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Digital Marketing-Prof Krishanu-Session 2

Digital marketing is changing how consumers interact with brands in the digital space. It allows marketers to gather valuable consumer data and insights online to better understand customer behavior and segment audiences. Marketers can then target customized messages to consumers across different stages of their journey from awareness to advocacy. Tools like social media also give brands opportunities to build communities and influence consumers in real-time through peer recommendations and expert opinions online.

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Shubham Arora
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73 views18 pages

Digital Marketing-Prof Krishanu-Session 2

Digital marketing is changing how consumers interact with brands in the digital space. It allows marketers to gather valuable consumer data and insights online to better understand customer behavior and segment audiences. Marketers can then target customized messages to consumers across different stages of their journey from awareness to advocacy. Tools like social media also give brands opportunities to build communities and influence consumers in real-time through peer recommendations and expert opinions online.

Uploaded by

Shubham Arora
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Digital Marketing

The next level of Marketing 4.0

Session 2: Digital Marketing: Changing consumer in digital space: Prof. Krishanu Datta
Case discussion CD Essential Readings:

Problem based learning PBL


1.  Bhatia, P. S. (2019). Fundamentals of Digital Marketing :
2nd Edition. Pearson India Educational Services Pvt. Ltd
Quiz Q (Henceforth referred to as (FDM)

Role play RP

Poll P
Reference Readings:
Elevator Pitch (60 sec) EP

1.  Digital Marketing: An Integrated Approach (2019). StarEdu
Industry interactions II (Henceforth referred to as DM)
2.  Maity, M. (2017). Internet Marketing. Oxford University
Short project SP Press
3.  Gupta S. (2018). Digital Marketing. McGraw Hill Education
(India) Private Limited.
Final project FP 4.  Dodson, I (2017). The art of Digital Marketing. Wiley
Q CD
Share a Coke: Case Discussion

Student 1: 4 C’s of Digital marketing?

Student 2: What is Pull marketing ?

Student 3: 4 key digital marketing tools ?

Student 4: How did Coke apply all the 4 tools ?


V CD
Understanding the changing
consumer in the digital space.
Walk-through: Session 2

Customer journey from a digital marketing perspective



Intro to the world of Digital Marketing

Impact of digital on consumer behaviour

Marketing intelligence from users online

Brand Building on digital platform (CBBE Model)

Case Study: Audi
Power of Customer Connectivity & Advocacy
in the Customer Journey

AIDA 4 A’s 5 A’s


Attention Aware (Outbound) Aware (Inbound)

Interest Attitude Appeal

Desire Act Ask

Action Act Again Act

Advocate
Source: Marketing 4.0 - Moving from traditional to digital
Power of Customer Connectivity & Advocacy
in the New Customer Journey

4 A’s 5 A’s
Aware (Outbound) Aware (Inbound)

Attitude Appeal

Act Ask

Act Again Act

Advocate
Power of Customer Connectivity & Advocacy
in the New Customer Journey

Aware Appeal Ask Act Advocate

Behavior •  Past Experience •  Process the •  Research for •  Decide to buy, •  Beyond loyalty &
•  Advocacy messages & more info. from purchase repurchase -
•  Marketing register in F&F, media or process advocacy
Communications STM/LTM the brand

•  Learn from others •  Become •  Call friends for •  Buy online or in •  Recommend the
Touchpoints •  Recall Ads attracted to advise store brand to others
•  Past experience brands •  Search, Reviews •  First time user •  Continue using
•  Make a •  Compare price •  Experience it / Repurchase
consideration •  Try out at store service
set

•  I know •  I Like •  I’m Convinced •  I’m Buying •  I recommend


Impression

Source: Marketing 4.0 - Moving from traditional to digital


Impact of digital technology on
consumer behaviour

A digital consumer:

1.  Higher potential for profiling



2.  Developing consumer personas

3.  Gather unsolicited feedback

4.  Real-time peer/ expert influence

5.  Use online data to target offline customers

Source: Marketing 4.0 - Moving from traditional to digital


Consumer decision process (CDP)

Passive influence thro. Active influence thro.


Consumer does not have control & is unsolicited Actively seeking information while evaluation

1.  Higher potential for profiling 1.  Social communities



2.  Developing consumer personas 2.  Expert information

3.  Gather unsolicited feedback 3.  Product customisation

4.  Real-time peer/ expert influence 4.  Data driven promotions

5.  Use online data to target offline customers

Source: Marketing 4.0 - Moving from traditional to digital


Marketing Intelligence from users online data

Consumer Consumer Application


Behavior Data segments areas
Web Data
Target channels/sites
Directed Information Seeker
Web/blog visit,
social channels,
Customized messaging
App data
Un-directed Information Seeker
Campaign intelligence
Marketing Data
Directed Buyer
Online Sentiment analysis
campaigns,
Promotions & CRM Entertainment Seekers Advertising exposure
SMS data

Consumer Data Bargain Hunters Product optimization


3rd Party Data
Repository
Readership Data driven promotions
survey,
Audience Firm directs segments
database to target.

Source: Marketing 4.0 - Moving from traditional to digital


Brand building on the digital platform

Keller’s CBBE Brand Equity Model:

Source: Marketing 4.0 - Moving from traditional to digital


Brand building on the digital platform PBL

Source:
Brand building on the digital platform V PBL

Source:
Source: Lovemarks. Kevin Roberts
Impact of digital channels on
integrated marketing communications (IMC)

Digital channels & in IMC

1.  Intent-based marketing (search marketing)



2.  Brand marketing (display/digital ads)

3.  Content marketing (website, blog, native content)

4.  Community-based marketing (social media, business platforms)

5.  Partner marketing (affiliate, sponsorships, PR)

6.  Communication channel marketing (email, sms)

7.  Platform based marketing (mobile, video, kiosks, InApps)


Source: Marketing 4.0 - Moving from traditional to digital
Prof. Krishanu Datta
Digital Marketing
MS Teams: [email protected]

________

Krishanu Datta
CEO & Ideas Partner at Communifix Communication Pvt. Ltd.
Brand Strategy I Creative I Digital Marketing I Content I Films & Videos

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