Digital Marketing

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 Digital Marketing
UNIT 1
INTRODUCTION TO DIGITAL MARKETING

Introduction to Digital Marketing: Overview of digital marketing, Evolution of digital

marketing, Importance and benefits of digital marketing, Digital marketing channels and
platforms. Digital Marketing Strategy and Planning: Developing a digital marketing
strategy, Setting goals and objectives, Budgeting and resource allocation. Campaign
planning and execution, Monitoring and adjusting digital marketing campaigns.

Digital
Digital describes electronic technology that generates, stores, and processes data in
terms of two states: positive and non-positive. Positive is expressed or represented by the
number 1 and non-positive by the number 0. Thus, data transmitted or stored with digital
technology is expressed as a string of 0's and 1's. Each of these state digits is referred to as a
bit (and a string of bits that a computer can address individually as a group is a byte).

Marketing
Marketing is not about promotion or advertising only. Marketing is a complex topic
or a concept which is used to make a comprehensive plan of action or a strategy to increase
sell, create awareness about brands and products etc.

Introduction to Digital Marketing or Online Marketing

Today’s time of Internet has opened the gateway of tremendous digital marketing
opportunities for businesses. By utilizing different channels of digital marketing, businesses
cannot just share their product and services online; additionally, they can gain clients for
their business, entice them and can convert them to boost their business profits. The speed
and straightforwardness with which the digital media transmits data and support a
business is astonishing. The world is super-connected nowadays and all things considered,
marketing and advertising are no more the same as they once were. This is particularly valid
because of the ascent of online networking, which has changed how organizations speak
with potential and existing customers. Essentially, it is an aggregate term, which is utilized
where advertising and marketing meet web innovation and different types of online media
platforms.

Two Types of marketing

• Traditional Marketing
• Digital marketing

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 Digital Marketing
Traditional Marketing
The traditional way of marketing lets businesses market their products or
administrations on print media, radio and TV commercials, bill boards, business cards, and
in numerous other comparable ways where Internet or web-based social networking sites
were not utilized for promoting.
Ø However, traditional promoting
approaches had constrained client
reachability and extent of driving
clients’ purchasing conduct. In
addition, traditional marketing
methods were not quantifiable too.
Ø There are many facets of traditional
marketing and examples might
include tangible items such as
business cards, print ads in
newspapers or magazines. It can also
include posters, commercials on TV
and radio, billboards and brochures.
Traditional marketing is anything except digital means to brand your product or
logo.
Ø Another overlooked means of traditional marketing is when people find a particular
business through a referral or a network and eventually you build a rapport with
them.
Ø Because of its longevity, people are accustomed to traditional marketing. Finding
ads in magazines and newspapers, or reading billboards are still familiar activities
and people still do them all the time. ▪ Most of the time, traditional marketing is
reaching only a local audience even though it is not limited to one.
Ø There are some aspects where traditional marketing wins over the online
advertising battle, which include Target Local Audience, Materials are for keeps,
more personal and Simpler process.
Ø One of the primary disadvantages of traditional marketing is that the results are not
easily measured, and in many cases cannot be measured at all.
Ø In most cases, traditional marketing is also more costly than digital marketing. And
perhaps the biggest disadvantage today is that traditional marketing is static which
means there is no way to interact with the audience. It’s more like you are throwing
information in front of people and hoping that they decide to take action.

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 Digital Marketing
Digital Marketing
Digital marketing is the act of promoting and selling products and services by
leveraging online marketing tactics such as social media marketing, search marketing, and
email marketing.
or
The term digital marketing refers to the use of digital channels to market products and
services to consumers. This type of marketing involves the use of websites, mobile
devices, social media, search engines, and other similar channels. Digital marketing became
popular with the advent of the internet in the 1990s.

