Presentation on digital marketing

2024
Falak Naaz
Digital Marketing

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Directorate of open and distance learning
Guru Nanak Dev University
Seminar report for subject code (olmcm-205S)
1. Name of the students Falak Naaz
2. Father’s name Mohammed Saquib Alam
3. Roll no. 26032200003
4. Class(sem.) 2
5. Subject code OLMCM-205S
6. Subject name Seminar -2
7. Topic Digital Marketing
8. No. of pages 58
9. Students signature &
date
Falak Naaz
11.01.2024

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Declaration
I Falak Naaz of Guru Nanak Dev University of M. Com semester ii,
hereby declare that I have completed that project Digital Marketing in
the academic year 2023-2024.
The information submitted is true and original to the best of my
knowledge.
Signature of the student
Falak Naaz

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Acknowledgement
I am deeply grateful to the college of Guru Nanak Dev University for
granting me the opportunity to pursue my academic dreams.
In the accomplishment of this project successfully, many people have
best owned upon me their blessing and the heart pledged support.
I would like to thank my parents, husband and friends who helped me
with their support & suggestion that has been very helpful in various
places of the completion of the project.

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List of content
 Introduction Of digital marketing
 History of digital marketing
 Need of digital marketing
 7 c’s of digital marketing
 5 p’s of digital marketing
 Types of digital marketing
 Techniques of digital marketing
 Benefits of digital marketing over traditional marketing
 Advantages
 Disadvantages
 Businesses uses digital marketing
 Carrer opportunities
 Conclusion
 References

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List of figures
 Pie chart of digital marketing share around the world - page no.50
 Line chart of share of respondents of digital marketing - Page no.51
 Pie chart of social media ad forecasting -Page no.52

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Digital marketing
 Introduction to digital marketing
Digital marketing is the component of marketing that uses the internet and online
based digital technologies such as desktop computers, mobile phones and other digital
media and platforms to promote and services.
Digital marketing also known as data driven marketing is an umbrella term for the
marketing of products or services using digital technologies, mainly on the internet
but also including mobile phones, display advertising and other digital medium.
Phillip Kotler, known worldwide as the father of modern marketing and the first
expert in the strategic practice of marketing defined “Digital marketing is a set of
activities that a company or person runs on the internet in order to attract new
businesses and develop a brand identity.”

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History
 In the 1990s, the rise 0f the internet Paved the way for more sophisticated
forms of digital marketing
 In 1994 the first online ads banner appeared and companies soon began to
experiment with email marketing and search engine optimization (SEO).
 The early 2000s saw the emergence of social media, which quickly became a
popular platform for digital marketing. Companies began to create social
media profiles and use them to connect with customers and build brand
awareness. This was also the era of pay -per- click.
 In 2010 marketing automation was developed as a response to ever evolving
marketing climate.
Marketing automation is the process by which software is used to automate
conventional marketing processes. It helped companies segment customers,
launch multichannel marketing campaigns and provide personalized
information for customers.
 In 2000s and the 2010s digital marketing became more sophisticated, the
proliferation of devices capable of accessing digital media led to sudden
growth.
 In 2012& 2013 it showed that digital marketing was still growing, with the
help of social media such as you tube, Facebook, Twitter, LinkedIn.

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 Need of digital marketing
 Brand growth & awareness: - Digital marketing levels the playing field and
allows us to compete with bigger brands in our sector that otherwise would not
be achievable. The internet is a huge source of potential customer, so by
marketing our brand using the digital market technique we are able to target a
lot more people than we would normally.
 Targets online customers: - Customers are waiting online to discover our
brand & a good digital marketing strategy will able to tap into potential. On
January 2023 there were 5.16 billion internet users in worldwide. Which
means there are some people from this user who are interested in our brands.
 Affordable: - Digital marketing is a lot more cost effective than traditional
marketing. It also allows us to be flexible with our money, pivoting to different
marketing strategies when required.
 Measurable: - Digital marketing is also becomes important than traditional
marketing because it is measurable. when our brand’s digital marketing
strategy is performing & allow us to reallocate time and money to other areas
if a particular campaign is underperforming.

