Introduction to Digital

Marketing

-Yog Mishra
 Definition of
Marketing

• Marketing is the activity, set of

institutions, and processes for
creating, communicating,
delivering, and exchanging
offerings that have value for
customers, clients, partners, and
society at large.
 Definition of
Digital Marketing
• Digital marketing refers to any marketing
methods conducted through electronic
devices which utilize some form of a
computer, including online marketing efforts
conducted on the internet.
• In the process of conducting digital
marketing, a business might leverage
websites, search engines, blogs, social
media, video, email and similar channels to
reach customers.
Difference
between
Traditional
and Digital
Marketing
Difference
between
Traditional
and Digital
Marketing
 Types of Visibility in Digital Marketing
• Search engine visibility: This refers to the ability of a brand or website
to appear on the first page of search engine results for relevant
keywords. This is typically achieved through search engine
optimization (SEO) tactics such as creating high-quality content,
optimizing meta tags, and building backlinks.
• Social media visibility: This refers to the ability of a brand or business
to be seen and noticed by its target audience on social media
platforms. This is typically achieved through creating engaging
content and building a strong presence on platforms such as Facebook,
Instagram, and Twitter.
 Types of Visibility in Digital Marketing
• Online Advertising visibility: This refers to the ability of a brand or
business to be seen by its target audience through online advertising
platforms such as Google Ads, Facebook Ads, and Instagram Ads
• Influencer marketing visibility: This refers to the ability of a brand or
business to be seen by its target audience through collaborations with
influencers in the industry.
• Brand visibility: This refers to the ability of a brand to be recognized
by its target audience through consistent branding efforts across all
digital platforms.
 How does Digital Marketing increase
Visibility
• Search Engine Optimization (SEO):
• Keyword Optimization: By optimizing website content with relevant keywords, digital
marketers help improve a brand's ranking on search engines. Higher rankings mean increased
visibility when users search for related products or services.
• Social Media Marketing:
• Brand Presence: Establishing and maintaining a strong presence on popular social media
platforms helps brands connect with their audience. Regular updates, engaging content, and
interactions with followers contribute to increased visibility.
• Content Marketing:
• Quality Content: Creating and sharing valuable, relevant, and consistent content helps
establish a brand as an authority in its industry. Content can be in the form of blog posts,
articles, videos, and more, making the brand more visible to its target audience.
• Email Marketing:
• Direct Communication: Email campaigns allow brands to communicate directly with their
audience. Sending targeted and personalized emails can keep the brand at the forefront of
customers' minds and encourage repeat business.
• Pay-Per-Click (PPC) Advertising:
• Targeted Ads: Through platforms like Google Ads and social media advertising,
brands can create targeted advertisements. These ads are shown to users based on
specific demographics, interests, and online behavior, increasing the chances of
reaching the right audience.
• Influencer Marketing:
• Leveraging Influencers: Collaborating with influencers who align with the brand
helps in reaching a wider audience. Influencers can introduce a brand to their
followers, increasing visibility and credibility.
• Online PR and Brand Mentions:
• Online Public Relations: Building relationships with online publications, bloggers,
and influencers can result in positive mentions and coverage. Positive reviews and
mentions increase a brand's visibility and credibility.
• Mobile Marketing:
• Mobile Optimization: With the increasing use of mobile devices, optimizing
digital marketing strategies for mobile platforms ensures that a brand is visible
to users across various devices.
• Remarketing:
• Targeting Previous Visitors: By using remarketing techniques, brands can
target users who have previously visited their website. This helps to reinforce
the brand message and increases the likelihood of conversion.
• Analytics and Data Analysis:
• Data-Driven Decisions: Using analytics tools, digital marketers can analyze
the performance of various campaigns. This data-driven approach enables
them to make informed decisions and optimize strategies for better visibility.
 Engagement
• In the context of digital marketing,
engagement refers to the level of
interaction and involvement that users
have with a brand or its content across
various online channels.
• It goes beyond simply attracting
attention and includes actions such as
likes, shares, comments, clicks, and
other forms of participation that
indicate an audience's interest and
connection with the brand.
 •
Visitor engagement refers to the level of
interaction and involvement exhibited by
individuals (visitors) when they interact with a
website or digital platform.
Visitor • It is a measure of how actively users participate,
Engagement consume content, and interact with the elements
presented to them on a website.
• High visitor engagement is typically indicative
of a positive user experience and a strong
connection between the audience and the digital
platform.
Why Engagement is
Important
Building
Strong
Relationship
Improving SEO
• Akshay Sahi, director, Prime and Delivery Experience, Amazon India,
explains, “Over the years, we have seen that Prime membership is a
bestseller during all key sale events, and we now see a lot of our new
Prime members coming from smaller towns.” The 2023 Prime Day
Sale, was the biggest in India ever, with 14 percent more Prime
members shopping as compared to last year, claims the company.
“This year, we saw a peak of 22,000+ orders being placed by Prime
members in a single minute; close to five smartphones got sold every
second, with 70 percent demand coming from Tier II & III cities,”
claims Sahi.
Generating
Lead and
Sales
• The issue of trip cancellations and offline
driving left many Uber passengers in India
dissatisfied.
• In response, Uber India promptly launched a
customer engagement campaign named ‘If
you’re off the app, then you’re off the map’.
This was aimed at re-engaging its customers
and winning back their trust.
Targeted Traffic Conversion Lead
Targeted Traffic

• "Targeted traffic" refers

to website visitors who
are specifically
interested in the
products, services, or
content offered by a
particular website. These
visitors are more likely
to engage with the site
and take desired actions.
 Conversion

