Digital Marketing Department of AI & DS Engineering (SE)

Unit I -
Introduction to Digital Marketing

❖ Fundamentals of Digital marketing & Its Significance:

Digital marketing is marketing your product, whether a good or service, through digital means. It
involves marketing through online mediums and can be understood as the opposite of traditional
marketing.

When people think of digital marketing, they often equate it to social media marketing.
However,digital marketing is much broader than social media marketing; it covers a wide range
of online marketing activities including:
• Content Marketing
• Search Engine Optimization (SEO)
• Website Management & Optimization
• Paid Advertising & Search Engine Marketing(SEM)
• Social Media Marketing
• Mobile Marketing
• Email Marketing

The 4 P’s of Digital Marketing:

Understanding the 4 P’s—Product, Price, Place, and Promotion—is foundational in both
traditional and digital contexts. However, digital marketing twists these concepts to fit the online
world:

1. Product: Now can be a tangible item or digital service.

2. Place: Replaced by digital platforms such as your website or online marketplaces like
Amazon.
3. Price: More flexibility with digital transactions.
4. Promotion: Digital techniques like SEO, social media, and email marketing offer cost-
effective, scalable promotion strategies.

❖ Difference between Traditional Marketing and Digital Marketing:

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Digital Marketing Department of AI & DS Engineering (SE)

S.No. Traditional Marketing Digital Marketing

Traditional marketing is a marketing Digital marketing is a modern

strategy that uses conventional channels marketing strategy that uses digital
1. of advertisement, such as TV, radio, channels like search engines, social
newspapers, magazines, etc. to promote media platforms, etc. to promote
products and services of a business. products and services of a business.

Digital marketing is very cost-

Traditional marketing is more
2. effective method of promoting a
expensive.
product.

Traditional marketing provides one-way Digital marketing provides two-way

3. communication between advertiser and communication between advertiser
audience. and audience.

In digital marketing, the degree of

Traditional marketing is more
trustworthiness depends on the
4. trustworthy, as it is an old marketing
content and the reliability of the
strategy.
channel.

Traditional marketing can reach out to Digital marketing can reach out to a
5.
limited audience. large audience.

Traditional marketing is limited to Digital marketing can promote

6.
specific geographical regions. products internationally.

Traditional marketing provides delayed Digital marketing provides immediate

7.
communication. communication.

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Digital Marketing Department of AI & DS Engineering (SE)

Traditional marketing offers low Digital marketing offers high

8.
conversion rate. conversion rate.

Traditional marketing gives non- Digital marketing gives measurable

9.
measurable results. results.

Digital marketing can send

Traditional marketing cannot micro-
personalized messages to audience
10. segment the audience depending on
depending on their age, interest,
factors like interest, behavior, age, etc.
behavior, etc.

Traditional marketing is more effective Digital marketing is less credible in

11.
in brand building. terms of brand building.

Traditional marketing is more time Digital marketing is less time

12.
consuming. consuming.

Traditional marketing is less flexible in Digital marketing offers high-degree

13.
terms of modification. of flexibility in terms of modification.

Traditional marketing does not provide Digital marketing provides easy ways
14. way of direct interaction between of direct interaction between
advertiser and audience. advertiser and audience.

Traditional marketing has low ROI Digital marketing has high ROI
15.
(Return on Investment). (Return on Investment).

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Digital Marketing Department of AI & DS Engineering (SE)

❖ Evolution of digital marketing:

The evolution of digital marketing in India witnessed several stages. Continue reading to learn
about the evolution of digital marketing from the traditional to the modern era.

