Introduction to Digital

Marketing
 Introduction to
Digital Marketing
Why digital marketing is
important?
Cost effective
Cost effective

Simple to measure
Cost effective

Simple to measure

Real time results

Cost effective

Simple to measure

Real time results

Size of the audience or company

doesn’t matter
Brand development
Brand development

Far greater exposure

Brand development

Far greater exposure

Viral content
Brand development

Far greater exposure

Viral content

Change your strategy according to

opportunity presented
 As a Digital Marketer, you also have the power to
hand pick audience on the internet that match your
TG

With almost 35% of

India online, you
have the power to
select only those
people relevant to
your brand.
Audience
Targeting
That’s the best part about Digital Marketing, you can
now tailor make content for the audience you wish to
target
Hence marketing efforts can add value to the
user’s life and solve business challenges
All of this at a place and time where the user
is most likely to respond to your message
Get introduced to the concept of contextual
marketing. The future of digital marketing.
When brands are so sure of whom they are talking to and
the possible impact of their efforts, they attempt narrating
stories.
Some communication works best on a particular day.
Get introduced to the concept of Moment Marketing.
Digital empowers brands with possibilities they
had never witnessed before

Pre – Digital Era

The consumer journey which traditionally took
months, now could take seconds. Watch on
Customer’s Digital Journey is not restricted to one Digital

Platform
 Customer’s Digital Journey

When a customer searches for

SEO/ something on Google, they can
SEM click on ads or organic search
results.

Once an ad or search result is

clicked, it leads you to the
Website
website or a landing page.
 Customers come across content
or ads on social media
SMM platforms, sometimes with the
help of influencers, on
Facebook, Instagram, etc.

Remarketed ads are targeted

ads to potential customers which Remarketing
drive customers to take action
and convert.
 Once a customer subscribes
Email to a mailing list, they are sent
Marketing emails that have a call-to-
action.

Mobile marketing is Mobile

focused specifically on Marketing
reaching mobile users.
 Creating a positive online
ORM presence helps a brand
gain more credibility
(reviews, testimonials,
etc)
 How does this impact our lives?

A prospect could
ECOMMERCE ORM discover us using one
or more elements in the
Digital Media mix.

We, as Digital
Marketers need to have
a wholistic strategy in
place to provide them
the best experience
across platforms.
 Meet the most popular social platforms
in India

310 mn 71 mn

Source: https://www.slideshare.net/Ethinos
 5 reasons why Facebook is a part of the
media mix of popular brands

310 mn 71 mn

Source: https://www.slideshare.net/Ethinos
Increased Exposure to Potential
Customers

310mn users

Need we say more?

If a business can't find new customers on

Facebook, maybe they should rethink their line
of work 
 Gather more Leads

Most smart businesses gather leads

in the form of email addresses or
mobile numbers - so they can contact
their community outside of Facebook
too.

Facebook revolutionized the art of

recapturing with its Lead Ad format (to
be discussed in details later)
It’s FREE (Unless you decide to run Ads)

Starting a Facebook business page costs Rs. 0.

Facebook ads are relatively inexpensive when

compared to traditional print, radio or TV ads --
and are 1,000x more targeted.
Laser Focussed Targeting

You could target prospects basis

Geographic Location
Age
Gender
Interests
Education
Job Profile
Shopping Behavior
 Detailed Facebook Insights

Get to know details around the

following

• How many page Likes

• The Reach of your posts &
page
• Engagement on the page
• Post Performance... and more
Here’s how
Metropolis
makes the
most of
Facebook
 5 reasons why Instagram’s popularity has
sky rocketed in the recent past

310 mn 71 mn

Source: https://www.slideshare.net/Ethinos
What makes Instagram so popular

In June of 2018, Instagram announced it hit

1 billion monthly active users, up from 800
million just six months prior.

And these numbers continue to grow at a faster

pace than Facebook, Twitter, and Snapchat.
 Why people love Instagram

Instagram is a platform for quality pictures and

video. It’s a visual platform.

People follow friends & strangers who offer them

something — be it images of cats, comedy post,
memes, gorgeous people, fashion, whatever.
 Why people love Instagram

On Instagram, you can build

communities or join communities
who share your common interest.
For example, do you love pugs?

If you do simply follow a page

dedicated to Pugs or follow the
hashtag #pugs
Why brand’s love Instagram

Instagram’s engagement rates are

58% higher than Facebook’s
and 2,000% higher than Twitter’s.
 5 reasons why Instagram’s popularity has
sky rocketed in the recent past

310 mn 71 mn

Source: https://www.slideshare.net/Ethinos
 Why your brand should be on Twitter

47% of people who follow a brand

on Twitter are more likely to visit that
company's website.

Source: https://www.thebalancesmb.com/top-reasons-why-your-small-business-should-use-twitter-2948523
 The platform helps you meet a range of
Business Objectives

• You could respond to customer complaints 24/7?

• You could create a "voice" that engages with followers in a

humorous or fun way.

• Or your Twitter feed be more of a broadcasting platform, where

you push out company messages and promote products.

• Or your feed can even be a combination of all these three

versions.