Ø Digital or online marketing is the marketing mode of the global village. It is only
obvious that the era of the internet will have its influence in every realm of life.
Ø The world of digital marketing continues to evolve and as long as technology
continues to advance, digital marketing will as well.
Ø Examples of digital
marketing include
things like websites,
social media mentions,
YouTube videos, and -
banner ads.
Specifically, digital
marketing is similar to
traditional advertising,
but using digital
devices.
Ø However, digital
marketing is
considered a form of inbound marketing and its goal is for people to find you.
Businesses put content (or ads) out for individuals to find.
Ø People may conduct an organic online search, a paid search, find your business on a
social network or by reading content that has been published online such as a blog or
an article. The more they see you or your content, the more familiar they will become
with your brand and they will eventually develop a trust and a rapport with you
through this online presence.
Ø One benefit to using digital marketing is that the results are much easier to measure;
and another is that a digital campaign can reach an infinite audience. It is also possible
to tailor a digital campaign to reach a local audience but it can also be used on the web
and reach the entire globe when appropriate.
Ø Digital marketing is also a very interactive means of reaching an audience since it
makes use of social outlets. There can be plenty of direct contact between the audience
and the business which means that the business can get some very valuable consumer
feedback.
Ø Benefits of Digital Marketing over Traditional Marketing include reduced cost, real
time result, brand Development, non-intrusive, higher exposure, higher engagement,

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 Digital Marketing
Quicker publicity, non-interruptive, Good For All Stages Of Fields, Easy analytics and
Strategy Refinement.
Ø One of the disadvantages to using digital media marketing strategies is that it can take
some time to realize measurable success

5 D’s of Digital Marketing

ü Digital Devices – laptops, desktops, smartphones, tablets, smart TVs, wearable
devices, gaming devices.
ü Digital Platforms – social media, search engines, websites.
ü Digital Media – online ads, social media marketing, SMS, email marketing
ü Digital Data – apps, contact forms, surveys
ü Digital Technology – artificial intelligence, virtual reality, augmented reality

Difference between Traditional and Digital Marketing

The following table highlights all the significant differences between traditional
marketing and digital marketing:
Sl. No Traditional Marketing Digital Marketing
Traditional marketing is a marketing Digital marketing is a modern
strategy that uses conventional channels marketing strategy that uses digital
1. of advertisement, such as TV, radio, channels like search engines, social
newspapers, magazines, etc. to promote media platforms, etc. to promote
products and services of a business. products and services of a business.
Digital marketing is very cost-effective
2. Traditional marketing is more expensive.
method of promoting a product.
Traditional marketing provides one-way Digital marketing provides two-way
3. communication between advertiser and communication between advertiser and
audience. audience.
Traditional marketing is more In digital marketing, the degree of
4. trustworthy, as it is an old marketing trustworthiness depends on the content
strategy. and the reliability of the channel.
Traditional marketing can reach out to Digital marketing can reach out to a
5.
limited audience. large audience.
Traditional marketing is limited to Digital marketing can promote
6.
specific geographical regions. products internationally.
Traditional marketing provides delayed Digital marketing provides immediate
7.
communication. communication.
Traditional marketing offers low Digital marketing offers high
8.
conversion rate. conversion rate.
Traditional marketing gives non- Digital marketing gives measurable
9.
measurable results. results.

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 Digital Marketing
Digital marketing can send
Traditional marketing cannot micro-
personalized messages to audience
10. segment the audience depending on
depending on their age, interest,
factors like interest, behavior, age, etc.
behavior, etc.
Traditional marketing is more effective in Digital marketing is less credible in
11.
brand building. terms of brand building.
Traditional marketing is more time Digital marketing is less time
12.
consuming. consuming.
Traditional marketing is less flexible in Digital marketing offers high-degree of
13.
terms of modification. flexibility in terms of modification.
Traditional marketing does not provide Digital marketing provides easy ways
14. way of direct interaction between of direct interaction between advertiser
advertiser and audience. and audience.
Traditional marketing has low ROI Digital marketing has high ROI (Return
15.
(Return on Investment). on Investment).