● 1990: Digital Marketing term was first used. That year, Archie, the first search engine,
was launched.
● 1993: The first clickable web ad banner was introduced this year.
● 1994: Yahoo was launched as the first e-commerce transaction over the Net Market.
● 1996: This year, small search engines were introduced, i.e., Hotbot, Looksmart, and
Alexa.
● 1997: Launch of the first social media website, SixDegree.com.
● 1998: This year was the changing year of the birth of Google. Microsoft launched MSN,
and Yahoo! Introduced Yahoo! Web search.
● 2000: The Internet bubble burst this year; SixDegree.com shut down, and smaller search
engines were wiped out.
● 2001: This year’s first mobile marketing campaign, Universal Music, was introduced.
● 2002: The birth year of LinkedIn.
● 2003: This year, WordPress was introduced and launched Myspace
● 2004: This year changed when Gmail was launched, Google went public, and Facebook
went live.
● 2005: YouTube was introduced in this year.
● 2006: Microsoft launched MS Live Search; this year, Twitter was launched, and
Amazon’s e-commerce sales crossed $10 billion.
● 2007: Launch of Tumblr, Web streaming service Hulu, and iPhone.
● 2008: This year, China took over America regarding the number of users. Spotify was
introduced to allow users to listen to online songs.
● 2009: Google launches Instant for real-time search engine results.
● 2010: WhatsApp was introduced to make communication easier.
● 2011: Google Buzz shut down, and the web overtook the TV viewership among the
youth.
● 2012: There was a progressive increment in the Social Media Budget of up to 64%.
● 2013: Yahoo acquired Tumblr this year.
● 2014: This year, many things happened, like mobile internet usage exceeding PC internet
usage.
● 2015: In this era, Snapchat was launched, and predictive analytics also rose.
● 2016: Yahoo discontinued a few of its services.
● 2017: TikTok was launched.
● 2019: Google+ left the market.
● 2021: Most of the digital marketers use social media websites for marketing.
● 2023: AI Chatbots like ChatGPT took over the internet.

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Digital Marketing Department of AI & DS Engineering (SE)

❖ Digital Marketing Landscape:

● Websites: A website is often the cornerstone of a company's online presence,
serving as a virtual storefront, information hub, and a primary point of
interaction with customers.
● Social Media: Platforms such as Facebook, Instagram, Twitter, and LinkedIn
offer unique ways to engage with target audiences, build brand awareness,
and drive conversions.
● Email Marketing: A cost-effective way to reach customers directly in their
inbox, email marketing allows businesses to send newsletters, promotions,
and personalized messages.
● Search Engine Optimization (SEO): By optimizing website content and
following best practices, businesses can improve their search engine rankings
and attract more organic traffic.
● Mobile Marketing: With the majority of people accessing the internet via
mobile devices, creating mobile-responsive websites, apps, and advertising
campaigns is essential for reaching audiences on the go.

❖ Key Drivers:

Customizing the user experience is not an easy task, but can lead to great success
when executed correctly. Although, before success can be measured, there are
three fundamental aspects a digital marketing strategy should cover: research
before creating content, choose the right digital platforms for your brand and
audience, and clearly define your goals/manage your campaigns so they’re always
working and improving.

1. Evoke Emotion
Customer conversion relies heavily on the ability to capture an audience’s attention
and keep them positively engaged with your brand throughout the buying cycle.

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Digital Marketing Department of AI & DS Engineering (SE)

Digital strategies should reflect this aspect by nurturing an emotional preference

for your product or service by intrinsically understanding your customer’s needs
and engaging them with highly tailored content.

As SAS, a business analytics provider, summarizes it: “People want brands they
can trust, companies that know them, communications that are personalized and
relevant, and offers tailored to their needs and preferences.” Customers also want
you to deliver on your promise, because if you don’t there are plenty of other
options a keystroke away and several online forums to discuss their displeasure.
Your marketing plan should not only include methods for initiating positive
interactions, but best practices for following up on and managing negative
experiences. Sometimes simply acknowledging a customer’s issue and offering
assistance can convert a detractor back into a brand advocate.

2. Pick Your Platforms

Digital marketing encompasses a vast array of electronic media you can utilize to
promote your business, but the platforms you choose and the design of your
content can have a big impact on the success of your marketing efforts. Regardless
of your company size, location, industry, B2B or B2C services, people are talking
about you. Make sure you are a part of the conversation. Knowing how these
platforms operate and the composition of the audience using them is paramount to
crafting your digital marketing campaigns.

Although digital platform options are increasing and some may be better suited to
your goals than others, a general understanding of the major online players listed
below is a good starting point.

