DIGITAL

MARKETING
UNIT 1
BY MS. TANYA CHATWAL
Introduction to
Digital Marketing
SYLLABUS
WHAT IS INTERNET MARKETING?
Internet marketing, also called online marketing, involves
promoting a brand and its products and services to online
audiences using the Internet. With Internet marketing, you use a
combination of online strategies to help you build better
relationships with your audience and attract more interested
leads.
Also referred to as online marketing, internet marketing is the
process of promoting a brand or business and its products or
services to customers through internet such as search
engines, email, websites, and social media. It’s used to help drive
traffic, leads, and sales for the business. The term is all-inclusive
and includes a wide range of types, strategies, and tactics to
engage with customers.
 DIGITAL MARKETING
• Promoting products and services using digital distribution and
social media channels to reach consumers in a timely,
relevant, personal and cost-effective manner.
• Leverages traditional marketing areas such as Direct Marketing
by providing the same method of communicating with an
audience but in a digital fashion.
• Delivered via Internet, mobile text messaging, display/banner
ads and digital outdoor signage.
• Digital Marketing = Data Driven Marketing
Digital marketing – Marketing done
digitally:
• Search Engine such as Google
• Websites
• Social Media-Facebook, Instagram, X
(formerly Twitter)
• Emails- awareness through emails
• Apps
 IS DIGITAL MARKETING AND INTERNET
MARKETING SAME?
Digital marketing and Internet marketing are remarkably similar, but
they do differ slightly. Let’s look at the definition of these two terms.
Digital marketing
Digital marketing is a broad term that describes a set of marketing
strategies that use digital channels to promote your products or
services. This term is an umbrella term that describes anything that
uses a digital platform for marketing business, from social media
platforms to TV ads. Digital marketing ads aren’t limited to the web.
Internet marketing
Internet marketing, also known as online marketing, is a subset of
digital marketing that includes strategies one uses to market online. To
qualify as an Internet marketing strategy, it must require the Internet
to work and connect with leads. Internet marketing focuses on
building a presence on the web.
SCOPE OF DIGITAL MARKETING
1. Search Engine Optimization (SEO): Optimizing online content to improve its
visibility in search engine results, thereby increasing organic (non-paid) traffic.
SEO is the practice of continually optimizing a website in order to rank in the
organic, non-paid search engine results pages (SERPs) using keywords. Google
uses 200+ ranking signals in their algorithm.

2. Search Engine Marketing (SEM): Using paid advertising to appear in search

engine results pages, often through pay-per-click (PPC) campaigns. Ads are used
such as Google Ads or Bing Ads. When someone clicks on your ad, you pay
whatever amount that you bid.

3. Social Media Marketing (SMM): Leveraging social media platforms to connect

with and engage audiences, build brand awareness, and drive traffic to websites.

4. Content Marketing: Creating and distributing valuable, relevant, and

consistent content to attract and retain a target audience.
5. Email Marketing: Utilizing email campaigns to communicate with potential
and existing customers, promote products or services, and build relationships.

6. Affiliate Marketing: Partnering with other businesses or individuals to

promote products or services in exchange for a commission on sales
generated through the affiliate's marketing efforts.

7. Influencer Marketing: Collaborating with influencers or individuals with a

significant following on social media platforms to promote products or
services.

8. Mobile Marketing: Tailoring marketing efforts specifically for mobile

devices, such as mobile apps, SMS marketing, and mobile-optimized websites.

9. Analytics and Data Analysis: Using tools and technologies to collect and
analyze data, enabling businesses to measure the effectiveness of their digital
marketing campaigns and make informed decisions.
SCOPE OF DIGITAL MARKETING
A. As a Tool of Communication B. As a Career in Marketing
1. Digital Marketing Gives 1. Digital marketing manager
fair opportunities to all 2. Contenat marketing manager
3. Content writers
kinds of businesses
4. Inbound marketing manager
2. Digital Spending up 5. Social media marketing expert
3. The power of smart 6. Search engine marketer
phones as Game changer 7. SEO executive
4. Consumer Attention and 8. Conversion rate optimizer
online Dominance 9. Copywriters
10. Web analytics executive
5. Data Explosion 11. Email marketer
6. Bright Future
 IMPORTANCE OF DIGITAL
MARKETING IN TODAY'S ERA
Importance of Digital Marketing in
Today's Era

Global Cost- Measurabl

Reach Effectiveness e Results

Targeted Customer Adaptability

Advertising Engagement and Flexibility

Accessibili Brand Building

and Awareness
ty
 Importance of Digital Marketing in Today's Era
1. Global Reach: Digital marketing allows businesses to reach a global audience, breaking down
geographical barriers and expanding market reach.

2. Cost-Effectiveness: Compared to traditional marketing channels, digital marketing often offers a more
cost-effective way to reach and engage target audiences.

3. Measurable Results: Digital marketing provides robust analytics tools, allowing businesses to track and
measure the performance of their campaigns in real-time, enabling quick adjustments for better results.

4. Targeted Advertising: Digital marketing allows for precise targeting based on demographics, interests,
behaviors, and other factors, ensuring that messages are delivered to the most relevant audience.

5. Customer Engagement: Social media, email, and other digital channels facilitate direct communication
and engagement with customers, fostering relationships and building brand loyalty.

6. Adaptability and Flexibility: Digital marketing campaigns can be adjusted in real-time, allowing
businesses to adapt to changing market conditions, consumer trends, and competition.

7. Accessibility: With the increasing use of smartphones and internet connectivity, digital marketing
ensures that businesses can be accessible to consumers 24/7.

8. Brand Building and Awareness: Digital marketing provides opportunities to create and reinforce brand
identity, increasing brand awareness and recognition among the target audience.
RELEVANCE IN BRIEF
 DIGITAL MARKETING AND TRADITIONAL
MARKETING
Digital marketing and traditional marketing are two broad categories of marketing strategies,
each utilizing different channels and methods to reach and engage with target audiences.
Here's a comparison between the two:

Channel and Medium:

Digital Marketing: Utilizes online channels such as social media, search engines, email,
websites, and mobile apps.
Traditional Marketing: Involves offline channels such as television, radio, print media
(newspapers, magazines), direct mail, billboards, and events.