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 Faster & more efficient: - Digital marketing strategies can also be a lot
quicker & more efficient as we will able to start the process immediately.
If our financial condition is low there are still the things in digital marketing,
we can do to get the ball rolling & help to improve our brands online.
 Good return on investment: - Digital market allows us to track day – to -day
campaign performance ensuring us to know channels performance & which
are struggling.
Here are some statistics to support this from website builder expert: -
 Email marketing has the best average return on investment at 3,600%.
 SEO marketing has an average ROI ratio of 22:1, equating to 2,200%.
 Marketers who regularly calculate their ROI are 1.6 times more likely
to secure budget increases for their marketing activities.
 Reaches out to mobile users: - There are approximately 6.84 billion
smartphones in the world with 4.76 billion people using social media globally.
A well-crafted digital marketing strategy is our best chance of reaching this
massive audience and failure to do so will mean you are missing out on a huge
amount of customer potential.
 Allows us to stand out from our competitors: - When we say that our
competitors are already using effective digital marketing tools to further their

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business. If we are not doing it yet, then it’s essential that we make a start
now.
 We can target our ideal audience: - The ability to target our audience better
is one of the most obvious reasons why digital marketing is important. with
digital marketing we have the capability to directly reach leads interested in
our business.

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Objectives
Constructing brand value and awareness: - One of the key goals of every
business is to constructing brand value and awareness among customers.
Digital marketing strategies might help us to build our brand value and
awareness if our business is small and have less geographical area, and the
business is not reached to the customer easily. In that case digital marketing
helps to spread awareness among customers.
Improve SEO (search engine optimization) person techniques: - SEO is
the practice of orienting your website to rank higher on a search engine result
page (SERP) so that you receive more traffic. Google analytics is a tool that
can be used to evaluate data and a hint to an SEO expert to improve SEO
techniques.
Increase the number of visitors: - Digital marketing play a vital role in
increase the number of visitors in the business website. Digital marketing
helps to increase the customers in business.

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Global marketing: - Digital marketing helps to increase the customers in
worldwide, by internet it reaches to all interested customers. Digital marketing
helps to increase the brand value.
Paid advertisement: - It is said to be main contribution of digital marketing.
As it provides a number of ways to interact with the target audience based on
various factors that are demographics, venue, interest etc.
Marketing with the help of electronic mail: - It is a successful method of
digital marketing. Email is compared to call are better way to communicate.
Produce unique and relevant insights regularly: - A company can accept
direct sales if they have its own respective site that sells the goods which can
be electronic items, clothes and many more.
Reduce cost price for new customers: - Digital marketing helps to reduce the
cost of reaching to new customers. Digital marketing helps to reach the
customers quicker than traditional marketing. It is also getting quickly
response than traditional way

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 7C’s of digital marketing
7C
Customer
Content
Context
Community
Convenience
Cohesion
Conversion

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1. Customer: - The customer is the CEO of company
In every business the customer is first because without customer the business cannot
be operate. With the help of digital marketing, we can tailor each campaign,
communication, and service to the audience we want as closely as possible. We must
keep an eye on the client’s behaviour. Today’s customers are in the highest place
because of market orientation, and they have a high value of honest, transparent and
individualized communications and experiences with brands at all stages of the sales
cycle, as a digital marketer we must be able to predict them and aim for depth
consumer understanding.
2. Content: - Thekind of SEO success is content
A great digital marketing strategy must also include other elements in addition to high
quality, distinctive and skilled content. And the other variables are innovative content,
attractive, and the most recent search engine algorithm modification. SEO content is
any information developed with the goal of assisting our target audience in finding
your business through a faster and simpler search.
3.Context: - This is the key to maximizing the impact of your message

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If we want to effectively communicate our brand message, we must be aware of the
larger context of our target audience. This simply involves considering buyer intent,
comparing it to current events and then creating and advertising content that is
actually relevant to our audience’s requirements.
4.Community: - This is the at the core of word – of -mouth success
Customers now have more purchasing power than before, and as result, intimately
engaging with them is critical to the success of an organization. Power of a
community is stronger to connect the consumers, it is a most successful method to
establish consumer connection., enhance a brand’s trust, loyalty and attract strong
leads.
5.Convenience: - The path to loyalty from customers
It is an important aspect of a brand’s customer experience and a virtual customer
service philosophy for every company.
For example, the rise of e commerce people may now buy not just on their computers
at home, but additionally cell phone, tablet. Convenience in digital marketing
according to top rank involves giving the appropriate information to the right person,
at the right time and on the right platform.
6.Cohesion: - The multichannel marketing solution