Website
Your website is often one of the first touch-points a customer has with your
company, whether it’s the landing page link from a paid ad or a direct search for
your site. It is the first impression they’ll receive and a pivot point for whether or
not they’ll pursue your services further. Use smart design and well-crafted content
to stand out amongst the crowd. The website experience should seamlessly guide
visitors through the buying process with clearly defined value proposition(s),

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Digital Marketing Department of AI & DS Engineering (SE)

ample resources for informed decision making and direction towards making a
purchase.

Social Media Channels

Social media has become vital to digital marketing practices. It’s free to enter the
arena and get the conversation going, but also offers targeted advertising options to
increase visibility. The first step to customizing your social content is to take a
look at your follower demographics and dig into the content they’ve been engaging
with. If you haven’t launched any posts yet, be sure to do some research on your
target market and develop a strategy around how you’re going to entice followers
and continually supply them with appealing information. To help you discern
where to direct your energy, here are some high level data points for the social
media industry’s top players:

Twitter
Twitter reports having 302 million monthly users sending 500 million tweets per
day. Tweets are restricted to short text of 140 characters and demographics point
towards a younger audience (18-29 and 30-49).

Facebook
Facebook has 1.44 billion monthly active users and continues to dominate the
social media space, but growth has slowed in comparison to other social channels.
At a minimum, your social media strategy should include a Facebook business
page.

LinkedIn
LinkedIn reports 347 million members in 200 countries with over 50% having
college degrees and the highest segment of members falling into the 30-64 age
range.

Instagram
Instagram has 300 million users sharing 70 million photos per day.

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Digital Marketing Department of AI & DS Engineering (SE)

Pinterest
Pinterest shows 72.8 million users pinning content with 85% of users being female.

YouTube
YouTube has over 1 billion users uploading 300 hours of video every minute.

Blog
A blog allows you to push out custom content specifically related to your business,
your customers, and the valuable information your audience needs to view you as a
knowledgeable and reliable resource in your industry. It also provides dynamic
content to improve your website’s SEO ranking.

Email Automation
Email automation is a great way to nurture leads and keep existing customers
informed. This type of audience has elected to receive information from you and
supplying behavior-triggered content at specific intervals helps prevent your
customer interaction from becoming dormant.

Search and Display Advertising

There is a range of online advertising opportunities and various pricing structures.
Here we’ll just cover some basic terminology to help you select which option is
best aligned with your business goals.

Search Ad – Text based ads that display alongside search results with related
keywords.
Display Ad – Ads in text, image, rich media, or video format that display on
websites with related content.
CPC – Cost Per Click. Drives traffic to a website or landing page.
CPM – Cost Per Mile or Cost Per Thousand Impressions. Delivers a
message/increases brand awareness.
CPA – Cost Per Acquisition. Focused on conversion where a specific action takes
place.

3. Analyze and Adjust

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Digital Marketing Department of AI & DS Engineering (SE)

Monitoring results is just as important as developing the initial content strategy. If

you take the wrong route to work each day and don’t eventually stop to determine
if there is a better course, then you’ll never make it to your destination. Data driven
marketing is smart marketing and almost all online platforms provide some type of
analytics component. Your digital marketing campaigns should include success
metrics and you should be monitoring the performance of your efforts to see if they
are achieving your desired outcome.

❖ The digital users in india :

India has a massive and rapidly growing digital user base, making it a key market for
digital marketing. With over 900 million internet users and a significant portion of the
population actively using social media, businesses are increasingly leveraging digital
channels to reach their target audiences. This growth is driven by factors like increased
internet penetration, online shopping trends, and government initiatives promoting
digitization.

Large and Growing Internet User Base:

India has the second-largest number of internet users globally, with over 900 million
users. This number is expected to continue growing, making India a prime market for
digital marketing.

High Social Media Usage:

India has a substantial social media user base, with millions actively engaging on
platforms like Facebook. This presents a significant opportunity for businesses to connect
with their customers through social media marketing.

Increased Online Shopping:

A large percentage of Indian consumers research products online before making a
purchase, highlighting the importance of e-commerce and digital marketing strategies.

Government Initiatives:
The Digital India initiative is promoting online commerce and digital adoption, further
fueling the growth of digital marketing in the country.

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Digital Marketing Department of AI & DS Engineering (SE)

Digital Marketing Trends:

Digital marketing in India is evolving, with businesses adopting data-driven approaches,
AI and automation in advertising, and focusing on personalized content and experiences.

