Unit I ESSENTIAL OF DIGITAL MARKETING.pptx

Digital Marketing
Sanjivani Rural Education Society’s
Sanjivani College of Engineering, Kopargaon-423603
(An Autonomous Institute Affiliated to Savitribai Phule Pune University, Pune)
NAAC ‘A’ Grade Accredited, ISO 9001:2015 Certified
Department of Information Technology
(NBA Accredited)
Mr. N. L. Shelake
Assistant Professor

Productivity Tools For An Engineers
Course Contents: -
Digital Marketing Mr. N. L. Shelake Department of Information Technology

Introduction
Simply, a digital marketing is way of promoting products or
brands with the help of one or more forms of electronic media.
It is different from normal marketing as it uses channels and
methods which allow an organization to analyze marketing
strategies with campaigns and understand about working in real
time.
Essential Of Digital Marketing

Introduction
Digital marketing encompasses all marketing efforts that use an
electronic device or the internet. It leverages digital channels such
as search engines, social media, email, and websites to connect
with current and prospective customers..

Introduction
Digital marketing is the use of online platforms and technologies to
promote and sell products or services. It includes strategies like
social media, search engine optimization, email campaigns, and
online ads to reach and engage with customers.

Introduction
 Digital Channels: Utilizes various online platforms such as
search engines, social media, email, and websites to reach and
engage audiences.
 Search Engine Optimization (SEO): Focuses on improving
website visibility on search engines like Google through
keyword optimization, content quality, and technical
improvements.

Introduction
 Content Marketing: Involves creating and distributing valuable,
relevant content to attract and retain a target audience. This can
include blog posts, videos, infographics, and more.
 Social Media Marketing: Leverages platforms like Facebook,
Instagram, Twitter, LinkedIn, and TikTok to build brand
awareness, engage with customers, and drive traffic.

Introduction
 Pay-Per-Click (PPC) Advertising: Includes paid advertising
strategies such as Google Ads and social media ads where
advertisers pay each time their ad is clicked.
 Customer Experience (CX): Ensures a seamless and positive
experience for users across all digital touchpoints, from initial
contact to post-purchase support.

Introduction
 Email Marketing: Uses email campaigns to nurture leads,
promote products or services, and build customer relationships.
It’s crucial for retaining and engaging existing customers.
 Analytics and Data: Involves tracking and analyzing data to
measure the effectiveness of marketing efforts, understand
customer behavior, and make data-driven decisions.

Introduction
 Conversion Rate Optimization (CRO): Focuses on improving
the percentage of website visitors who take a desired action, such
as making a purchase or filling out a form.
 Mobile Marketing: Targets users on mobile devices through
mobile-optimized websites, apps, SMS, and mobile ads.
 Influencer Marketing: Collaborates with influencers who have
a strong following to promote products or services and reach a
broader or more targeted audience.

Introduction
 Personalization: Tailors marketing messages and experiences
based on individual user data and behavior to increase
engagement and conversion rates.
 Automation: Uses software tools to automate repetitive tasks
such as email campaigns, social media posting, and customer
segmentation, improving efficiency and scalability.

Importance in Today’s Business Landscape
Discuss the shift from traditional to digital marketing due to the
increasing use of digital devices and online platforms by
consumers.
Highlight how digital marketing allows businesses to reach a
global audience, target specific demographics, and measure the
effectiveness of campaigns more accurately compared to
traditional methods.

Comparison with Traditional Marketing:
Highlight the differences between digital marketing and
traditional marketing (e.g., cost-effectiveness, real-time results,
targeting options, reach).
Emphasize the interactive nature of digital marketing and its
ability to facilitate direct engagement with customers.

Mapping Fundamental Concepts of Marketing (7Ps)
There are 7P s which relates to several marketing fundamentals such as:
‟
Position
Performance
Proximity
Price
Presence
Perceived product
Promotion

Position
It relates to position of a brand which a customer will hold in its
mind that will connect to certain attributes, contexts, values,
benefits and purposes.
Branding serves as training customers brains and winning
position in minds and takes long time to gain meaningful position
as a brand.
Position can refer to several aspects –
 Market Positioning
 Physical Positioning

Performance
The customer personal experience and view on brand’s
performance will reflect where value for money experiences an
important measure for brand and sharing of such experiences will
further influence the brand directly.
It is seen that performance should be measured by customer’s
entire relationship with brand, across every single experience they
share
Performance measures also result in changing marketing practice,
management and ways of managing change.