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Coherent marketing refers to providing the same service, content quality and brand
values irrespective of the medium employed. While our website should remain the
main source of learning about our company goods & services
7.Conversion: - The most important matric for digital marketing success
After we have used all of our important resources to develop a great digital marketing
plan, we must have assessed the effectiveness of our efforts. Conversion may be any
hoped- for user activity that helps our business reach its goals, depending on our
campaign.

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 5 Ps of digital marketing
 Product: - The product is the good or service being marketed to the target
audience. As we are working on our product it is essential to consider our
target audience and their unique needs.
Some questions to consider when working on a product include: -
o What is your product?
o What does your product do? does the product meet an unfilled need or
provide a novel experience?
o Who is your product’s target audience?
o How is your product different from what others offer?
 Price: - Price is the cost of a product or service.
Pricing can have a significant impact on the overall success of a product. For
e.g., if our price is too high for our targeted audience very few will likely
purchase it. Similarly, if our price product is low then some might pass up
simply because they are concerned might be of inferior quality and cut into
our potential profit margins.
Some question we might ask ourself as we are considering our product’s price
include: -
o What is the price range of our product’s competitors?
o What is the price range of our targeted audience?

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o What price is too high for your audience? What price is too low?
o What price best fits your targeted market?
 Place: - Place is where we sell our product and the distribution channels, we
use to get it our customers.
We should consider researching the physical or digital places where we target
audience shops and consumers information.
Some question to consider include: -
o Where will you sell your product?
o Where does your target audience shop?
o What distribution channels are best to reach your target market?
 Promotion: - Promotion is how we advertise our goods & services.
There are many different ways to promote our product. In digital marketing
though, they are even more marketing channels that we can use to promote our
product, such as content marketing, mail, social media.
Some question to consider include: -
o What is the best time to reach our target audience?
o What marketing channels are most effective for our target audience?
o What advertising approaches are most persuasive to our target
audience?

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 Types of digital marketing
 Website
The website is often the home of our digital marketing efforts. Brands and
organizations use websites to host content while using other mediums to
distribute it. Most of our digital marketings activities will link back you our
websites, where an action is expected to take place and the conversion are
tracked. For e.g., the download of a file, booking of a product or a service and
so on.
This Photo by Unknown Author is licensed under CC BY

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 Content marketing
It is the spine of our entire digital marketing strategy. Whwther, we have got a
documented content marketing strategy or not, we are creating content to
inform, entertain, inspire, or persuade our buyers through other channels.
Some of the most common formats of content to inform, entertain, inspire our
buyers through other channels.

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 Search engine optimization (SEO)
It acts as a jetpack for our content marketing efforts. SEO consists of on –
page & off- page activities to boost our website’s visibility in search engine
result pages for our preferred keywords. Earlier it was text- based but now it is
a voiced based.

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 Digital advertising
It is an umbrella term for various online advertising strategies. The typical
strategies for digital advertising are cost-or-click or cost-per-mile per thousand
impressions. Its common format is searching engine marketing, display
advertising, native advertising, & social, media advertising.
This Photo by Unknown Author is licensed under CC BY-SA

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 Email marketing
It is the process of maintaining a database of cold and warm contacts and
sending them e mail alerts about our brand products & services. It is an
effective channel to communicate with digital consumer.

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 Social media marketing
It includes Facebook, twitter, link din, snapchat, and Instagram. Where we can
distribute content through organic & paid channels. It also has played a vital
role in propagative video marketing and the ephemeral content wave.