Opportunities and Growth:

The digital marketing sector is experiencing explosive growth in India, with a rising
demand for skilled professionals and numerous opportunities for businesses to expand
their reach and engage with customers online.

❖ Digital marketing Strategy-

❖ Consumer Decision journey:

The consumer decision journey (CDJ) is an important part of brand marketing, marketing
campaign, and figuring out how people act.
The consumer decision journey, or the McKinsey Model, is a model developed by
management consulting company McKinsey & Company that reflects the customer
buying process. This framework evaluates how consumers make purchasing decisions
and ways marketers can influence these decisions. Marketers can use this model to
evaluate their key touch points, or interactions with customers.

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Digital Marketing Department of AI & DS Engineering (SE)

Importance of the Consumer Decision Journey:

1. Understanding consumer behavior
2. Strategic marketing planning
3. Customer Engagement and Relationship Building
4. Adaptability and flexibility
5. Competitive advantage

Stages of the consumer decision journey:

The consumer decision journey consists of 5 main stages:
1. The trigger
2. The search for information
3. The evaluation of alternatives
4. The purchase
5. The post-sale experience

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Digital Marketing Department of AI & DS Engineering (SE)

Now we will detail each one.

1. Trigger
A stimulus or trigger starts the customer journey when an individual realizes they
have a problem and need a company product or service to solve it.
The first step of the consumer’s decision journey is recognizing the need for a
service or product.

2. Familiarization with the solution

When considering a purchase, a person reflects on a set of initial considerations or
brands that immediately come to mind due to their level of brand awareness.
When researching their options, consumers will again rely on internal and external
factors and previous interactions with a product or brand, both positive and
negative.
Consumers can search for options in a physical place or consult online resources
such as Google My Business Reviews and their degree of recommendation on
various brands in the information or familiarization stage.

3. Consideration
Consumers gather information by searching multiple sources and reading reviews
to decide which brand has what they want or need.
Alternatives can come in the form of lower prices, additional product benefits,
immediate availability, or something as personal as color or style choices.

4. Purchase
Once the consumer filters their options based on the information they have
gathered in the evaluation phase, they choose a brand and begin the purchase.
Once they have gathered all the data, including comments from previous
customers, consumers must come to a logical conclusion about the product or
service to buy.

5. Post-sale experience and loyalty

This part of the consumer decision journey involves both the consumer and the
seller reflecting on the post-sale experience as part of the process.

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Digital Marketing Department of AI & DS Engineering (SE)

As a seller, you should try to assess whether the purchase met the consumer’s
identified need, whether the customer is delighted with the purchase, and how you
can continue the relationship to ensure customer retention and loyalty.

❖ Digital advertising Market in India:

India's internet penetration has increased significantly, with a major section of the
population now having access to the internet via smartphones and other devices. This
larger online audience gives advertisers with more opportunities to reach customers
via digital platforms.

Businesses make use of email, social media, web-based advertising, and text and
multimedia messages, as different forms of digital marketing. India’s large population
is becoming more reliant on the Internet for a variety of purposes including online
learning, paying bills, watching movies, etc., thereby increasing the amount of time
spent online. Hence, businesses are employing digital marketing strategies to target
customers online in an efficient manner, which is boosting the digital marketing
market expansion in India.

India digital advertising market highlights:

1. The India digital advertising market generated a revenue of USD(United States
Dollar)13,632.3 million in 2024 and is expected to reach USD 32,328.8 million
by 2030.
2. The India market is expected to grow at a CAGR (Compound annual growth
rate) of 15.3% from 2025 to 2030.
3. In terms of segment, smartphone was the largest revenue generating component
in 2024.
4. Smartphone is the most lucrative component segment registering the fastest
growth during the forecast period.

