Digital Marketing

UNIT I INTRODUCTION TO ONLINE MARKET

Online Market space- Digital Marketing Strategy- Components -
Opportunities for building Brand Website - Planning and Creation -
Content Marketing.

Introduction to Digital 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 platforms.

Traditional Marketing Vs Digital Marketing:

The debate continues as to whether digital marketing is overpowering and
surpassing traditional marketing or not. Many think that for the most part, digital
marketing has taken over and traditional marking barely exists, if at all. Recent
occurrences such as the magazine giant, Newsweek switching to totally digital
publications cause ripples throughout the marketing arena. Over the last year or
so traditional marketing had fallen nearly 160%
while in the same time frame expenses for digital marketing increased over 14%.

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.
➢ ▪ However, traditional promoting approaches had constrained client
reachability and extent of driving clients’ purchasing conduct. In
addition, traditional marketing methods were not quantifiable too.
➢ ▪ 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.
➢ ▪ 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.
 ➢ ▪ 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.
➢ ▪ 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 Simple process.
➢ 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.
➢ ▪ In most cases, traditional marketing is also costlier 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.

DigitalMarketing

Digital Marketing can be understood as a well-targeted, conversion-oriented,

quantifiable, and interactive marketing of products or services by utilizing
digital innovation to achieve the customers, and transform them into clients in a
sustainable fashion. The whole concept and functionalities of Digital Marketing
are more competent, effective, result-oriented and measurable, which make it
very different from traditional marketing.

➢ ▪ 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.
➢ ▪ The world of digital marketing continues to evolve and as long as
technology continues to advance, digital marketing will as well.
➢ ▪ 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.
➢ ▪ 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.
➢ 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.
➢ ▪ 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.
➢ 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.
➢ ▪ Benefits of Digital Marketing over Traditional Marketing include
reduced cost, real time result, brand Development, non-intrusive,
higher exposure, higher engagement, Quicker publicity, Non
interruptive, Good for All Stages of Fields, Easy analytics and
Strategy Refinement.
➢ ▪ One of the disadvantages to using digital media marketing strategies
is that it can take some time to realize measurable success.
Differences between Traditional Marketing & Digital Marketing:

Traditional Marketing Digital Marketing

1. Communication is bidirectional in
1. Communication is unidirectional Digital Marketing as businesses can
in traditional marketing, which communicate with customers and
means, an organization customers can ask queries or make
communicates about its services suggestions to businesses as well.
with its audiences.
2. Medium of communication is
2. Medium of communication in more powerful and involves social
traditional marketing is generally media websites, chats, apps and
phone calls, Email.
emails, and letters.
3. Digital marketing campaigns
3. Campaign in Traditional can be developed quite rapidly
marketing takes more time as and with digital tools,
designing, preparing, and channelizing Digital Marketing
launching are involved. campaigns is easier.
4. It is very effective for reaching
4. It is best for reaching local audience
global audience
5. It is almost impossible to measure 5. Digital Marketing lets you
the effectiveness of a traditional measure the effectiveness of a
marketing campaign. digital marketing campaign through
analytics.

Characteristics of Digital Marketing:

We are living in the digital age today. Outdated marketing won’t help you get
profits you desire for. Digital Marketing is a necessity today of almost every
business. There is no way around it. The way you dedicated a lot of your time
and effort to making your product, similarly it is important to invest in a
complete digital strategy to launch and show your product or services to your
targeted audience and continually improve your brand presence online.
Make sure that you evaluate all your options so you get aware of your digital
marketing platforms and whether or not you’re really boosting the potential of
your marketing campaign. When done correctly, this can help you stand out
from the crowd and get succeed.
Digital Marketing is a great way of increasing brand awareness, customer
engagement
and long-term loyalty and generating a short-term boost in sales, despite the fact
that every digital marketing campaign is different in their own ways, the reality
is that many of them are built on common basics and a few key elements.
Successful Digital Marketing Campaign requires a lot of time following through
analytics and data to find insights. But, as we have analyzed which
characteristics successful campaigns share to help you.
1. Get a Quality Company Website:
What was a novelty a mere decade ago is a critical requirement today. A
business website is a pseudo B2B portal, allowing businesses and customers
from around the world to
connect with you. A business website is similar to your Company brochure,
available 24×7, and projects you as a professional outfit.
2. Social Media Presence:
The biggest achievement of this digital era has been the ease with which
people have learnt to communicate- Social Media websites like Facebook,
Twitter, Google+, Pinterest, YouTube etc. are the latest methods to
communicate across wide demographics of age, taste and culture. By
actively promoting your company on these social media, you are getting the
world to talk about you.
3. Blogging and Forums:
Here is a powerful axiom- 'Content is King'. Produce powerful, genuine and
compelling content as part of your Company blog. Be a regular on relevant
forums and discussion panels. Learn the art of connecting your business
themes into the content that you produce. In time, your content will stand up
to be the biggest promoter of your brand.
4. List your business on the three biggest listing services:
Register your business on 'Google Places'- this allows your business to feature
on Google searches and be listed on Google Maps. Other business databases
that you must be part of include 'Yahoo! Local' and Microsoft's 'Bing'. Joining
these services is free; setting up an account takes very limited time and the far
reach of these services translates to free promotion for your business.
5. Email Marketing:
In recent times, bulk emailing isn't a very favoured promotional concept.
However, if done well, and with good intentions, email marketing could be a
powerful tool in your Company's online promotional arsenal. Personalized
emails speak directly to the target audience, helps you get an immediate
response and can aid in the opening of a line of communication with your
prospective customer base. It's free and fast promotion- with an impactful
feedback.
6. A Dedicated Digital Marketing Expert:
If you aren't sure about pulling off a good promotional job individually,
maybe it's a good idea to hire an innovative, enthusiastic Digital Marketing
Consultant to handle your Company's online promotional strategy. This
action will allow you to be on top of your promotional ideas while employing
a professional to implement concepts that drive towards your expected
results.
 Technology behind Digital Marketing

Developments in technology and the evolution of marketing are inextricably

intertwined.
➢ Technology has underpinned major milestones in the history of
marketing since its inception.
➢ The process tends to go something like this:
➢ ▪ New technology emerges and is initially the preserve of technologists
and early
➢ adopters.
➢ ▪ The technology gains a firmer foothold in the market and starts to
become more
➢ popular, putting it on the marketing radar.
➢ ▪ Innovative marketers jump in to explore ways they can harness the
power of this
➢ emerging technology to connect with their target audience.
➢ ▪ The technology migrates to the mainstream and is adopted into standard
marketing
➢ practice.
➢ The printing press, radio, television and now the internet are all
examples of major breakthroughs in technology.
➢ E-mail, one of the Internet’s most widely used applications, and one
of the most critical
for internet marketers, began life as a programmer’s afterthought. The
ARPANET was a solution looking for a problem.
➢ From ARPANET to Internet :
The term ‘internet’ was first used in 1974 by US computer scientist Vinton Cerf
(commonly
referred to as the ‘father of the internet’, and now a senior executive and
internet evangelist with Google). Cerf was working with Robert Khan at
DARPA on a way to standardize the way different host computers
communicated both across the growing ARPANET and between the
ARPANET and other emerging computer networks. The Transmission Control
Program (TCP) network protocol they defined evolved to become the
Transmission Control Program/Internet Protocol (TCP/IP) protocol suite that’s
still used to pass packets of information backwards and forwards across the
internet to this day.

In 1983 the ARPANET started using the TCP/IP protocol – a move that many
consider to signal the true ‘birth’ of the internet as we know it. That year, too,
the system of domain names (.com, .net, etc) was invented. By 1984 the number
of ‘nodes’ on the still fledgling network passed 1,000 and began climbing
rapidly. By 1989 there were more than 100,000 hosts connected to the internet,
and the growth continued.
Making Connections – ‘birth of the Web’
It was in 1989 that Tim Berners-Lee, a British developer working at the
European Organization
for Nuclear Research (CERN) in Geneva, proposed a system of information
cross- referencing, access and retrieval across the rapidly growing internet
based on ‘hypertext’ links. The concept of a hypertext information architecture
was nothing new, and was already being used in individual programs running
on individual computers around the world.