Cost:
Digital Marketing: Often more cost-effective, with the ability to adjust budgets in real-time.
Analytics tools allow for precise tracking of the return on investment (ROI).
Traditional Marketing: Can be more expensive, especially for large-scale campaigns.
Measurement of ROI may be less precise.

Reach and Targeting:

Digital Marketing: Allows for highly targeted and personalized campaigns. Advertisers can reach
specific demographics, interests, and behaviors.
Traditional Marketing: May have broader reach but may lack the precision of digital targeting.
Targeting is often based on the nature of the medium (e.g., TV shows for a certain audience).
Interactivity:
Digital Marketing: Offers a high level of interactivity through social media
engagement, comments, shares, and direct communication.
Traditional Marketing: Typically lacks direct interactivity, although there may
be indirect interaction through customer responses to ads or promotions.

Flexibility and Timeliness:

Digital Marketing: Allows for quick adjustments to campaigns, real-time
tracking, and immediate responses to market changes.
Traditional Marketing: Planning and execution may take longer, and changes
may be challenging once a campaign is underway.

Measurability:
Digital Marketing: Provides detailed analytics, enabling marketers to
measure the performance of campaigns, track user behavior, and analyze
conversion rates.
Traditional Marketing: Measurement can be more challenging and relies on
methods like surveys, focus groups, and tracking changes in sales over time.
Global vs. Local Reach:
Digital Marketing: Enables global reach, reaching audiences beyond
geographic boundaries.
Traditional Marketing: Often more localized, especially for mediums
like regional newspapers or local radio.

Longevity of Message:
Digital Marketing: Messages can be quickly updated, and campaigns
can be adjusted on the fly.
Traditional Marketing: Once printed or aired, the message is static
and cannot be easily changed.

Both digital and traditional marketing have their strengths and

weaknesses, and the most effective strategy often depends on the
nature of the product or service, the target audience, and the
marketing goals. Many businesses find success in integrating both
digital and traditional elements into their overall marketing strategy
for a balanced and comprehensive approach.
Benefits of Digital Marketing
• Digital Marketing is easy to measure
• Digital Marketing is easy to implement
• Digital Marketing is inexpensive
• Digital Marketing is is cheaper than traditional marketing
• Digital Marketing is flexible
• Digital Marketing have wide reach
• Specific targeting rather than general targeting compare to
traditional marketing
The channels for traditional marketing
are:
1. Outdoor Advertising includes billboards, posters, etc.
2. Print media including newspapers, magazines etc.
3. Direct Mailing is like sending a catalogue.
4. Using telemarketing through SMS or phone call.
5. Using window displays for attracting customers.
 BUSINESS
ENVIRONMENT
The two major elements of the business or in
general marketing environment are:
internal and external factors
External factors are further divided into:
micro-environment and macro-environment
 INTERNAL ENVIRONMENT
An internal environment consists of factors that fall within control and
impact marketing operations, including organization's strengths,
weaknesses, uniqueness, and competencies.

Elements of internal environment - people and teams, the quality of

your product or service, capital assets and budgets, and company policy.

Internal marketing environment factors are controllable.

Internal company culture has an impact on how your employees

behave, which in turn affects your marketing operations.

An organization that emphasizes teamwork and collaboration, for

example, will have more engaged employees. This, in turn, will help the
organization perform better than competitors who do not share these
values.
 EXTERNAL ENVIRONMENT
The external environment includes all factors that do not fall within
organization's control, including technological
advancements, regulatory changes, social, economic, and
competitive forces.
These factors may be controllable or uncontrollable.
The external marketing environment can be broadly categorized
into micro and macro environments.
 MICRO ENVIRONMENT
The microenvironment is closely linked to your business and
directly affects business operations.
It includes factors like customers, suppliers, business partners,
vendors, and even competitors.
Microenvironment factors are controllable to some extent.
Say business relies on a network of suppliers, distributors, and
retailers to get your products to the customer. It's wise to build
good relationships with these vendors, as any changes can
influence business strategy.
 MICRO ENVIRONMENT
Suppliers: Suppliers can control the success of the business when they hold power. The
supplier holds the power when they are the only or the largest supplier of their goods;
the buyer is not vital to the supplier’s business; the supplier’s product is a core part of
the buyer’s finished product and/or business.
Resellers: If the product the organization produces is taken to market by 3rd party
resellers or market intermediaries such as retailers, wholesalers, etc. then the marketing
success is impacted by those 3rd party resellers. For example, if a retail seller is a
reputable name then this reputation can be leveraged in the marketing of the product.
Customers: Who the customers are (B2B or B2C, local or international, etc.) and their
reasons for buying the product will play a large role in how you approach the marketing
of your products and services to them.
Competition: Those who sell the same or similar products and services as your
organization is your market competition, and the way they sell needs to be taken into
account. How do their prices and product differentiation impact you? How can you
leverage this to reap better results and get ahead of them?
General public: Your organization has a duty to satisfy the public. Any actions of company
must be considered from the angle of the general public and how they are affected.
The public has the power to help you reach your goals; just as they can also prevent you
from achieving them.
 MACRO ENVIRONMENT
Macro environment is made up of all the factors beyond the control of the company.

P: POLITICAL FACTORS

E: ECONOMIC FACTORS

S: SOCIAL AND DEMOGRAPHIC FACTORS

T: TECHNOLOGICAL ADVANCEMENT FACTORS

E: ENVIRONMENTAL FACTORS

L: LEGAL AND REGULATORY FACTORS

Example - The shockwaves from the COVID-19 pandemic are still hitting marketers —
first, social distancing and remote work changed how we market goods and services.
Now, inflation and the rising cost of living loom large over the macro marketing
environment.
 MACRO ENVIRONMENT FACTORS
Demographic forces: Different market segments are typically impacted by common demographic forces,
including country/region; age; ethnicity; education level; household lifestyle; cultural characteristics and
movements.

Economic factors: The economic environment can impact both the organization's production and the
consumer’s decision-making process.