India digital advertising market, 2018-2030 (US$M)

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Report Synopsis

Report Metrics Details

Base Year 2023

Forecast Period 2023-2030

Base Year Market Size US$ 24.4 billion

Market Size Forecast US$ 6.3 billion

Growth Rate 21.3%

Key Market Drivers ●

Growing internet penetration
● Increasing mobile phone adoption
● Rise in e-commerce platforms

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Digital Marketing Department of AI & DS Engineering (SE)

Companies Profiled ●
Google Inc
● Facebook (Meta)
● Amazon
● Paytm Payments Bank Limited
● InMobi Advertising Private Limited
● Twitter India Private Limited
● Hotstar (Disney + Hotstar) Private Limited
● Flipkart Internet Private Limited
● Zee Digital Media Corporation Limited
● Cheil India Private Limited
● Wavemaker India Private Limited
● Havas Media Group India Private Limited
● MediaCom India Private Limited

❖ Skills in Digital Marketing:

Digital marketing has become indispensable in business.

Digital marketers use various marketing techniques to reach the target audience,
promote brand awareness and maintain strong customer relationships.

Digital marketing skills are core competencies that a digital marketing expert can use
to promote a product, service or brand through digital communications. It is a
combination of technical, hard and soft skills. Most hard skills require knowledge of
the specific type of marketing.

Here are some required skills for digital marketing-

1. Analytical and critical thinking
2. SEO
3. Content Marketing Specialist
4. Design Fundamentals
5. Copywriting
6. Creativity

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Digital Marketing Department of AI & DS Engineering (SE)

7. Research
8. Listening
9. Technical marketing skills

1. Analytical and critical thinking:

Analytics is a crucial component of any digital marketing strategy.
In today’s data-driven world, businesses have access to vast amounts of data, but this
information is useless without proper analysis. Mastering analytics is one of the in-
demand digital marketing skills, allowing you to measure the success of campaigns,
optimise sales funnels, and create actionable solutions based on insights.
1. Comparing social media metrics month by month to determine which type of
post does best
2. Interpreting user search intent and drafting an article that gives readers
something they haven’t found find from competitor sites
3. Reviewing quarterly marketing campaigns and identifying what could be
improved in the future

2. SEO:

SEO, or search engine optimisation, remains an evergreen skill within the world of
digital marketing skills. Ranking a website at the top of search results significantly
boosts traffic and credibility, making it one of the highest paid digital marketing
skills.

SEO requires both technical and creative expertise—understanding algorithms and

creatively linking content to search queries.

3. Content Marketing Specialist:

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Digital Marketing Department of AI & DS Engineering (SE)

In today’s competitive digital landscape, content plays a critical role in influencing

consumer actions. A content marketing specialist optimises content to be top-quality,
driving traffic organically, unlike paid advertisements.
High-quality blogs, social media posts, and videos are key to engaging an increasingly
informed audience. This creative role involves developing strategies, often in
collaboration with multiple teams, to ensure content stands out.

4. Design Fundamentals:
Even if you are not a designer, understanding basic design concepts is one of the most
in-demand digital marketing skills. It always helps to know the basics of design. All
the digital marketing skills you have will be rather futile if you have to constantly be
dependent on a designer.

5. Copywriting:
Copywriting is far more complex, often perceived as simply writing a few words. It
requires the ability to convey a brand’s identity, objective, and unique selling
proposition (USP) succinctly. Copywriters craft compelling messaging, often
collaborating with designers to ensure seamless integration between words and
visuals. Copywriting remains one of the most demanding digital marketing skills, as it
is vital in creating memorable and effective brand communication.
The demand for skilled copywriters continues to rise, as they are responsible for
producing advertising copy, jingles, and content that resonates with audiences.
6. Creativity:
Marketing involves working with ideas—and improving them in order to reach new
and existing customers—so all marketing roles require creativity to some extent.
While some roles, like copywriter or social media coordinator, may demand more
creativity on a daily basis than others.
1. Producing short, innovative videos for a new social media campaign
2. Identifying a new way to conduct market research so your team learns
something new about competitors
3. Working collaboratively with other parties or influencers to build a brand.

7. Research:

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Digital Marketing Department of AI & DS Engineering (SE)

Marketers develop savvy campaigns that encourage customers to do something—buy

a product, like their social media content, or refer a brand to a friend. Knowing how to
conduct both qualitative and quantitative research can help you find data that may
help inform your team’s specific efforts.
● Using social media listening tools, such as Hootsuite or Buffer, to understand
what customers are saying directly about a product
● Conducting market research on a major competitor’s products, campaigns, and
pricing strategy
● Doing keyword research to make sure your content aligns with user intent

8. Listening:
In addition to the research that you conduct about customers, it’s equally important to
listen to the feedback they offer: What pain points do your customers experience?
What do they most enjoy about your latest products? Marketing is a two-way process
and it's not just about doing things for the customer, but listening to what they want
and incorporating their experiences into your research and design.

