Digital marketing
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Digital marketing refers to the process of building and maintaining customer relationships via online activities to meet the needs of both marketers and customers. The document outlines the evolution of digital marketing through several eras, highlighting its benefits such as cost efficiency, time savings, and improved brand exposure. It also details various types of web marketing, roles of digital marketing managers, and emphasizes key performance indicators for assessing the effectiveness of digital marketing strategies.
Digital marketing
- 2. What is Digital Marketing ? “Digital marketing” is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties i.e., marketer & customer.
- 3. Evolution of Digital Marketing • Trade era: products were handmade; hence, supply was limited • Production era: products were mass produced and consumers focused on features like low cost and availability • Product era(1860’s-1920’s): focus moved from quantity to quality and consumers laid more emphasis on quality, performance and innovative features • Sales era (1920’s-1940’s): with increasing competition companies were compelled to emphasize on aggressive selling and promotion, commoditization of products, leading to saturation of consumer demand
- 4. Evolution of Digital Marketing • Marketing era(1940’s-1990’s): marketing emerged as a practice as consumers started demanding better products; differentiation like pricing, distribution, and promotion became important • Relationship era(1990’s-2010): customers started getting valued to build a long-term orientation • Digital era(2010-present): also called the social/mobile era, the focus is on real-time and social exchange based marketing where communication and social interactions play a prime role.
- 5. Evolution of Digital Marketing
- 6. Benefits of Digital Marketing • Cost-efficient: You can easily plan a successful online marketing strategy within your budget by the use of digital marketing that offers an inexpensive technique in comparison to other advertising channels such as radio, TV and more. A well- panned and well-managed digital marketing campaign can each a large audience at a lower cost than the traditional marketing methods. • Save Time: Digital marketing provides real time results within no time. Time is precious for all of us, so why waste even a Nano second. Digital marketing gives you an opportunity to see the number of visitors to your site, what is the conversion rate, what is the peak trading time, how many subscribers have added you in a day and more.
- 7. Benefits of Digital Marketing {cont.…} • Social currency: Digital marketing gives you a chance to create engaging campaigns using different types of media. These campaigns can go viral on social platforms, passing on from one person to another, hence gaining social currency. • Brand Building: Brand building is what every business tries to accomplish and digital marketing helps develop your brand by promoting it on several platforms, the more viral your brand goes, the more reputation your brand will earn in the eyes of search engines as well as users. • Better exposure: Reach numerous prospects by switching to a digital marketing campaign within a small investment. Be found where your audiences are looking for you. You will notice long term results by using digital marketing.
- 8. Traditional Marketing vs Digital Marketing
- 9. Web 1.0 web 2.0 & Web 3.0
- 10. Web Marketing • Also known as Internet marketing or Online marketing • The process of promoting a brand, product or services over the internet • It board scope includes email marketing, electronic customer relationship management and any promotional activity done via wireless media. • Web marketing is used by companies to selling goods and services directly to consumers as well as those who operate on B2B model
- 11. Types of Web Marketing
- 12. Types of Web Marketing • Search Engine Marketing (SEM): A type of web marketing which promotes websites by increasing visibility in search engine results pages through search engine optimization as well as through paid advertising, strategic content marketing and social media networking. • Search Engine Optimization (SEO): A refinement of SEM, improving the ranking or visibility of a web page in search engine search result. SEO programs work to move targeted search results higher in ranking when results are presented to users of search engines such as google, Bing, yahoo and others. The higher the ranking results are displayed consumers are to be click on link and go to targeted website.
- 13. Types of Web Marketing • Pay Per Click Marketing (PPC) Advertising which is presented on webpage by the web publisher such as a search engine result page or a home page on a web browser which only charges the advertiser for the number of times someone click on the add to go to the targeted website, not on number of viewers of the advertisement. • Blogging A blog is a type of website or part of a website. Blogs are usually maintained by an individual with regular entries or commentary about a particular subject matter. Most blogs are interactive, allowing visitors to leave comments.
- 14. Types of Web Marketing • Pay Per Click Marketing (PPC) Advertising which is presented on webpage by the web publisher such as a search engine result page or a home page on a web browser which only charges the advertiser for the number of times someone click on the add to go to the targeted website, not on number of viewers of the advertisement. • Blogging A blog is a type of website or part of a website. Blogs are usually maintained by an individual with regular entries or commentary about a particular subject matter. Most blogs are interactive, allowing visitors to leave comments.
- 16. Roles of Managers Digital marketing manager • Lead the department and business process management • Marketing strategy development: positioning, targeting, buyer persona and so on (or participation in the process). • Manage and control of SEO processes and PPC advertising, efficiency analysis • Deal with media buying, social networking and search engine optimization to maintain a client base and seek new clients. • They must develop an online marketing plan, conduct research and utilize the most current strategies in order to position the brand in the marketplace. • Other tasks include supervising search engine marketing campaigns, tracking results, analyzing statistics and working with clients.
- 17. Roles of Managers SEO Manager • Keyword research • Websites administration, posting of content • On-page SEO optimization • Keep pace with SEO, search engine, social media and internet marketing industry trends and development Content marketing manager • Write fresh content or article • Strategic thinking • Publishing videos and blogs on clients website and social media channels • Content development specialist
- 18. Roles of Managers Social Media marketing manager • Register and complete information fulfilment of Social Media profiles • Posting, sharing, notifications about news in blogs • Create and develop public groups, increase amount of followers (including development of promo actions) • Manage Ads (post boosting, page promotion and so on), budget optimization • Comment (answers, all kind of reaction, initiation of discussions “trolling” as well), find new topics for further content • Analyse posts’ popularity and level of engagement
- 19. Digital marketing Plan Stages PLAN
- 20. Digital Marketing plan components • Media channel • Media vehicle • Media audience • Media schedule • Media budget • Media delivery
- 21. Digital Marketing plan (strategy) REAN MODEL
- 22. Key Performance Indicators Key performance indicators (KPIs) are business metrics used by corporate executives and other managers to track and analyse factors deemed crucial to the success of an organization. Effective KPIs focus on the business processes and functions that senior management sees as most important for measuring progress toward meeting strategic goals and performance targets.
Editor's Notes
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