Natural/physical forces: The Earth’s renewal of its natural resources such as forests, agricultural products,
marine products, etc. must be taken into account.
There are also natural non-renewable resources such as oil, coal, minerals, etc. that may also impact the
organization's production.

Technological factors: The skills and knowledge applied to the production, and the technology and materials
needed for the production of products and services can also impact the smooth running of the business and
must be considered.

Political and legal forces: Sound marketing decisions should always take into account political and/or legal
developments relating to the organization and its markets.

Social and cultural forces: The impact the products and services your organizations brings to market have on
society must be considered. Any elements of the production process or any products/services that are harmful
to society should be eliminated to show your organization is taking social responsibility. A recent example of this
is the environment and how many sectors are being forced to review their products and services in order to
become more environmentally
friendly.
INTERNET MICRO
ENVIRONMENT
INTERNET MICRO ENVIRONMENT
The term "internet microenvironment" generally refers to the
specific, immediate surroundings or factors that directly impact
an individual or organization within the context of the internet.
This could include various elements that influence or are
influenced by an entity's online presence, activities, and
interactions.
 INTERNET MICRO ENVIRONMENT

• Specific forces such as a market place, customers,

organization, etc. which directly affects organization are
referred to as micro-environment.
• The internet has made a direct impact on the micro-
environment of the organization.
 Customers
• An organization's success is dependent on strong customer base.
Therefore, customer needs and requirements require a better
understanding from the organization.
• A qualitative and quantitative analysis needs to be developed by the
company to track consumer behavior and create more consumer
insights.
• These consumer insights can be used by marketing groups to develop
specific strategies.
• Companies are using demand analysis to understand and determine the
potential of the new business proposition among customers. Companies
also deploy qualitative analysis to understand perception of a consumer
towards new products and services.
• After assessing demand and perception among consumer for the
products and services, companies develop marketing communication
to target specific potential customers and convert them to actual
customers. This conversion marketing technique helps companies
improve their customer base.
• Online sites track the way consumer navigates to reach
particular destination or buying decision. This helps companies to
design better websites. The internet search engines are the first stop
for many consumers to begin searching for a particular product or
service. Hence it is important to understand the phrases or sentence
consumers are using to reach a particular product or service.
• Companies divide consumer into a particular group or segment based
upon their demographics and psychographics.
• For customers we need to do consumer Analysis and study
Consumer Transactions and customer characteristics as well.
 Online Buying Behaviour
• It is very important for an organization to understand how the
internet works in a multiple channel scenario. Thus, companies
develop different models to understand online buying behavior.
• Companies have started creating personas which summarize the
customer needs, requirements and environment based on their
internet usage.
• Based on this persona, companies develop a customer scenario.
This customer scenario is series of task or path taken to come at a
desired buying decision.
• This customer scenario is part of the overall buying experience
and it involves multiple channel partners. Therefore, multi-
channel strategies have to be built in assessing overall customer
online buying behavior.
 Competitors
• Online business is dynamic in nature. Therefore, it is important
for organizations to monitor usage of the internet by the
competition.
• The internet is the new medium through which companies
undertake the task for customer retention and acquisition.
• This dynamism has introduced new services and innovative
marketing mix more frequently compared to traditional marketing
techniques. Benchmarking also has become dynamic and cannot be
considered one of, activity, but has to be continuous.
• The strategies of traditional competitor are well known. However,
with the internet and globalization, new entrants are always posing
a constant competition to the organization.
• Companies for benchmarking should analyze competitor’s web
site, identify the current trends and keep an eye on future
trends.
 Suppliers
• Total customer satisfaction is the key in
developing long and fruitful
relationship with consumers. Therefore,
it becomes important for the
organization to monitor supplier, as
they do affect quality or experience for
customers.
 Intermediaries
• Marketing intermediaries are companies which help the
organization sell, promote and distribute products and services in
the market.
• For internet marketing, there are online intermediary websites.
These intermediary websites work as a platform between
consumers and business suppliers. The online social networks
also act as an intermediary. They provide a platform which
facilitates collaboration and exchange between various
individuals.
• The companies need to maintain constant watch on the internet
environment. This will help organization respond to ever
changing and evolving internet micro environment.
 Diff B/w Micro and Macro
Environment
• An organization is often influenced by the
environment they work under.
• There are several factors which influence such as
customers, suppliers etc of the micro environment
can be controlled to a certain extent by the
organization.
• The nature of micro environment is very much
dependent upon macro environmental factors.
• The macro environment consists of society,
government, rules, and tax, politics, technology,
economics etc.
INTERNET MACRO
ENVIRONMENT
 The internet macro-
environment
• Social Factors
• Legal and ethical issues with internet usage
• Technological Factors
• Economic Factors
• Political Factors
 Social Factors
• Though the advent of the internet is a universal phenomenon,
but the usage pattern is not the same.
• The level of the internet access and usage directly influence
