DIGITAL AND SOCIAL MEDIA MARKETING

UNIT-1
Text Books:
1. Moutsy Maiti: Internet Mareting, Oxford University Press India
2. Vandana, Ahuja; Digital Marketing, Oxford University Press India (November, 2015).
3. Eric Greenberg, and Kates, Alexander; Strategic Digital Marketing: Top Digital Experts
4. Share the Formula for Tangible Returns on Your Marketing Investment; McGraw-Hill
Professional.
5. Ryan, Damian; Understanding Digital Marketing: marketing strategies for engaging the
digital generation; Kogan Page.
6. Tracy L. Tuten & Michael R. Solomon: Social Media Marketing (Sage Publication)
• The term digital marketing became popular overtime, especially in certain countries. In
the USA online marketing is still prevalent, in Italy is referred as web marketing but, in
the UK, and worldwide, digital marketing has become the most common term, especially
after the year 2013

• Digital marketing is an umbrella term for the marketing of products or services using
digital technologies, mostly on the Internet, but also including mobile phones, display
advertising and any other digital terms.
5D of Digital Marketing
7D of Digital Marketing(Updated 2022)

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Digital Devices
Audiences experience brands as they interact with business websites and mobile apps usually through a combination of
connected devices which includes smartphones, tablets, desktop computers, TVs and gaming devices.
Digital Platforms
Most interactions on these devices are through a browser or apps from the major platforms or services, that’s Facebook (and
Instagram), Google (and YouTube), Twitter and LinkedIn.
Digital Media
Different paid, owned and earned communications channels for reaching and engaging audiences including advertising
email and messaging search engines and social networks.
Digital data
The insight businesses collect about their audience profiles and their interactions with businesses, which now need to be
protected by law in most countries.
Digital technology
The marketing technology that businesses use to create interactive experiences from websites and mobile apps to in-
store kiosks and email campaigns.
7D in Details

1. Digital Devices : audience experience brands as they interact with the business
website and mobile apps through a combination of connected devices including
smartphone, tablets , desktop computers, TV and gaming devices.

2. Digital Platform : most interaction on these devices through a browser or apps from
the major platforms or services, that’s Facebook(and Instagram), Google(and
YouTube), Twitter and LinkedIn.

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● Digital media – different paid, owned and earned media communications
channels for reaching and engaging audiences including advertising, email and
messaging, search engines and social networks. Owned media also include the
company websites and/or apps and content strategy.
● Digital data – the insight businesses collect about their audience profiles and
their interactions with businesses which now needs to be protected by law in
most countries.
● Digital technology – the marketing technology or martech that businesses use
to create interactive experiences from websites and mobile apps to in-store
kiosks and email campaigns.

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● Digital goals – reviewing what the business or brand is aiming to achieve
through using digital marketing, considering how digital marketing can help
the business compete better through considering new business and revenue
models and investing more in digital transformation and always-on marketing
in addition to campaign investments which will have SMART objectives.
● Digital audiences – understanding online audience characteristics, behaviors
and preferences in order to deliver more relevant content and experiences to
different target segments aimed at increasing interactions and so meeting
business goals within the competitive online marketplace.

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MarTech
● Marketing technology, also known as MarTech, describes a range of software and
tools that assist in achieving marketing goals or objectives. When a marketing team
utilizes a grouping of marketing technologies, this is known as their marketing
technology stack. MarTech has become a staple in digital marketing campaigns, but
can also be used to optimize marketing efforts across any marketing channel.

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 Difference Between MarTech and AdTech

● MarTech may sometimes be confused with Adtech. The difference between

these programs is similar to the difference between marketing and advertising.
While martech refers to technology that helps to create, communicate, and
deliver offerings, adtech is strictly used to influence buyer behavior by
promoting offerings. For example, Customer Relationship Management
(CRM) software is martech, while social ad platforms are adtech.

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DIFFERENCE BETWEEN TRADITIONAL MARKETING AND DIGITAL MARKETING

• Traditional Marketing is when the marketing activities are undertaken in a conventional fashion, i.e. by
way of newspaper, television radio and magazine. As against, digital marketing is when we use the online
platform to promote the products and services of our company.

• In traditional marketing the reach is local, whereas digital marketing is known for its global reach
Benefits of Traditional Marketing
• You can easily reach your target local audience
• The materials can be kept
• It's easy to understand.

The Downside to Traditional Marketing

• There is very little interaction between the medium used and the customers.
• Print or radio advertisements can be very costly
• Results on this marketing strategy cannot easily be measured.
Benefits of Digital Marketing

• You can target a local audience, but also an international one

• Your audience can choose how they want to receive your content
• Interaction with your audience is possible
• Digital marketing is cost-efficient
• Data and results are easily recorded
• Level playing field:
• Real time results:
• Brand Development
• Viral
TYPES OF DIGITAL MARKETING APPROACHES – PULL AND PUSH DIGITAL MARKETING

• There are two types of digital marketing and one of these is pull digital marketing. It aims to encourage
consumers to come to you by visiting your business or making a call to action. Some of the common
examples of pull digital marketing are websites and other internet based mediums.

