Module 1 Marketing in A Digital World Batch 12

01-Apr-22
Certificate in Digital Marketing

March 2022 Intake
Copyrights © 2018 – Asia Pacific Institute of Digital Marketing
ASIA PACIFIC INSTITUTE

OF DIGITAL MARKETING
1
01-Apr-22
Suranga Priyashantha
Sydney – Australia
Amitha Amarasinghe Founders / Directors

Colombo – Sri Lanka
of APIDM
Wasantha Darshana
London – United Kingdom
Staying true to our mission
• Upskilling marketing
professionals for the digital age
• Creating and disseminating the best
quality knowledge and training in digital
marketing and eCommerce to the
business fraternity
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01-Apr-22
Staying true to our mission
• Upskilled more than 3,000

marketing professionals at training
workshops
• 400+ APIDM Diploma holders

• 150+ APIDM Certificate holders
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01-Apr-22
Expanding into Asian Region
Hello!
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01-Apr-22
About Me
Amitha Amarasinghe
BSc (Marketing Management), MBA (USJ)
⚫ Co-Founder / CEO of APIDM

⚫ Former COO of Ogilvy Digital
⚫ Over 16 Years Experience in Digital
Marketing
⚫ Visiting Lecturer at University of Sri
Jayawardenepura
⚫ Speaker and a panelist at number of Social
Media and Digital Marketing industry events
⚫ Blogs at www.amisampath.com (Since
2006)
⚫ amisampath@gmail.com
⚫ @Amisampath
Learning Outcomes
– Certificate in Digital Marketing
⚫ Understand the theoretical concepts in Digital Marketing

⚫ Understanding different digital marketing platforms and tools and
how to work with them
⚫ Understanding how to measure digital media success
⚫ How to stay up-to-date with developments in the digital marketing
field
⚫ An understanding of career prospects in digital marketing
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Course Content in Summary
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Evaluation Method
⚫ At the end of the course, an online examination will be held and this exam will consist of multiple
choice questions and 3 open ended questions. Those who successfully complete this exam with
required pass mark of "70%" will be awarded with the accreditation: “Certificate in Digital
Marketing”.
⚫ All the exams and assignments will be administered online. Below is the assessment
methodology.
⚫ Assignment 1 - 10% of final marks.
⚫ Live attendance to classes – 10% of final marks.
⚫ Final MCQ Examination - 60% of final marks.
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01-Apr-22
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Module 1
MARKETING IN A DIGITAL
WORLD
UNIT 1 : EVOLUTION OF MARKETING
Certificate in Digital Marketing | March 2022
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01-Apr-22
Evolution of Marketing
Primary focus of businesses when
marketing a product – how it evolved 2015 to date
2005 - 2015 Content Era

1990 - 2005 Social Era
1960 - 1990
Relationship
1925 - 1960 Era
Marketing
1800 - 1925 Era
Sales Era
Production
Era
Each of these elements are still valid, but the prominence given varied over the time
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Production Era
This era started before 1925. Its main
goal is about producing “high” quality
products.
It was believed that high quality
products will sell itself.
One major influencer in this era was
Henry Ford.
Henry Ford quoted, “They can have a
car of any color they want, as long as
it’s black”.
Ford innovated the assembly line.
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Sales Era
This era started from the 1920s to the
1950s.
Companies adopted the sales
orientation, which means consumers
will not buy nonessential goods and
services, with the attitude toward
marketing that only great advertising
and personal selling can persuade
consumers to buy.
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Marketing Era
This era started in the 1950’s and
still continues today.
During this time, the world changed
from a seller’s market to a buyer’s
market.
In this era, it’s all about what the
consumer wants.
Teams created products that match
consumer's needs.
The marketing concept is a company wide
consumer orientation. It’s meant to create
long running success.
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Relationship Era
Started in the 1990s.
This era is a build on the marketing era. It
focus on building solid relationships
with customers and suppliers.
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Social Era
This is the next evolution.
This era came about due to the
accessibility of the internet and
social media sites.
Companies can build relationships
with customers by connecting with
them on the internet.
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Content Era
Today, brands are using content to tell
stories about their products.
Instead of boring advertisements,
companies are now creating entertaining
stories to sell products and create brand
visibility.
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01-Apr-22
Module 1
WORLD
UNIT 2 : UNDERSTANDING THE DIGITAL LANDSCAPE

IN SRI LANKA
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Digital Vs Traditional Media Reach

10,000,000
9,000,000
8,000,000
7,000,000
Facebook
6,000,000
YouTube
5,000,000
Sunday Lankadeepa
4,000,000
Hiru FM
3,000,000 TV Derana
2,000,000
1,000,000
-
Facebook YouTube Sunday Hiru FM TV Derana
Lankadeepa
Source: LMRB, Facebook, Google
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TV | RADIO | PRINT | INTERNET

11
Million 9 Million
Radio
Print Readers
Listeners
10.1
Million
Internet Users*
15
Million
TV Viewers
Source: Nielsen Media Watch | International Telco Union Copyrights © 2018 – Asia Pacific Institute of Digital Marketing
* Last published number by ITU, as of Dec 2019.
25
Mobile Internet in Sri Lanka
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Social Media Usage in Sri Lanka
8,200,000
Monthly Active Users
200,000
1,600,000
8,500,000
Monthly Viewers
1,800,000
Monthly Active UsersCopyrights © 2018 – Asia Pacific Institute of Digital Marketing
27
Key Takeout
⚫ Digital is now the #2 most important medium

for most brands, after TV
⚫ Digital is not any more a niche medium. It’s a
mass medium with a high growth rate
⚫ Everything you do on digital has to be mobile
optimized
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Module 1
WORLD
UNIT 3 : WHAT IS DIGITAL MARKETING
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Defining Marketing
“Marketing is the management process

responsible for identifying, anticipating and
satisfying customer requirements profitably”
Chartered Institute of Marketing - UK
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Digital Marketing Defined
“Achieving marketing objectives through applying

digital technologies”
Dave Chafey – Digital Marketing: Strategy,

Implementation and Practice
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01-Apr-22
Achieving Marketing Objectives