Evolution of Digital Marketing

• 1990: The term ”Digital Marketing” was first used. In that particular year, ‘Archie”
first search engine was launched.
• 1993: In this year first clickable web-ad banner was introduced.
• 1994: There was the launch of Yahoo and the first e-commerce transaction, over Net
Market.
• 1996: In this year small search engines were introduced i.e. Hotbot, Looksmart, and
Alexa.
• 1997: There was the launch of the first social media site which is SixDegree.com.
• 1998: This year was the changing year where there was the birth of Google, Microsoft
launched MSN, and Yahoo! Introduced Yahoo! Web search.
• 2000: During this year Internet bubble burst, SixDegree.com shut down, and also
smaller search engines were wiped out.
• 2001: This year’s first mobile marketing campaign was introduced i.e. Universal
Music.
• 2002: This year is the birth year of LinkedIn.
• 2003: In this year WordPress was introduced and launched myspace
• 2004: This year was changing year when Gmail was launched, Google goes public
and Facebook goes live.
• 2005: YouTube was introduced in this particular year.
• 2006: Microsft launches MS Live Search, In this year Twitter was launched, moreover
Amazon’s e-commerce sales crossed $10 billion.
• 2007: Tumblr, Web streaming service: Hulu, and iPhone were launched.
• 2008: This year China take over America in terms of the number of users and even
Spotify was introduced to listen to online songs
• 2009: Google launches Instant for real-time search engine results.

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 Digital Marketing
• 2010: In this year Whatsapp was introduced to make communication easier.
• 2011: In this year Google Buzz shut down and also web overtake the TV viewership
among the youth generation.
• 2012: There was a progressive increment in Social Media Budget that is up to 64%.
• 2013: Yahoo acquired Tumblr in this particular year.
• 2014: In this year so many things happened like Mobile exceeds PC internet usage.
• 2015: In this era, Snapchat was launched and also there was the rise of predictive
analytics.
• 2016 – 2017: The Rise of Social Media Influencers and Influencer Marketing
• 2018 – 2020: Where Content Becomes the Key of Brand Management
• 2021 And the Future of Digital Marketing

Importance and Benefits of Digital Marketing

Digital marketing allows you to reach your target audience online, in a variety of
ways, on a variety of platforms. Digital marketing includes methods like social media
marketing, content marketing, SEO, PPC, web design, and more.
It includes strategies that allow you to target your exact audience online — allowing you to
make more sales, drive more traffic to your website, and increase your revenue year over
year. By using tactics like social media marketing, content marketing, SEO, and PPC, businesses
can use digital marketing to engage, convert, and retain their target audience.

1. Better Growth Options For Small business

The importance of digital marketing for business lies in the option to select your method of
marketing as per your budget and reach a wider audience at a lesser cost. Even a decade
back getting your product marketed especially for a small business was a task in itself. They
had to resort to small level methods where the guarantee of success was close to negligible.

2. Higher Conversion Rate

The businesses that are opting for digital marketing are able to measure the conversion
rate through real-time using a simple method. That is identifying the percentage of viewers
who get converted into leads and then subscribers and in the end finally purchasing the
service or product. SEO, Social media marketing and Email marketing are methods which
have a high conversion rate as they are able to generate a quick and effective communication
channel with the consumer.

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 Digital Marketing

Surprisingly all the traffic that you may get on your website may not be fruitful hence digital
marketing lets you reach out to only those who have the need for your kind of service hence
offering better lead conversions.

3. Establishing Brand Reputation

For any business to survive the one thing that they really need to work upon is establishing
a reputation that is impeccable. In the past few years, it has become evident that customers
will always prefer a company that does not have any scandals associated with it. The
importance of Digital marketing today lies in offering you multiple ways to establish a
personal rapport with your customer base.

4. Solving Customers Problems

Be it email marketing or social media you can always offer the customer solutions to their
problems and make them relate to your product by even providing live chat access. Your
website and social media page can easily be converted into a place where the consumer can
ask queries, give suggestions and hence take the association with you on a positive level.
An example of how customer grievance was addressed using social media

5. Engagement With Mobile Customers

After Google mobile-first update nearly almost all the websites these days are made in a
manner that they are easily viewable on the mobile as well. This is because almost all
customers have access to a smartphone and most of them even look for products on the
same.

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 Digital Marketing

6. Expansion of Faith In Your Brand

The presence of your brand and service on multiple platforms gives the option to customers
to rate your services as per their level of experience. A positive and favorable review left by
a satisfied customer causes the new ones to immediately convert. This, in turn, leads to the
building up of the strong image of the brand in the minds of the new consumers hence
leading to more conversions.

7. Better ROI for your Investment

While earlier budget allocations were done individually to handle each kind of marketing
medium the situation becomes more progressive now. Even a small level of investment
done in a mode of email marketing has the potential to deliver results in terms of customer
engagement. Using web analytics helps the business owners know whether your website is
providing optimal ROI.