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 Conversational AI
The rising of technology brings AI (Artificial Intelligence) and machine
learning (ML). As the adoption of voice search, chat bots, & digital assistant
become prevalent conversational AI becomes vital to digital marketing.
This Photo by Unknown Author is licensed under CC BY-NC-ND

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 Techniques of digital marketing
 Search engine optimization (SEO)
It is the process of getting traffic from the free, organic, editorial or natural
listings on search engine.
All major SEO such as google, yahoo and Bing have such results, where web
pages and other content such as videos or local listings are shown and ranked
based on your search.
 Advantages
 Increase brand awareness
 Easy to reach on business
 Improve competitive edge
 Long-term standing
 Free traffic
 Targeted traffic
 Global reach
 Increase the number of customers
 Targeted customer

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 Higher sales
 Time saving
 All the results can be measured
 Pull marketing
 24 x7 availability
 Proper information
 Increased visibility
 Disadvantages
 Often website is never ‘indeed ‘by the search engine.
 Website owners have no idea which search terms would really be best to drive
traffic.
 Fresh content is very important but very hard to keep up with.
 Domain age plays a role.
 High competition
 Hard work & time consuming
 Proper knowledge of digital marketing
 On going process
 Takes a long time to see the best result
 Chances of fraudulent & malpractices

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 Pay per click
It is a type of sponsored online advertising that is used on a wide range of
websites, including search engine where the advertiser only pays if a web user
clicks on their advertisement. Hence the title ‘pay per click.’
 Advantages
 very fast
 Flexible
 Easy implementation
 Can yield highly profitable results
 Provides a path for search engine optimization
 Get targeted visitors within hours
 Great testing platform & can be highly targeted
 Time of day
 Geographic area
 Keyword & phrase
 Content network
 Immediate feedback
This Photo by Unknown Author is licensed under CC BY-SA-NC

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 Disadvantages
 No guarantees
 Missing bulk of the traffics
 Heavy competition
 Expensive
 Complicated
 Click fraud
 User pays regardless to any sales
 Bidding war
 Competitive keywords demand higher bids
 Restricted to text & images ad
 Traffic stops when we stop paying
 Social media marketing
It is the platforms on which users build social network and share information to build
a company’s brand, increase sales, & drive website traffic.

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 Advantages
 Better targeting
 High rate of investment
 Increased visibility
 Targeted traffic
 Content promotion
 Fun way to do business
 Does not require specialisation & vast technical skills.
 Ability to go viral
 Cost effective
 Create relationship with your customer
 Disadvantages
 Wrong strategy can hurt your reputation
 Time consuming tan search engine optimization & pay per click
 Interaction is needed
 No short-term rate of investment
This Photo by Unknown Author is licensed under CC BY-ND

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 Risk of negative comments
 Negative influence on worker productivity
 Everything is public
 Commit resources
 Digital marketing measurement
It is a framework used to understand how digitally mature an organization is
today & to help build a roadmap for the future.
ROI tools
 Google analytics
 Google webmaster tools
 Google AdWords
 Social media monitoring tools

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 Online press release
It is the earned online coverage with digital publications, blogs, & content websites.
 Advantages
 Instant exposure
 Increased sales potential
 The opportunity to brand yourself as an industry expert
 Opportunity to reach targeted audience
 Chance to boost the effectiveness plan of our marketing
 Disadvantages
 Google ads & links are inserted into our release which makes our audience
exit the page
 It may seem attractive but expert to ger what we pay for which is
 That is a chance that our release may contain google ads that belong to our
competitor.

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 Affiliate marketing
In y=this process advertiser receives commission for promoting some=one else’s prod
services on our websites.
 Advantages
 Merchants gain a wider place to sell their products and services resulting in
more customers and more sales.
 Merchants can gain more customers without spending valuable time in
searching of them
 This website provides an easy way to create additional source of income for
website publishers & owner.
 It does not require sizeable investment on the part of the affiliate
 In this marketing we don’t have to worry about customer support, book
keeping & e – commerce related headache.
 It enjoys the luxury of being its own boss & work on his time.
This Photo by Unknown Author is licensed under CC BY-NC

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 Disadvantage
 Some merchants may incur high commission costs and set up & maintenance
fees due to affiliate facilitators.
 It may engage in false and misleading advertising in order to get sales
commission.
 Dishonest merchants may arbitrarily close down programs without informing
the affiliates & without paying commission.
 Link hijacker can hijack affiliate links & get paid for the commission instead.
 There is also false advertising unlawful use of trade names logos & brands.
 Creating an app
Creating an app for a brand can give viewers an accessible means of communication
& show where to purchase & get notified of new products.

