Notes of Digital Marketing

1. Introduction to Digital Marketing
Digital Marketing is often referred to as ‘Online marketing’,
‘Internet marketing’, or ‘web marketing’. The term ‘digital
marketing’ became popular over time, particularly in certain
countries. In USA online marketing is still prevalent, in Italy it
is referred to as ‘web marketing’ but in UK and worldwide,
‘digital marketing’ is the common usage.
Digital marketing includes e mail, websites, search engine
advertising, search engine optimization, mobile marketing, and
other technology driven tools.

2. Meaning of Digital Marketing
Digital marketing refers to those strategies and techniques
which utilized online way to reach target customers. There
are millions of internet users that daily access different
websites using a variety of tools like computers, laptops,
smart and android phones devices. Digital marketing also
known as online and internet marketing which uses the
internet technology to promote online message to customer.

3. 7 Cs of Digital Marketing
7 Cs are fundamental to understanding the intricacies of
Internet marketing and to transforming a venture from being
a mere web presence to a highly successful e- venture.
1. Contract: The e-marketer’s first goal is to communicate a
core promise for a truly distinctive value proposition
appealing to the target customers.
2. Content: Refers to whatever appears on the website itself
and on hot linked websites. If chosen appropriately, it can
increase both the rates at which browsers are converted into
buyers and their transactions.

4. Contd.
3. Construction: The promises made by e-marketers are not
unique to the internet, but the medium’s interactive
capabilities make it easier for them to deliver on their
promises quickly and reliably.
4. Community: Through site-to-user and user-to-user forms
of interactivity (such as chat rooms), e-marketers can
develop a core of dedicated customers who become avid
marketers of the site too.

5. Contd.
5. Concentration: Targeting through online behavioral
profiling. Advertisers have known for some time that
behavioral targeting is vastly superior to simple demographic
targeting. Knowledge of a consumer’s past purchases
interests, likes/dislikes, and behavior in general allows an
advertiser to target an advertisement much more effectively.
6. Convergence: Internet will become more ubiquitous and
wireless; televisions will become more interactive;
video/voice appliances will converge brand advertising and
direct marketing practices will integrate; and big marketing
spenders will spend more money online.

6. Contd.
7. Commerce: The last emerging fundamental of
e-marketing is commerce, whether it includes offering goods
and services directly, or marketing those of another company
for a fee, thus helping to cover the fixed costs of site
operations and to offset customer acquisition costs.

7. Difference between Digital marketing and
Traditional marketing.
DIGITAL MARKETING
1.Promotion of products &
services through the electronic
medium like internet.
2.Two way communication.
3.It is more cost effective.
4.It is easily find out target
audience.
TRADITIONAL MARKETING
Promotion of product &
services through the TV,
printing.
One way communication.
Expensive
Difficult to find out target
audience.

8. Contd.
It is difficult to measure.
Less no. of audience.
Not always some times.
Complex.
Personal approach
For examples: Media, TV,
Radio.

9. Opportunities of Digital Marketing
1. Global Reach
2. Lower Cost
3. Traceable, measurable results
4. Personalization
5. Speed
6. More interesting campaigns
7. 24 hour marketing

10. Challenges of Digital Marketing
1. Marketing integration
2. Lack of face-to-face contact
3. Security & privacy
4. Lack of trust
5. No immediate feedback

11. Advantages of Digital Marketing
1. Cost effective
2. Global reach
3. Simple to measure
4.Convenient
5. Faster response to both marketers and the end users.
6. 24/7 marketing

12. Disadvantages of Digital Marketing
1. More competition
2. No personal interaction
3. Privacy
4. Lack of trust
5. Reputation can be damaged by negative feedback
6. Not adopted by all people

13. Meaning of Marketing Segmentation, Targeting,
Differentiation, Positioning
• Marketing segmentation: Means dividing the market into
smaller group with distinct needs, characteristics or behavior
that might require separate marketing strategies or mixes.
• Targeting: Process of evaluating each market segment,
attractiveness and selecting one or more segments to enter.

14. Contd.
• Differentiation: Means actually differentiating market
offerings to create superior customer value.
•Positioning: Arranging for a product to occupy a clear,
distinctive and desirable place relative to competing
products in the minds of the customers.

15. Basis of Segmentation
The customers can be group together in a segment on the
following bases:
1. Geographical Segmentation: First and the most convenient
segmentation involves the classification and grouping of
customers on the basis of geographical region. Such
geographical divisions can be done on the grounds of
country, states, regions, district, cities or towns.
• The customers can be divided into rural, sub-urban, urban
areas. The marketers can also divide the geographical areas
on the basis of population density and variations in climate.