buying behavior of the consumer.
• The social perception of the internet directly influences its
use. The typical perception of the internet can be classified
as no perceived advantage, little or no trust in the internet,
security risk, cost of usage and utility.
• The group of population around above classification are the
ones who are not utilizing the internet, thus organization needs
to factor them in demand analysis.
• The social impact of the internet cannot be
undermined.
• It has greatly influenced our way of life and
has brought many differences to the fore-
front. The population with income and a
certain degree of education is able to use the
internet much easily compared to population
with costly service or slower access.
• Developed countries are promoting the use
of the internet and making efforts through
social programs. Even people with special
needs are able to use the internet to their
advantage.
 Legal and ethical issues with internet
usage
• There are certain types of behaviors
which are tolerated and accepted by the
society around the use of the internet.
These generally accepted norms are
referred to as ethical standards.
• Countries are developing ethics
related laws advocating the correct
use of the internet. Any
organization should be aware of
these laws and develop their
marketing programs after taking
them into consideration.
• Among internet users the biggest concerns
come with privacy factor. Privacy is
described as a moral right every individual,
enjoys from intrusion in their personal
affairs. The internet users have their online
identity through which they perform a
financial and personal transactions.
Consumers are very much concerned for the
protection of this online identity.
• Effective e-commerce requires an
organization to protect contact information,
consumer profile, and behavioral information
etc. all the time. Organizations should not
share or use personal information without
prior consumer consent.
• The other half of the legal and ethical issue
concerns organization itself and its own protection
against hacking or industrial espionage.
 Technological Factors
• The modern digital technology is disruptive in nature. It forces the
organization to re-look at its strategies more often. The advent of
the internet has seen the rise of online retailers, seriously hampering
the function of neighborhood stores.
• The biggest challenge for today’s organization is to access the
current technological environment and figure which solution would
be the best against the competition. Companies can adopt either of
following three courses:
1. Cautious approach
2. Fast follower approach
3. First mover approach
 • In addition to in-home fixed internet access, the
newer addition to technology is the mobile
connectivity. These mobile connectivity is
through phones, internet enabled devices,
digital TV and digital radio. With the availability
of so many digital devices, a technology
convergence is on the horizon.
• Like privacy, security is also a great concern for
the organization as well as the internet users. A
security fear prevents greater adoption of e-
commerce facilities.
• Any security system should ensure and verify
the following:
1. Authenticity of identity of users
2. Privacy and confidentiality of e-commerce the
parties
3. Completeness of transaction
4. Un-interrupted continuity
 Economic Factors
• The overall economic prosperity of the country
will determine the extent of e-commerce
activities. Organizations will target developed
economy for more internet based transaction as
compared to a developing country.
• The globalization has encouraged the development of
a single international market for trade and commerce.
It has reduced the social and the cultural difference
between countries. This has promoted culture of
standardization of prices and reduction of
intermediaries.
• Language and culture difference pose a special
problem to smaller companies as they do not have
enough financial resources to develop a regional
specific e-commerce.
 Political Factors
• The political and the governing environment in the
region or country is determined through ruling
government, public opinion and pressure/consumer
advocacy groups.
• The government needs to put a control in place
as to monitor the development and usage of the
internet. But as internet promotes global
collaboration, government agencies across
countries need to collaborate to ensure the
safety of e-commerce.
• The countries are examining the current tax structure
to ensure that e-commerce activities do not reduce tax
collection of local government and agencies.
• Organizations need to monitor its macro environment
and make necessary changes as to remain competitive
and profitable.
USE OF INTERNET IN B2B
AND B2C MARKETING
 Use of Internet in B2B & B2C Marketing
• Digital Marketing – a boost to today’s businesses: Regardless of
what your company sells, digital marketing still involves building
out buyer’s personas to identify your audience’s needs and
creating valuable online content.
• B2B Digital Marketing:
• If company is business-to-business (B2B), digital marketing
efforts are likely to be centered on online lead generation, with
end goal being for someone to speak to salesperson. The role of
marketing strategy is to attract and convert highest quality leads
for salespeople via
website and supporting digital channels.
Beyond website, you'll probably choose to focus efforts on
business-focused channels like LinkedIn where your
demographic is spending their time online.
 B2C Digital Marketing
• If company is business-to-consumer (B2C), depending on
price point of products, the goal of digital marketing efforts
is to:
• attract people to website and have they become customers
without ever needing to speak to salesperson.
• Less focus on ‘leads' in their traditional sense
• More focus on building an accelerated buyer's journey, from
the moment someone lands on your website, to moment
that they make a purchase.
• For B2C companies, channels like Instagram and Pinterest
are more valuable than business-focused platforms
LinkedIn.
Basis B2B B2C
1) Technology Savvy, accustomed to being It is all about pursuit and fun for selling
Customers bombarded with information and are short of product and service. Social media is used
time. The explosion of social media marketing is differently for customers.
also different in case of business.
2) Marketing Planned for efficiency and expertise seeking Less efficient and expertise required.
Process audiences. Use of industry jargons is preferred.

