Introduction to Digital Marketing

Analytics

By

Dr. M.Rahman
Professor
School of Business
Galgotias University
 Contents
• Introduction to Digital Marketing (DM)
• The internet
• Traditional vs digital marketing
• Importance of DM
• Applications of DM
• DM Platforms
• DM strategies
• Digital consumer behaviour
 What is Digital Marketing?

• Digital marketing is the component of marketing that

utilizes internet and online based digital technologies such
as desktop computers, mobile phones and other digital media and
platforms to promote products and services.

• Digital Marketing is the term used for the targeted, measurable,

and interactive marketing of products or services
using digital technologies to reach the viewers, turn them into
customers, and retain them.

• Its development during the 1990s and 2000s, changed the way
brands and businesses use technology for marketing.
 Emergence of digital marketing
• In the 1990s, the term Digital Marketing was first coined,……. With the debut
of server/client architecture and the popularity of personal computers.

• In the 2000s, with increasing numbers of Internet users and the birth of
smartphones, customers began searching products and making decisions
about their needs online first.

• As digital platforms became increasingly incorporated into marketing plans

and everyday life, and as people increasingly use digital devices instead of
visiting physical shops, digital marketing campaigns have become prevalent,
employing combinations of many digital marketing techniques.

• Digital marketing also extends to non-Internet channels that provide digital

media, mobile phones SMS and MMS and on-hold mobile ring tones.
Digital Marketing Vs Traditional Marketing

Digital marketing has the following advantages over

traditional marketing:
• Wide REACH at lower COST
• Control of the marketing campaign
• Makes the INFORMATION AVAILABILE anytime, anywhere.
• Fine targeting options - Your ad can target customers on the basis
of age, gender, interest etc.
• Can effectively TRACK MARKETING PERFORMANCE.
One disadvantage -
• MOSTLY REQUIRE INTERNET
 CHARACTERISTICS OF DIGITAL MARKETING

You can Level playing Measure

Digital Marketing
is Two way Precisely Target field. performance
communication audience and ROI
 CHARACTERISTICS OF DIGITAL MARKETING

Marketers get
Choice of utilizing instant feedback, Consumers today
either push or pull which enables look for information
medium them to optimize or reviews
campaigns
 Popularity of Internet in the world
• The internet started in 1969 as the ARPANET, a network for academic
and military use.

• Web pages and browsers appeared in 1991.

• First website (http://info.cern.ch) went live in 1991.

• Over one billion people around the world regularly using the web to find
products, entertainment and soul-mates
• The first generation of e-business was like a gold rush.

• Organizations need marketers, strategists to apply digital media after

2000.
Internet penetration India 2007-2020
 How does internet work?
 The Internet is a worldwide system of computer networks --
a network of networks in which users at any one computer
can, if they have permission, get information from any other
computer.

 How does internet work?

• The Internet enables communication between millions of connected computers
worldwide.
• Information is transmitted from client PCs whose users request services from server
computers that hold information and host business applications that deliver the
services in response to requests. Thus, the Internet is a large-scale client–server
system.
• The client PCs within homes and businesses are connected to the Internet via local
Internet service providers (ISPs) which, in turn, are linked to larger ISPs with
connection to the major national and international infrastructure or backbones
 Characteristics of internet
• Global connectivity, Sharing information
• Easy to Use
• Accessibility
• Flexibility
• Low Cost
• Uses Internet application tool
 The Barack Obama Campaign Story

• President Obama made history by his use of Digital-Marketing

to win the 2008 election.
• Obama’s internet strategies targeted 18-29- year-old voters
because 93% are online.
• His 2012 efforts added higher levels of sophistication,
including the use of social media and mobile marketing.
– Facebook displayed over 33 million “likes.”
– The Obama YouTube channel had over 286,000 subscribers
and 288 million upload views.