16. Contd.
2. Demographic Segmentation: Dividing the market into
groups based on variables such as age, gender, family size,
family life cycle, income, occupation, education, religion,
generation and nationality. Some important demographical
segments are :
i. Age
▪ Consumer needs change with age.
▪ Some companies use age & life styles segmentation for
selling their products.

17. Contd.
ii. Income
▪ Income segmentation has been used in products & services
as automobiles, clothing, cosmetics.
▪ Increase in income leads to change in consumption
behavior.
▪ More income → more buying of branded products or more
of dining out.
iii. Gender
▪ Male market is different from female market.

18. Contd.
▪ Indian women changing radically.
▪ Within females, the profile differs across socio-economic
groups. It also differs across age-groups.
iv. Occupation: There may be segments like professionals,
traders or shop keepers, business-men, sales personal,
teachers, professors, students, housewives & the like.
v. Education: Indian market can be segmented as illiterates,
high school, educated, secondary school educated, university
educated. Within university-graduates, post graduates,
doctorates.

19. Contd.
vi. Family life cycle: The family life cycle or the stages in
the life of a family involves prioritizing purchase decision as
per the following stages:
▪ Young and single
▪Young, married and no children
▪Older, married with children
▪Older, married, no children
▪Others

20. Contd.
3. Behavioural Segmentation: Divide the buyers into groups
based on their knowledge, attitudes, uses or responses to a
product.
• Many marketers believe that behaviour variables are the
best starting points for building market segments.
4. Psychographic Segmentation: Psychographics is the study
of personality, values, opinion, attitudes, interests and
lifestyles. The term evolved from the blend of psychology
and demographics.

21. Levels of Market Segmentation
1. Undifferentiated marketing: Undifferentiated marketing
also called mass marketing, here the business engages in the
mass production, singular pricing, mass promotion and mass
distribution of one product to all its customers. The business
believes that the entire market is homogeneous for the
product and the needs of one customer are similar to the
other customer. Therefore, the whole market is treated as one
market segment only. The benefit of such a form of
marketing is that it reaches out to a large market, which
lowers the cost by providing economies of scale and
correspondingly, lower prices.

22. Contd.
2. Differentiated Marketing: In this concept, a business
divides the market into segments and chooses to operate in
several or all segments simultaneously by devising separate
marketing programmes for each such segment it chooses to
operate in. Also called segmented marketing, the focus is to
benefit from the diversification in customer demand.
For example, Hindustan Unilever operates a segmented
marketing strategy by offering the multiple soap brands such
as Lux, Surf Excel, Rin, Lifebuoy, Dove, Wheel etc to cater
to different segments.

23. Contd.
3. Concentrated Marketing: Under the concentrated
marketing strategy the business focuses on one marketing
segment and develops a customized marketing programme
for that particular segment only. Concentrated marketing or
niche marketing delves in concentrating all marketing efforts
of a business on specialising in fulfilling one particular type
of customer need. The most visible benefit of niche
marketing is that helps the business to be uniquely identified
to that need which it seeks to fulfil.

24. Drivers for the growth of E-Marketing
1. Internet Penetration: The growth of internet usage is
synonymous with the growth of E-Marketing. In both
developed and developing economies, there is a marked
increase in the number of internet users. This number is
increasing even in underdeveloped economies.
2. Change in consumer behaviour: With a relative growth in
income levels along with greater availability and choice
among products, the customer has too many options to move
from one business to another. Further, the modern consumer
has become highly self aware i.e. they understand their
personalities and have a clear self image in their mind.

25. Contd.
3. Shift in consumer attitudes towards technology: There
has been a shift in the way consumers adopt and engage
technology in past half- century. The modern consumer is
willing to experiment with technologies, moving from one
device to another and this facilitates growth and innovation
in technologies.
4. Increase in standards of living: Owing to globalisation
and a relatively peaceful economic era, there has been an
increase in global standards of living.

26. Contd.
5. Rise of Social Media: Today, there are over two billion
accounts on social media websites involved in sharing
opinions, photographs, music, videos etc. on the internet.
Increase in number of users of social media represents an
increasing opportunity for the business to connect directly to
their customers as well as understand consumption
behaviour patterns.
6. Increased speed of delivery: Development in the
transportation technologies and reduced cost of transport has
fuelled the E-marketing sphere for business. It is now easier
to transport goods to any place around the globe at a
relatively low cost.

27. E-Marketing tools
1. Social Media: Social media is very simple. It’s really
about people networking online and how you communicate
with people online. People are networking online with a
range of different tools such as Linkedin, Facebook, and
Twitter.
2. Twitter: Twitter is the answer to the question ‘what are
you doing now’. It allows you to create a text like message
of up to 140 characters through a PC or on the phone and
send it to the followers. It’s a mix of business and social. It
can be a very useful tool to market your message to a lot of
people at the same time very quickly.