• Pull marketing is often called inbound marketing. Another type of digital marketing is push digital
marketing. It pushes the marketing information directly to your customers. Common examples include
SMS, email and RSS that target the customer with a customized message. Push marketing can also
be called outbound marketing.
TYPES OF ONLINE PRESENCE

When assessing the relevance and potential of digital marketing for a business, remember
that different business types offer different opportunities and challenges. Chaffey and Ellis
Chadwick (2015) identify five main types of online presence or components possible as part
of as site:

• Transactional e-commerce site

• Services-oriented relationship building or lead-generation web site.
• Brand-building site
• Brand-building site
• Social network or community site
WHO NEEDS DIGITAL MARKETING SERVICES?

Digital marketing is an important to any business regardless of its size. It can help the business achieve a
substantial leap by designing digital marketing strategy to differentiate the organisation from its competitors.
Without the right digital marketing strategy, organisations may miss out opportunities for growth as more and more
people are using digital technology to find information, buy products and assess the services they use.
THE 4 PS OF MARKETING AND THEIR IMPLICATIONS
FOR DIGITAL MARKETING

• Product
• Price
• Place
• Promotion
DIGITAL MARKETING PLATFORMS

• An integrated digital marketing platform is a combination of integrated

tools and technology that allow marketers to manage big chunks of their
digital marketing responsibilities.

• Digital marketing platforms expose key elements as standardized services

via a programmatic application programming interface for building
custom applications and extensions and integrations
DIFFERENT PLATFORMS FOR DIGITAL ADVERTISING
Types of Digital Marketing
● Digital marketing can be broadly broken into 8 main categories including:
1. Search Engine Optimization (SEO)
2. Social Media Marketing
3. Pay-per-Click
4. Email Marketing
5. Mobile Marketing
6. Marketing Analytics
7. Affiliate Marketing
8. Content Marketing

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7 characteristics of modern consumer

While mobile connectivity has empowered the consumer to shop in different way- it has also created opportunities
for retailers. Namely, it open the door for retailers to interact with costumers more purposefully and to become more
personalized in those interactions.

1. Around the clock shopping - “when consumption can take place at any time of the day , retailers have to
address the nuance and requirements of different consumer need throughout day”
2. Consumers are in control – “They have means to explore, research and share every purchase decision . And
thy can do it in a very quick way. If you lose them, it may not be just for that purchase , it may be for long
time. You have to be responsive to their needs immediately instead of trying to direct them. That balancing act
is the biggest challenge. ”
3. Omnichannel shopping “No matter where he is shopping, the consumer is the consumer . You have to break
down those barriers between channels, empower the consumer in a uniform way and engage them in the same
way on your site as you would in your store. ”-Sahal Lahar Brook Brothers Executive Vice President
4. Content consumers “Thy have closer relationship whit what they are buying and reasons for buying it in their
mind. Content has tremendous influence on how they’re behaving , so chico’s is also looking at content to
complement decision in more enriched way for customers especially on social media. ”
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5. Global Experience “We need to understand the consumers’ needs wherever
they are. Weather they are in our Tokyo shop or our NYC store, we need to arm
associates with the tool that will make the customer interaction as meaningful
as possible ”- Laher
6. Collaborators “There is lot more collaboration and sharing of information that
can influence consumer decisions compared to the offline experience.”- Patel ,
Marketing executive e-bay
7. Social shares “ It goes beyond retails reviews of purchases. We are working
with an outside partners to leverage social feedback befire we can have product
in the store. We can have various online groops give feedback on ideas and
colors before investing time and money to create different colors and incur the
cost of manufacturing and shipping ,for example. That feedback mechanism
didn’t exist before ” -Laher
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Digital Marketing Tools

● WordPress and Blogger (Blogging)

● Twitter(Microblogging)
● Facebook and LinkedIn (Social Networking)
● Flickr and YouTube (Photo and Video Sharing)
● Google Analytics (Monitoring Results)

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Types of Digital Marketing
● Digital marketing can be broadly broken into 8 main categories including:
1. Search Engine Optimization (SEO)
2. Social Media Marketing
3. Pay-per-Click
4. Email Marketing
5. Mobile Marketing
6. Marketing Analytics
7. Affiliate Marketing
8. Content Marketing

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Search Engine Optimization (SEO)

● SEO allows your content to rank in the top positions of search

engines.
● Thereby, your website will be found by someone who is actively
searching for what you offer.
● To apply SEO, you need to know the keywords that the audience,
and want to reach is searching. Then, you must develop your
content around these terms.
● According to the Search Engine Journal, 91.5% of the web traffic
is shared by sites listed on Google’s first page.
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● The first Google organic search, itself, gathers 32.5% of the
traffic.
● And 51% of all website traffic comes from organic
search. Organic traffic is the one that you conquer through
high-quality content found by searches in Google

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How does SEO work?

