Digital Marketing

Overview of Digital Marketing

• Management and execution of marketing specifically using
digital electronic technologies and channels (eg. Web, email,
digital TV, wireless media and digital data about user/ customer
characteristics and behavior) to reach markets in a timely,
relevant, personal, interactive, and cost-effective manner.
• Major Considerations: cost, timeliness, format, personalization,
intrusive and location-based
• Geo-targeting: in geo-marketing and internet marketing is the
method of determining the geo-location of a website visitor
and delivering different content to that visitor based on their
location. This includes country, region/state, city, metro
code/zip code, organization, IP address, ISP or other criteria.
The Purchase Funnel
Consumer Decision Journey
 Types of Digital Media

• Paid Media: The media on which a marketer spends

• Owned Media: The channels a brand controls, such as
websites, product packaging, and customer service and sales
functions.
• Earned Media: Customer-created channels, such as
communities of brand enthusiasts
• Non-working media spend: an increasing portion of the
budget must go to “non-working” spend—the people and
technology required to create and manage content for a
profusion of channels and to monitor or participate in them.
 New Roles of Marketing

• Orchestrator: Chief marketing officer has to manage

traditional and digital marketing communications, along with
customer service and market research, product literature
design, and the product registration and warranty program.
• Publisher and content supply chain manager: Marketers are
generating ever-escalating amounts of content, often
becoming publishers— sometimes real-time multimedia
publishers—on a global scale.
• Market place intelligence leader
 Web 1.0 Vs. Web 2.0 Vs. Web 3.0

Elements Web 1.0 Web 2.0 Web 3.0

Marketing Focus Limited High High
Approach One-way Two-way Multi-directional
Market Role Informational Sharing Analyse
Market Behavior Sales oriented Communication Context Oriented
Oriented
Interactivity Read-only Read & Write Read-Write-
Execute
Communication Company Based Company and User Machine to
Model based machine
Control High Moderate Limited
 Structural Properties

-Vividness: The ability of the technology to produce a sensually rich

experience (sensory breadth and sensory depth)
-Synchronicity: The degree to which a user’s input into a
system/channel and the speed of response he/she receives from the
system/channel are simultaneous (asynchronous and synchronous)
-Pacing: Control over the speed and sequence of the information
transfer (external or internal pacing)
-Interactivity: Interaction between parties, kind of exchange, speed of
exchange and the degree of control (person interactivity and machine
interactivity)
- Mode of transfer: A transmissive process by which something travels
from source to a receiver (one to one, one to many and many to many)
 Forms of Digital Marketing

• Internet Marketing and Advertising: Display ads, rich-media

contextual advertising
• Search Marketing: SEO, Contextual advertising, Paid inclusion
• Email Marketing
• Mobile Marketing: What does mobile as a marketing channel
give to advertisers?
• Advergaming also known as in game advertising
 Mind Mapping Exercise

• In your group brainstorm the keywords that you should target

for an SEO campaign for your MM-II project
 Commonly Used Terms

• Impressions: Impressions are when an advertisement or any other

form of digital media appear on a user's screen
• CPM: It measures the cost of an online ad per 1000 impressions
• Click through rate (CTR): a metric that measures the number of
clicks advertisers receive on their ads per number of impressions
• Conversion rate: It is the percentage of visitors to your website that
complete a desired goal (a conversion) out of the total number of
visitors
• SERPs: Search Engine Results pages
• SEM: Search Engine Marketing, includes SEO, pay per click (Google
Adwords), contextual advertising (Google Adsense), digital asset
optimization, paid inclusion
• Microsites
 Social Media Marketing

• It is a form of digital marketing that describes the use of social web

and social media site for marketing activities
• Social Media Tools: Blogs, microblogs, social networks, media
creation and sharing sites, social news sites, location-based social
networking sites, review sites and virtual words.
• Key Characteristics:
-Sharing control
-User generated and co-created content
-Vigilante Marketing: It means unpaid advertising and marketing
efforts, including one-to-one and one-to-many, and many-to-many
commercially oriented communications, undertaken by brand loyalists
on behalf of the brand.
-Community and social networks
-Conversations and Dialogues
 Exercise

• Visit the profile pages of companies like Britannia, Nike, and

Fortis Hospital on Facebook and Puma, Cadbury and Max
Hospital on Instagram.
• List the marketing activities conducted by these companies on
these platforms.
• https://www.youtube.com/watch?v=ZWY9CPEkrV8
• https://get.google.com/onlinechallenge/