Introduction to Digital Marketing (Unit 1)

11

UNIT 1 Introduction to Digital

Marketing
1.1. DIGITAL MARKETING
1.1.1. Introduction
Digital marketing is an interactive marketing of products and
digital technologies to reach customers on-time and retain services using
channel of distribution can be of various media them. This interactive
other digital outdoor tools. Digital marketing is the forms like mobile, internet and
most
and contemporary method of promotion which is accessible, easy to use
also known as 'online
marketing'. It has a great potential to replace traditional and out-dated methods of
marketing and may prove inappropriate to new and potential
consumers.
Digital marketing is not just confined to the methods using
beyond this. It involves other distribution channels to reach internet, rather it is
not require internet for promotion of goods and customers, which do
services.
marketing uses different mediums such as text messages, Therefore, digital
mobile phones, digital boards, banners, television, radio, etc., multimedia messages,
with the customers. These techniques help the for
communicating
customers in a cost-effective manner. marketer to directly reach their

Earlier, internet marketing was viewed as a separate

it is viewed as the main domain of marketing promotional service but now
which mostly covers all traditional
methods. Presently, the method of
now it is made more interactive communicating with the customer is same, but
by using digital technologies. Going digital
enables the companies and marketers to serve and
engage their customers
effectively. "Digital marketing is the promotion of brands using all forms of
digital advertising. This now includes television, radio, internet,
other form of digital media." Digital marketing is growing mobile and any
market. Indian consumers need time to become familiar steadily in the Indian
with the use of digital
marketing technologies. However,there is a wide sçope for web-based
in India as consumners are constantly moving companies
towards web-based marketing.
1.1.2. Ten Cs of Digital Marketing
Following are the ten Cs of digital marketing:
Ten Cs of Digital Marketing
Customner
Corporate Culture
Convenience
Competition
Communications
Creative Content Consistency
Customisation
Coordination
Control
Usage of Digital Marketing Platforms for Earning Income (Unit 3) 103