• "Conversion" in online
marketing refers to the desired
action that a website owner
wants visitors to take. This
could include making a
purchase, signing up for a
newsletter, filling out a form,
or any other goal that aligns
with the website's objectives.
 • "Leads" are individuals who
have expressed interest in a
product or service by providing
their contact information or
taking some other action that
Leads signifies potential interest.
These individuals are
considered potential customers,
and businesses aim to convert
them into paying customers
over time.
Process of Targeted
Traffic Conversion
a. Attract Targeted Traffic: - Utilize various online marketing
strategies such as search engine optimization (SEO), pay-per-click
(PPC) advertising, social media marketing, content marketing, and other
targeted approaches to bring relevant visitors to the website.
b. Conversion Optimization: - Once the targeted traffic arrives on the
website, it's crucial to optimize the site's design, content, and user
experience to encourage visitors to take the desired actions
(conversions). This may involve clear calls-to-action, persuasive
content, and a user-friendly interface.
c. Lead Generation: - Employ methods to capture information from
interested visitors, turning them into leads. This could involve forms,
subscription boxes, or other mechanisms to collect contact details.
d. Nurture Leads: - Implement strategies to nurture the leads over time.
This may involve email marketing, personalized content, and other
methods to keep the leads engaged and gradually move them through
the sales funnel.
e. Convert Leads into Customers: - The ultimate goal is to convert
these leads into customers. This process may involve additional
marketing efforts, promotions, or personalized communication to
address the specific needs and concerns of each lead.
Customer Retention
• Customer retention refers to the ability
of a business to keep its existing
customers over time. In the context of
digital platforms, this involves creating
an environment that encourages users to
continue interacting with a product,
service, or brand.
• The ultimate goal is to build a loyal
customer base that repeatedly chooses a
particular platform over competitors.
 Key Strategies for Customer Retention on
Digital Platforms
• Exceptional User Experience: A seamless and enjoyable user
experience is paramount. Digital platforms must be user-friendly,
responsive, and intuitive. Regularly update the interface based on user
feedback and technological advancements.
• Personalization and Targeted Communication: Utilize data
analytics to understand user preferences. Tailor content,
recommendations, and communication to individual users, creating a
personalized experience that resonates with their interests and needs.
• Reward Programs and Incentives: Implement loyalty programs,
discounts, and exclusive offers for repeat customers. Incentivize users
to stay engaged by providing tangible benefits for their loyalty.
• Effective Communication and Customer Support:
• Establish clear and open channels of communication. Respond
promptly to customer inquiries and feedback. Implement chatbots
or AI-driven customer support for immediate assistance, ensuring
users feel valued.
• Continuous Value Addition:
• Regularly update and enhance the platform to provide ongoing
value. Introduce new features, content, or services that align with
user expectations and market trends. Keep users excited and
engaged with fresh offerings
• Community Building: Foster a sense of community among users.
Encourage discussions, user-generated content, and interactions.
Social media platforms can be powerful tools for building a
community around a brand.
• Data Security and Privacy: Instill trust by prioritizing data security
and user privacy. Clearly communicate privacy policies, secure user
data, and adhere to relevant regulations. Users are more likely to stay
loyal to platforms that prioritize their privacy.
• Surveys and Feedback Loops: Regularly seek input from users
through surveys and feedback loops. Understand their needs,
expectations, and pain points. Use this information to make informed
decisions and show users that their opinions matter.
• Omnichannel Presence: Ensure a consistent presence across multiple
digital channels. Provide a seamless experience as users transition
between devices or platforms. An omnichannel approach contributes
to a cohesive user journey.
• Re-Engagement Campaigns: Identify inactive users and implement
re-engagement campaigns. Use targeted messages, special offers, or
personalized content to bring lapsed users back to the platform.
 Measuring and Improving Customer
Retention
• Key Metrics: Track key metrics such as customer churn rate,
customer lifetime value (CLV), and Net Promoter Score (NPS). These
metrics provide insights into customer satisfaction, loyalty, and overall
retention effectiveness.
• Feedback Analysis: Analyze user feedback and reviews to identify
areas for improvement. Understand both positive and negative
feedback to refine the user experience continuously.
• A/B Testing: Implement A/B testing for various elements of the
platform, including features, content, and communication strategies.
Evaluate which changes lead to better user retention and engagement.
• Predictive Analytics: Leverage predictive analytics to forecast
customer behavior. Identify potential churn indicators and proactively
address issues before users disengage.
• Benchmarking: Benchmark customer retention metrics against
industry standards and competitors. Identify areas where the platform
can outperform or catch up to stay competitive.
Understand the
major digital
marketing
channels
Online Advertising
Google Ads

• Type: Search Engine Advertising

• Description: Google Ads is one of the most widely
used online advertising platforms. It allows businesses
to create ads that appear in Google search results, on
the Google Display Network, and on YouTube.
Advertisers bid on keywords to have their ads
displayed to relevant audiences.
 Facebook Ads
• Type: Social Media Advertising
• Description: Facebook Ads enables businesses to
create targeted ads that appear in users' Facebook
feeds. Advertisers can target specific demographics,
interests, and behaviors, making it a powerful tool
for reaching a highly segmented audience.
Instagram Ads

• Type: Social Media Advertising

• Description: Instagram, owned by Facebook,
offers its own advertising platform.
Advertisers can create visually appealing ads
to appear in users' Instagram feeds or stories.
It's particularly effective for brands with a
strong visual identity.