Digital marketing components

Digital marketing encompasses a variety of components that businesses
use to promote their products or services online. Here are some key
components of digital marketing:
➢ Website: A well-designed and user-friendly website serves as the central
hub for most digital marketing efforts. It's the place where customers can
learn about a business, its products, and make purchases.
➢ Search Engine Optimization (SEO): SEO involves optimizing a website's
content and structure to improve its visibility on search engines. The
goal is to rank higher in search results for relevant keywords, attracting
more organic (non-paid) traffic.
➢ Content Marketing: Creating and distributing valuable and relevant
content to attract a target audience. This includes blog posts, articles,
videos, infographics, and more.
➢ Social Media Marketing: Utilizing social media platforms like
Facebook, Twitter, Instagram, and LinkedIn to connect with the
audience, build brand awareness, and drive traffic to the website.
➢ Email Marketing: Sending targeted messages to a specific audience
through email. This can include newsletters, promotional offers, and other
types of communication to nurture leads and retain customers.
➢ Pay-Per-Click (PPC) Advertising: Running paid ads on search engines
(Google Ads) or social media platforms (Facebook Ads, Instagram Ads)
to drive traffic to a website. Advertisers pay a fee each time their ad is
clicked.
➢ Influencer Marketing: Partnering with influencers or individuals with
a significant online following to promote a product or service. This
can help reach a broader audience and build trust through social proof.
➢ Affiliate Marketing: Collaborating with affiliates who promote your
products and earn a commission for each sale generated through their
referral. It's a performance-based marketing strategy.
➢ Analytics and Data Analysis: Monitoring and analyzing the
performance of digital marketing campaigns using tools like Google
Analytics. This helps in understanding user behavior, measuring the
effectiveness of campaigns, and making data-driven decisions.
➢ Mobile Marketing: Optimizing marketing efforts for mobile
devices, including mobile-friendly websites, mobile apps, and
SMS marketing.
➢ Customer Relationship Management (CRM): Managing and
analyzing customer interactions and data to improve relationships,
customer retention, and sales.
 ➢ Online PR (Public Relations): Using online channels to manage a
company's public image, handle crises, and engage with the online
community.
These components often work together in an integrated digital marketing
strategy to maximize the impact and effectiveness of a campaign. The choice of
which components to emphasize depends on the business goals, target
audience, and the nature of the products or services being promoted.
Opportunities for Building Brand Website :
Building a brand website presents numerous opportunities for businesses to
establish a strong online presence, engage with their audience, and drive
conversions. Here are some key opportunities for building brand websites:
➢ Brand Identity and Recognition:
➢ Consistent Branding: A website provides a platform to showcase a
consistent brand identity through logos, colors, and messaging, helping
to build brand recognition.
➢ Online Visibility and Reach:
➢ Search Engine Optimization (SEO): A well-optimized website can
improve search engine rankings, making it easier for potential
customers to find the brand online.
➢ Audience Engagement:
➢ Content Creation: Websites offer a space to share valuable content, such
as blog posts, articles, and videos, fostering engagement and building
trust with the audience.
➢ Interactive Elements: Incorporating interactive features, such as
quizzes, surveys, and feedback forms, encourages audience
participation.
➢ E-Commerce and Sales:
➢ Online Sales: For businesses selling products, a website serves as a
24/7 online storefront, enabling customers to make purchases at
their convenience.
➢ Payment Integration: Integration with secure payment gateways
facilitates smooth transactions and enhances the overall shopping
experience.
➢ Customer Communication:
➢ Contact Forms: Websites provide a channel for customers to reach
out through contact forms, inquiries, and customer support,
fostering communication.
➢ Live Chat: Implementing live chat features enhances real-time
communication and helps address customer queries promptly.
➢ Social Media Integration:
➢ Cross-Platform Promotion: Integrating social media feeds and
sharing buttons enables seamless cross-platform promotion and
encourages users to share content.
➢ Data Collection and Analytics:
 ➢ User Analytics: Implementing tools like Google Analytics helps
businesses track user
behavior, enabling data-driven decision-making for marketing strategies
and website improvements.
➢ Mobile Optimization:
Mobile-Friendly Design: With the increasing use of mobile devices, optimizing
the website for mobile users ensures a positive experience and broader reach.