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 Advantages
 Greater reach & visibility
 Better user experience
 Take advantage of the device’s future
 Improve customer loyalty
 Generate income
 Disadvantages
 Higher development cost
 Longer development time
 Lower audience reaches
 Update & maintenance

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 Benefits of digital marketing over traditional marketing
 Lower cost
Digital marketing: - It is more cost effective than traditional marketing when
it comes to reaching the same audience. We did not have to spend the money
on hire sales agent, banner, poster.
We do not have to spend much money on advertising of goods & services.
Traditional marketing: - It is less cost effective than digital marketing.
Media like newspapers, hoarding, televisions ads incur an immense cost &
effort.
We have to spend much money on advertising of goods & services.
 Brand visibility & development
Digital marketing: - Digital marketing techniques like search engine
optimization (SEO), pay per click (PPC), social media measurement (SMM)
guarantee returns have the potential to transform the organisation into a well-
known brand.
Traditional marketing: - It get diverged in fabricating brand image.
Traditional marketing involves around rudimentary ways of promoting a brand
that may or may not create an impact.

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 Wider reach
Digital marketing: - It acts as a global village in today’s time due to its more
all-inclusive presence worldwide. We can reach zillions in a short time.
Traditional marketing: - We can target a particular area city or country at a
time but there is no such barrier with digital marketing.
 High engagement
Digital marketing: - We can address and solve the problems of prospects in
no time.
It builds brand trust and brand vitality.
Traditional marketing: - We cannot meet the customers or resolve their
grievances instantly.
It does not able to builds brand trust and brand vitality.
 Measurable
Digital marketing: - It provides real time result it leads to high end publicity
of the brand of the brands. People start recognising the brand globally with e –
word of mouth (WOM) offered by digital marketing.
It leads more sales and boosts the organisational financial topography at large.
Traditional marketing: - It does not provide the high end of publicity like
digital marketing.

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It can only be reached on the limited geographical area.
 Better segmentation, targeting & positioning (STP)
Digital marketing: - This is the best feature of this marketing over traditional
marketing is that it offers customisation.
With the STP of the group’s interest strategy.
Traditional marketing: - This marketing does not prove]de any
customisation based on target group’s interest.
It does not provide STP in the marketing.
 High conversion rate
Digital marketing: - Due to such personalisation and customisation people
feel resonated with the products & services that the company offers.
It leads to high lead generation & conversion.
Traditional marketing: - Due to less personalisation and customisation
people feel less resonated with the products & services that the company
offers.
It leads to less lead generation & conversion.

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 Easy share
Digital marketing: -It highlights sharing capacities that permit content &
articles to get imparted to various people.
It assists in making impact & can massively improve deal results &
conversions.
Traditional marketing: - It does not have any facilities just like the digital
marketing.
 Flexibility
Digital marketing: - If we notice an advertising that is not delivering as
expected, it can be adjusted accordingly or stopped altogether with ease.
Traditional marketing: - Where print ads cannot be adjusted and
advertisement contracts may leave us tethered to ad mediums that are not
performing s we did expected.
 Precise targeting
Digital marketing: - Digital platforms allow for targeted campaigning where
ads are presented to customers based on third location, personal preference &
likely action towards our advertisement.

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Traditional marketing: - In this marketing an ad runs in a printed medium
with a substantial reach, in hopes that it lands in front of the right audience.
 Global reach
Digital marketing: - It allows ad campaigns to be visible in any part of the
world.
Companies are able to transform into international companies without the need
for any physical location.
Traditional marketing: - It does not allow ad campaigns to be visible in any
part of the world.
 Future of business
Digital marketing: - It reflects the future of every business.
Those who adapt to online marketing can beat the wave of digitalisation with
ease and ensure an uninterrupted flow of business activities.
Traditional marketing: - It is not the future of every business.
Now-a-days people are adapted the digital marketing for advertise their
products & services. Consumers are also using digital marketing to purchase
of goods & services.