3) Purchase More rational and logical. Emotionally triggered consumer’s choice.

Process

4) Audience Buyers are the purchasing managers or owners Buyers look for best price available in the
of respective. More knowledgeable and well market for the same kind of products by
informed. More interested about the offers other companies. Tend to purchase from
given. So, marketers should define how the most trusted retailers.
managers or business owners can boost profits,
save money and stay competitive.
5) Size of Targeting a particular niche ie number of clients Large and constitute major share of
Market are in hundreds or maximum thousands. market. Number of customers are in
thousands or even lacs.

6) Marketing A terrific thrust for knowledge because owners Provide content which the businesses are
Material are focused on growth and expansion. So, actively searching for and relate it with
product should contribute to development. your offerings.
Basis B2B B2C
7) Social Companies gravitate towards Companies flock to Facebook to
Media LinkedIn as a way to establish reach wider audiences
networks with active connections.
Utilization of newer and trendier
social media is not suitable.
8) Tend to look for ways to establish Sell product and services to
Relationship long term relationship with target customers.
s customers.
9) Facts Just need to spread information. Make use of various thrilling
videos and tweets to keep
amused the target audiences.
10) Sales Marketers try to capture the Sales cycle is comparatively
Cycle attention of smaller markets over lower.
the longer period. Sales cycle is
comparatively lengthy.
11) Brand Propensity to provide a general Marketers do their best to get
Value overview. mentioned in various industry
publications and blogs.
12) Content Detailed, informative and extensive Should be kept strong.
content.
 INTERNET
MARKETING
 INTERNET MARKETING
STRATEGY
An Internet marketing strategy can be understood as judiciously
utilizing the online marketing platform to gain maximum
advantage.
It can be used for spreading awareness about the product,
brand, or the various services which are provided by a company
to gain its prospective clients.
Various methods can be used like social media, search engine
optimization, display advertising, Google AdWords, etc.
These platforms are widely used by marketers so that they can
reach their target customers in a short period.
 Planning: Like any other activity the internet marketing strategy is also based
on the first pillar of planning. A data-driven approach can be used for
reviewing the effectiveness of the business using the digital marketing
platform. SMART objectives are needed for the expansion of the business
which should include data and technology for increasing the leads which will
ultimately lead to sales?
 Reaching the prospect clients: The six key digital marketing keys must be
judiciously utilized for building brand awareness in the clients once they visit
the sites they are driving towards the site.
 Act: the next important step is to build up encouraging interactions with the
clients through the websites which will help in grasping more and more clients
in the future.
 Conversion: The internet marketing strategies must be used to retarget,
nurture, and increase the conversion rate optimization for converting the
generated leads into actual sales by persuading them to increase the volume
of sales.
 Engaging the customers: the last step is to engage the customers through
using various measures like increasing communication through the internet,
social media marketing, etc. so that the customers feel valued and they can
increase the sale of the organization.
In this way, an internet market strategy can be created for converting
 Meaning of Digital Marketing Strategy
• A Digital Marketing Strategy is a plan that
helps the organization attain specific goals
through carefully selected marketing channels
such as paid, earned, and owned media.
• Running a Digital Marketing campaign
without a strategy in place is much like
exploring a new city without a GPS – you are
likely to take many wrong turns resulting in
both frustration and an unnecessarily long
route to get where you want to go.
 Why you need a digital
marketing strategy
• A strategy gives you direction
• It enables you to better understand your market
share
• It helps you develop an effective value proposition
• You’ll better understand your customers
• Avoid time and resource-wasting duplication
• Avoid the risks that come with disintegration
 Ten Steps to create Digital
Marketing Strategy
1) Define your customers in a new way
2) Identify Goals and Tools
3) Focus on Blogging
4) Evaluate Digital Marketing Channels
5) Automate Marketing
6) Make Mobile Marketing Work
7) Make it easy for customers to reach you
8) Use the right technology
9) Confirm your Differentiators
10) Track your Progress
Internet
Marketing
Strategies
 Influencer Marketing:
Collaborating with individuals who have a significant following and
influence in a specific niche to promote products or services to
their audience.
Examples –
1. BoAt
From its very beginning, boAt has positioned itself as a lifestyle
accessory brand and never stops dreaming up innovative ways to
market itself — one of which is through teaming up with celebrity
influencers on campaigns designed to reach out and draw in
audiences while growing their visibility. For years they’ve been
creating ads that catch eyes – and hearts!
For instance, their campaign #FloatsYourboAt
featuring their brand ambassador Kartik Aaryan
brought the brand’s purpose alive by showcasing the
new emerging subcultures and their communities.
 The Loom – Influencer Marketing
The stylish apparel frontrunner, The Loom, has been slaying the influencer
marketing game with their drool-worthy Instagram feed. Many trendsetters
showcase the brand’s clothing and accessories range with pure finesse – be
it a Bollywood celeb like Aishwarya Rai, Karisma Kapoor, or your everyday
style icon, you’ll find them shining bright in The Loom apparel!
Evolution of Digital marketing
 Evolution of Digital Marketing – The
Timeline
The 90s
• Archie, the first search engine, debuted in the early 1990s,
heralding the birth of search. SEO, or Search Engine Optimization,
quickly followed.
• The first clickable web-ad banners were introduced in 1994.
• The first identifiable social media site was launched in 1997, with
3.5 million users - SixDegrees.com
• In the 1990s, a slew of websites still in use was found, including
Google and Yahoo's web search, both of which debuted in 1998.
The Millennial Generation
• A massive economic bubble grew in the new
millennium.
• However, the bubble's peak and burst between
2000 and 2002 harmed many businesses.
• Many new sites were launched in the 2000s as
the economy recovered from the boom, including
the beginnings of LinkedIn in 2002, Myspace and
WordPress in 2003, and Facebook in 2004.
• In the early 2000s, mobile text messaging
marketing became increasingly popular.
 The Mobile Era
• The latter half of the decade saw
increased marketing and sales, with
Amazon's e-commerce sales surpassing
$10 billion.
• Over the next few years, mobile app
culture expanded with the introduction
of Whatsapp, Instagram, and Snapchat to
the digital world.
The Present
• Today, 65% of an individual's digital media time is spent on
a mobile device.
• The digital advertising industry is now valued at around
$200 billion, with Google Ad Words accounting for 96% of
the company's revenue.
• With an estimated 3.1 billion online users, social
networking has led the digital marketing revolution.
• The rise of bloggers and Instagram has resulted in a $1
billion industry for influencers, which are anticipated to
grow.
• Digital marketing is expected to grow in the coming years,
with many new developments and changes in this exciting
industry.
Types of Digital Marketing
1. Search Engine Optimization
(SEO)
• Search engine optimization or SEO is one of the important
tools which helps to enhance online visibility in search engine
results. Google, Bing, and yahoo are popular search engines
through which a user can get specific search results on the
basis of keywords, user’s location at the time of searching, and
also browsing history. (mostly organic)
• To appear in the first page of search engine results (SERP) and
to attract more traffic to the website, it is necessary to optimize
the content for specific keywords or the mixing up of inbound
and outbound links.
• The marketer needs to follow the changes of search engine
algorithms and take decisions or update strategy accordingly.
Nowadays, every business organization improves its content
for search engines to survive in the competition of the market.
ADVANTAGES &
DISADVANTAGES OF SEO
IMPORTANCE OF SEO:-
1. Free of cost: SEOs are available free of cost so they can be used freely of
without any kind of investment.
2. Local Traffic utilization: It helps in utilizing the local tools which will help
in promoting the usage and managing the online traffic.
3. User and mobile-friendly: SEO are user and mobile-friendly which helps
