Digital And Social Medial Marketing

4539287
 Subject Name: Digital and Social Media Marketing (DSMM)
Subject Code: 4539287
• Learning Outcome
– Demonstrate an understanding of social media, the various channels through which it
operates, and its role in marketing strategy.
– Exposure to the various tools of digital marketing and how to integrate the same in the
overall marketing plan.
– Measure the effectiveness of digital campaigns.
– Identify globally acceptable best practices for digital and social media marketing.
– Evaluate the impact of social media on social groups and sub-cultural groups.
– Sensitization towards the need to tap digital marketing space without hampering the
audience digital privacy and data misuse.
– Act ethically and follow through on commitments when communicating with varied
audiences and build positive reputation within the community.
Subject Name: Digital and Social Media Marketing (DSMM)
Subject Code: 4539287
Subject Name: Digital and Social Media Marketing (DSMM)
Subject Code: 4539287
Subject Name: Digital and Social Media Marketing (DSMM)
Subject Code: 4539287
Subject Name: Digital and Social Media Marketing (DSMM)
Subject Code: 4539287
Subject Name: Digital and Social Media Marketing (DSMM)
Subject Code: 4539287
Subject Name: Digital and Social Media Marketing (DSMM)
Subject Code: 4539287
Subject Name: Digital and Social Media Marketing (DSMM)
Subject Code: 4539287
 Subject Name: Digital and Social Media Marketing (DSMM)
Subject Code: 4539287
• Digital Marketing
– “Digital Marketing”, “Internet Marketing”, “Web Marketing” and “online Marketing”
– Digital marketing encompasses all marketing efforts that use an electronic device or the internet.
Businesses leverage digital channels such as search engines, social media, email, and other
websites to connect with current and prospective customers.
– Digital marketing is the marketing of products or services using digital technologies, mainly on
the Internet, but also including mobile phones, display advertising, and any other digital medium.
– – Philip Kotler- ‘ a form of direct marketing which links consumers with the sellers electronically
using interactive technology like emails, online forums, and newsgroups, interactive television,
mobile communication etc.
 Characteristics of Digital Marketing

 Two- way communication -

 Targeting one – communication may be highly personalised and interactive.
 Level playing field – it is for all, not require big budget, not having entry barrier like TM
(traditional Marketing)
 Measurability – measurement and calculation of returns
 Push and Pull – have both option, search engines is pull medium, banner ads on website is push
marketing
 Real time – instant feedback on campaign
 Zero Moment of truth – now it is imperative for marketers to be present on digital marketing
sites as consumer started their journey there.
https://www.emarketer.com/content/global-digital-ad-spending-2019
 Drivers of Digital Marketing at Global Level
• https://www.xakbox.com/growth-of-digital-marketing-in-india-2019
/
• https://www.internetlivestats.com/
https://www.emarketer.com/Chart/Digital-Ad-Spending-India-2
016-2021-billions-change-of-total-media-ad-spending/205180
Digital advertising in India
 Evolution of Digital Marketing

• The First Banner Ad - AT&T "You Will“

• AT&T - Telecommunications company
• http://thefirstbannerad.com/
• Evolution
• “Digital Marketing is not a medium but it is a way of doing business.”
 Digital Marketing trends
 Voice search - 2020, 50% of all queries will be voice-based according to Comscore.
 Chatbots - 45% of end users prefer to use Chatbots as a major means of communication in customer
service.
 Micro-Moments – users are using their smartphones, marketers continue to leverage micro-moments
to attract their audience’s attention and fulfil their instant decisions.
 Augmented and Virtual Reality Marketing - Statista, AR and VR market size worldwide are
expected to reach $209.2 billion in only 4 years. (https://www.loreal-paris.co.uk/virtual-try-on)
 Live Videos - Facebook, Instagram and Youtube, live content is the fastest growing segment
 AI and Machine Learning - Amazon, Microsoft and Google extending their resources in AI and
machine learning
 Engagement-Based Email Marketing - As email marketing is getting smarter base on active and non
active users.
 Rich Lead Profiling - Marketers use data enrichment to reveal more details about their leads and
personalize their approach when attempting to contact them.
 Browser Push Notifications - Push notifications are moving into the realm of web browser technology
(Ecommerce companies )
 Content Personalization - As one size doesn’t fit all and customers want more relevancy
https://medium.com/@rikwalters/the-evolution-of-digital-marketing-strategy-in-the-enterprise-1b9687a85e09
  Traditional Marketing Digital Marketing
Unstructured and Unclear
Type of Structured and Clear
Marketing Status updates, ad campaigns, blogs, posts, comments, social
Advertising campaigns, service hotlines
media, etc.