4) Leadership: Effective leadership entails conducting in-depth analysis,

unique
thought, and content creation. A leader will learn as much as they can about their
fields and give insightful ideas that will benefit their audience. Content of low
quality will be seen as such and, as a result, would not be shared. Through
content curation, marketers may add value for their audience as a leader. This
involves enhancing the stuff they provide by giving it a summary, some context,
or a different angle.
S) Social: Additionally, marketers must create high-calibre
networks because, in
some cases, quality is more important than quantity. Marketers must find the
authorities in their field, read what they have to say, dispute with them, and
present their views to them.
6) Media Platforms: It is crucial that marketers
concentrate on the appropriate
platforms and communities. Where does the target market congregate? The
platforms, forums, and organisations where the audience hangs out should be
their main focus. Some platforms are much more successful than others at
enhancing the SEO advantages of SMO.
7) Optimisation: Following are some technical aspects of optimising SMO:
i) Share Buttons: By including share buttons in the content, marketers may
make it simple for users to share it. To provide social evidence, they should
also display the share counts.
ii) Social Icons: Group and display the social media icons in an obvious
location on the website.
ii) Subscription Options: Include subscription choices like email, RSS, and
newsletters in this category.
iv) Shareable Information: Some content, like infographics or articles with
five top tips, is casier to share than others. This, in my opinion, is in part due
to its briefness and scannability.
v) Social Login: Make it simple for users to comment by allowing social login
alternatives.
vi) Rich Snippets: Rich snippets, data intended to summarise a page's
information, are ingested by social networks. For users, these are
incredibly helpful. These data are retrieved by the various social networks
in various wayS.
vii)Title Tags: Marketers must make sure to include their name in their title
tags and optimise them for sharing, especially on Twitter where there is a
character limit.
vii) Images: Pictures can express ideas far more effectively than words can.
Include photographs that enhance the content, as well as one that can serve
as a thumbnail-for-it Glavd
3.4.SOCIAL MEDIA MARKETING
3.4.1. Introduction
People create, share, or interchange information, career ideas, interests, and
pictures/videos in virtual communities and networks through social media platforms.
A collection of internet-based programs that are designed on the technological and
ideological grounds of web and that permit the formation and interchange of content
generated by the user is defined as social media
 describe wöbILCN
users. In order to communicato features dlary-type commentary and links to articles on other web
debate, share, and transform content generated by some significant and presented as a list of entries in reverse chronological order. Blogs range
businesses, and organisations,
among individuals, communities,
contradicts with traditional personal to the political, and can focus on one narrow subject or a whole ran
prevalent modifications are introduced. Social media frequency, subiects. On a blog, the content consists of articles (also sometimes called "posts
media in several ways which include permanence, promptness, utility, traditional or entries") that the author(s) writes. Yes some blogs have multiple
authors, each
media operates in duplex transmission whereas articles in a
reach and quality. Social
is a part writing his/her own articles. Typically, blog authors compose their
media operates under a simplex transmission model. Social media marketing web-based interface, built into the blogging system itself. Somne blogging systems
online marketing which utilises social media websites as its marketing tool. Its software, which allows
of
the also support the ability to use standalone weblog client"time.
main goal is to increase brand exposure, broaden customer reach and to convey authors to write articles offline and upload them at a later
information about different products and brand. For this purpose, various social in every
media websites are used such as YouTube, MySpace, Digg, Facebook, Twitter and 3) Social Networks: In modern era, social networks play a significant role
one of the
Flickr. The products offered by the company and the objectives of SMM campaigns type of business, whether it is B2B or B2C marketing. Facebook is
LinkedIn, for
decide which social medium is most suitable for a particular target audience. largest social networking sites. Other networks include
Commonly, most of the social media campaigns are launched to create brand professionals; MySpace, for entertainment and music; Twitter for news and
awareness, to increase brand feedbacks and discussions whereas there are soe 'tweets, etc.
campaigns which only focus on selling product and services.
3.4.3. Pillars of Social Media Marketing
Many businesses are adopting these market strategies to become a part of a group of The various pillars of social media marketing are as follows:
people online. In common, people interact with one another at public. places like 1) Identity-Based Interaction: Here, the company defines its values, who they are
coffee shops, pubs, or barber shops. Similarly, people can also gather online for and where they can be found. The customer relies on the online content that the
advising, sharing and socialising with each other. From past few years, these online company defines and declares as a provider. This can be done by creating
communities are playing an important role in building good communication between "About Us" page on websites, MySpace profile, Facebook profile, etc. On these
different social groups, which helps them to interact and connect with different
people from diverse places. pages very less information is provided outside their own declaration, but it is
essential to define the major benefits it offers to its customers. There are few
The process of promoting a product or a service through social media networks is websites which are designed for this purpose only, while it can also be done by
defined as social media marketing. It might appear too simple but "making theself providing expanded business card, or being a friend on other online websites
known" is aset of events which helps the company to establish its own presence in also. The most common website for making business connections is LinkedIn.
the market as different companies use different methods for promoting their products 2)Association-Based Interaction: In association-based interaction there is great
or brands.
chance for customers to associate with the marketer and marketer with their
3.4.2. Social Media Platforms customers. This can be easily done by becoming friends on MySpace, creating a
Following are the social media platforms for communication: BlogRoll for itself and the marketer or through social bookmarking. Here, the
customers can proudly wear the company's logo and promote the company. This
1) Online Communities and Forums: Online community is a network of people type of activity is largely encouraged by social bookmarking sites like Digg,
who communicate with one another and with an organisation through interactive Del.icio.us, etc.
tools such as e-mail, discussion boards and chat systems. Digital marketing
communities engage their customers, provide a new source of leads, and drive 3) User-Initiated Conversation: A situation where the customer or user itself
more organic search traffic through user generated content. comes forward with its declarations and questions. It is the biggest opportunity
for the company or the marketer to serve its customers respectfully. These
Aforum is similar to a supported module, in other words, a public message Conversations can be held by creating forums and groups on sites like Yahoo!,
centre. Through forums the users can post messages, either to a group at large or Google, community sites, etc.
to certain users. However, all postings can be seen by anyone else who has
access to th¡t forum, so refrain from sharing secret information among each 4) Provider-Initiated Conversation: This is an initiative from the company's side
other. Forums are also threaded, which means a reply to a particular posting towards their customers to discover their likes, dislikes, feelings and opinions.
becomes part of the "thread" of that posting that can be followed to provide a This conversation can be conducted online through social media websites or
cohesive progression through a particular topic. One can get the references of his company's own website. This is an opportunity for customers to tell their
previous postings as well. Forums offer businesses an effective method to preferences and choices and it totally depends on them whether to share it with
should
engage and carry on conversations on specific topics and interest. They have the the company or not. VWhatever their decision may be, the company
ability to create and develop a close knit, trusted community. present ítself generously.
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