the user to utilize the platform very easily and over the mobile.
4. Provides an experts status: SEO can be used with some authority if the
site is operating an SEO.
DISADVANTAGES OF SEO :-
1) Slow working: The SEO has a slow speed of operations as it yields results
after a long time.
2) Results are not evident: Using SEO does not guarantee returns as it does
not promise any kind of outcome
3) It can be monitored by competitors: The SEO makes visibility to all the
internet users who can be competitors too and it can hamper productivity.
2. Search Engine Marketing (SEM)
• Search engine marketing is another way of enhancing traffic
and it gives paid service to provide space to advertise a
product or service.
• The marketer can purchase advertisement space that
appears on the user’s search engine result page. The popular
paid search services are Google AdWords and Bing Ads.
These search engines provide a platform to display an
advertisement by charging some predetermined amount.
• SEM is considered an effective model as it shows an
advertisement to the target customers. Because most search
engines follow a pay-per-click or PPC advertising method
where search engines charge a commission from a company
on the basis of the number of times their advertisement is
clicked.
Advantages:
1. Helps in achieving the goals of the business: The most important advantage
of using pay per click is that it helps in achieving the goals of the business
like getting wide exposure.
2. It can be easily used with different marketing channels: The pay per click
can be used with other channels like Google Ads which will help the
advertisement even more powerful.
3. Various options for targeting the customers: The pay per click provides
various options for targeting the customers through the help of past
behaviour, running the ads etc.
4. Provides a quick entry into the marketing platform: This helps in getting a
quick entry if the business is lacking behind the competitors then it can beat
the competition by using the PPC and can stand along with the competitors.
5. Cost-effective: The marketer has to pay only when the customers visit the
site. If not he need not pay anything.
 Disadvantages:
1. Requires skills: If the marketer has to use this
platform successfully then he has to be skilled in
running any kind of campaign and this can be done
through practice.
2. Costs can rise quickly: If proper monitoring is not
done then the cost incurred in PPC will likely rise.
Allocation of the budget is a must when a marketer
is using PPC.
3. Requires regular involvement: The marketers
cannot achieve the goals only by advertising using
the PPC rather they have to regularly invest time in
the updation and optimization of this platform.
3. Social Media Marketing (SMM)
• Today people are spending more time on social media platforms to
connect with their family members and friends as well as getting
current news or following their interested topic. But this social media is
also used as a digital marketing channel where marketers get high
exposure to connect to the consumers and promote their products.
Especially B2C companies gain the highest advantages of SMM.
• There are a plethora of social media platforms such as Facebook,
Twitter, Instagram, Snapchat, LinkedIn, and so forth.
• These social media platforms collect data of user’s interests, likings,
and personal factors like age, location, etc.
• This information is used to create ads for promoting products or
services to appear in selected demographic’s newsfeed. Besides that,
sharing quality content in social media is an excellent way of involving
consumers.
• There are different processes of social media marketing like Facebook
ads, paid twitter service, hashtag campaigns, and influencer marketing.
ADVANTAGES OF SMM
1. Helps in creating and increasing brand awareness: It is the easiest
platform for creating and increasing brand awareness among the
people. It makes the customers see the ads through the social media
platform which helps in turning the visits into sales.
2. Higher conversion: As more and more people see the ads on social
media platforms therefore it increases the chances of converting the
online traffic into sales.
3. Helps in increasing customer satisfaction: When people see the ads
over social media they try the product and when they receive a the
good product they post some positive comments about the product
which helps in getting the satisfaction level of the customers and
other customers also show interest in the product.
4. Economic: Social media marketing is also another type of digital
media that is very economic and the returns are very high and
immediate.
DISADVANTAGES OF SMM
1. Negative feedback can spoil the reputation of the business: The users of
the social media post reviews and comments on the product or services
which they use through social media. Their positive review expands the
sale volume but the negative reviews can spoil the whole business and its
reputation of the business.
2. High dependency on the advertisements: In the social media platform
the business is highly dependent upon the advertisements reflected on
the screen and this is one of the disadvantages of social media marketing.
3. Difficulty in measuring the results: It is very difficult to measure the
actual performance of the business. As the reviews are posted and the
sharing also takes place it is difficult to keep a track of such activities
which are performed on social media.
4. Limited target audience: The social media platforms are not used by all I
segments of society. Youth comprise the major part who use the social
media platform and hence it is difficult to target all the segments of the
market.
4. Content Marketing
• The content marketing concept generally comprises any content
regarding products or services available in online, tweets, blogs,
and YouTube videos.
• This is an indirect way of digital marketing approach where a
business house delivers a quality piece of content to generate sales
online.
• The users may find the content useful and informative while
browsing the web.
• The main purpose of content making is to provide information of
various queries related to the product to the customers who
interrelate with the content by reading, sharing or commenting on
it.
• This ongoing process of marketing is also used to build brand
recognition, faith, equity among customers. The marketer must
aware of the language of content before preparing any content.
 ADVANTAGES OF CONTENT
MARKETING
1. It Attracts More Audience - You can promote your content through different social media
platforms such as Facebook, twitter, pinterest, Linkedin, youtube TikTok , etc. Search engine
optimization helps to drive more traffic to you blog or website. Publishing informative content,
proper SEO and sharing in social media helps to attract large group of targeted audience.
2. It Increases Conversion Rate - Because of high quality content and better promotion, it draws the
attention of large audience. People start sharing your content through emails, and social media
which makes the content viral on the internet. Because of wider coverage it increases visibility,
generates leads and increases conversions.
3. It Is Simple And Cost Effect - If you have good writing skill, photography or videography skill then
you can start content marketing. Content creators or bloggers can do their job from home. It is more
cost effective than traditional marketing.
4. High And Long Lasting Income - Another benefit of content marketing is long lasting income. It
can generate significant amount of income if you can produce better content because good content
attracts more people. Evergreen contents (especially blog and website content) generate income for
long period of time.
5. It Builds Customer Trust And Relationship - Content marketing helps to build trust and better
relationship with customers. It increases customer loyalty, reputation and goodwill of your brand.
6. Best Alternative For Traditional Marketing - Most people feel irritated by display banners and
other forms of traditional advertisements. They use ad blockers to get rid of such advertisements.
But content marketing provides relevant information to the audience. So, it may be a good
alternative for those clients who want to avoid display ads.
 DISADVANTAGES OF
CONTENT MARKETING
1. It Is Complex And Time Consuming - It requires very good writing skill to create
written content, needs photography and videography skill to make audio visual
content. Web development and SEO knowledge is required to promote the
content on the internet. It takes more time to reach audience. So, content
marketing is difficult and time taking process.
2. No Immediate Benefit - Producing valuable content is not an easy task. It
requires good knowledge and research to find out useful content. It takes time to
produce and promote the content in different social media platforms. So, it does
not provide immediate benefit to the producer.
3. Requirement Of Special Skill And Knowledge - Content writing is a creative