8. Digital marketing is Cost-Effective

A small business needs to save up on its resources before it finally goes into the green zone
and starts making profits. Digital marketing gives you the scope to reach out to many
customers at the same time and that too within your budget. You can plan your marketing
strategy such that you only use modes that lie in your budget. If there is a budget constraint
then you should always target your niche audiences.

9. Potential to Earn Higher Revenues

Since the amount of money invested is less and the ROI is more the scope to make money is
much higher. As per a study conducted by IPSOS Hong Kong in accordance with Google
has shown that compared to traditional methods, digital marketing is known to generate
2.8 times more revenue. This coupled with the fact that the conversion rates here are much
high ensure that you are minting money as soon as you enter the fray.

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 Digital Marketing

10. Computable Form of Marketing

It is very difficult to track record of success from traditional marketing but with the use of
digital marketing tactics, every step of success is measurable. Digital Marketing works in
real-time as it shows the success of each and every tactic that has been used. Through this,
you may choose the best tactics that show the best results. After that, you can easily make
changes in your campaigns to achieve greater success.

11. Expanding Audience Reach

The most important benefits of digital marketing are reaching your audience to the fullest.
Under traditional marketing, you are being bounded by the scope and size of your audience
and print media limits you to certain places and markets.

Targeted Audience Approach:

Digital marketing benefits you to target your audience farther. There are higher chances that
your audience is spending time on social media platforms such as Twitter, Facebook, etc.
where you can publish an advertisement to gain more engagement with your audience.

12. Easy Adapting of Tactics And Strategies

Another major advantage of online marketing is that they are very easy to understand. You
can easily understand through the result of tactics which one is giving you results and which
one is not. Strategies that are implemented in online marketing gives you results on a real-
time basis.

For example, if you want to promote your blog page then you can simply share your blogs
on various social media platforms. With the help of content marketing, you can increase
your engagement with your audience very soon and very accurate.

13. Can Start With A Small Budget As Well

Everyone has a budget problem in life therefore many businesses didn’t promote
themselves. But Digital marketing gives you another advantage of promoting your business
with a very small amount. Online marketing benefits small businesses on a large scale with
a small investment amount.

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 Digital Marketing
Research Study By Marketing Profs:
According to the Marketing profs the data has been shared below that how digital
marketing platforms helps various small scale business.

Marketing Profs
For instance, if you are the manufacture of handmade handicrafts but you don’t have
money to promote your business then online marketing would play a significant role as
with an amount of 10,000 you can publish your content over social media with a budget of
300 per day. Through this, you can promote your business for a period of one month
especially to your targeted audience.

14. Go Beyond your Boundaries:

Using digital marketing for the promotion of your business is very unique in nature. You
need to come out of your comfort zone and have to put some effort into it. Digital Marketing
benefits you only if you are taking an active part in it. The role of digital marketing is very
fast as it includes SEO, SMO, SME, and various other processes.

Digital Marketing Channels and Platforms or Types of Digital Marketing

Communication is bidirectional in Digital Marketing as businesses can communicate
with customers and customers can ask queries or make suggestions to businesses as well.
Medium of communication is more powerful and involves social media websites, chats,
apps and Email. Digital marketing campaigns can be developed quite rapidly and with
digital tools, channelizing Digital Marketing campaigns is easier. It is very effective for
reaching global audiences.

Website Marketing: A website is the centerpiece of all digital marketing activities. It is a

very powerful channel on its own, but it’s also the medium needed to execute a variety of
online marketing campaigns. A website should represent a brand, product, and service in a
clear and memorable way. It should be fast, mobilefriendly, and easy to use.

Search engine optimization (SEO)

When a customer makes a search engine inquiry online, the closer your company’s page or
site is to the first page of search results, the more likely a customer can be to click on your
page. You can boost your company's SEO rating and ranking through factors that influence

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the algorithms that generate search results. By researching keyword data, comparing A/B
testing and analyzing traffic reports, you can gain more website traffic and earn higher
ranking results in online searches to help advertise to potential customers.
One way to general local SEO is to market your business to your community and
surrounding areas by listing your company name, location and phone number across your
website and other platforms. The contact information acts like keywords and can help
consumers find your business or prompt your page to show in search engine results pages.

