chapter notes of digital marketing

1. Topics to be covered
Digital Innovation and Trends: The
contemporary digital revolution
Digital transformation framework
Security and privatization issues with
digital marketing
Understanding trends in digital
marketing – Indian and global context

2. Digital Innovation and Trends: The
contemporary digital revolution
Digital Revolution
The Digital Revolution refers to the advancement of technology from
analog electronic and mechanical devices to the digital technology
available today. The era started to during the 1980s and is ongoing. The
Digital Revolution also marks the beginning of the Information Era.
The Digital Revolution (also known as the Third Industrial Revolution) is
the shift from mechanical and analogue electronic technology to digital
electronics which began in the latter half of the 20th century, with the
adoption and proliferation of digital computers and digital record-keeping,
that continues to the present day.

4. Digital Transformation Framework
Digital transformation is the process of using digital technologies to
create new — or modify existing — business processes, culture, and
customer experiences to meet changing business and market
requirements. This reimagining of business in the digital age is digital
transformation.
Technology modernization does not equate to digital transformation.
Customer needs, employees and organizational culture, workflow and
business processes—along with technology capabilities—must be at the
heart of every transformation initiative.

5. Components of Digital Transformation

6. Stages of Digital Transformation

7. Security And Privatization Issues With
Digital Marketing
Managing WordPress Updates
Digital marketers frequently manage WordPress websites, and the
most accessible means of attack for a hacker is to exploit outdated
software components of such a site. Running out-of-date versions of
themes, plugins and core site components is similar to leaving the
front door of your house unlocked.
Handling Transaction Data
Malware is usually the culprit behind these attacks, so it is essential to
have everyone working for the site acquainted with the proper anti-
malware measures. These can include the addition of a layer of
encryption for files that contain transaction data, ensuring that even
in the event of a security breach, hackers will end up with data which
isn’t immediately useful, thus reducing collateral damage as a result of
the hack.

8. Managing User Accounts
When working for an online business like a web design agency,
marketers sometimes get special user accounts to manage particular
site features. It is crucial that they do so in a responsible manner.
Security threats often come from compromised user accounts, and since
marketer accounts often have higher permissions, they pose a higher
security risk.
Cyber Security is Crucial
Security is the cornerstone of any online business, and this includes
digital marketing. Knowing what the threats are, what kind of damage
they can do, and how to overcome them is essential for succeeding in
the business, so marketers should take special care to bring themselves
up-to-speed on the latest cyber security trends and information.

9. Understanding trends in digital marketing
Indian and Global context
Voice Search
Influencer Marketing
Personalization
Multichannel marketing
Augmented Reality (AR) / Virtual reality
AI-Based Automation

10. THANK YOU

11. Topics to be covered
Online communities
Co-creation.

12. Online Communities And Co-creation
An online community, also called an internet community or web
community is a ‘virtual community group of like-minded individuals
connected by online interactions. It’s members enable the existence of
the community by sharing information and helping each other. Online
communities can be found on forums, weblogs and social network sites.
A virtual community is defined as an aggregation of individuals or business
partners who interact around a shared interest, where the interaction is at
least partially supported or mediated by technology (or both), and guided
by some protocols or norms"

13. Some signs of community are:
1. Content: articles, information, and news about a topic of
interest to a group of people.
2. Forums or newsgroups and email: so that community
members can communicate in delayed fashion.
3. Chat and instant messaging: so that community
members can communicate more immediately.

14. Roles in an online community
Although online societies differ in content from real society, the roles
people assume in their online communities are quite similar. Elliot
Volkman points out several categories of people that play a role in the
cycle of social networking, these include:
Community architect – Creates the online community, sets goals and
decides the purpose of the site.
Community manager – Oversees the progress of the society. Enforces
rules, encourages social norms, assists new members, and spreads
awareness about the community.
Professional member – This is a member who is paid to contribute to the
site. The purpose of this role is to keep the community active.
Free members – These members visit sites most often and represent the
majority of the contributors. Their contributions are crucial to the sites'
progress.

15. Passive lurker – These people do not contribute to the site but rather
absorb the content, discussion, and advice.
Active lurker – Consumes the content and shares that content with
personal networks and other communities.
Power users – These people push for new discussion, provide positive
feedback to community managers, and sometimes even act as
community managers themselves. They have a major influence on the
site and make up only a small percentage of the users.

16. Types of Online Communities
1. Social communities include public social networks like Facebook, Twitter
and Instagram. Brands use social communities mostly for marketing purposes,
broadcasting information, building brand awareness and reaching greater
audiences for campaigns and messaging. Social communities are useful for
tracking what your competitors are up to and identifying broad consumer
trends.
2. Support communities enable members to offer product tips to other
customers, helping companies reduce customer support costs. Compared to
social communities, this category provides a more structured way of
gathering innovative ideas because support communities allow brands to
track product- and service-related conversations.

17. 3. Advocate communities allow brands to mobilize their most
passionate, loyal customers. Also known as advocate marketing software,
this community type often rewards members for writing a testimonial,
posting about the company on social media and doing other similar
activities.
4. Insight communities are made up of carefully selected groups of
customers who maintain a long-term relationship with brands. These
communities allow companies to gather continuous, high-quality
feedback from engaged stakeholders like customers, partners or
employees.

18. 7 steps to build your own online
community:
Identify key stakeholders for the online community.
Define the purpose and goal.
Select a community platform.
Build a member profile.
Develop rules and norms.
Set up your community.
Identify key stakeholders for the online community.
Promote your community.

19. Co Creation
Co-creation as the collaborative development of new value (concepts,
solutions, products and services) together with experts and/or stakeholders
(such as customers, suppliers etc.). Co-creation is a form of collaborative
innovation: ideas are shared and improved together, rather than kept to
oneself. It is closely connected to – and mentioned alongside – two other
buzz-words: ‘open source’ and ‘mass-customization’.
Co-creation, in the context of a business, refers to a product or service
design process in which input from consumers plays a central role from
beginning to end. Less specifically, the term is also used for any way in which
a business allows consumers to submit ideas, designs or content. Another
meaning is the creation of value by ordinary people, whether for a company
or not

21. The process and Types of Co-creation
The process of co-creation essentially involves 2 core steps:
Contribution: Submission of contributions by the public to the firm
Selection: Selection of the most promising and appealing contributions/submissions
Types of Co-creation
Depending on the degree of control exercised by the firm/public over the contribution
and selection activities, co-creation may be broadly classified into 4 categories:
Tinkering: Public exercises control over the contribution activity while the firm
exercises control over the selection activity
Submitting: Firm exercises complete control over both the activities
Co-designing: Firm exercises control over the contribution activity while the public
exercises control over the selection activity
Collaborating: Public exercises complete control over both the activities

22. THANK YOU