Digital Marketing

Unit 1
Introduction to Digital Marketing / Types of digital Media / Indian media
spends/Comparison

Dr.Sampurna Mehta
Introduction to Digital Marketing
 Today, most purchasing decisions begin online. That being the case, an online presence is absolutely
necessary—regardless of what you sell.
 And having a strong digital presence will help you in multiple ways:
 It will make it easier to create awareness and engagement both before and after the sale.
 You can convert new buyers into rabid fans who buy more (and more often).
 You’ll enjoy all the benefits of word-of-mouth and social sharing.
Introduction to Digital Marketing pg2

 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.
 Digital marketing is no different than traditional marketing. In both, smart organizations seek to develop
mutually beneficial relationships with prospects, leads, and customers.
 Regardless of what it is, you probably begin by searching the Internet to learn more and find your best
options.
 Your ultimate buying decision is then based on the reviews you read, the friends and family you consult with,
and the solutions, features, and pricing you research.
Introduction to Digital Marketing pg3

 Comparison of Traditional marketing and Digital marketing

 Lets use the 7p’s of marketing as focal points
 Product - touch and feel vs dependence on reviews or perception
 Price
 Place – brick and mortar vs internet/web/apps etc
 Promotion
 People- personal selling vs customer
 Process – SOP vs complete dependence on individual customer with logistic support from delivery services
 Physical Evidence – cleanliness, service vs webpage/apps interface, layout, convenience etc
Indian Media Spends Comparison 2019 & 2020

https://www.financialexpress.com/industry/technology/digital-surpasses-print-to-become-2nd-largest-advertising-medium-after-tv/1857934/ (feb 6, 2020)

Types of digital Media
Types of digital Media pg2

 As a reason for its variety of offerings, digital media is proving to be the pioneer in marketing
platforms as it is highly cost effective and the turnover ratio of customers is relatively high compared
to other platforms.
 It is also highly effective because in today’s times the buying behavior of customers is highly
dependent on internet and multimedia sources over various platforms.
 A decent digital media marketing approach starts from a very smaller yet largely impactful
perspective of a user’s life.
 The different digital media channels are:
Types of digital Media pg3

1. TV & Radio
 Generally the primary advertisements are either aired over TV or radio, shown through search engine
advertisement, in-video campaigns, in-application campaigns etc., where the content delivered by the
marketer is rather small and contains a link for the detailed description of the offering.
2. Websites & Social Media
 The second most important part of digital media marketing which is the website. Websites can be
interactive, loaded with content and user friendly.
 This helps in making the visitor or the user comfortable with the content, easily understandable and the
value addition the offering can give.
 A decent pricing content is also made available with the differentiating points, if any, to the visitor.
Types of digital Media pg4

3. Email & SMS

Digital media marketing includes the email and the SMS services. Often to either attract or to remind
people about the website they visited for a purchase or actually made a purchase from, marketers use the
platform of email and SMS services. Emails and SMS can be highly customizable, cost effective and
informative.
Emails tend to contain multimedia messages as well which the SMS cannot deliver but the rate of content
delivery is higher in case of an SMS than an email.
4. Blogs
The fourth type of digital media marketing is the interactive blogs or review panels. Generally before
making a buying decision any customer wishes to get a review from the current user of the product or
service.
Also there are certain doubts which can be cleared by the company or the current users through blogging
websites where question and answer conveyance is very high.
Types of digital Media pg5

5. Mobile Apps
With the growing presence of smartphones, mobile apps have become an important digital media option
for businesses to work.
Interactive apps help build a strong connect with its customers offering ease of use and instant updates.
6. Modern Formats (AR and 3D)
There are newer types of digital media coming up in the ecosystem like Augmented Reality, 3D (three
dimensional), Podcasts, Stories which can help customers connect even better with a company and at the
same time experience the product or service at much detailed and interactive levels.
Digital media has been proven to provide a very effective means of communication for the businesses and
the customers. With the coming future the dependency of human on machines is definitely going to
increase and the usage of digital media will rise by many folds.
Marketers can harness this opportunity and can reap benefits if the strategies are used properly.
Importance of digital Media
 There are several advantages of digital media in marketing:
1. Digital media helps companies connect with its target audience.

