent content.
• PR: Successful PR strategies should address issues readers care about, not their
business.
• PPC: For PPC to work, you need great content behind it.
• Inbound marketing: Content is key to driving inbound traffic and leads.
• Content strategy: Content strategy is part of most content marketing strategies.

15. The 4 Types of Content Categories

16. • Attraction content helps you reach a new audience and get your
message in front of new people.
• But eventually you’ll want to convince those people to trust you as an
expert, so you’ll need to provide Authority content.
• Once you’ve established authority, your message will spread through
Affinity content. Affinity content is how you build a community of
like-minded people that share your beliefs.
• And it’s this community who will be your best customers. But nobody
will listen to you — let alone buy from you — unless you create Action
content.

17. • Features of content marketing
• 1) Targeted Audience:
• As opposed to traditional advertising that may be more focused on marketing to new customers, content marketing mostly targets
your current customers. Build a relationship with your customers by sharing information that they are interested in. Potential
customers can also be drawn in with content marketing because they are interested in what you have to say; by building this
relationship early on they will be more likely to become a customer, as they already trust your brand.
• 2) Tell a Story:
• The content you share should be delivered in a story-telling manner as opposed to a sales pitch. Decide what your content will be
based on your customers’ current interests, you are writing for your audience not for your company. Create brand awareness
without selling your brand by delivering a story instead. It also helps to tell a story if you write using your personality, try to give
your brand a relatable and trustworthy ‘voice.’
• 3) Provide Value:
• Every piece of ‘content’ you create must work to inform, educate and/or entertain your target audience. Remember content is not
‘content marketing’ unless your audience finds it interesting and valuable. If it is relevant and enjoyed by your customers they will
reward you by becoming a loyal customer.
• 4) Create a Dialogue:
• Does anyone actually like being told what to do? Instead of directing your customers and ‘selling’ your brand create a dialogue.
Invite your audience to participate in your content marketing and respond to their comments or questions. This not only
personifies your brand but it also helps show your audience that you are honest. Customers will be more likely to trust your brand
if they feel that they have an honest relationship with you.
• 5) Increase Profits:
• Content marketing increases traffic to your sites while building a relationship with your audience. With honest content your
customers will feel more informed and will be more likely to trust your brand when making a purchasing decision. With content
marketing you are also able to learn more about your current customers and their needs or find new sales leads.

18. Step –step process to content strategy
• Establish Your Goals. ...
• Define Your Audience. ...
• Research Your Competitors. ...
• Complete Topic And Keyword Research. ...
• Review Your Existing Content. ...
• Devise Your Strategy. ...
• Plan Your Resources. ...
• Plan Your Content Production Schedule.
• Create, Publish And Promote Your Content
• Monitor And Refine

19. Email Marketing
• Email Marketing is a powerful tool that small businesses can use to
acquire, engage, and retain customers. And having a good clean
email list is critical. Therefore, it’s always recommended that you
clean up any email list you want to use before sending a campaign.

20. Types of Email Marketing
1. Email Newsletters
• One of the most common and popular email marketing campaigns are Email
Newsletters. As a small business you can use an email newsletter to provide
subscribers with helpful knowledge and tools. It is important to add value to your
subscribers’ inboxes; to do so create engaging content, include thought
leadership, how-tos, and announcements about new services/ products. To
measure the effectiveness of your newsletter ask yourself if the content helps
build a relationship with subscribers, increases retention and engagement, and
strengthens subscriber loyalty.
2.Acquisition Emails
• Acquisition Emails can help your small business acquire customers who have
opted to receive your emails but have not yet converted into customers. By
creating attractive offers and informative content you can show those in your
email list the value of becoming an active customer. Acquisition emails are a great
way to move leads through the conversion funnel faster, grow your business and
drive additional revenue, and target users who have expressed some interest in
what your business has to offer.

21. 3. Retention Emails
• If you have some experience in email marketing campaigns, consider Retention
Emails for your small business. By sending a message requesting feedback or an
offer to subscribers who haven’t interacted with your business or emails
campaigns lately, your small business can keep the lines of communication open.
Retention Emails are a very useful email campaign strategy that can help you
keep your hard-won customers.
4. Promotional Emails
• Promotional Emails are a great way to drives sales, signups, and new product
offerings for your small business. Promotional emails include offers that entice
and encourage your target to buy a new product/service. Use promotional emails
to reward engaged subscribers with exclusive offers, drive new product or
services to subscribers, and cross-sell products to your customer base.
• By Email marketing is a powerful tool that can be used to acquire, engage, and
retain customers. By implementing a successful email marketing campaign your
small business can benefit greatly. Be sure to select the correct email marketing
campaign to achieve your small business goals. Keep in mind that when your
customer/target finds your email very valuable they’re more likely to forward it
and/or share it with others (make sure to always include your social media share
buttons).

22. Email Newsletters
• The email newsletter is a one-off communication that can be used to send
promotional messages, important account information, product updates,
and more. Done well, an email newsletter will help build brand recognition
and awareness.
• In creating an email newsletter, it’s important to consider a variety of
factors, including:
• Content length
• Type of information
• Placement of images and text
• Design
• Call to Action
• Every audience is unique, so it’s important to experiment with different
formats.

23. • Transactional Emails
• Email receipts, invoices, billing statements, order confirmations are
examples of transactional emails. They are triggered by user
behaviour.
• Behavioural Emails
• Behavioural emails are targeted messages based on a user’s
behaviour.

25. • Parts of an email message
• An email message consists of the following general components:
• Headers
• The message headers contain information concerning the sender and recipients. The exact content of mail
headers can vary depending on the email system that generated the message. Generally, headers contain
the following information:
• Subject. Subject is a description of the topic of the message and displays in most email systems that list
email messages individually. A subject line could be something like "2010 company mission statement" or, if
your spam filtering application is too lenient, "Lose weight fast!!! Ask me how."
• Sender (From). This is the sender's Internet email address. It is usually presumed to be the same as the
Reply-to address, unless a different one is provided.
• Date and time received (On). The date and time the message was received.
• Reply-to. This is the Internet email address that will become the recipient of your reply if you click the Reply
button.
• Recipient (To:). First/last name of email recipient, as configured by the sender.
• Recipient email address. The Internet mail address of the recipient, or where the message was actually sent.
• Attachments. Files that are attached to the message.
• Body
• The body of a message contains text that is the actual content, such as "Employees who are eligible for the
new health care program should contact their supervisors by next Friday if they want to switch." The
message body also may include signatures or automatically generated text that is inserted by the sender's
email system.

26. • KPIs—or key performance indicators—are measures of the
performances of different aspects of an email campaign. There are
many different types of insights you can gain from tracking email KPIs.
Mostly, you'll want to know who opens your marketing emails or who
forwards them to other contacts.
• Anyway, the four KPIs that always come out of these workshops are:
• Customer Satisfaction,
• Internal Process Quality,
• Employee Satisfaction, and.
• Financial Performance Index.

27. • How do you calculate KPI for email?
• This metric is found by taking the total number of unsubscribes and
divide by the total number of emails that were actually delivered. You
then take that number and multiply by 100.
• 5 KPIs You Need to Track
• Visitors. The first marketing key performance indicator that should be
taken into account are the visitors that come to your website. ...
• Leads. The next key performance indicator to look at is the leads. ...
• Qualified Leads. ...
• Opportunities. ...
• Conversion Rates.