Listening requires a good degree of empathy, which can help you understand and
incorporate human emotions into your campaigns while also being more flexible by
staying open to suggestions that shift the course of your marketing efforts.

1. Social listening, which is paying attention to the comments customers post on

social media
2. Tracking site metrics to see how much time users are spending on various
pages
3. Reviewing industry insights and discussions

9. Technical marketing skills:

Marketing also requires a robust technical skill set. It can be advantageous to have a
well-rounded understanding of the programmes and tools used by colleagues in other
roles. For starters, it can help you communicate better with other members of your

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Digital Marketing Department of AI & DS Engineering (SE)

marketing team who work in different areas, and it can also help you move into new
or different areas of marketing as your career evolves.

❖ Digital marketing Plan:

A digital marketing plan is a document that outlines a company's goals for promoting
products and services online and how they expect to connect with them. These
documents focus on the methods the marketing team plans to use for communicating
information about the company's offerings to its target market. Unlike traditional
marketing, digital marketing allows for direct engagement and interaction with
consumers, which may lead to an increase in new and return customers.
These plans allow marketing teams to organise strategies for achieving this by
using their research and goals to determine who they want to reach and how they plan
to do it. They include essential components of an effective plan, including strategies,
timelines, schedules and a budget for implementing and maintaining a digital
marketing campaign. Teams may also include the metrics they plan to use to evaluate
the performance of the campaign, which can help them monitor its success and make
changes as needed.

Benefits Of A Plan For Digital Marketing:

Companies create marketing plans so they can follow a structured process for working
towards marketing goals. Having a documented description of these steps enables
marketing team members to understand the specifics of the campaign and their role in
helping the team meet its objectives. A plan for digital marketing may also benefit
your team by allowing you to:
1. Identify a target market and competitors
2. Establish specific strategies for reaching customers
3. Determine channels to use for promotion
4. Help team members stay on schedule
5. Evaluate the performance of your campaign
6. Use financial resources efficiently

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Digital Marketing Department of AI & DS Engineering (SE)

7. Document successes and areas of improvement

Steps to Creating a Digital Marketing Plan:

Step 1: SWOT Analysis-
The first step in planning your online marketing strategy is to carry out an internal and
external analysis (SWOT analysis) of the company. This useful framework helps you
identify the strengths, weaknesses, opportunities, and threats for your company and
the market.
You need to be familiar with the ecosystem in which you are operating: what your
customer's needs are and where they are addressed. This analysis is both qualitative
and quantitative as it looks at factors such as digital habits, intermediaries,
influencers, and more

2. Set Goals & Objectives-

The Second step to creating your digital marketing plan is understanding what goals
and objectives are essential to succeed.
“Companies often have multiple objectives, and you’ll need to prioritize and balance
these goals,”
“Often these goals are tied to the overall strategy of the company.”

The best way to determine your company’s objectives is by identifying its challenges
and opportunities throughout the customer journey, which has three stages:

Awareness: Introducing customers to your brand or product to address a problem they

have
Consideration: Making customers aware of your brand or product while they evaluate
alternatives
Decision: Using information gathered during the previous stages to influence
consumers’ purchasing decisions

3. Research Your Competition-

Competitor analysis is a prerequisite!
Once you know what your objectives are, it’s important to conduct a competitive
analysis and see what they’re doing to achieve their own marketing goals. What

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Digital Marketing Department of AI & DS Engineering (SE)

tactics are they using to market their product or service? What marketing strategies
are working best for them?

By understanding your competition, you can develop a marketing strategy that will
help you stand out from the crowd and attract new customers. A good way to perform
research is to include competitive research in a SWOT analysis.

4. . Create A Plan Of Action-

Marketing strategy requires a plan of action!
Now that you have a good understanding of your objectives and your competition, it’s
time to create a marketing plan of action.

This will outline the specific steps you need to take to reach your goals. It should
include things like the tactics you plan to use, the channels you’ll focus on, and the
budget you have to work with.

