DIGITAL MARKETING

Notes 17 Pages

MES INSTITUTE OF MANAGEMENT

Financial Management

HRK

Contributed by

Hanuman Ram Korpal

Unit 4: DIGITAL MARKETING
Digital marketing definition
What is digital marketing?
Digital marketing is a broad term that includes all marketing channels and methods you can
use to promote products or services on the Internet but also on electronic devices such as
TVs, mobile phones and electronic billboards.
Definition
If you are wondering what digital marketing is… it’s is advertising delivered through
digital channels. Channels such as social media, mobile applications, email, web
applications, search engines, websites, or any new digital channel.
Or a simpler version…

Digital marketing is any form of marketing products or services that involves
electronic devices.

Digital marketing can be done both online and offline.
Digital marketing channels
Digital marketing has a number of channels and these can be separated into online marketing
channels and offline marketing channels.
Online Marketing Channels
 Website Marketing
 Search Engine Optimization
 Pay-Per-Click Advertising
 Content Marketing
 Email Marketing
 Social Media Marketing
 Affiliate Marketing
 Inbound Marketing
 Mobile Marketing
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 Video Marketing
Offline marketing channels
 TV Marketing
 SMS Marketing
 Radio Marketing
 Billboard Marketing
Or
Online marketing
1. Search engine optimization (SEO)
2. Search engine marketing (SEM)
3. Content marketing
4. Social Media Marketing (SMM)
5. Pay-per-click advertising (PPC)
6. Affiliate marketing
7. Email marketing
Offline marketing
1. Enhanced offline marketing
1. Electronic billboards
2. Digital product demos
3. Digital product samples
2. Radio marketing
1. Radio commercials
2. Show sponsoring
3. TV marketing
1. TV commercials
2. Tele-shopping
3. Super Bowl commercials
4. Phone marketing
1. Cold calling
2. Text message marketing (giveaways, coupons, loyalty programs)
3. QR codes

Features Of Digital Marketing:

Digital marketing is the most powerful form of marketing.
Digital marketing has the potential to transform the way that you reach and engage your
customers. But you don’t have to take our word for it. Here are some real examples of how
digital marketing tactics are helping businesses just like yours reach their target market and
influence conversions:
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. Using digital marketing tactics is the most cost-effective way to market your business.
One of the most important benefits of digital marketing is that it is the most cost-effective
ways to market your business. When it comes to traditional marketing, it’s very difficult for
small businesses with limited budgets to compete with larger businesses for ad space. However,
with affordable digital marketing tactics, small businesses can get more for their marketing
spend.
One of the greatest benefits of digital marketing is that it allows you to target your ideal buyers.
When you purchase billboard space or place an ad in a magazine, you’re taking a shot in the dark
that this messaging will reach its intended audience. Though there are certainly ways to increase
your chances of success with traditional marketing tactics, it just doesn’t offer the same targeting
capabilities as digital marketing.
Your customers are on social media, and digital marketing helps you reach them.
Perhaps the most important on our list of benefits of digital marketing is this. In using the
traditional techniques in marketing, you will definitely experience a limit in scope and size. Print
ads are limited to a certain location, market and time. And if you wish to broaden its scope, then
prepare your budget for it.
You can easily and quickly adapt your strategy and tactics for best results.
With traditional marketing tactics like television or newspaper ads, you have to wait until after
the campaign is complete to see the results. And although you can use what you learn to adjust
later campaign tactics, there isn’t much you can do “in-the-moment” to adapt your strategies for
best results.
Digital marketing levels the playing field, allowing your business to be more competitive.
It’s often difficult for small businesses to compete with their larger counterparts due to a limited
budget and resources. However, digital marketing helps to level the playing field by allowing
smaller brands to remain competitive online.
Traditional marketing tactics like print advertising are expensive and require big business
budgets for effective placement. However, digital marketing tactics are more affordable,
allowing businesses of all sizes to gain exposure online.
Interactive Communication
Feedback is what has made Interactive Marketing possible. Now, customers can communicate
with the companies about their products through digital platforms in the form of feedback. These
feedback contribute to making brand offerings better.
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Focused Audience Targeting
Unlike the magazines, newspapers or traditional Television ads, Digital Marketing is not limited
to only targeting a small group of audience. Digital Marketing has enabled brands to reach out to
people and communicate about their products using social media, emails, websites, etc.
1. User Friendly - providing a lot of information shouldn't be synonymous with
overwhelming your audience. we crefully carve the site to find the balance between
providing a lot of content, and presenting that content in an easy-to-digest format.
2. Search Engine friendly - More than one billion searches conducted each day on Google
alone, it's more important than ever that your site be easy for search engines to find, crawl,
and index. Our SEO team continously work round the clock to make our CMS search
engine friendly but by all means, we always optimize for the user experience first, and the
search robots second.
Informative - Our in-house content team helps to create incredible content for our client's
site that serves the informational needs of leads, prospects, and customers. Through unique and
valuable content, you have the potential to reach more people in each of those groups.
Digital Marketing Process

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Digital Marketing Process – Step By Step Process Flow

This Article on Digital Marketing Process can be universally applied to any Business, Product,
Brand or an Individual. Do you want to create a successful Digital Marketing Campaign & have
complete control over it? You need a Digital Marketing Process.
There are various situations in which Digital Marketing Process would be required. They could
be:
1 – You are an Entrepreneur & want to start marketing your business on Digital Media.
2 – You are a Digital Marketing Agency or a Freelancer & want to Market your clients
business on Digital Media.
3- You are a Digital Marketing Executive working for an Agency, & you are told to create a
Digital Marketing campaign for the client that your agency has just acquired.
Sit back & relax. With Digital Marketing Process given below, your job is going to be simple.
Understanding Digital Marketing Process & fitting your project in that, will lead to complete
control on a project.
Let’s start to understand Digital Marketing Process.