1-12
 E-Marketing

• E-marketing (Internet Marketing) is the management

process responsible for identifying, anticipating and
satisfying customer requirement profitably through
digital media.
• ‘e-Marketing is the sum of all activities a business
conducts through the internet with the purpose of
finding, attracting, winning and retaining customers.’
- CISCO Systems
 More on Digital Marketing
• Today, no marketing strategy is complete if it does
not incorporate digital strategy.
• Digital is a new way of exploring content (for users)
and connecting with customers (for marketers).
• Digital enables you to segment your audience and
customize messages in a valuable and measurable
way.
• People are not passive consumers, they are
empowered as publishers, editors and
commentators.
 E-commerce
• E-commerce involves commercial transactions done over
the internet that uses the electronic transmission
medium for buying and selling, ordering and paying for
goods and services.
• Examples: e-tailing, online banking, online ticket booking
and shopping
• Some suggest that e-commerce refers to both financial
and informational transactions.
• Examples: inbound customers email enquires, outbound
email to prospects and customers who need help and
support
• Responding to an enquiry or an online catalogue search

1-15
 Objectives of Digital Marketing
• Drive sales/ leads
• Increase brand awareness
• Click to your websites
Importance Of Digital Marketing
 Importance Of Digital Marketing

1. Reaches People Where They Spend Their Time & Money

• The vast majority of people are on it every day. Social media is strongly
preferred as a means of customer care.
• The trend right now is the average person spends over 2 hours a day on
social media. Teenagers average 9 hours.
• Each of Facebook, Instagram and YouTube have over 200 crore users.

2. Levels the Playing Field for Small Business

• We’ve seen the online equivalent of WALMART with Amazon.
• It’s hard to compete with the name recognition or the millions that they
put into marketing and reputation management with traditional
marketing. That’s where the importance of digital marketing shines as a
beacon of hope for small businesses.
3. More Targeted
• There is very fine targeting options in digital marketing
• You can target by demographics, interests, geography , Radius etc
• A particular fashion magazine might have a demographic 59% female
aged 35-55. They may have some college education.

• 4. Can Be Hyper-Personalized
 With digital marketing you know many things about your ads and users:
 In some cases, you actually can get to the individual level. Marketers call
this “personalization“.

 72% of consumers prefer that businesses use email to communicate with

them. This gives people a sense of control that makes them more
comfortable signing up for your emails and buying from you. If they don’t
like what you send them, they can just unsubscribe.
 5. More Advanced Analytics
 With digital marketing you know many things about your ads
and users:
• Whether the target actually saw it. With TV ads, you don’t even know that
much. They could have been in the kitchen or had the TV on mute.
• If they interacted with it
• If they liked it
• If they shared it with a friend
• If it prompted another action
• If it led to a sale down the road
 6. Easy to Scale & Adapt
• As with any marketing, there’s initial investment required to get
traffic flowing. But the importance of digital marketing to small
businesses becomes very clear when you see how easy it is to scale
and adapt as your business grows.
• For example, with social media campaigns, display ads and search
ads you can choose a daily budget. You know exactly how much that
campaign will cost you.
• Now you begin to see amazing results. . As you continue to convert
that traffic, you just increase your daily spend and revenues with it.

7. Best ROI, That is Measurable

Applications of Digital Marketing
 Applications of Digital Marketing

 For lead-generation
A lead is a person who has indicated interest in your
company's product or service in some way.

Previous studies found that high proportion of respondents

cited email as the most-used channel for generating leads,
followed by content marketing.

Direct traffic, and search engines also the most popular

online channels for lead generation.
 Applications of Digital Marketing

 For promoting products , An advertising medium

• Organically and/or Inorganically
• Through display or interactive ads on media sites to create awareness of brands and products
 Search engine marketing (SEM) is a form of digital marketing that involves
the promotion of brands/websites by increasing their visibility through
search engines primarily through paid advertising…… Search ads, Display
ads,
 SEM may incorporate SEO
 Social media marketing is the use of social media platforms to connect
with your audience to build your brand, increase sales, and drive website
traffic
 Content marketing,
 Misc--- Blog posts, Ads on music, game platforms etc.
 Applications of Digital Marketing

 A direct-response medium
 Direct response is a type of marketing designed to elicit an
instant response by encouraging prospects to take a specific
action..
 Example:
• when a user is researching a flight using a search engine to
prompt them to directly visit the www.makemytrip.com site
by clicking through to it.
• Similarly the makemytrip’s e-mail newsletter sent to
customers can encourage them to click through to a web site
to generate sales.
 Applications of Digital Marketing

 A platform for sales transactions – flight booking, retail sales,

 A distribution channel --- Digital products can be directly

distributed.

