MODULE 5

DIGITAL MARKETING

 Introduction to digital marketing

 Needs, advantages and disadvantages

 Trends in digital marketing

 Types of digital marketing

 Business models of digital marketing

 Online advertising

 Social media channel and advertisements

Digital marketing
Digital marketing refers to achieving marketing objectives through applying digital technologies such as website,
e-mail as well as other digital media such as wireless or mobile and media for delivering digital television such
as cable and satellite.
Digital marketing is the marketing through digital or electronic media.
Three important principles
 Immediacy-web changes at a great speed.
 Personalization-customers are individuals who want to be addressed personally.
 Relevance - web contains abundance of information that is competing very much to capture audience
attention.

Difference between Digital marketing and Traditional marketing

Basis Digital marketing Traditional marketing

Audience Teenagers and businessmen Illiterate customers
Tracking Easy to track customer behaviour Needs more time and effort to
know how customer behavior on
products
Definition Through wireless medias, internet Through paper, print, radio, TV
etc.. etc..
Interactivity Facilitates two way Less interactivity
communication between
companies and customer
Cost Comparatively less cost Huge cost
Coverage Online coverage will always be Mostly in printed or on radio or
there television. Exist for short duration
Immediacy It can get into customer Takes more time to reach
simultaneously customers
Digital Marketing and 4Ps

1. Product: Product determines the service or item which is up for selling for the buyers.A product can
either be a physical item or a service.

2. Price: Price explains the value of the product. The buyer pays a price to the seller in exchange for
the product or service used. Normally, the price or the value of the product depends on a variety
of internal external factors.

3. Place: Place indicate distribution pipeline of sale for the product. Place implies- making the product
available easily to potential buyers. The success of the product majorly depends on the right
placement of the product.

4.Promotion: Usually, promotion involves any activity or action taken in order to sell or adverse the
product. The activities like advertising, events, customer incentive schemes, marketing are all
included in the promotion of the product.

5 D’s of digital marketing

 Digital devices

 Digital platforms

 Digital media

 Digital data

 Digital technology

Features of Digital marketing

 Branding: Digital marketing provides great opportunity to build a brand image on the
web due to their scope, presence and constant updates.
 Completeness: The possibilities to disseminate information through links offer consumers
the chance to approach the organisation in a wider and customized way.
 Functionality: It offers simple and user friendly platforms for all in order to improve user
experience and allow for their activities.
 Interactivity: Organisation can build long term relationships with their audiences,
internet offers the possibility of having a conversation and therefore of generating a
positive experience on brand.
 Visual communication: Digital marketing offers marketers different image and video
based tools.
 Relevant advertising: Easy segmentation and customisation of advertising in internet
 maximise the output.
 Measuring output: online platforms rank first in the availability of follow up options and
possibility to assess the output.

Digital marketing channels

1. Search engine optimization: It is the process of optimizing the structure, design, and
content of website so the search engines can index them accurately and position sites in the top
results.

2. Social media marketing: It is the use of social media platforms to connect with your audience
to build your brand,increase sales,and drive website traffic
3.Online paid advertising: Company need to pay each time a user clicks on ad.

Need/ Impotance/ Advantages of digital marketing

 Cost effective: Digital marketing is less expensive and more effective than traditional
marketing.

 Mobile access: it can be accessed through mobile devices.

 Flexibility: there are different types or forms of digital marketing tools suitable to
various products, services and situations.

 Interactivity: it allows interactivity with customers.

 Coverage: wide area can be covered.

 Wider reach: it reaches out to maximum people.

 Personalization: digital marketing helps to personalize the content of promotion.

 Brand reputation: it is helpful to build the brand quickly.

 Increased revenue: digital marketing provides more sales and revenue

 Measurable; it is easy to track and monitor the digital marketing effectiveness

 Meet competition: it allows all firms to compete with big corporations and MNCs.

Disadvantages of Digital Marketing

1. Dependence of internet: internet is not accessible in certain areas.

2. High competition: the firms using digital marketing have to compete with large amount of
companies all over the globe.
3. Not suitable for all categories of products: it is suitable for specific categories of goods only.
For example: it may not be suitable to industrial goods, pharmaceutical products etc..
4. Privacy and security: digital marketing is subjected to privacy and security issues.
There are chance of cyber attacks in websites and other marketing channel.
5. Complaints and feedback: bad reviews, negative comments, failure to respond etc..
can damage brand reputation.