Pay-Per-Click (PPC): Advertising Pay-per-click (PPC) advertising enables marketers to

reach Internet users on a number of digital platforms through paid ads. Marketers can set
up PPC campaigns on Google, Bing, LinkedIn, Twitter, Pinterest, or Facebook and show
their ads to people searching for terms related to the products or services.
PPC campaigns can segment users based on their demographic characteristics (such
as by age or gender), or even target their particular interests or location. The most popular
PPC platforms are Google Ads and Facebook Ads.

Content Marketing: The goal of content marketing is to reach potential customers through
the use of content. Content is usually published on a website and then promoted through
social media, email marketing, search engine optimization, or even PPC campaigns. The
tools of content marketing include blogs, eBooks, online courses, info graphics, podcasts,
and webinars.

Email Marketing: Email marketing is still one of the most effective digital marketing
channels. Many people confuse email marketing with spam email messages, but that’s not
what email marketing is all about. This type of marketing allows companies to get in touch
with potential customers and anyone interested in their brands. Many digital marketers use
all other digital marketing channels to add leads to their email lists and then, through email
marketing, they create customer acquisition funnels to turn those leads into customers.

Social Media Marketing: The primary goal of a social media marketing campaign is brand
awareness and establishing social trust. As you go deeper into social media marketing, you
can use it to get leads or even as a direct sales channel. Promoted posts and tweets are two
examples of social media marketing.

Affiliate Marketing: Affiliate marketing is one of the oldest forms of marketing, and the
internet has brought new life to this old standby. With affiliate marketing, influencers
promote other people’s products and get a commission every time a sale is made or a lead
is introduced. Many well-known companies like Amazon have affiliate programs that pay
out millions of dollars per month to websites that sell their products.

Video Marketing: YouTube is one of the most popular search engines in the world. A lot of
users are turning to YouTube before making a buying decision, to learn something, read a
review, or just to relax. There are several video marketing platforms, including Facebook
Videos, Instagram, and even TikTok to use to run a video marketing campaign. Companies
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 Digital Marketing
find the most success with video by integrating it with SEO, content marketing, and broader
social media marketing campaigns.

SMS Messaging: Companies and nonprofit organizations also use SMS or text messages to
send information about their latest promotions or give opportunities to willing customers.
Political candidates running for office also use SMS message campaigns to spread positive
information about their own platforms. As technology has advanced, many text-to-give
campaigns also allow customers to directly pay or give via a simple text message.

Influencer marketing: Influencer marketing is when a business collaborates with

influencers to promote their brand across social networks such as Instagram, TikTok, or
YouTube. It's a form of social media marketing and may be a piece of a business's
broad digital marketing plan.
Influencer marketing can be an effective way to reach your target audience. To their
followers, influencers are generally seen as knowledgeable and trustworthy figures, so they
are likely to trust their brand judgment and product recommendations. Working with
influencers can enable you to benefit from the goodwill they've built with their followers.

Digital Marketing Strategy and Why It Is Needed?

Increased internet use has forced established businesses to shift their focus from
traditional marketing to digital marketing. Additionally, companies are adopting digital
marketing strategies to withstand the complexity and uncertainties of the market, use
advanced and modern CRM tools to build brand reputation, and exploit dynamic online
mediums to reach their target audience, among others.

Digital Marketing Strategy

Experts define digital marketing strategy as using online resources to reach the target
customer.
Identifying where, why, and how a company makes a profit is one of the building
blocks of a digital marketing strategy. It helps formulate a marketing plan that aligns with
the business goals and customer requirements.
A brand has to evaluate owned, paid, and earned media while formulating a digital
marketing strategy. While owned media consists of the organization’s communication
channels, earned media and paid media are external communication channels.

Digital Marketing Strategy Vs Digital Marketing Tactics

Digital marketing strategy is the process of identifying a company’s goals, and a
digital marketing campaign is the process of actualising these goals. The success of a
company’s marketing plan relies heavily on the proper implementation and completion of
digital marketing tactics.

Importance of Digital Marketing Strategy

1. Competitive advantage over peers
Digital marketing strategy helps businesses take over their business peers. It suggests
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 Digital Marketing
ways to evoke creativity and innovation in product design, development, and
promotion, eliminating competition.
2. Staying relevant
In the current business milieu, staying relevant is the number one priority of business
organizations as it helps them (the company) to keep on top of new competition.
Digital marketing strategy helps companies achieve that will the help of modern tools and
techniques.
3. Reaching a global audience
Digital marketing channels connect brands to a global audience by giving them the
medium and exposure required to expand their business.

