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Digital Marketing - Session 1
Sasmira Institute - 13th June 2019
By – Archal Gharat
Introduction to Digital Marketing
Topics to be covered
1. Types of Digital Media
2. Industry Trends
3. Indian Media Spends
4. Comparison with Traditional Media
SOME OF THE DIGITAL
ADAPTATIONS∙ Communication – whatsapp, skype, IMO, facebook, twitter, linkedin, hangout, etc.
∙ Retail Shopping Stores - amazon, flipkart, snapdeal, myntra, ebay, pepperfry, etc.
∙ Banking - digibank, internet banking, mobile banking, phone banking.
∙ Education – e-learning
∙ Reading - e-newspapers, e-books
∙ Travel – uber, ola, meru, cool cab, etc.
∙ Holidays & Stays – oyo, go-ibibo, makemytrip, yatra, sterling, veena world
∙ Music & Video – Saavn, youtube, hotstar, zee5, voot,etc.
∙ Search – google, yahoo, bing, Wikipedia
∙ Location – Google maps
∙ Healthcare – Lybrate, Netmeds
∙ Money – Credit Cards, Debit Cards, e-wallet, paytm, phonepe, google pay
∙ Games - PUBG, Candy Crush, 3 Patti, Dream 11
Types of Media
Paid Media
Earned Media
Owned Media
Any marketing channel that you pay for...
Earned media is when customers, the press and the public
share your content or speak about your brand
Owned media is defined as communication channels that are
within one's control
PAID Media - Search Ads
PAID Media - Display Ads
PAID Media - Social Media Ads
PAID Media - Outdoor Ads
PAID Media - Other Types
● Newspaper
● Magazine
● Billboards
● Flyers
● Branded swag (hats, water bottles, t-shirts)
● Radio Ads
● TV Ads
● Youtube Ads
OWNED Media - Your Website
OWNED Media - Your Blog Pages
OWNED Media - Social Media
EARNED Media - Press Release
You can do some of these and get yourself some media coverage.
1. Send out a press release, but make it memorable because it might get stuffed
away with all the other releases that come in.
2. Reach out directly to requests that fit your business.
3. Sponsor an event. Your name will be in headlines, and you might get a follow-up
story. This one might get a little pricey, however.
EARNED Media - SEO
EARNED Media - Reviews and Ratings
EARNED Media - Social Media Mentions
WORLD IS ADAPTING TO
DIGITAL
World Population???
7.7 billion
Internet Users???
4.39 billion57%
1st billion
2005
2nd billion
2010
3rd billion
2014
About to cross 5th billion
2019
1995 Just 1%
Industry Trends - Digital Marketing
Industry Trends - Digital Marketing
1. Chatbot - Automated Chat that responds to your queries without human
intervention
2. Programmatic Advertising - Process that uses AI to buy and place
advertisements based on targeting algorithms
3. Location based targeting - Target your prospects based on the places they
visit
4. Personalised Ads - Personalise the landing page or ads based on the
persona you want to target
5. Video Marketing - Engage the targets with live video advertisements
6. Voice Search - eg. Google Assistant
7. Micro Moments - Capture a very small moment video
8. Augmented Reality - eg. Se how a sunglass would look on your face
Micro Moments
Augmented Reality
Global Media Spends
Indian Media Spends
Indian Media Spends Growth
Indian Media Spends 3rd Highest Contributor
Indian Media Spends 10th Highest Market
WHAT IS DIGITAL
MARKETING?
DIGITAL MARKETING refers to marketing of products or
services using digital technologies, mainly on the Internet,
through digital channels such as search engines, websites,
social media, email, SMS, and mobile apps.
Categories of DIGITAL
MARKETING
PULL Digital Marketing
Draw customers to a brand through search engine optimization (SEO) and other non-intrusive methods.
Examples: Internet Marketing, Search Engine Optimization, Search Engine Marketing
PUSH Digital Marketing
Business attempts to get their message in front of their potential customers without them having a desire or interest
to buy the product or learn more about it.
Examples: Display Ads, Social Media Paid Promotion, Email, SMS, Web Push,
Types of DIGITAL MARKETING
1. Internet Marketing
a. Search Engine Optimization
b. Social Media Optimisation
c. Search Engine Marketing
d. Social Media Marketing
e. Blogging
f. Backlinking
g. Affiliate Marketing
h. Influencer Marketing
2. Mobile Marketing
a. Bulk SMS Marketing
b. Voice SMS Marketing
c. Short Code Marketing
d. Long Code Marketing
e. Missed Call Marketing
f. Toll Free IVR Number
g. 10 digit IVR Number
h. Mobile Apps Push Marketing
3. Email Marketing
a. Promotional Emails
b. Transactional Emails
c. Newsletter Emails
d. Informational Emails
3. Social Media Marketing
b. Facebook
c. Instagram
d. LinkedIn
e. Twitter
f. Youtube
g. Whatsapp
h. Google+(Now Obsolete)
WHAT IS TRADITIONAL MARKETING?
Traditional marketing is a type of marketing that is hard to ignore and includes
the traditional ads we encounter on a daily basis. Many of the common and most
tried offline marketing tactics come under the following five major categories:
1. Print (magazines, newspapers, etc.)
2. Broadcast (TV, radio, etc.)
3. Direct Mail (catalogues, postcards, etc.)
4. Telephone (telemarketing)
5. Outdoor (billboards, fliers, etc.)
Drawbacks of TRADITIONAL MARKETING?