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 Advantages
 Brand development: - there are many ways to develop a brand & businesses
should consider all avenues before settling on one or two approaches before
settling on one or two approaches.
Some brand development strategies include advertising, public relation, social
media, outreach & content marketing.
 Personalization: - It is the important advantage of digital marketer can use to
connect with their audiences.
Channels like email, social media and even search engine results provide
opportunities for digital marketing consultant to personalize their message and
connect with their audience.
For example: - Imagine a customer who visit our site but, in our site, there is
no any personalized content, later the customer sees another ad for the same
product that has been personalized with the name.
The second ad is much more likely to create interest because it shows that the
company cares about its customer and is willing to address their needs
individually.
 Wider reach: - Digital marketing helps to reach the marketing of products &
services in the global manner, it even allows newcomers and start-up-firms to
have equal standing with, ajar and established businesses.
For example: - A business can use social media platforms to connect with

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 High return on investment: - We can utilize data from our website or social
media platforms to identify the consumers most likely to be interested in our
products or services highlighting the benefits of digital marketing.
For example: - if we know that a certain group of consumers is more likely to
buy our product than another, we can focus our marketing efforts on this
group. As a result, we will get more bang for our buck & see higher return on
investment from our digital marketing campaigns.
 Real time result: - digital marketing is the ability to track & measure
performing well & which ones need improvement.
For example: - In the context of pp. campaign, we can utilize tool like google
analytics to monitor how many peoples are clicking on our ads & the
keywords they use.
 Greater engagements: - It helps to creating more engaging content than
traditional methods. It helps to build brand awareness, loyalty, increased sales
& it can help to build relationships with customers that can last long after the
sale is made.
For example: - many company use social media platform to interact withier
customers. It may contently answer the customer’s question, providing
valuable content or simply acknowledging customer’s purchase all of which
contribute stronger relationships.

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 Increase flexibility: - It offers allowing businesses to be more adaptable &
responsiveness in their approach. With digital marketing we can test different
techniques & strategies to see what works best for our business.
For example: - If we are using e mail marketing products to promote product,
we can test different subject lines to see one result in the highest open & click
through rates.
 Improved consumer insights: - we can track the consumer behaviour when
they click on & when they make a purchase. We can use this data to create
more targeted market campaigns.
For example: - Suppose we notice that a particular group of customers
frequently abandon their shopping carts. So, we can use this information to
create a targeted campaign that addresses this issue. We can use customer data
to create targeted ads on social media.
 Accessibility: - It is facilitated by the fact that all consumers need is an
internet connection, which is widely available nowadays, further emphasizing
the benefits of digital marketing.
 Increased brand awareness: - It helps to achieve this by exposing the brand
to a larger audience online, making it more visible to people & subsequently
more memorable. It’s easy for consumer when they see the brand & more
likely to trust it.

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For example: - Coca-Cola has placed vending machines that allow consumers
to personalize their bottles with different colours & designs This helps to
increase the sales by making it more memorable & consumer’s likelihood.
 Online digital marketing is super-fast: - Instead of conventional marketing,
digital marketing is rapid & efficient. With online digital marketing we may
reach our target audience in less time & less work.
 Social currency: - We may produce engaging content & campaigns utilizing
web-based digital marketing methods. The materials available for our blog are
photographs, movies& blogs.
These may be used to assist we in developing social currency. They are being
copied from one user to the next & spreading like wildfire.

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 Disadvantages
 Crowded marketplace: - It is crowded marketplace with business of all sizes
for view of attention. It is a difficult challenge with small businesses to stand
out admits the competition.
It can be a great way to reach our target audience but it’s important to
remember that we are competing with other businesses Make sure our content
is unique & interesting, attractive & focus on making relation with consumers.
 Increased competition: - It can make difficult to attract & convert leads to be
successful we will need to invest in a digital marketing strategy. Because the
competition has grown many folds recently our marketing campaign should be
well planned, stand out, grab attention & influence the target audience.
 Short attention spans: - To overcome this challenge it’s essential to ensure
that our digital marketing content is not only interesting & engaging but also
highly relevant to our target audience, which is critical aspect of addressing
the cons of digital marketing.
 Rapid changes: - New technology & platform are always emerging & it can
be difficult to keep up. we will need to proactive & stay up -to-date on the
latest trends in digital marketing.