Following is a 5 Step Digital Marketing Process, that can be used for
marketing anything on Digital Media.

Step 1 : Research
Step 2 : Create
Step 3 : Promote
Step 4 : Analyze
Step 5 : Optimize

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Detailed Step By Step
Digital Marketing Process:
Step 1 : RESEARCH

At this stage, you will collect all the information that will be required for decision making in the
next stages. Information collected during research will become your raw material to strategise &
create your digital marketing campaign. This stage can also be called as Digital Marketing
Research. At this stage, you will research 4 sets of information:
1. About Business
2. About Your Target Customers
3. About The Product That You Want To Market
4. About Online Competition
Each set is unique & equally important. You will require multiple sources to collect the
information.

Step 2 : CREATE
Once you collect information at the research stage, you can now start creating:

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1 – Digital Marketing Objectives / Goals : These are the ultimate goals that you want to
achieve through your Digital Marketing Campaign. Every business is unique, therefore there
goals will also be unique. Campaigns without clear goals will end up spending money without
assurance of achieving goals. What goals you should set, can be answered after looking at
information collected at Digital Marketing Research stage. Learn more about Digital Marketing
Objectives / Goals.
2 – Digital Marketing Strategy : After you set the goals, it’s time to create strategy to achieve
those goals. Your Digital Marketing Strategy will include : Positioning Strategy, Branding
Strategy, Content Strategy, Digital Marketing Channels Strategy. What strategy should be
adapted / created, will be answered from the information collected at Digital Marketing Research
stage.
3 – Digital Marketing Plan : At this stage, you will lay down a documented plan that will
include all your detailed Digital Marketing activities with timelines.
4 – Creating Primary Digital Identities : The 3 primary Digital Identities of a business are
Website, Blog & App. These are like your online office, shops or showrooms. These are the
places where you want your target customer to reach & ultimately buy your products & services.
Before you move on to next stage, i.e promote, your primary digital identities must be fully
ready. For the businesses who want to sell their products through major E Commerce portals,
creating digital identities can be optional. But, it’s better to at least have a website for
establishing some credibility of your business.

Step 3 : PROMOTE

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After your primary digital identities are fully ready, you will start promoting them. That means,
you want relevant people to start coming to you primary digital identities. This is also called as
generating relevant traffic. Relevant traffic is an important word here.
The more you get relevant traffic to your website, more the conversion you can expect. Your
options to promote your website / blog / app will be:
1. Search Engines
2. Display Network
3. Ecommerce Portals
4. Social Media
5. Email
6. Messaging
7. Affiliate
Above are also know as Digital Marketing Channels, that you need to promote your Primary
Digital Identities (Website / Blog / App). There are sub channels & networks within some of the
channels mentioned above.
Which channels, subchannels, networks to go for & whether to do organic or inorganic
promotions, this questions will already be answered at Digital Marketing Strategy creation stage.

Step 4 : ANALYZE

Once you create your primary digital identities & start promoting them through various digital
marketing channels, it’s time to start monitoring your performance. Analyzing is like looking at
the outcome of your digital marketing work. You will receive analytics for your primary digital
identities, as well as the channels through which you have done the promotions.
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The most important & ultimate analytics for any business is the analytics of your website / blog /
app. Google Analytics is widely popular to generate analytics of your primary digital identities.
The 4 major sections of Google Analytics are:
1. Audiences
2. Acquisition
3. Behavior
4. Conversion

Step 5 : OPTIMIZE

Summary
To summarize, following are the 5 steps of Digital Marketing Process:
1- Research : At this stage, you Research about business, target customers, product / service,
competition.
2- Create : At this stage, you create your digital marketing goals, digital marketing strategy,
digital marketing plan & primary digital identities (website / blog/ app).
3 – Promote : At this stage, you start promoting your primary digital identities through various
digital marketing channels like search engines, display networks, ecommerce portals, social
media, emails, messaging & affiliate programs.
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4 – Analyze : At this stage, you look the various analytics including the most important analytics
i.e Website / Blog / App analytics & compare them with your goals. You also understand where
changes must be made in order to bridge the gap between goals & actual’s.
5- Optimize : At this stage, based on analysis & observations, you start making changes (fine
tuning). The changes could be in your primary digital identities or digital marketing channels.
Changes are also referred to content & design of you identities & promotional communication

Advantages and disadvantages of Digital Marketing
Digital Marketing Importance- Helps you Generate Better Revenues. Along with better
conversion rates created by successful digital marketing strategies, Digital Marketing also
ensures great revenues. It conveys heaps of gainful advantages for you and your business
appreciates better and higher incomes.
 Extremely low risk
 Reduction in costs through automation and use of electronic media
 Faster response to both marketers and the end user
 Increased ability to measure and collect data
 Opens the possibility to a market of one through personalisation
 Increased interactivity
 Increased exposure of products and services
 Boundless universal accessibility
 Personalisation - if your customer database is linked to your website, then whenever someone
visits the site, you can greet them with targeted offers. The more they buy from you, the more
you can refine your customer profile and market effectively to them.
Disadvantages of digital marketing:
Before you start working on the digital marketing area, you should know about its limitations
also. Otherwise, you may regret afterward. So, before you work on digital marketing, you should
well aware of its limitations also. The limitations are:
 Dependability on technology
 Security, privacy issues
 Maintenance costs due to a constantly evolving environment
 Higher transparency of pricing and increased price competition
 Worldwide competition through globalization
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DIGITAL MARKETING

DIGITAL MARKETING

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