This study material covers: Definition: Digital Marketing Traditional and Digital Marketing Benefits of Digital Marketing The 7C’s Of Digital Marketing Digital Revolution

1. Introduction to Digital
Marketing
Dr. Lavanya Sharma
Assistant Professor, AIIT,
Amity University, Noida

2. Topic’s to be covered
• Definition: Digital Marketing
• Traditional and Digital Marketing
• Benefits of Digital Marketing
• The 7C’s Of Digital Marketing
• Digital Revolution

4. Cont..
• Digital marketing is also known as the online
marketing or web marketing.
• It is a type of business promotion which uses
internet to deliver marketing messages to attract
customers.
• It relies upon emails or websites to reach to the
users and it combines with ecommerce to
facilitate the business.
• Promotions of products and services can be done
using social media, blogs, websites, emails,
mobile apps and many mores…

7. Creation and dissemination of content:
• Traditional Media is based on the principle of one-to-many.
– For.eg. An Editor decides what is news; which news reports
should be published in the day’s newspaper or which reports
should be telecast in the next bulletin.
• Social Media, in contrast, is a media that works on the principle of
many-to-many. Any individual can create and share content. This
makes the content creation process more democratic.

8. Focus or purpose
• Social Media, as the name suggests, is a media where people come
to interact with friends, relatives, acquaintances etc. It need not be
news-based. In fact, a very small part of the Social Media universe
is devoted to creation or dissemination of news.
• The Traditional Media is primarily a news media. It has traditionally
performed the function of gathering and disseminating news, and
continues to do so.

9. Interactivity
• Social Media allows users to comment on content created by their
friends, relatives or peer group. There is no Big Brother blue
pencilling comments. All comments are in real time. They enrich
published content, and empower people to share views.
• The Traditional Media is tightly patrolled. All communication is
one-way: from the editor to the readers. The most that a reader can
hope is to get a letter published in the Letters column of the
newspaper. There is, of course, no guarantee as to how much of the
letter will be edited before it is published. This interactivity is even
more limited in the case of television.

10. Convergence
• Social Media is a truly convergent media. You can publish content
as text, audio, video, graphics or photographs on Social Media sites.
• The Traditional Media can work in only one format – either as print
or as radio or as television. There is no convergence in the
Traditional Media space.

11. Speed
• Social Media is instant. Reports published on Social Media sites
can be accessed instantly.
• Traditional Media takes time to disseminate information. In the case
of newspapers, this is limited to once a day; television or radio can
update reports more frequently. But they cannot match the speed of
Social Media unless they go live.

12. Cost of creation
• It costs a small fortune to set up a newspaper, radio or television
station. Few individuals can therefore hope to become publishers.
• Social Media platforms allow free posting of content. Anyone can
therefore become a publisher or broadcaster.

13. Reach and numbers
• The reach of Social Media is staggering. It connects billions of
individuals across the globe.
• In contrast, the reach of traditional media is limited to the number of
readers or viewers that individual newspapers or channels may have.

14. Benefits of Digital Marketing

18. Data gathered from Internet stat website

19. The 7C’S of Digital Marketing
• Content – It’s here we’d like to point out that ‘content’ takes on
many different forms in the digital space, namely; information on
web pages, video, documents, images, and conversations (on blogs,
forums, and social media platforms).
– Storytelling
– Major ingredient for media
– An asset to the organization
• Community – Community is you can share your thought openly. In
socially active to interact with you friends and business purpose.
Because people are the biggest power in any Community.
– Sharing the content openly
– Socially Active
– People are the biggest power

20. Cont..
• Context – Context marketing is the practice of knowing your
audience so well that you know what knowledge, products or
services will be incredibly valuable to them.
– Referred on certain place and time
– Proper timing is a must
– A part to a certain journey
• Change – In Digital Era change is called digital transformation in
digital marketing. Move ahead toward digitization.
– Move ahead toward digitization
– Make a choice to either survive or thrive

21. Cont..
• Communication – In the Digital Era we have more communication
options than ever before, which creates countless challenges.
– Based on one-to-one, one-to-many, and many-to-many
– Connected even more than before
– Higher global reach
• Collaboration – Cross Knowledge supports organizations by
providing suitable solutions to enhance the collaboration, share best
practices and increase responsiveness.
– Operates on Co-operation
– Dependent on Crowed Sourcing and Crowed Funding
– Supports Innovation

22. Cont..
• Capture – Capture is support from digital diaries and express via
videos to helps you can record video and express your self front of
new people and places.
– Support from Digital Diaries
– Express via videos
– Experience/observe new people and places

23. References
• Basics of Digital Marketing. Available at:
http://digitalmarketinginstitute.com/subject-matter-experts/barry-adams
[accessed on 12 January 2019]
• Basics of Digital Marketing. Available at:
http://digitalmarketinginstitute.com/topics/introduction-to-digital-marketing
[accessed on 12 January 2019]
• Basics of Digital Marketing. Available at:
http://digitalmarketinginstitute.com/courses/pay-per-click-marketing-google-
adwords [accessed on 12 January 2019]
• Basics of Digital Marketing. Available at: https://www.udemy.com/course/learn-
digital-marketing-
course/?gclid=EAIaIQobChMIzba3l5Pv6QIVzRwrCh3t7Q9JEAAYBCAAEgIXivD_BwE&
matchtype=e&utm_campaign=DigitalMarketing_v.PROF_la.EN_cc.INDIA_ti.5430&
utm_content=deal4584&utm_medium=udemyads&utm_source=adwords&utm_te
rm=_._ag_82581778285_._ad_398016297991_._kw_what+is+digital+marketing_._
de_c_._dm__._pl__._ti_kwd-2677503832_._li_9061714_._pd__._ [accessed on 12
January 2019]

24. Thankyou