task. So, it requires adequate knowledge, good writing and other skills such as
web development, search engine optimization skill, social media handling skill etc.
4. It Is Not Suitable For All Types Of Business - Content marketing is not suitable
for some business such as taxi service, hair salon, beauty parlor etc.
5. It Is Influenced By The Change - Constant changes in trends, technology and
peoples' interests, affects content marketing. It is very difficult to remain
competitive in the changing environment.
5. E-mail Marketing
• Though it is an old model, yet it is a successful model in digital
marketing strategy.
• Here, the marketers update their customers regularly about
products, services and company’s customers’ related policies
through email. I
• t nurtures a sociable relationship with those email subscribers
who help to increase brand trust and brand loyalty.
• Even they are considered as active buyers and the companies
earn those valuable subscribers by its content and products or
services.
6. Viral Marketing
• Viral marketing means creating a funny or trendy kind of post,
newsletter, video, meme or a short type of content spreads
across the web like a virus in a short span of time.
• It can generate havoc impact within a short period but to
make it successful the marketer needs to spread similar types
of newsletters or content or video across multiple channels
like Facebook, Twitter, YouTube, blog posts, etc.
7. Affiliate Marketing
This performance-based digital marketing denotes the process
of paying for conversions.
Basically, the blogger or e-commerce websites use affiliate
marketing where a person makes a partnership with a company
for generating traffic to the business and he or she gets a
commission for this job.
8. Influencer Marketing
Here the marketers choose social media platforms to promote a
company’s product or services.
In the digital marketing concept, various new types of marketing
ways including mobile phone advertising, pay-per-click
advertising, instant messaging marketing, radio advertising,
television advertising have come up. That is why the marketers
need to consider their business pattern before implementing
any digital marketing option which will produce the best
business result.
Affiliate Marketing vs
Influencer Marketing
9. Online PR (Promotion Mix)
The role and significance of public relations in the digital
space remain essential.
When companies and brands decide to make
announcements to their customers and stakeholders,
they develop content for PR purposes and release them
on exclusive platforms.
Apart from special PR portals, there are also websites
that pick up announcements and pieces directly from
businesses.
Some of the major purposes of releasing an online PR is
to create buzz around an announcement, launch new
products or services, diversify into different markets,
announce an IPO, and more.
What is Public Relation?
• Public relations is the practice of managing and disseminating
information from an individual or an organization to the public
in order to influence their perception. Public relations and
publicity differ in that PR is controlled internally, whereas
publicity is not controlled and contributed by external parties.
10. Inbound Marketing
While talking about digital marketing for businesses, learning
about inbound marketing and outbound marketing becomes
crucial.
While outbound marketing is the traditional mode of digital
marketing by pushing your message to your potential
customers, inbound marketing is a more engaging method in
which you connect with your customers through valuable
and tailor-made content. Examples include blogs, articles,
infographics, videos, and so on.
The inbound methodology is the method of growing your
organization by building meaningful, lasting relationships
with consumers, prospects, and customers. It’s about valuing
and empowering these people to reach their goals at any
stage in their journey with you.
The inbound methodology can be
applied in three ways:
• Attract: drawing in the right people with valuable content and
conversations that establish you as a trusted advisor with
whom they want to engage.
• Engage: presenting insights and solutions that align with their
pain points and goals so they are more likely to buy from you.
• Delight: providing help and support to empower your
customers to find success with their purchase.
11. Mobile Marketing
• Mobile marketing is a way of marketing through SMS.
• Sending marketing messages through SMS and push notifications
is a time-tested way of getting the recipient’s attention, especially
since more than 90% of such messages are opened right after
receiving them. This, coupled with mobile search and social ads
is a powerful way of influencing a customer.
• Modern geofencing options ensure that you can target a specific
demographic with precision and ease. Sending customers news
about deals, discounts, coupons, and sales, loyalty point updates,
etc. are a great way to engage with your customer. Simply make
sure that you give enough thought to annoying and intrusive pop-
ups, mobile site responsiveness, slower internet/data speeds on
the go, etc. while attempting to incorporate mobile advertising
into your overall marketing plan.
What Is Mobile Marketing?
• Mobile marketing is any advertising activity that promotes
products and services via mobile devices, such as tablets and
smartphones. It makes use of features of modern mobile
technology, including location services, to tailor marketing
campaigns based on an individual's location.
• Mobile marketing is a way in which technology can be used to
create personalized promotion of goods or services to a user
who is constantly connected to a network.
Features of Mobile Marketing
• Mobile marketing is an advertising activity that uses mobile
devices, such as text promos and apps via push notifications.
• Mobile marketing audiences are grouped by behaviors and not
by demographics.
• Mobile marketing is a subset of mobile advertising.
• Marketing faces privacy issues related to data collection.
• Mobile marketing is much more affordable than traditional
marketing on television and radio.
 12. Augmented or Virtual Reality Marketing:
This is one of the newest developments in the field of digital marketing. In this,
the marketers make their customers connect with the product or services with
the help of virtual reality.
The customer feels attached to the products of the services and they link
themselves to them. In this way, the sales process takes place in virtual reality.
Because virtual and augmented reality generate sumptuous, immersive, and
engaging user experiences and allow consumers to get up close and personal
with items or services, their economic impact is expected to be significant.
Virtual and augmented reality, when applied effectively, can boost buyer
awareness, provide better personalization, and speed up the purchasing process.
Brands may use augmented and virtual reality marketing to create unique
experiences, engage customers, and boost conversions. The customer's demands
and needs are more important than ever in marketing. Customers want brands to
provide experiences that use new technology as it becomes available.
• This means that marketers must stay up with technological advancements to
exceed client expectations and provide the best possible experiences. When you
examine how these technologies are already altering industries, you may find
yourself falling behind your competitors if you don't make use of them.
Marketing with Virtual Reality (VR)
• Companies can use virtual reality marketing to bridge
13. Video Marketing
Action speaks more than words and this theory
applies to digital marketing. In this, the
marketer uses the videos for gaining the
attention of the customers.
The customers get attached to the product as
they see the video. This helps in making the
product more understandable and the
customers can easily relate to it.
The videos are sometimes shared on a digital
media platform like You Tube and the
customers get knowledge over there about the
product.
Advantages:
(i) Helps in gaining attention: Video advertising helps in
gaining the attention of the customers as they get involved
in any video easily and it makes them understand things
easily.
(ii) Helps in engaging the customers: The customers are
engaged in the video generally displayed in the television
commercial and due to the engagement of the customers
the rate of conversion also speeds up.
(iii) Compatibility: The videos can be easily seen on television
and even on mobile. Thus, the videos are very compatible.
(iv) Popular medium for advertising: Video advertising and
marketing is one of the most popular mediums for
advertising and its reachability is also very high.
Disadvantages:
(i) Expensive: Advertising on television is a very costly method
for marketing a product.
(ii) Requires a lot of time and effort: Making a video requires a lot
of time and effort so it is a limitation of this type of marketing
strategy.
 CASE STUDY 1
DilHaiHindustani Hashtag Campaign By MakeMyTrip