­Unidirectional (one to many) Multidirectional (many to many)

Direction of Information spread by company (active)
Communication Both company and consumers talk and listen (both active).
Consumers only listen (passive) Consumers can also create content, like or post

Scheduling Long-term Short-term

Private Public
Communication
with Consumer Communication only between company and consumer Reactions to comments are public; anyone can read and join a
(via email, phone); discussion is kept secret discussion

During Working Hours All the Time (24/7)

Availability Constant readiness to respond to negative comments and
No direct support beyond regular working hours (9 to 6) consumer requests
Formal, Legally Safe Genuine, Direct
Language
Official Personal responses and short answers
Longer as if somebody is interested after seeing an ad in
print or TV they can’t see the additional information at Quickly as soon as they see the ad, they can click the link and
Response time
that instant, they need longer time for gathering can get more information so decision can be taken quickly
information about the product.
Info graphic: An Example

Why use info graphics?

 Info-graphic
• Info graphics are graphic visual representations of information, data or
knowledge intended to present information quickly and clearly (wiki).

• According to the Oxford English Dictionary, an info graphic (or information

graphic) is “a visual representation of information or data”.

• An info graphic is a collection of imagery, charts, and minimal text that gives
an easy-to-understand overview of a topic. Below is the example of info
graphic.
 Why use info graphics? Implications for business & society

 Info graphics are universal  Summarize a long blog post or report

 Provide a quick overview of a topic  Compare and contrast multiple options

 Explain a complex process  Raise awareness about an issue or cause

 Educating consumers  Simplify communication and clarify
 Visualizing statistics messages

 Display research findings or survey data

 Facilitate management decision-making

See the link to follow the implications of

info graphic for society.
(
https://transformingindia.mygov.in/all-in
fographics/
)

(further reading follow:

https://www.webfx.com/what-is-an-infog
raphic.html
) and

https://www.dailyinfographic.com/blog/
 Digital Marketing Strategy

Digital marketing strategy is the series of actions that help you achieve your company goals through
carefully selected online marketing channels. These channels include paid, earned, and owned media,
and can all support a common campaign around a particular line of business.

Refer following pages for digital marketing strategies,

 https://blog.hubspot.com/marketing/digital-strategy-guide
 https://www.smartinsights.com/digital-marketing-strategy/

 https://www.smartinsights.com/marketplace-analysis/customer-analysis/digital-marketing-statistics-sources/

 https://digitalmarketinginstitute.com/blog/what-are-the-most-effective-digital-marketing-strategies

 https://digitalmarketinginstitute.com/blog/5-steps-powerful-digital-marketing-strategy

 https://vtldesign.com/what-we-do/digital-marketing/digital-marketing-strategy/
 Digital Marketing Strategy
 The consumer decision theory
 P.O.E.M. framework

 Digital landscape
 Digital marketing plan
 Digital marketing models
 The consumer decision theory
 The AIDA model is an acronym - it stands for attention, interest, desire and action. It is a
model used in marketing that describes the steps a customer goes through in the process of
purchasing a product.
 What is the AIDA approach?
 Attract attention
 Attention
 Maintain interest
 Interest
 Create desire
 Desire
 Take action
 Action
 Advocacy
 The AIDA approach

The CMO Club surveyed

marketing and the buyer journey in
Europe and the US. When asked,
which were the primary marketing
channels they leveraged during
various stages, more chose social
media than any other option for
every stage of the purchase process
except buying itself.
 Digital Marketing Strategy
 The consumer decision theory
 P.O.E.M. framework

 Digital landscape
 Digital marketing plan
 Digital marketing models
 Digital Marketing Strategy
 Inbound and outbound Marketing:
 https://blog.hubspot.com/blog/tabid/6307/bid/2989/inbound-marketing-vs-outbound-marketing.aspx

 White paper Marketing: A whitepaper is a persuasive, authoritative, in-depth report on a

specific topic that presents a problem and provides a solution. Marketers create whitepapers to
educate their audience about a particular issue, or explain and promote a particular methodology.
 Organic and inorganic marketing:
 https://crayonpanda.io/all-you-need-to-know-about-inorganic-organic-marketing/

 Influencer marketing is a form of social media marketing involving endorsements and product
placement from influencers, people and organizations who have a purported expert level of
knowledge or social influence in their field.
 P.O.E.M. framework
“The marketing Poem” - An excellent framework that can help you organize your digital marketing
strategy is Paid, Owned, and Earned Media. (
https://thearijit.com/2018/10/digital-marketing-framework/ ).
 Paid Media: This includes sponsored ads in different channels of DM (digital marketing) such as
Facebook, websites, search engines, LinkedIn, Twitter etc.
 Owned Media: This is like an asset of a company i.e., the company has the ownership of these
media. It includes a company’s official website, microsite, and social media pages.
 Earned Media: This is organic and unpaid. It includes publicity that is generated and obtained
through recommendations and word of mouth.
https://nieveyalgomas.blogspot.com/2016/07/looking-for-inspiration-excerpts-about.html
 Implications: P.O.E.M. framework

 There should be balance among all media and it should not be lopsided towards one.