 A customer service mechanism – information, complaint,

customer care.

 A relationship-building medium – A company can interact with its

customers to better understand their needs and offer them relevant products
and offers.
 personalisation can be done, personalised page, mail
Digital Marketing Platforms
 1. Company’s website
• Provide corporate information
• Promote brands
• Attract customers
• Sell products (e-comm)
• Provide customer service
• Retain customers
 Digital Marketing Platforms
2. Search engines

A software system that searches for and identifies items in a database

that correspond to keywords or characters specified by the user, used
especially for finding particular sites on the World Wide Web.

 Global market share of search engines:

• Google 92.62% (In India google - 98.12%, bing – 1.21%)
• Bing 2.51%
• Yahoo! 1.78%
• Note- In china Baidu – 72.74% mkt share
 3. Other’s websites
• Display ads are placed on third party websites.

• Websites are eligible to receive to receive display ads

from Google – If they are associated with Google
AdSense.

• Advertisers can use Google Ads.

 Digital Marketing Platforms

4. Social media are websites and applications that enable users to

create and share content or to participate in social networking.
Social media site Monthly active users (MAU) 2023

FACEBOOK 303 crores (25-34 yrs almost one-third)

Instagram 200 crores
youtube 270 crores

linkedin 31 crores

Twitter 45 crores

Threads 12 crores total users

 5. Blogs
• A blog is a discussion or informational website published on the World
Wide Web consisting of posts, that are typically displayed in reverse
chronological order, so that the most recent post appears first, at the top
of the web page……
• Blogging is the act of posting content on a blog (a Web log or online journal) or
posting comments on someone else's blog….

• Some digital marketing blogs: Neilpatel.com, moz.com (for SEO),

searchenginejournal.com (for PPC and SEO)

 Blogs can Be developed free in multiple platform……….P.T.O

 6. E-mail
• Email marketing is the act of sending a commercial
message, typically to a group of people, using email. In
its broadest sense, every email sent to a potential or
current customer could be considered email marketing.
It involves using email to send advertisements, request
business, or solicit sales or donations.

7. Online Games, Music, Videos

• Brands can also be promoted when the user is offline.
 7. Online Games, Music, Videos
7. Online Games, Music, Videos
• Brands can also be promoted when the user is
offline.
 Digital Marketing Strategies/Techniques

• Search Engine Optimization – To improve ranking of a website in SERP

(Search engine result page) without paying any money to the search engine like
Google.
• Paid advertising,( pay per click) -- Search Advertising, display ads,
shopping ads, video ads, mobile ads ,
• Remarketing -
• Content Marketing ----
• Social Media marketing
• Affiliate Marketing --
• Mobile Marketing
• Video Marketing
• Email Marketing
 Digital consumers defined
• Digital consumer refers to “An individual who fulfils their
consumption needs on the Internet without necessarily
purchasing anything, e.g. by using certain services free of
charge in exchange for their personal details, taking
advantage of digital content (audio/video streaming, games),
or who just searches for information about certain products
on-line.
 Key characteristics of digital consumers

• Are Digitally connected and active online.

• Well informed, More knowledge

• They want relevant and quick information

• They share a lot.

 The
The Buyer
Buyer Decision
Decision
Process
Process
Need
Need Recognition
Recognition

Information
Information Search
Search

Evaluation
Evaluation of
of Alternatives
Alternatives

Purchase
Purchase Decision
Decision

Postpurchase
Postpurchase Behavior
Behavior