● Search engines like Google and Bing use crawlers, sometimes also called
bots or spiders, to gather information about all the content they can find on
the internet.
● The crawler starts from a known web page and follows internal links to pages
within that site as well as external links to pages on other sites.
● The content on those pages, plus the context of the links it followed, help the
crawler understand what each page is about and how it’s semantically
connected to all of the other pages

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● within the search engine’s massive database, called an index.
● When a user types or speaks a query into the search box, the search
engine uses complex algorithms to pull out what it believes to be the
most accurate and useful list of results for that query.
● These organic results can include web pages full of text, news articles,
images, videos, local business listings, and other more niche types of
content.

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● The pros
● It’s free!
● When your brand appears in the organic search results, it
comes across as being more ‘authentic’ and objective in the
eyes of your customers
● The cons
● You may not have to pay specifically for the search results, but
it does take time and effort to create amazing content and do
the technical optimization of your website

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2. Social Media Marketing (SMM)

● SSM, or Social Media Marketing, is, as the name suggests, a method that
uses social media to promote a brand, product, or content.
● Todays’ consumers are highly reliant on social media platforms such as
Instagram, Facebook, LinkedIn, and Snapchat.
● This is why it is essential that brands are active across accounts. Consider
these stats:
● On average users have about 8 social media accounts
● An average of 2 hours and 22 minutes are spent on social media per person
per day.
● Out of the 5.11 billion people who have a phone, 3.26 billion access social
media using it.

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Current Market Scenario

● Global Market
● Customer driven market
● Cutting edge competition
● Brand is more powerful than Product
● Transparency and Governance are more important.
● Concept, stories and Audio-visual Content facilitate
SALES.
● Networking based business models.

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Facebook Statistics

Statistics
● 864 million daily active users on average for September 2014
● 703 million mobile daily active users on average for
September 2014
● 1.35 billion monthly active users as of September 30, 2014
● 1.12 billion mobile monthly active users as of September 30,
2014
● Approximately 82.2% of our daily active users are outside the
US and Canada
● INDIA: More than 100 million active users. Second largest
after USA.

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LinkedIn Statistics

● The world’s largest professional network on the Internet.

● It has reached 300 million members in more than 200
countries and territories (As on September, 2014)
● The company has added more than 23 million members
since December 31, 2013.
● Currently 67 percent of LinkedIn members are located
outside the United States.
● INDIA: More than 26 million users. Second largest after
USA.

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YouTube Statistics

● More than 1 billion unique users visit YouTube each month

● Over 6 billion hours of video are watched each month on
YouTube—that's almost an hour for every person on Earth
● 100 hours of video are uploaded to YouTube every minute
● 80% of YouTube traffic comes from outside the US
● YouTube is localized in 61 countries and across 61 languages
● According to Nielsen, YouTube reaches more US adults ages
18-34 than any cable network.
● 40% YouTube visitors come from mobile.
● INDIA: More than 55% unique users per month. 70% are
below the age 36 yers.

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Digital Marketing Techniques

● SEO : Optimize the website with relevant KEY

WORDS, so that it achieves ‘naturally high’ search
responses.
● SEM: Search Engine Advertising. Bid on preferred
KEY WORDS and go for ‘Pay Per Click’ (PPC)
campaign.
● Viral Marketing: Through Emails, Videos, Podcasts,
Photos, Slideshows.
● Podcast: An audio file (.MPV or .WAV format).

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DIGITAL FUNNEL

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S o m e S u c c e s s S to rie s

● Under The Dome Used Social Media Marketing To Reach 5.7 Million
People
● Fujifilm Used Social Media To Increase Its Popularity On Twitter By
Gaining More Than 3000 Tweets
● ADP Leveraged Social Media Marketing To Increase Its Company Page
Followers By 100%
● EagleRider Used Social Media Marketing To Smartly Garner 80% More
Facebook Fans
● Adventure Island Leveraged Social Media Marketing To Achieve 5x Rise
In Page Likes Without Paid Ad Campaign
● Sony Mobile India Achieved Over 2 Million Fans Through Social Media
● Adolfo Ibanez School Of Management Used Inbound Marketing To
Multiply Its Leads By 11 In First Month
● Brightfire Smartly Used Inbound Marketing To Increase Its Revenue By
100%
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● ABBYY Used Inbound Marketing Tricks To Achieve
26% Growth In Website Visitors In An Year
● Vico Software Used Inbound Marketing To
Increase Its Search Referrals By 100%
● Danaher Corporation Used Inbound Marketing To
Outreach Its Marketing Goals In Just 1 Month
● Texas Music Scene Used Inbound Marketing To
Increase Its Page Views By 365%
● Firefish Software Leveraged Inbound Marketing To
Garner 190% More Leads

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7 characteristics of modern consumer

While mobile connectivity has empowered the consumer to shop in different way- it has also created
opportunities for retailers. Namely, it open the door for retailers to interact with costumers more purposefully
and to become more personalized in those interactions.