Brand Storytelling:
About Us Section: A dedicated space for sharing the brand's story, mission, and
values helps connect with customers on a personal level.
Email Marketing Integration:
Newsletter Sign-ups: Collecting email addresses through the website allows
businesses to build a subscriber list for targeted email marketing campaigns.
➢ Feedback and Reviews:
➢ Testimonials and Reviews: Showcasing positive customer testimonials
and reviews on the website builds credibility and trust.
➢ Security and Trust:
➢ SSL Certificates: Implementing security measures, such as SSL
certificates, ensures a secure browsing experience, instilling trust in
users.
➢ International Expansion:
➢ Localization: For businesses looking to expand internationally,
websites can be tailored to different regions with language options
and localized content.
➢ Educational Resources:
➢ Knowledge Base: Providing educational resources or a knowledge
base related to products or services can position the brand as an
authority in its industry.
➢ Event Promotion:
➢ Event Calendars: If applicable, websites can feature event calendars
for promoting product launches, sales, or other special events.
➢ By leveraging these opportunities, businesses can create a powerful
online platform that not only showcases their brand but also engages
customers, drives sales, and establishes a lasting online presence.
Content Marketing:
Content marketing is a strategic marketing approach focused on creating and
distributing valuable, relevant, and consistent content to attract and retain a
clearly defined audience. The goal is to drive profitable table customer action by
providing information that educates, entertains, or solves problems for the target
audience. Here are key aspects of content marketing:
Audience Understanding:
Target Audience: Clearly define the target audience to tailor content to their needs,
preferences, and behaviors.
Buyer Personas: Develop detailed buyer personas to understand the
demographics, interests, and challenges of your audience.
➢ Content Strategy:
➢ Goals and Objectives: Establish clear goals for your content marketing
efforts, such as brand awareness, lead generation, or customer retention.
➢ Content Calendar: Create a content calendar to plan and schedule content
distribution over time.
➢ Content Creation:
➢ Quality Content: Produce high-quality, relevant, and engaging content
that addresses the needs and interests of your audience.
➢ Various Formats: Experiment with different content formats, including
blog posts, articles, videos, infographics, podcasts, and more.
➢ Visual Appeal: Incorporate visually appealing elements to
enhance the overall user experience.
Search Engine Optimization (SEO):
➢ Keyword Research: Conduct keyword research to optimize content for
search engines and improve visibility in search results.
➢ On-Page SEO: Optimize titles, meta descriptions, and headings to
enhance search engine rankings.
➢ Content Distribution:
➢ Social Media: Share content across relevant social media platforms
to reach a broader audience.
➢ Email Marketing: Use email newsletters to distribute content directly to
subscribers.
➢ Syndication: Consider repurposing and syndicating content on other
platforms to increase reach.
➢ Engagement and Interaction:
➢ Comments and Feedback: Encourage audience interaction through
comments, shares, and feedback.
➢ Community Building: Foster a sense of community around your brand by
engaging with your audience on social media and other platforms.
➢ Metrics and Analytics:
➢ Key Performance Indicators (KPIs): Track relevant KPIs such as website
traffic, engagement, conversion rates, and leads generated.
➢ Analytics Tools: Use tools like Google Analytics to measure the
performance of your content and gain insights into user behavior.
➢ Consistency and Persistence:
➢ Consistent Publishing: Stick to a regular publishing schedule to
maintain audience interest and build trust.
➢ Adaptability: Stay informed about industry trends and adjust your
content strategy accordingly.
 ➢ Brand Authority:
➢ Thought Leadership: Establish your brand as a thought leader in your
industry by providing insightful and authoritative content.
➢ Expert Interviews: Conduct interviews with industry experts to
enhance your brand's credibility.
➢ Content Repurposing:
➢ Reuse and Refresh: Repurpose existing content into different formats or
update and refresh evergreen content for ongoing relevance.
➢ Lead Generation:
➢ CTAs and Landing Pages: Include clear calls-to-action (CTAs) in
your content that lead to optimized landing pages for lead generation.
➢ Storytelling:
➢ Narrative Approach: Use storytelling techniques to make your content
more engaging and relatable.
Content marketing is a dynamic and evolving field, and success often requires
a combination of creativity, strategy, and adaptability. By consistently
delivering valuable content to your audience, you can build lasting
relationships, drive brand loyalty, and achieve your business objectives.