Developing A Digital Marketing Strategy?

Step 1: Identify Target Audience And Build Personas

A digital marketing strategy will only be as good as the target audience behind it. After
all, they’re the ones who purchase your brand’s products and services.
When identifying a target persona, consider the following items:

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• Demographics: After identifying where to sell your products/services, determine if
any key geographic areas may outperform others. Other demographic categories are
age, parental status, household income, and more.
• Interests: What kinds of hobbies does your ideal persona have? This information can
help shape content for the customer.
• Behaviors: How (and where) do these users consume content on the internet? Are they
impulse shoppers? What social platforms do they frequent?
• Pain points: What problems are users trying to solve? This is the key area to focus on.
By providing your target audience with a solution to their pain points and speaking to
them in a way they understand, you’ll likely win a customer for life.

Step 2: Conduct Competitor Landscape Analysis

It’s important to understand the digital landscape before diving into digital channels.
Some of the key components of conducting a competitor analysis include:
• Which competitors are bidding on relevant keywords you’d like to target?
• How are competitors messaging their target audience?
• Which channels are competitors advertising on?
• How do competitors rank organically compared to you?
• How much are competitors’ monthly digital ad budgets?

Third-party tools like Semrush, SpyFu, Google Keyword Planner, and Google Trends can help
answer many of these questions.
Note that with any third-party tool’s data, the information provided cannot be guaranteed 100%
accurate and should be used as a guide, not as an absolute.

Step 3: Determine Necessary Digital Marketing Channels

Once you’ve figured out who your target audience is and where they hang out online,
it’s time to determine the key digital marketing channels.
Ideally, a mix of channels will be chosen as it’s not best practice to choose one or two and put
all your eggs in one basket.
The key is to diversify the digital channels and meet your customers where they’re
online at any given point in time.
These channels will likely include any of the above in the digital strategy examples
section.
Each channel identified should include its own set of KPIs. These are set by the
marketers and greater business teams.
Be sure not to set the same KPIs and measurement goals for each channel, as they all
serve different purposes.
Creating realistic measurement goals ensures that awareness channels are measured
against awareness KPIs, such as brand lift instead of direct conversions.
As with any digital channel, it’s important to understand how they can be measured.
This step should include identifying a proper measurement platform, such as Google
Analytics or another tool, to ensure that marketing dollars and channels can be measured.

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Step 4: Create Content And Unique Value Proposition Plan

Once the digital channels have been identified, it’s time to plan your content for each
channel.
The key is creating a consistent messaging framework that can be reused and reworked
in each channel. That way, you’re not starting from scratch each time.

For example, if you want to introduce your brand on YouTube or the Google Display Network,
the content should not be focused on a direct conversion or a “Buy Now” CTA. That’s simply
asking for too much on an initial brand awareness touchpoint.
On the other hand, for someone well on their search journey and looking for specific
products and services, that could be a time to introduce discounts and special offers.
Lastly, make sure that what you’re providing your customers is unique and
differentiated in the market. Conducting a competitor analysis first will help identify what’s
currently being offered in the market.
Even if your product or service is similar to your competitors, it’s important to find a way to
differentiate your brand.

Step 5: Execute And Optimize Digital Marketing Strategy

Once you’ve defined steps 1-4, it’s time to launch your digital marketing strategy.
However, the work is not done yet. Your digital marketing strategy should be ongoing and
fluid based on performance and the changing market landscape.
Digital marketing channels and campaigns should be continuously monitored and
analyzed to ensure that marketing budgets and resources are utilized most effectively.
This should include daily, weekly, and monthly checkpoints in each channel.
Monthly reports and quarterly business reviews (QBRs) should be conducted to provide
opportunities to shift and pivot strategy based on findings.

Summary
Digital marketing strategies are not a “one size fits all.” They also should not be the only
strategy a brand has.
While it’s important to think about “digital-first” when it comes to strategies, it needs
to align with the overarching business goals.
Don’t confuse strategy and tactics and end up rushing into a tactics-first approach.
By taking the time to create a solid digital marketing strategy, you’re setting the brand up for
long-term success and the ability to pivot based on performance.

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