Trends in Digital Marketing

1. Voice search: voice search is gaining popularity. All queries of customers will be voice
based in near future. One type of voice search is that are implemented by smart speakers such
as Amazon’s alexa, Apple homepod ,Google home and Microsoft’s cortona which give
searchers immediate voice answer to their questions.
2. Smarter Chat: many customers prefer to use chat bots as a major means of
communication in customer service which help the marketers to better engage with their
audience.
3. Micro-moments: more customers are processing their online activities using their smart
phones ,marketers continue to exploit micro moments to attract their audience attention
and fulfill their instant decisions.

4. Augmented and Virtual Reality Marketing: virtual and augmented realities offer
significant opportunities for brand promotion and the sale of product and service and
also to engage and retain customers.

5. Live Videos-More storie.:Trough Facebook, Instagram, Youtube..,live streaming content is

effective because it is free, takes a short time to produce while it offers a real time user
engagement.

6. Rich lead profiling. : Marketers use data enrichment to reveal more

details about their leads and personalize their approach when attempting
to contact them.

7. Engagement based email marketing: Marketers have started to give more attention about
sending emails to subscribers who are active on their list. To send the right email to the
right segment, marketers need to identify all their leads behavior effectively.

8. Content Personalisation: It consist of showing dynamic pages based on specific

criteria such as geographic, demographic or behavioral attributes with highly targeted
call to actions for the purpose of converting them more effectively.in the ecommerce
industry, personalized content has a good impact on consumers.
9. Browser push notification: companies use browser push notifications to reach their
leads more effectively and communicate with their audience in a more powerful way.

Types of Digital Marketing

1.Content Marketing:
It is the process of creating high quality valuable digital content to
attract, inform and engage an audience. Digital content involves digital
text, digital images, audio, video, graphics and animations, blogs, vlogs
etc. It is a long-term strategy that focuses on building a strong
relationship with the target audience by giving them high-quality
content.
2.Search Engine Optimisation(SEO):
it is the process of optimising web pages and their content to be easily
discoverable by users searching for related terms .it is the process of
improving your site to increase its visibility when people search for products
or services related to your business in Google, Bing, and other search engines.
The better visibility your pages have in search results, the more likely you are
gaining attention and attract prospective and existing customers to your
business.

3.Search Engine Marketing: It is the process of gaining website traffic by purchasing

ads on search engines. It refers to a form of digital marketing that aims at increasing the
visibility of a website in search engines by using paid methods.

4.Social Media Marketing: It is the use of social media platforms such as Facebook,
Instagram ,Twitter, LinkedIn, YouTube, Snapchat, WhatsApp to connect with your
audience ,to build your brand, increases sales, and drive website traffic. It includes sharing
of business content on social media, listening social media and response to people’s
comments, engaging followers, running social media campaigns and advertisement.
5. Pay-Per–Click Advertising: It is a model of advertising where marketers pay a fee every time
people click on an ad. Marketers need not pay for the display of advertisement. He has to
pay only when the user clicks on ads and directed to the website. Google ads( formerly
known as Google Adword) is the most popular PPC advertising system in the world
6.Affiliate Marketing: It is the process of earning a commission by promoting the
products of other business. Individuals and companies can act as affliates. Affliates share
the details of the products in social media, blogs, web site, etc.. when the consumer buy
the product as a result of the affliate’s promotion or recommendation, the seller share a
part of the profit with the affliates.
7.Email Marketing: It is the use of email for promoting goods and services of business.
In email marketing, Commercial emails containing advertisements, offers, discounts,
launching of products etc.. are send to prospective customers. Marketing emails includes
transaction mails, regular news letters, advertising mails etc.
8.Instant messaging marketing: it is the exchange of near real time messages through a
stand-alone application or embedded software.it enables workers and business partners
to send information effortlessly via the internet.