• Make My Trip is a high-quality travel agency that is also well-known on social

media channels. All students should follow this brand since they are always
presenting innovative campaigns and deals, particularly during the holidays.

• By rewinding the revolutionary efforts for freedom, the online travel

business exploited Independence Day as a key event to reach the youth.

• They created the #DilHaiHindustani, which depicted India’s freedom journey

from 1857 to 1947. The Mangal Pandey agitation, the Jallianwala Bagh
massacre, the non-cooperation movement, Chandra Sekhar’s Kakori railway
theft, and others were all mentioned.

• People may participate by picking their favourite freedom fighter in the blog,
sharing the blog by noting the name of the freedom fighter and the cause
and increasing their chances of winning prizes by using the hashtag
#DilHaiHindustani.
 WohEkBaat By Shaadi.com
On Valentine’s Day 2019, shaadi.com ran a campaign
called #WohEkBaat in which couples from all over the web came
forward to share their one thing in common, and many TV star
couples participated in the campaign, including Gurmeet and Debian,
Suyyash and Kishwer, who asked their fans to share
their #WohEkBaat on shaadi.com’s social media handles.
Shaadi.com is India’s most popular metaraminol website for wedding
planning and social networking. It began in India in 1997 and has now
expanded to include more than seven nations, including the United
States, Pakistan, the United Arab Emirates, and the United Kingdom as
of 2019.
The campaign’s outcomes include:
The contests had over 500 submissions on Valentine’s Day, and around
200k people interacted with #WohEkBaat postings.
On Valentine’s Day, #wohekbaat achieved 1.4 million Instagram
followers, an increase of 5% across all social channels.
 IndiaInvited By Kotak 811 Campaign

This campaign was to suggest that Indian citizens open a digital accounts.
The #IndiaInvited campaign was promoted on social media with the use
of tales, inventions, and events that highlighted the principle of inclusion
and indiscrimination and appealed to every Indian to join Kotak 811’s
drive for a more equal society.
The goal was to engage the audience while also recognizing India’s variety
and originality, as well as its people.
In the campaign’s ad film, Bollywood Superstar Ranveer Singh told the
message of inclusiveness, and Tonic Worldwide, a digital agency, amplified
the notion of digital and engaged with the digital audience through quality
discussions and innovations.
The campaign’s outcomes include:
In terms of quantitative outcomes, over the period, Reach was 9.56
million, Impressions were 702 million, engagement was 873 thousand,
Views were 15 million on Facebook, and the Engagement Rate grew by 47
percent.
‘Mom’s Touch’ By Nivea India
• This campaign was created particularly for Mother’s Day to honour all the
amazing and selfless moms. Nivea’s Mom’s Touch ad included some
incredible, altruistic mother tales from throughout the country.
• The campaign was to assist moms who face a variety of challenges on a
daily basis. Despite extraordinary circumstances, the woman does not give
up on providing a stable future for her kid.
• NIVEA’s Mom’s Touch is a social effort aimed at assisting moms who face
difficulty on a daily basis. Mothers who, despite overwhelming obstacles,
will stop at nothing to ensure their children’s future.
• By publishing this film on social media channels, the brand urged the
public to share the unselfish act of their moms. Their marketing plan also
had a lovely goal of increasing viewing. The brand promised that if this
video were shared on social media, the brand would donate to the girls.
• This campaign was one of the most emotional and heart-touching e-
commerce digital marketing case studies in India and was indeed a great
success.
 The Great Indian Freedom Sale By
Amazon India
• You can’t overlook e-commerce enterprises when it comes to digital
marketing strategies. During the same Independence Day celebrations,
Amazon India, the world’s largest online retailer, used new marketing
methods such as product advertisements and deals and judicious use
of social media. The campaign we’ve been discussing may serve as an
excellent example of internet marketing efforts, particularly in the e-
commerce industry.
• The tournament was held as part of Amazon India’s The Great Indian
Freedom Sale, which included entertaining activities, and the winner
received Amazon India shopping cards. The campaign was
dubbed #10KeBaadKarenge, and it encouraged consumers to
postpone their buying plans until after August 10th due to an Amazon
deal.
• Even their background, if you look at Amazon’s digital marketing case
studies, we can see that they have always been intelligent and witty,
which has resulted in increased engagement rates and brand
exposure.
 Transferkar Family By Tata Sky
• The promotion was mainly aimed at families, as the name suggests.
Obviously, the campaign’s goal was to promote Tata Sky’s Tata Sky+
Transfer product/service. This innovative tool transmits recorded
video from a television to a mobile device or a tablet computer.
• Basically, when it comes to channels, everyone in each household
has their own tastes. However, for some reason, not everyone in
the family watches their favourite shows at the same time.
• This is particularly prevalent in Indian homes, where the head of
the family controls the TV remote, and the rest of the family just
follows his or her preferences.
• The campaign was a great hit and went viral on social media and
television advertising. During the promotion, consumers were
offered cheap discounts on a variety of family-related materials.
The campaign was a big success because of its grasp of the
intended market, becoming one of the practical and best
eCommerce Digital Marketing Case studies in India