 Owned and earned media are organic hence it is more credible and provide higher quality of traffic.

 Paid media increases the reach in the short run, but once you stop running paid ads, you may not get

repeat engagement. Hence, the best practice is to decide upon the short term and long term medium.

 India, more focus is on paid media and around 75% budget allocated to it.

 Media engagement also depend on product life cycle.

 Marketer can count on Facebook which is paid, owned as well as earned media.
 Digital Marketing Strategy
 The consumer decision theory
 P.O.E.M. framework

 Segmenting and Customizing Messages

 Digital landscape
 Digital marketing plan

 Digital marketing models

 Segmenting and Customizing Messages
 Digital media generate enormous data about customer.

 This data enable rich segmentation based on geographic, demographic, psychographic and

behavioral variable.

 Targeted segment should give better response to marketing stimuli than general population.

 The study of internet user’s online behavior determine their intent to buy product or not.

 CRM data can be used for targeting potential customers. These customer are more likely to

purchase product because of their past engagement with the brand. (see the figure find your

customer online)
 Digital Marketing Strategy
 The consumer decision theory
 P.O.E.M. framework

 Segmenting and Customizing Messages

 Digital landscape
 Digital marketing plan

 Digital marketing models

 Digital landscape
 A collection or system of man-created spaces in the digital world.

 Digital landscape consist of different channels such as search engines, social media, mobile

marketing, influence marketing, digital PR etc.

 In marketing, the mantra is “Fish where the fishes are.”

 This means marketers should allocate more budget where consumers spend more time.

 Each medium of digital marketing have its own strengths and weakness.

 Marketer should aligned objective to each medium according to its strengths and weakness.
 Digital landscape

 Search engine marketing is a form of Internet marketing that involves the promotion of websites
by increasing their visibility in search engine results pages primarily through paid advertising.
 It is more of pull media

 Paid advertising or search engine optimization is good for customer acquisition

 User is more interested in searching of information on search engine
 Higher click-through and higher conversion rate than other medium
 Digital landscape

 Popular portals and website like Yahoo!, Indiatimes and YouTube

 Good for brand building
 This is a more like of push media
 These sites have millions of unique users and page views
 Generate huge rich
 Banner ad on these kind of sites can create higher rate of brand awareness
 Digital landscape

 Social media is useful for customer engagement.

 Building a community and nurturing a bond with the brand.
 It is not for sale, generally…
 This platform may not be generate higher conversion rate but it can be an effective tools for
marketer for customer engagement.
 Digital landscape

 Micro blogging platforms such as twitter

 Disseminating information quickly
 They are more about what is happening and can be used for sharing current developments and
spreading word of mouth
 It is open network and user can view tweets of anyone of other user without following the user
 Other micro blogging sites are WordPress.com, Blog.com, Blogger, etc.
 Digital landscape

 Online reputation management (ORM) is the practice of crafting strategies that shape or
influence the public perception of an organization, individual or other entity on the Internet.
 There are many effective ORM tools

 Track what people are talking about their brands

 Another aspect of ORM is Digital PR
 It also include, Influencer marketing

 Influencer marketing involves using key brand advocates to drive your message to the larger
market in an organic way.
 Digital landscape

 Digital Analytics is the process of analyzing digital data from various sources like websites, mobile
applications, among others.
 Digital marketing general huge data

 The measurability is one of the strength of the digital marketing

 Provide vision, how users or customers are behaving
 Obtain an insight into the areas where they need improvement
 Digital Marketing Strategy
 The consumer decision theory
 P.O.E.M. framework

 Segmenting and Customizing Messages

 Digital landscape
 Digital marketing plan

 Digital marketing models

 Digital Marketing Plan
A digital marketing plan is a document sharing the details for all the planning for your digital
marketing campaigns or actions. It details, among other things: ... Plan all the strategies and actions to
reach your target customer. Segment your marketing campaigns to provide value in every stage.
 Short, medium and long term business goals.
 The strategies to achieve the goals at the digital level.
 The channels to use.

 Action and development plans.