Digital Marketing Models

Digital marketing models are the techniques of digital marketing that can be
employed in different types of digital marketing interactions.
1. Business-to-Business (B2B):
 it is the digital marketing interaction between two different businesses.
 When a company buys from or sell o another company,B2B model of digital
marketing is used.
 Electronic data interchange (EDI) as the earlier form of B2B interactions.
 Videos, pay per click advertising, content marketing etc..can be used to
communicate with other businesses effectively.
Features and benefits of B2B model of digital marketing
 Digital marketing removes geographic barrier in the marketing of industrial goods.
Proper use of digital marketing tools helps the businesses to get orders from
industries working all over the globe.
 Digital marketing helps he companies to find all the suppliers of industrial goods and
thereby to compare products, price etc..
 It helps to speed up the purchasing process of inputs and thereby to eliminate
unnecessary inventory.
 It helps to order processing cost, marketing cost, raw material cost etc.
 It promotes transparency in business dealings.

2. Business-to-Consumer (B2C):
 It is the digital marketing interactions between business and consumers.
 It is the digital marketing practices used by business to sell its products and services
to the general public.
 All types of digital marketing tools such as content marketing, social media
marketing, search engine marketing, viral marketing, affiliate marketing etc…can be
used for B2C communication.

Features and Benefits of B2C model of digital marketing

 Cost effective: digital marketing is less expensive and more effective than
 traditional marketing.

 Interactivity: it allows interactivity with customers.

 Wider coverage and reach: wide area and maximum area can be covered.

 Personalization: digital marketing helps to personalise the content of promotion.

 Brand reputation : it is helpful to build the brand quickly

 Increased revenue: digital marketing provides more sales and revenue

 Measurable; it is easy to track and monitor the digital marketing effectiveness

 Meet competition: it allows all firms to compete with big corporations and
MNCs.

3. Customer-to-Customer (C2C):
 it is the digital marketing interaction between consumers to consumers.
 Online auction sites such as ebay allows individuals to register and advertise their
products for the purpose of selling it to the other people (c2c).
 They also undertake b2b and b2c auctions.
 Another popular C2C model is the online selling of second hand products. All types
of second hand products such as cars, scooters, bicycles, electronic devices etc…are
traded through sites such as OLX and Quicker.
Features and benefits
 It allows customers to interact with other.
 C2c techniques such as auction selling helps to discover the value or current
price of goods.
 It is the low cost and efficient medium to market the used and unused products
hold by the individuals
 It can be used to share e-books, songs, cinemas, videos, software etc.among
peers.
 Absence of middle men helps to lower the cost of product.

4. Business-to-Government (B2G)
 It is the digital marketing interaction between business and government relating to
the government procurement.
 Government is a huge customer of many business firms.it purchase a variety of
products for its departments and offices.
 Digital marketing tools are useful for both business and government.
  Govt uses digital marketing tools such as e-tenders to get quality goods at cheapest
price.
 Business firms use digital marketing tools to impress the govt and to get the repeated
govt orders for their products.
 Seperate webpages may be created exclusively for selling products to the govt.

Features and Benefits of B2G model of digital marketing

 B2g tenders or auctions are helpful for govt to get the product at low price, to impart additional
warranty to ensure after sales services, to bargain terms of sales etc..
 It is useful for the government to sell its publications, collect tax etc.
 .Business firm use digital marketing strategies to spread awareness about their products and to get
regular bulk orders from the government.

5. Business-to-Employee (B2E)
 It is the digital marketing interaction between business and employees.
 Employees are internal audience of a company and the company could inspire them to become
unofficial brand ambassadors.
 B2E marketing campaigns are intended to attract and retain well qualified employees.
Features and benefits
 Employees will get the products of company on arrival with high discount or with special terms
of sale.
 It can be used as a test marketing tool for the business.
 Through B2E marketing campaign, it can attract well qualified candidate from market and well
experienced employees from other companies.
 Satisfied employees can be retained in the business easily. they will automatically become the
brand ambassadors of the company.