1. Around the clock shopping - “when consumption can take place at any time of the day , retailers have
to address the nuance and requirements of different consumer need throughout day”
2. Consumers are in control – “They have means to explore, research and share every purchase decision
. And thy can do it in a very quick way. If you lose them, it may not be just for that purchase , it may be for
long time. You have to be responsive to their needs immediately instead of trying to direct them. That
balancing act is the biggest challenge. ”
3. Omnichannel shopping “No matter where he is shopping, the consumer is the consumer . You have to
break down those barriers between channels, empower the consumer in a uniform way and engage them
in the same way on your site as you would in your store. ”-Sahal Lahar Brook Brothers Executive Vice
President
4. Content consumers “Thy have closer relationship whit what they are buying and reasons for buying it in
their mind. Content has tremendous influence on how they’re behaving , so chico’s is also looking at
content to complement decision in more enriched way for customers especially on social media. ”
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5. Global Experience “We need to understand the consumers’ needs
wherever they are. Weather they are in our Tokyo shop or our NYC
store, we need to arm associates with the tool that will make the
customer interaction as meaningful as possible ”- Laher
6. Collaborators “There is lot more collaboration and sharing of
information that can influence consumer decisions compared to the
offline experience.”- Patel , Marketing executive e-bay
7. Social shares “ It goes beyond retails reviews of purchases. We are
working with an outside partners to leverage social feedback befire we
can have product in the store. We can have various online groops give
feedback on ideas and colors before investing time and money to create
different colors and incur the cost of manufacturing and shipping ,for
example. That feedback mechanism didn’t exist before ” -Laher
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 Understanding the consumers
Journey
● It has been estimated that 57% of buying process is complete before ‘sale ’ is
contacted.
● Think about a consumer going to a retail store in mall to purchase phone.
While the sales representative will try and push the consumer to purchase a
particular product, the consumer-before entering the store –has already his or
her homework. He or she has researched the brand on social, read product
review, compared price and more.
● Brands cannot only react to consumer as they make purchasing decision but
also actively shape those decision journey.

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 ● We have found that a company ability to deliver that value relies on four
interconnected capabilities
1. Automation streamlines journey steps. Letting people take a picture of
check and deposit it through bank apps rather then depositing in person
in bank . While automation of process is highly technical, the focus is on
enabling simple, useful and increasingly engaging experience.
2. Proactive personalization use information about a customer-either
based on past interaction or collected from external source –to
instantaneously customize the experience
3. Contextual interaction use knowledge about where a customer is in
journey to deliver them to the next set of interaction, such as retail site
showing customer the status of recent order on the home page. Some
hotels are experimenting with using their app to operate like a key when
customer gets to his or her room.
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 ● Journey innovation extends the interaction to new source of value ,
such as new services, for both the customer and the brand. Companies
min their data and insight about a customer to figure out what adjacent
services he or she might appreciate. The best companies design
journey that enables open-ended testing to allow for constant
prototyping of new services or features. This may include, for example,
an airline’s app that has the ability to integrate with a taxi services so
that travelers can book cars to pick them up when they arrive at the
destination.
-> Activating customer journey to capture value requires journey to be
treated lime product that need to be actively managed, measured,
and nurtured. How well companies are able to do that will dictate how
successful they are in making customer journeys competitive
advantages .
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 Marketing Strategies For Digital
World
With technology’s rapid evolution also come changes in consumers behavior .
Here are 10 strategies to emerge into a smarter marketing era, grow as a
company and strengthen the performance of your brand.

1. Marketing: integrate your sales and marketing for optimal performance

2. Experience: Reaching a digital customer, requires that you become one
yourself.
3. Playing Field Dynamics: Not every digital marketing challenges is solved
by throwing more money at it.

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4. Engagement: Having Digital Presence is not enough
5. Who’s In The Driver’s Seat? Let data drive the decision-making
6. Value: You must offer education & value
7. Personalized Automation: So you don’t lose that personal touch
8. Get Out more: Your customers don’t spend all their time in one
place, neither should you.
9. Digital Agility is a must
10. Chatter matters : Business practices, Good and bad, will catch up
with you eventually.

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