28. Contd.
3. LinkedIn: LinkedIn is a business networking tool with
over 150 million users worldwide and over 66% of them are
considered influencers or decision makers. You create your
personal profile (similar to a CV) on the site and then
network with other people.
4. Facebook: Facebook is a social network with over 800
million users and is deal for companies in the tourism
industry to promote their business. You can create a personal
profile to connect with your friends and a business page to
connect with your customers.
Google+ is a business social network developed by Google.
It’s relatively new but it’s growing quite fast.

29. Contd.
5. Blogging: A blog is basically a set of online articles
normally displayed through your website. When you write
an article you want people to read this content and share it
out. Every time you create a new post that’s fresh content for
Google to index so it really likes blogs.
6. Social Bookmarking: A bookmark is a way of keeping
track of sites you went to before that you might want to go
back to. Social bookmarking allows you to share out the
information on the sites you have bookmarked to your
friends and of course they can do the same.

30. Contd.
7. Podcasting: A podcast is a series of files, in either an
audio and/ or video format that can be downloaded and
listened to or viewed at a later stage.
8. Video: There are many online video sites that can be used
to market your business. Video can be a very effective tool
and as Google really likes video it is more likely to appear in
search results. You Tube is the biggest video sharing site and
is also one of the biggest search engine as so many people
search for content through You Tube.

31. Advantages of Social Media Marketing
1. Large Audiences
2. Free to create
3. Cost advantages
4. Generates Interaction
5. Better Customer Service
6. Encourages Sharing

32. Disadvantages of Social Media Marketing
1. Negative Feedback
2. Social Media Platforms
3. Time and efforts
4. Risks
5. Difficult to measure the results
6. Security and Privacy policy issues

33. Online Advertising
Online advertising is a marketing strategy that involves the
use of the Internet as a medium to obtain website traffic and
target and deliver marketing messages to the right
customers. Online advertising is geared toward defining
markets through unique and useful applications.
Companies are paying for these advertisements based on:
1. Cost per click
2. Cost per impression

34. Advantages of Online Advertising
1. Tracking: Online advertising allows marketers to track
how users interact with their brands and to learn what
interests current and potential customers.
2. Quick Delivery: Online advertising is delivered
twenty-four hours a day seven days a week (24x 7x 365
Days) for the convenience of the receiver.
3. Easy to update: An online ad campaign can be tracked
daily and be updated, changed, or replaced almost
immediately.

35. Contd.
4. Specific language: One benefit of online advertising lies
in its ability to target and communicate in a very specific
language to an audience.
5. Affordable cost: The cost of creating a website, a set of
ads, and a database is affordable for virtually every
marketer.
The cost of producing a web ad is relatively low.
6. Easy Categories: Ads appearing on a particular page are
for a product that would appeal to that age group.

36. Disadvantages of Online Advertising
1. Consumer ignores ad
2. Technical Viewing Problems
3. Costly methods
4. Connection speed
5. Risk
6. Measurability

37. Meaning
Web PR: PR is a very effective tool for promoting your
business and there are many ways of achieving this. Instead
of you writing a blog post (article online) on your website,
why not find another popular blog that is related to your
business and write a post for them. That is good PR for you
and you can also provide a link back to your website that
helps with your rankings on the search engines. There are
many sites online that allow you to write articles and these
articles are read and disturbed by many people.

38. Contd.
Offline PR: Traditional PR channels include TV, Print,
Radio and other real life events. It involves engaging with
newspaper journalist, TV reporters, Radio talent, magazine
editors etc.. The formal and production process does not
differ greatly from online, but when it comes to distribution
and subsequent uptake of the news they are worlds apart.

39. Meaning of Email Marketing
E mail marketing is a technique commonly used by
marketers to communicate with prospective and current
customers by email. The goal of the communication is to
educate, promote and ultimately persuade readers to convert
to repeat and loyal customers.
For example, a shoe company can email all customers who
have bought shoes in the last year about a winter shoe sale.
With the increase in email usage, email marketing is an ideal
channel for direct, personal, affordable and often a very
powerful promotion.

40. Advantages of Email Marketing
1. Low Cost
2. Traceability
3. Instant delivery time
4. Numbers
5. Green

41. Disadvantages of Email Marketing
1. Undelivered email
2. Email Overload
3. Email response decay
4. Communications Preferences
5. Resources

42. Topic
1. Digital Penetration in the Indian Market.
2. Digital Marketing Landscape: An overview

43. Thank You