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 Technology’s: - We can’t do digital marketing without internet. Issues like
websites downtime, sluggish page loading speed& poor site design can
contribute to the failure of digital marketing. There are numerous instances
when links may not work, landing pages may not load, & page buttons fail to
perform their intend purpose. Technology based marketing is only as good as
the technology relies on.
 Security & private concern: - online tracking tools allow companies to
collect data about customer behaviour. This data can target ads & sell
products, which some customers may find intrusive. Digital marketing also
raises concerns about issues such as spams & fraud. It is easy to create fake
accounts & send out spam messages some companies may find themselves the
target of fraudulent activity.
 Limited concerns: - It can be a one-way street, with limited interaction
between the customer & the company. This can make it difficult to build
relationships & trust with customers & encouraging two-way communication
is important.
 Not everyone is online: - internet is used by literate person or the person who
has phones or tab. It can make difficult to reach certain target audiences with
our digital marketing campaigns.

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 Requires specialized skills: - If we don’t have the right skills, we won’t able
to execute our campaigns effectively. To address these individuals or
businesses may need to either learn these skills or hire someone who possesses
them.
 Negative testimonials: - when people write negative comments about our
company on social media platforms, blogs or other review sites. This can be a
great way to raise awareness of our business & attract new customers, but it
might backfire if the criticism isn’t constructive.
 It’s possible that online digital marketing will not be acceptable for our
goods / products: - Some sectors businesses & services providers have
mobile – optimized websites that aren’t accessible on the internet’s digital
platform.
Only a few gods 7 services marketed to the incorrect audience could be
considered techy & may not known how to utilize or access technology.

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 Businesses uses digital marketing
 Nearly 60% of small businesses use digital marketing
Almost 90% of small businesses use some type of advertising whether
traditional or digital or a mixture of both. Moreover 58% of small businesses
uses digital marketing & nearly all plan to invest more of their marketing
budgets into it. Additionally, 63% are spending the most on social media.
Six most common digital marketing channels small businesses invest in are
1. Social media 73%
2. Websites 73%
3. Email marketing 57%
4. SEO 49%
5. Video 34%
6. Content marketing 32%
 72% of the u’s marketing experts direct their budgets toward online
marketing
More than two-third of the digital marketing experts are directing their
budgets toward online marketing. It’s also said that one-quarter of us
businesses overall marketing budget will be reversed for social by 2026.

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 56% of marketing funds are oriented to digital channels
In the annual CMO marketing spending research Gartner reported that 56% of
the budget is allocated to digital channels & 44% to offline channels. More
than 50% of the digital spending is invested in paid channels.
 Nearly 70% of startups use tools but too few use them properly
While 68% of status using marketing technologies in their organization, only
59% have a strategic plan for using them. Unfortunately, 41% of startups
without a plan usually the tech doesn’t meet their business objectives.
 There are 4,28,000 global advertising agency businesses
While this number relates to all advertising agencies offline & online. It’s still
great knowing that they are more than 4,28,000 worldwide.
 Global digital marketing & advertising forecast to hit $1.5 trillion by 2030
It is growing at a CGAR of 13.9%. So, it’s expected to reach a whopping $1.5
trillion by 2030. The digital advertising market is projected to reach $680
billion in 2023.

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 Digital marketing largest segment is searching advertising
At roughly half of the total ad spending search advertising has the largest
market share with an excepted 2023 volume of $280 billion.
 Digital marketing market share around the world
Out of eleven countries in world United States spending more money on digital
advertising. And the least country who spends less money on digital advertising is
118.2
56.1
21.5
10.4
8.1
7.3
5.7
5.4 3.9
1.7 3.93 Digital advertising
United States China United kingdom Japan Germany Canada
Australia France Brazil India Ireland