Emerging Business Models

 Consumer to consumer model(C2C)

 Peer to peer business model(P2P)

 M-Commerce business model

Business suited for internet

 Professional services

 Digital goods

 Publishing
  catalogs

Online Advertising/ Internet Advertising

 Online advertising is a form of advertising which uses internet to deliver promotional

messages to the public.
 Any type of marketing message that shows with the help of internet is online
advertising.
 The goal of online advertising is to drive prospective customers to the business
website or e-commerce sites selling the product.
 online advertising may take different forms such as email advertising, social media
advertising, search engine marketing etc..
Types of Online Advertising

1. Banner advertising:
 This is the Classic form of advertising still popular on the web.
 It is the use of rectangular graphic display across the top, bottom or sides of a
website.
 They appear in many forms and styles such as JPG, animated ,GIF etc..
 The horizontal banner advertisement is called a leader board ad and vertical
(tall and narrow) banners are known as Sky Scraper advertisement
2. Pay-per-click advertising
 it is a type of advertising where in the advertiser has to pay whenever their ads
are clicked by the visitor.
 Search engine platforms and other websites enables businesses to publish ads
that appear on the user's screen when they are searching or browsing.
 The advertiser need not pay for the display of ads. He has to pay only when the
user clicks on ads and directed to the business website.
 Google ads( formerly known as Google Adword) is the most popular PPC
advertising system in the world
Some variants of PPC advertising
 Cost per impression -advertiser pays each time when the advertisement appears
on the web page of the publisher.
 Cost per lead – advertiser pays the publisher when the user sign up, register or
mark his contact information on the website as a result of advertisement.
 Cost per action- advisor pays the publisher only when the user click the ad and
perform a defined action such as purchase of products, opening of account,
subscribe to newsletters etc..
3. Floating advertising/ overlay ads
 It is a type of advertising that flows or slides into the main page of website and
 disappears after a specific time period.
 They appear over the web page either full screen or in a small rectangular
window.
 Floating ads includes text, images, animation, sound and video.
 Floating ads may be scheduled to appear when your website is loaded, refreshed
or a specific intervals.
4. Pop-up advertising
 It is a form of online advertising that appears suddenly in a new browser window.
 There is no standard size and shape for pop-up window.
 The pop-up window interrupts the view of website. The visitor cannot proceed to
the website without closing the popup window.
 They are usually generated with the help of JavaScript or Adobe flash.
 video advertising

5. Video advertising
 It is the display of a promotional video before, during or after the streaming of a
selected video.
 They are generally formed in video streaming platforms such as YouTube,
Dailymotion, vimeo etc
 . There may be an option for the viewers to close or skip the ad after a specified
time .
6. Unicast advertising
 A unicast advertisement is an online advertisement that consists of a video of
played like a TV commercial, usually in a popup window.

7. Interstitial advertising
 These are the advertisements that appear between the content of web pages.
 They are rich interactive ads placed at a natural transition points of web pages.
 When the user moves from one page to another, advertisement will appear.
 They are generally full screen ads display in popup Windows. These ads might
open and close automatically.
8. Contextual advertising.
 It is content based targeted advertising on a website.
 In contextual advertising, ads that is suitable and relevant to the content of the
website is only placed on web pages.
 The advertisements are targeted based on the interest of the visitors of web
pages.
 For example: YouTube is using machine learning to offer contextual advertising
in videos
 9. E-mail advertising
 It is the act of sending commercial messages via email.
 It may be of different types and forms
 Spam email- It is the unsolicited and unwanted marketing email send to the
mail id of people.
 Targeted email- It is a kind of spam email which is sent to the targeted
audience of business with specific content matched with their interests.
 Opt-in-email- The email send to those consumers who have agreed to
receive emails from the company.

10. E-zines (Electronic Magazines)

 These are online magazines or newsletters distributed by the electronic means
such as e-mail.
 This newsletters contain information such as latest developments in the
industry, details of new products launched, company updates etc.
 Consumers have the option to subscribe and unsubscribe the newsletters at any
time.

11. Advertorials

 An advertorial is a form of advertisement in a newspaper, magazine or a

website which involves giving information about the product in the form of
an article. ...

 Advertorials are paid content. They are used by marketers to educate

prospective consumers about the features of a product.
12. Other forms of online advertising
 Social media advertising
 Search engine advertising
 Blog advertising
 Mobile advertising etc..