 Investment and budget.
 The timing and roadmap.
Digital Marketing Plan
1. Objective

7. 2. Buyer
Measurement Personas

6. Budget 3. Content

5. Timelines 4. Channels
 Digital marketing plan
 Refer following page for further understanding,
 https://www.wearemarketing.com/blog/a-step-by-step-guide-to-structuring-a-digital-marketing-plan.html
 Digital Marketing Strategy
 The consumer decision theory
 P.O.E.M. framework

 Segmenting and Customizing Messages

 Digital landscape
 Digital marketing plan

 Digital marketing models

 Digital Marketing Models
 Digital marketing model provides useful frameworks for digital audits, planning and strategy. If you
are a marketing manager needing to create a digital marketing plan or conduct an audit or review
online communications, models provide a helpful flow as to what to include and to ensure nothing is
missed.
 Digital technology
 Fundamentally altering the way that consumers engage with brands before, during, and after a
purchase
 Consumers today expect to browse, research, solicit feedback, evaluate, and push the “buy”
button at their own pace, and at the time and place—and via the platform—of their choosing.
 Consumers also continue to engage with brands online after a purchase and to share experiences

 This consumer journey is beyond the direct control of companies

 Digital Marketing Models
 The good news for chief marketing officers (CMOs) is that digital marketing can offer detailed
data on and analysis of consumer behaviour.
 Precise results about a marketing program’s effectiveness

 Challenge is that these new technologies and consumer behaviours are raising the requirements for
what will succeed in the market.
 Digital Marketing Models
 In this environment, CMOs know they need new capabilities to succeed.
 In a recent survey of more than 300 CMOs in the United States that Strategy& conducted with the
Association of National Advertisers
 72 percent said that building capabilities in the area of digital marketing is vital.
 The difficulty is that there’s no one set of capabilities that applies universally. Companies must
identify what kind of marketing organization they need to make their strategy a success, choose a
digital marketing model based on their strategic objectives, and then focus on developing a
handful of marketing capabilities that will allow them to bring that model to life and consistently
excel.
 Digital Marketing Models
 Four Digital Marketing Models
 Digital Branders,

 Customer Experience Designers,

 Demand Generators, and

 Product Innovators
 Digital Marketing Models
 Digital Branders,
 Most often consumer products companies or other marketers that focus on building and renewing
brand equity and deeper consumer engagement.
 Shifting their investment from TM to DM
 They are reimagining how they engage consumers, with the primary goal of recruiting new
consumers to the brand and driving loyalty through multiple experiences with the brand.
 Digital Marketing Models
 Customer Experience Designers
 Use customer data and insights to create a superior end-to-end brand experience for their
customers.
 Typically, these companies (such as financial-services companies, airlines, hotels, and retailers)
build their business models around customer service.
 By reinventing how they interact with customers, and wowing them at multiple touch points,
these companies hope to create an ongoing dialogue and build a loyal customer base.
 Digital Marketing Models
 Demand Generators
 (typically retailers) focus on driving online traffic and converting as many sales as possible across
channels to maximize marketing efficiency and grow their share of wallet.
 All elements of the digital marketing strategy—website design, search engine optimization,
mobile connected apps, and engagement in social communities—are tailored to boost sales and
increase loyalty.
 Although Demand Generators also need to leverage content to drive engagement,
 More focused on driving volume and efficiency than on curating the deep, emotional branded
experiences that Digital Branders pursue.
 Digital Marketing Models
 Product Innovators
 Use digital marketing to identify, develop, and roll out new digital products and services.
 These companies employ digital interactions with consumers primarily to rapidly gather insights that
can shape the innovation pipeline.
 By helping nurture new sources of revenue, the marketing group increases the value of the company.
 (Digital innovation means making rapid change by using digital technology to enhance services,
traditional models, products and processes.)
 E.g. British Airways is the largest airline in the UK but, like many market leaders, protecting market
share is a challenge. The British Airways executive team appointed The BIO Agency as their digital
transformation partner to redefine how passengers interact with the brand.
 Digital Marketing Models - The Menu of Capabilities
 Segmentation and needs assessment

 Measurement
 Real-time decision making
 Personalization and targeting

 Optimized content
 Innovation
 Social influence and advocacy

 Omni-channel experience
 Digital marketing campaign
 KFC followed 11 ‘Herbs and Spices’ on Twitter and it became the best pun on the Internet.

 A Twitter user recently discovered that KFC's official account only follows 11 people on the social media

platform:

 Six named "Herb" and the five members of the pop band the Spice Girls, slyly echoing its original

recipe's secret formula of 11 herbs and spices, according to Adweek.

 The revelatory tweet, from a user under the handle @edgette22, has racked up nearly 320,000 retweets

and more than 700,000 favorites since it was posted on Oct. 19.
https://twitter.com/kfc/following
 Reference

• Definition: https://blog.hubspot.com/marketing/what-is-digital-marketing
• https://neilpatel.com/what-is-digital-marketing/

• Gupta, Seema. Digital Marketing. McGraw-Hill Education, 2013