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India. China, The United Kingdom, Japan & Germany are the others four highest in
revenue.
 69% of total spending will be mobile by 2027
With becoming bigger each passing year digital marketing is also revolving
more around investing in mobile advertising. And by 2027 the total share of all
digital marketing revenue will be generated through mobile.
 Almost 81 % of digital revenue will be generated through programmatic
advertising by 2027
 Marketers who plan their marketing are 331% more successful than
those who don’t
Those marketers and marketing teams that plan & document their strategies
are more than 3 times likelier to experience success than those that don’t.
28%
17%
7%
3%
46%
S OME T IME S A LW A Y S RA RE LY NE VE R US UA LLY
SHARE OF RESPONDANTS
share of respondants

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
 The cost of ad fraud is reached $100 billion in 2023
A pretty significant increases in ad fraud is $81 billion in 2022 all the way to
$100 billion.
 Social media ad spending is forecast to hot 4247 billion by 2030
whatsapp
Instagram
Facebook
Tik Tok
You tube
Grabfood
Rumah
DIGITAL MARKETING

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 Carrer opportunity
Digital marketing manager: - If we have already had more than 5 years of
experience in the field of digital marketing, then we apply for this position
The average salary a digital marketing manager gets is between Rs. 15 to R
s.20 lakh per annum.
Content marketing manager: - Content is the king as we all know. Therefore, in
order to write the content, there needs to be someone. So that role is done by content
writers which we will talk about in the next point. They are continuously engaged in
the process of editing, proofreading& publishing the content. And also, they are
responsible for the quality of the blog posts on the websites.
Content writer: -We do not need a specific degree in content writer. Even we are a
self-blogger we can go for the position of the content writer.
Inbound marketing manager: - We already have an expertise in marketing. but
since the processes have become digital & online, we need to enhance our knowledge
accordingly. So, in that case, we can anytime go for the position of inbound marketing
manager. The basic motive of the manager is to invite more customers & forming
strategies accordingly.

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Social media executives: - If we are interested in social media & love creativity this
is the right position for us. Every business is there on social media &they need a
person who help to operate all their social media accounts. They have the
responsibility is to create posts that go daily on social media channels.
SEO Expert: - Digital marketing is mainly based on search engine optimization, &
the SEO experts are in demand now-a-days. SEO experts needs to know various SEO
tools like MOZ. An expert continuously works on how he / she can pull up the
company’s ranking at the top of the search engine.
Search engine marketer: - It will bring in the desired traffic & the number of click to
the websites of the company. The work also involves analysing, bid management, ad
copies, keyword research, split testing to name a few.
Graphics designer: - If we are good at designing and know various tools like Adobe
and Photoshop, then we are perfect for this field. When a social media executive
forms ideation for a design then he she goes to the graphics design to get it designed.
Videographer: - The companies these days hire videographers so they can capture
interactive footage & compile them into a small movie & put it on you tube. You tube

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is gaining popularity with its interactive video. We need to know various types of
editing software like premiere pro, final cut pro,after effects etc.
Website content creator: - It is different from content writer. It is only dedicated to
producing content for different types of websites.
Advertising expert: - If we have an experience in running ads for Facebook &
google, we can apply for this job. We will be responsible for preparing ad strategy,
budget allocation for each type of ad etc.

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 Conclusion
 Everyone is constantly connected with everyone and everything. Mobile
technology and cloud services bring the internet everywhere. Business is
either digital or becoming digital. What works and what doesn.t determined by
the right combination of form and relevance the customer experience.
 Digital and social media platforms are used by millions of people throughout
the world daily.
 Digital marketing creates many new job opportunities for us.
 Digital marketing has more benefits over traditional marketing. Digital
marketing is cost- efficiency with time saving. It only consumes time on
graphics design and creative thinking.
 Digital marketing is given us very upcoming job opportunities. Digital is
going to be the future of everything now.
 Social media is a very big field of digital marketing. Ads are going to be
popular and help the businesses to achieve their targeted audiences.
 With the constant growth of web and more people getting connected every
day, digital marketing has become a necessity for many organizations.
 This also includes small businesses that want to trade online & make a name
for themselves on the web.

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 Reference
 https://www.amuratech.com
 www.simplilearn.com
 https://www.futurelearn.com
 https://soravjain.com
 https://spiceworks.com
 https://bootcamp.berkeley.edu
 https://digitalanalyst.in
 https://leadfeeder.com
 https://staenz.com
 https://cololib.com

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