Benefits of online advertising

 Global accessibility- online ads provide global coverage and wider reach.
 Rich content- images, videos, animations, interactive elements etc can be included
in online ads.
 Affordability-( cost effective)- It is less expensive and more effective.
  Speed -online ads reach customers fast.
 Updating- online ads can be changed and updated easily.
 Flexibility- different types and forms of online ads suitable to different category of
products are available.
 Brand building. It is helpful to build the brand quickly.
 Others: Better customer relation, Meet competition, greater revenue. etc

Limitations of online advertising

 Dependence on internet
 High competition
 Not suitable for all categories of products
 Privacy and security issues
 Cluttered appearance- most of the online ads contains too much information and
thereby difficult to read.
 User can block ads- people may block ,close, unsubscribe unwanted ads.

How to measure the effectiveness of online advertising

 Website traffic -website traffic is the number of people visited the website.
Advertising effectiveness can be measured by tracking the progress of website
traffic.
 Impression (reach)- measure number of people who see ads.
 Click rate ( engagement) track the number of times people click the ad to learn
more or to order the product.
 Click through rate- calculate the percentage of people who seen ad that decided to
click on it. It is calculated by dividing your click rate by number of impression.
 Cost-per-click - ascertain the amount paid by the company for each clicks on
advertisement. It is calculated by dividing advertising expenditure by number of
clicks.

 Conversion rate- calculate the percentage of people who clicked through the ad
that proceeded to an actions such as buy. It is calculated by dividing number of
conversations by number of clicks.
 Return on investment- assess the revenue obtained as a result of the paid
campaign.

Search Engine Analytics and Social Media Advertising

Search Engine
 Search engine is a software system designed to carry out web searches in a
 systematic way.
 It is an online tool used to search information on world wide web by entering
keywords in search box.
 It can be accessed through a web browser.
 Examples of search engines: Google search, Yahoo search,etc..
Functions of search engine
Search engines have three primary functions:
 Crawl-search on world wide web for content.
 Index- store and organise the content found during search .
 Rank- Arrange the content in the order of importance or relevance - the most relevant
content that will best answer the query of the searcher is to be displayed first.
Search Engine Marketing(SEM).
 It is a form of internet marketing which involves the promotion of business through
increasing is visibility in search engines.
 It is the process of gaining traffic and visibility of business data in search engines
through paid and unpaid efforts.
 Search engine advertising, Search Engine Optimisation and search engine analytics are
the main elements of search engine marketing
Search Engine Optimisation(SEO)
 Search Engine Optimisation is the process of optimising web pages and their content
to be easily discoverable by users searching for related terms.
 It is the process of improving the business website to increase its visibility in relevant
searches.
 People conduct trillions of searches on internet to find information about products
and services. Better visibility of business pages can attract more customers.

Search Engine Advertising(SEA).

 It is a branch or element of search engine marketing.
 Search engine advertising is a form of paid promotion in which the ads appear on the
search engine results pages.
 Search engine ads. appear above, below or next to the organic search result.
 Search engine advertising is a cost-effective way to promote products and services
and thereby to improve business and brands.
 Effectiveness of search engine advertising can be measured by using search engines
analytics.

Search Engine Analytics

 Search engine analytics is the analysis of search engine data.
 Search analytics helps business firms to understand and improve the performance of
their websites on internet search.
  Search engine itself provide free web analytics tools and services. Example: Google
Analytics, Goog
 le Trends, Google insights, Yahoo analytics etc..
 Google Analytics is the most widely used web analytics service.
 Number of third-party analytics platforms are also available on the net.

Data available in search engine analytics

 Data traffic in business website- amount of data send and receive by visitors to a
website.
 User acquisition data –data about users before they visit website.
 User behaviour data- data about users when they visit business website.
Online market research steps
 Define the problem
 Determine Research design
 Prepare research instrument
 Collect data
 Analyse data
 Communicate results