Proximity
Proximity is a synonym for distance. In order to create trust and
relationship with customers, brands need to get close and personal
with their customers.
can talk about customer intimacy and connecting the brand to
people’s self-image.

Price
Pricing used to be a fixed figure as it serves an elusive measure
which serves as a yielding models and variety among customer
segments or distribution channels.
Price is fixed for an item whether a seller is same or different
which works for today.

Price
In case of online, pricing remains transparent which uses
aggregators and comparison services to find prices from different
sellers and showed them in single view which will democratized
the marketplace as aggregators only show certain contrasting
functions and push brand further away from customer.
Approach will increase pricing volatility and transparency.

Presence
Presence is similar to list where it shows availability and direct
access to buying product.
It results in flexibility.
Social media is a method of expanding presence across customers
peer groups and generating recommendations, participation and
coverage in general.

Perceived Product
Product is defined by companies as how they see and envision it
which is biased where companies makes a mistake initially on
selling and marketing of product/service.
The perceived product makes enormous paradigm shift from
companies by defining product to understand about product
exactly what consumers perceive to be.
 In relation, many companies think that they have best product,
but still fail as of enormous perception gap in their minds.

Perceived Product
It is tightly linked to performance and exceeds product perception
and quality expectations of customers.

Promotion
Promotion comprises of:
Advertising
Public relations
Sales organization
Sales promotion

Promotion
There are another ways to approach promotion which can be
divided in four major categories such as:
Owned media
Earned media
Partner media
Paid media

Modern marketing covers various steps of selling goods and
services to customers.
Segmentation means dividing the whole customer base into
different subgroups based on their similar characteristics.
Targeting means deciding which subgroup the company should
target to sell its products and services.
Positioning means placing a good image in the minds of
customers about the product.
Segmentation, Targeting and Positioning

STP

In the process shown above, the market clearly defines the firm
interested in which sounds clear. It is precise that market
definition is segmented with an overall market which can be too
generic and contains many diverse market segments.
Step One – Define the market

After defining the market, next we have to segment the market
with different segmentation bases/variables so as to construct
groups of consumer. It allocates the consumers in defined market
to similar groups
Step Two – Create market segments

After this, the segments now have to be evaluated with the help of
set criteria which will ensure that they are useable and logical. In
this, the segment is assessed against certain factors which are
reachable and have different groups as per needs.
Step Three – Evaluate the segments for viability

After determining the viable market segments, segment profiles
are developed which contains the detailed descriptions of
consumers in segments that describes:
Needs
Behaviours
Preferences
Demographics
Shopping styles
Step Four – Construct segment profiles

The available market data and consumer research gets added to
description of segments such as:
Segment size
Growth rates
Price sensitivity
Brand loyalty
With this information, firm will able to find each market segment
on overall attractiveness.
Step Five – Evaluate the attractiveness of each segment

The information on each segment will make the firm to decide
about most appropriate which can be selected as target markets.
There are certain factors which can be considered while choosing
a target market which can be:
Firms strategy
Attractiveness of segment
Competitive rivalry of segment
Firm s ability to successfully compete
‟
Step Six – Select target market/s

It is to be analysed how to best compete in selected target market.
In this, the firms need to find how to put their products/brands in
target market.
Normally, positioning is achieved by perceiving consumers as
different, unique, superior or providing greater value.
Step Seven – Develop positioning strategy

After implementing of positioning strategy, firm will now have to
implement.
It involves development of marketing mix which supports
positioning in marketplace.
This requires certain products required to design and develop at
suitable price with normal distribution channels and effective
promotional program.
Step Eight – Develop and implement the marketing mix

During particular time, the firm needs to revisit performance of
products and should review segmentation process so as to
reassess their view of market and to look for new opportunities
Step Nine – Review performance

Strategy and planning for Internet
Marketing

Asking about in-depth of internet marketing within an
organization.
Identify problem statement and goal(s) affecting marketing team.
Developing methodology for identifying appropriate marketing
channels/activities for investment.
 Developing core objectives for specific channels to invest in.
 Putting together a brief and efficient/integrated workflow process
for marketing activities.
Step Nine – Review performance

Thank You

Unit I ESSENTIAL OF DIGITAL MARKETING.pptx

More Related Content

What's hot (20)

Similar to Unit I ESSENTIAL OF DIGITAL MARKETING.pptx (20)

More from NitinShelake4 (18)

Recently uploaded (20)

Unit I ESSENTIAL OF DIGITAL MARKETING.pptx