Advantages of DIGITAL MARKETING
1.Low on cost
2.Real time monitoring
3.Easy to measure
4.No boundaries
5.Brand building
6.Improved engagement
7.Huge audience
8. Viral
9.Two Way Communication
10.Targeted Marketing
11.Re-marketing possible
Introduction to digital marketing
Introduction to digital marketing

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Introduction to digital marketing

  • 1. Digital Marketing - Session 1 Sasmira Institute - 13th June 2019 By – Archal Gharat
  • 2. Introduction to Digital Marketing Topics to be covered 1. Types of Digital Media 2. Industry Trends 3. Indian Media Spends 4. Comparison with Traditional Media
  • 3. SOME OF THE DIGITAL ADAPTATIONS∙ Communication – whatsapp, skype, IMO, facebook, twitter, linkedin, hangout, etc. ∙ Retail Shopping Stores - amazon, flipkart, snapdeal, myntra, ebay, pepperfry, etc. ∙ Banking - digibank, internet banking, mobile banking, phone banking. ∙ Education – e-learning ∙ Reading - e-newspapers, e-books ∙ Travel – uber, ola, meru, cool cab, etc. ∙ Holidays & Stays – oyo, go-ibibo, makemytrip, yatra, sterling, veena world ∙ Music & Video – Saavn, youtube, hotstar, zee5, voot,etc. ∙ Search – google, yahoo, bing, Wikipedia ∙ Location – Google maps ∙ Healthcare – Lybrate, Netmeds ∙ Money – Credit Cards, Debit Cards, e-wallet, paytm, phonepe, google pay ∙ Games - PUBG, Candy Crush, 3 Patti, Dream 11
  • 4. Types of Media Paid Media Earned Media Owned Media Any marketing channel that you pay for... Earned media is when customers, the press and the public share your content or speak about your brand Owned media is defined as communication channels that are within one's control
  • 5. PAID Media - Search Ads
  • 6. PAID Media - Display Ads
  • 7. PAID Media - Social Media Ads
  • 8. PAID Media - Outdoor Ads
  • 9. PAID Media - Other Types ● Newspaper ● Magazine ● Billboards ● Flyers ● Branded swag (hats, water bottles, t-shirts) ● Radio Ads ● TV Ads ● Youtube Ads
  • 10. OWNED Media - Your Website
  • 11. OWNED Media - Your Blog Pages
  • 12. OWNED Media - Social Media
  • 13. EARNED Media - Press Release You can do some of these and get yourself some media coverage. 1. Send out a press release, but make it memorable because it might get stuffed away with all the other releases that come in. 2. Reach out directly to requests that fit your business. 3. Sponsor an event. Your name will be in headlines, and you might get a follow-up story. This one might get a little pricey, however.
  • 15. EARNED Media - Reviews and Ratings
  • 16. EARNED Media - Social Media Mentions
  • 17. WORLD IS ADAPTING TO DIGITAL World Population??? 7.7 billion Internet Users??? 4.39 billion57% 1st billion 2005 2nd billion 2010 3rd billion 2014 About to cross 5th billion 2019 1995 Just 1%
  • 18. Industry Trends - Digital Marketing
  • 19. Industry Trends - Digital Marketing 1. Chatbot - Automated Chat that responds to your queries without human intervention 2. Programmatic Advertising - Process that uses AI to buy and place advertisements based on targeting algorithms 3. Location based targeting - Target your prospects based on the places they visit 4. Personalised Ads - Personalise the landing page or ads based on the persona you want to target 5. Video Marketing - Engage the targets with live video advertisements 6. Voice Search - eg. Google Assistant 7. Micro Moments - Capture a very small moment video 8. Augmented Reality - eg. Se how a sunglass would look on your face
  • 25. Indian Media Spends 3rd Highest Contributor
  • 26. Indian Media Spends 10th Highest Market
  • 27. WHAT IS DIGITAL MARKETING? DIGITAL MARKETING refers to marketing of products or services using digital technologies, mainly on the Internet, through digital channels such as search engines, websites, social media, email, SMS, and mobile apps.
  • 28. Categories of DIGITAL MARKETING PULL Digital Marketing Draw customers to a brand through search engine optimization (SEO) and other non-intrusive methods. Examples: Internet Marketing, Search Engine Optimization, Search Engine Marketing PUSH Digital Marketing Business attempts to get their message in front of their potential customers without them having a desire or interest to buy the product or learn more about it. Examples: Display Ads, Social Media Paid Promotion, Email, SMS, Web Push,
  • 29. Types of DIGITAL MARKETING 1. Internet Marketing a. Search Engine Optimization b. Social Media Optimisation c. Search Engine Marketing d. Social Media Marketing e. Blogging f. Backlinking g. Affiliate Marketing h. Influencer Marketing 2. Mobile Marketing a. Bulk SMS Marketing b. Voice SMS Marketing c. Short Code Marketing d. Long Code Marketing e. Missed Call Marketing f. Toll Free IVR Number g. 10 digit IVR Number h. Mobile Apps Push Marketing 3. Email Marketing a. Promotional Emails b. Transactional Emails c. Newsletter Emails d. Informational Emails 3. Social Media Marketing b. Facebook c. Instagram d. LinkedIn e. Twitter f. Youtube g. Whatsapp h. Google+(Now Obsolete)
  • 30. WHAT IS TRADITIONAL MARKETING? Traditional marketing is a type of marketing that is hard to ignore and includes the traditional ads we encounter on a daily basis. Many of the common and most tried offline marketing tactics come under the following five major categories: 1. Print (magazines, newspapers, etc.) 2. Broadcast (TV, radio, etc.) 3. Direct Mail (catalogues, postcards, etc.) 4. Telephone (telemarketing) 5. Outdoor (billboards, fliers, etc.)
  • 32. Advantages of DIGITAL MARKETING 1.Low on cost 2.Real time monitoring 3.Easy to measure 4.No boundaries 5.Brand building 6.Improved engagement 7.Huge audience 8. Viral 9.Two Way Communication 10.Targeted Marketing 11.Re-marketing possible