Social media
 Social media is the digital channel for social interactions and communications.
 Social media refers to web sites and applications that enable users to create and share
content among social networks.
 Any digital tools that allow users to create and share information, ideas, interests and
other forms of expressions with the public is called social media channels.
Types of social media
 Social networking platforms: They are channels that can be used to build social
network and social relationship to share content. Example: Facebook, LinkedIn,
WhatsApp etc..
 Image sharing and messaging platforms: They are the platforms particularly used
for image sharing and visual messaging. Example: Instagram, Snap chat…
 Social blogs: it is regularly updated discussion and information webpage published on
the web. Example of blogging platform: Wix, Blogger, Ghost etc..
 Micro blogging platforms: They are the platform used to share short messages.
Example: Twitter,Tumblr etc..
 Video sharing platforms: They are the platform used to share videos and vlogs.
Example: YouTube, vimeo etc..
 Social community and discussion platforms: It is a web community whose members
interact with each other and answer questions raised by members and others. Example:
 Quora, Microsoft community, Yahoo Answers etc..

Social media marketing

 It is the process of using social media platforms to promote products and services.
 In social media marketing, different social media platforms are used to connect with
the target audience.
 It include sharing of business content on social media, listening social media and
responded to people’s comment, engaging followers, running social media
campaigns and advertisement etc..
 Social media analytics tools can be used to understand the performance of the
company in social media

Social media advertising / Targeting.

 It is a branch or element of social media marketing.
 It is the online advertising through social media channels.
 Social media ads are connected to business websites that increases the data traffic of
the website.
 Social network utilise user information to serve highly relevant ads suitable to the
person or group.

Need/Importance or advantages of social media advertising

 Growth of social media: use of social media has been increasing day by day. people
now spent much time on social media.
 Reach large audience: since millions of people using social media, social media ads
help the business to reach large pool of people.
 Increased data traffic: linking of social media to business website increases the data
traffic of the website.
 Scope official ads: social media platforms helps to share ads in the form of images,
videos etc
 Better search engine ranking: as search engines use social media presence for ranking,
social media ads help the business to improve search engine rank. Increased data
traffic on website also leads to better ranking.
 Improved brand recognition: social media ads help to improve the visibility of
business and thus increase the recognition of brand.
 Help to reach specific audiences: companies are able to target different audiences
based on the nature and type of social media.
 Cost effective: social media ads generate great result with minimum cost.
 Higher conversion rate:. It is proved that social media has more abilities to convert
queries into action. There are more chances to click on ads that leads to the purchase
of products.
  Best suitable for younger generation. It is the best suitable to market those products
used by younger generation.

Types of social media ads in different platforms.

 Facebook ads :
 These are designed to achieve;
Awareness
Consideration
Conversion
 Facebook offer different options:
Photo ads
Video ads
Stories ads
Carousel ads- it allows to include up to 10 images or videos, each with
their own link, all in one ad
Slideshow ads-create a video from several static
Images collection ads- the ad includes a cover photo or video plus
product image with pricing and other details.
Instant experience ads-it include up to 20 images or up to 2 minutes of
video. We can includes a call to action button with upto30 characters of
text.
Messengers ds
Lead generation ads-these are mobile only ads and make it easy request
for a free trial, and ask for a quote.
Instagram ads etc…

 Twitter ads:
 Twitter ads work toward different business objectives like:
Website clicks-encourage people to visit and take action on website.
Tweet engagements-starting conversation about brand.
Followers-promote twitter account and pay per follower gained.
Awareness – promote tweet to a broad audience
 It includes promoted tweets, promoted moments, promoted trends etc

 You tube ads:

 You tube ads can help business to achieve business goals like;
Collect leads
Website traffic
 Increase product and brand consideration
Build brand awareness
 It includes video ads, banners etc..
 True view ads automatically play before ,during,or after other videos on
youtube.

 Non skippable you tube ads are short ads appear either at start of a video or at
midpoint of video.

 Pinterest ads
 It is like Instagram
 The platform is ideal for creative design products.
 It includes standard pins, video pins, shopping pins, app install pins etcc

 Snapchat ads
 These are designed to achieve;
Awareness
Consideration
Conversion
 The fastest way to share a moment, snap chat lets you easily talk with
friends,view live stories, explore news etc
 It includes attachment ads, filter ads, web views etc..
 LinkedIn ads
 These are designed to achieve;
Awareness
Consideration
Conversion
 It includes sponsored content, text ads, dynamic ads etc.