2. Use digital and big data, the accurate target customers can be targeted.

3. It helps increase sales & business.

4. Using digital media helps establish the brand using all the channels that customers use.
Examples of digital media
A podcast is a good example of digital media. Using podcasts companies can talk about anything
related to a topic, trend or a product.
Audience or Customers can access them whenever they want and if they like it, they can share it as
well with others expanding the reach.
Also videos are another example of digital media. There are upcoming digital media formats as well
like 3D, Augmented reality through which potential customers can not only see the product but can
also interact and perceive it well. 
Another example is Augmented Reality. Imagine a car company using a AR 3D model of a car for
displaying the overall car and its features.
Similarly phone companies are using similar technologies to show smartphones to customers
before they can buy given a lot of customers are going online to buy products. Digital Media is
replacing traditional media pretty quickly given its nature, flexibility, interactivity and nature.
Digital Marketing Boon or Bane
 With so much of information platforms it’s not at all easy to manage them. Chances of Plagiarism increases. At times customer may
interrupt it as fraud due to lack of social trust which can be a major setback to firm’s image and reputation.  Often Customer gets
frustrated with so much information leakage, and hence blocks it.
 Brand image is likely to be  subjected to more risk i.e. any group of individuals from any place in the world, can hinder it. For
instance Doppelganger is a term that is used to disapprove an image about a certain brand that is spread by anti-brand activists,
bloggers, and opinion leaders.  So just one person from nowhere, can entirely turn  your business by 180 degrees.
 As  the Internet continues to evolve, new technologies in Internet marketing will emerge and will define how products and services
will be marketed in the near future. Getting a better understanding of the power of Internet marketing by giving a comprehensive
look at its advantages and disadvantages will prepare business owners and digital marketers in years to come. Based on what has
just been presented to you, Digital Marketing does deliver some tangible, favorable results for your business. But  it is just a matter
of doing things right and sticking to the best practices. Otherwise, you’ll end up with opposite results for your efforts that may do
more harm for your business that what your intended goals were.
 For now it will be unwise to comment that whether Digital Marketing will be a boon or bane for the society, all we can do is make
you aware about it so that you yourself be able to decide what’s good and what not for your firm/product/service. While we will
suggest you to take advantages of it,  but, at the same time don’t suggest quit traditional marketing-cold turkey.  The plan is to use a
multi-media campaign and to experiment with different online programs to check their effectiveness with your buyers.
https://businesssandesh.in/digital-marketing-a-boon-or-bane/
Digital Marketing Boon or Bane pg2

Positive Impact
● Gives You an Online Presence: Why keep your business market limited to the physical area? Spread your wings with an online presence.
● Quick Business development: Through online marketing, you do not really need to invest money in purchasing land for the shop or chasing a
readymade one situated in the market. Rather an online shop is affordable with proper search engine optimization it will get recognized, give
your positive returns and also give you brand visibility. 
● Easy to Generate Traffic: Competing with your business rivals becomes easy when you get your website ranked on the 1st page of Google. 
● Facilitates Reaching Your Targeted Audience: With the benefit of social media, you can easily communicate and reach your target audience. 
● Establish Direct Contact: e-commerce store owners can build a direct customer client connection. Therefore, the rates or prices are certainly
lower. 
● Business can be developed in a minimum amount of time: A website design and development company will take a maximum of 1 month.
But imagine can you ever be able to open a shop, in turn, a month. Decorating the shop will take a minimum of 2 months. Therefore, setting
up a business is quite easy with the help of online marketing. 
● You do not always need a website for digital marketing: With a number of social media marketing opportunities, you do not always need a
website for maximum visibility. Now with the help of social media accounts on Facebook, twitter, Instagram, LinkedIn and more business
growth has become quiet easy.
 “Mediocre marketers think in terms of campaigns. Great marketers think in terms of growth frameworks.” –Neil Patel
https://cogitosoftwares.com/digital-marketing-a-boon-or-a-bane
Digital Marketing Boon or Bane
• Negative Impact
• Requires Hiring Experts: Digital marketing requires expertise as you are competing with hundreds of similar
business and service providers. 
• Difficult for Companies with Tight Budgets: For startups who have already set up a physical store, designing,
developing and then expending monthly for monthly SEO is truly tough.
• Need A Highly Creative and Innovative Mindset: All businesses are unique, they have a different target
audience, varied market place and more. For positive results, you must rely only on the experts. 
• Overcommitting Customer Goals: Have you ever come across websites claiming themselves to be the best? 3
months and you will get 4 Keywords on the 1st page. Well, time reveals the truth. 
• Dealing with Rising Competition: Google keeps changing its algorithms frequently. To gain maximum visibility
and profits you must have the ability to deal with the algorithm change and rising competition.
 Despite the negative impacts, Digital marketing has a lot of advantages. Unless and until you know the subject
matter, you cannot contribute.