How to create a plan of action for your marketing strategy:

1. Start by writing out your goals
2. Brainstorm the tactics you can use to achieve your goals.
3. Once you have a list of tactics, choose the ones that will be the most effective.
4. Put together a timeline for implementing your tactics.

5. Identify Your Target Audience-

Your digital marketing strategy is only effective if you know who you’re trying to
attract. That’s why identifying your target audience—the consumers most likely
interested in your products or services—is the next step to crafting your digital
marketing plan.
Use market research tools like surveys, focus groups, and interviews

To determine your target audience, collect data related to:

Demographics: General information like age, gender, and occupation that help you
make implicit assumptions about customers
Customer behavior: Behavior patterns related to your products or services, such as
purchasing history and website interactions

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Digital Marketing Department of AI & DS Engineering (SE)

Consumer motivations: Primary motivations when making purchases, such as

convenience, value, or status

6. Develop A Strategy That Fits Your Goals And Target Audience-

Now that you understand your objectives and who your target market is, it’s time to
develop a marketing strategy that will help you reach them.

This involves creating a plan of action that includes your marketing budget, the
channels you’ll use, the marketing tactics you’ll employ, and the timeframe for
executing it.

It’s important to tailor your strategy and marketing tactics to fit both your goals and
your target market so you can be as effective as possible.

How to develop a marketing strategy:

1. Start by defining your target audience and what you want to achieve with them
2. Create a marketing plan of action that includes the channels you’ll use,
marketing campaigns, the marketing tactics you’ll employ
3. Make sure your marketing plan is tailored to both your goals and your target
market.

7. Choose The Right Marketing Channels-

Once you know who your target audience is and what you want to achieve with your
marketing strategy, you need to choose the right marketing channels to reach them.

There are many different channels you can use, including online and offline channels,
so it’s important to choose the ones that will work best for your business and target
market.

Choose marketing channels that fit your objectives and target market:
If you’re looking to increase brand awareness, consider using online channels for
marketing campaigns such as social media and search engine optimization and paid
search in your marketing plan.

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Digital Marketing Department of AI & DS Engineering (SE)

If you’re looking to sell a product or service, consider using offline channels for
marketing campaigns such as print advertising and direct mail.

8. Create Effective Marketing Materials-

Marketing teams need content!
Once you’ve chosen the right marketing channels, you need to create effective
marketing materials with key brand messaging that will reach your target audience
and motivate them to take action.

This includes everything from your website and blog content to your email marketing
materials and digital ads. It’s important to create materials that are interesting,
engaging, and relevant to your target market.

Keep your marketing materials relevant to your target audience:

1. Write website and blog content that is interesting and relevant to your target
market.
2. Use images and graphics that are relevant to your target market.
3. Write email marketing messages that are interesting and relevant to your target
market.
4. Use key brand messaging containing a value proposition.

9. Measure Your Results-

Once you’ve implemented your marketing strategy, it’s important to measure the
results and track progress against your objectives.

This will help you determine whether or not your marketing roadmap is working and
make necessary adjustments along the way.

By measuring your results, you can ensure that your marketing strategy is effective,
your marketing tactics reach your target market and your sales funnel is filled.

Use analytics tools to track progress:

1. Use analytics tools such as Google Analytics to track digital marketing, website
traffic, social media engagement, and other key metrics.

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Digital Marketing Department of AI & DS Engineering (SE)

2. Use email marketing software such as Constant Contact or Mailchimp to track

email opens, clicks, and other key metrics.
3. Use marketing analytics tools to track sales leads and conversions.

10. Evaluate And Adjust As Needed-

No marketing strategy is perfect, and that’s why it’s important to evaluate and adjust
your strategy as needed.

Make sure you track your progress and see how well your tactics are working. If
something isn’t working, make changes to your plan and try something new.

By continuously evaluating and adjusting your marketing strategy, you can ensure that
you’re always getting the best results possible.

Best practices for evaluating your marketing strategy:

1. Compare your results against your objectives.
2. Check if your marketing materials are effective.
3. Track website traffic and engagement.
4. Measure email marketing results.
5. Analyze sales leads and conversions.

Prof. Shital S. Patil Page 24