Identifying – How do digital technologies help marketers to identify
customer needs?
Anticipating – How do digital technologies help marketers to anticipate

customer needs and plan their demand more effectively?
Satisfying – How can digital channels help increasing customer

satisfaction?
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Achieving Marketing Objectives

Identifying - The internet can be used for marketing research to find out
customers needs and wants.
Anticipating - The internet provides an additional channel by which

customers can access information and make purchases.
Satisfying - A key success factor in digital marketing is achieving

customer satisfaction through electronic channel, which raises issues
such as; is the site easy to use, does it perform adequately, what are the
sentiments of the customers on Social Media etc.
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Digital Across 7 P’s
MARKETER’S JOB: Figuring out what role digital has to play in each of these Ps
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To sum up this section
⚫ Don’t create a digital marketing strategy. Instead, digitize your

marketing strategy.
⚫ Don’t hire digital marketers. Instead make your marketers digitally

savvy.
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Module 1
WORLD
UNIT 4: SCOPE OF DIGITAL MARKETING
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Broadening the Horizons of Marketing
Reach
Head Count
Influence Frequency
Level of
Exposure
Engagement
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Three Types of Media
•Any form of media which requires a

Select the digital channels
Paid Media variable cash out-flow to gain

additional exposures
•Media which you invest to build, and

there after you can gain additional
Owned Media exposures without a variable cash
out-flow to buy media.
•Media exposures your brand get, as

a result of other people talking about
Earned Media your brand. No cash out-flow for
additional exposures
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Scope for Digital Marketing
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Module 1
WORLD
UNIT 5: CHALLENGES AND OPPORTUNITIES FOR

MARKETERS IN THE DIGITAL AGE
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01-Apr-22
Attention is the most scarce resource
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Interruption Marketing
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01-Apr-22
Permission Marketing
Make strangers into friends, friends into customers,
and customers into fans
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Permission Marketing
⚫ Traditional advertising is based on grabbing the attention of
people away from what they’re doing
⚫ – TV commercials, newspaper ads, telemarketing phone calls, and even
online display banners.
⚫ Godin calls this Interruption Marketing and shows how it’s much
less effective when people are getting continuously interrupted.
⚫ Instead of annoying people, marketers should offer their potential
customers incentives to accept advertising voluntarily.
⚫ Godin calls this Permission Marketing
⚫ It is now widely accepted as a fundamental basis to successful
marketing strategies.
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and Rise of
47
A recent study from Variety

Magazine confirms that
YouTube stars are
becoming more popular
than Hollywood
celebrities among 13- to 18-
year-olds.
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AI in Marketing
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01-Apr-22
Sundar Pichai on AI in Customer Service
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Thank You!
COPYRIGHTS NOTICE
All the content on this PowerPoint presentation is developed by

the Asia Pacific Institute of Digital Marketing (APIDM). APIDM
Amitha Amarasinghe holds the intellectual property rights for all the content,
BSc (Marketing Management), MBA (USJ) illustrations, models and other forms of information unless or
otherwise mentioned on each individual slides attributing the IP
rights for other individuals and/or organizations.
APIDM has authorized the resource persons assigned for

conducting classes at APIDM to use this PowerPoint
presentation deck as teaching materials. A PDF version of the
⚫ Blogs at www.amisampath.com same will be made available for the students of this course
solely for the study purposes.
⚫ amisampath@gmail.com
Use of the content of this PowerPoint presentation in whole or
⚫ @Amisampath in parts for purposes other than what is mentioned above is
prohibited and will be considered as breach of IP rights of
APIDM.
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01-Apr-22

Certificate in Digital Marketing

Copyrights © 2018 – Asia Pacific Institute of Digital Marketing

ASIA PACIFIC INSTITUTE

Amitha Amarasinghe Founders / Directors

Staying true to our mission

Staying true to our mission

• Upskilled more than 3,000

• 400+ APIDM Diploma holders

Expanding into Asian Region

Copyrights © 2018 – Asia Pacific Institute of Digital Marketing

⚫ Co-Founder / CEO of APIDM

⚫ Understand the theoretical concepts in Digital Marketing

Copyrights © 2018 – Asia Pacific Institute of Digital Marketing

Course Content in Summary

Copyrights © 2018 – Asia Pacific Institute of Digital Marketing

Copyrights © 2018 – Asia Pacific Institute of Digital Marketing

UNIT 1 : EVOLUTION OF MARKETING

Certificate in Digital Marketing | March 2022

2005 - 2015 Content Era

Copyrights © 2018 – Asia Pacific Institute of Digital Marketing

Copyrights © 2018 – Asia Pacific Institute of Digital Marketing

Copyrights © 2018 – Asia Pacific Institute of Digital Marketing

Copyrights © 2018 – Asia Pacific Institute of Digital Marketing

Copyrights © 2018 – Asia Pacific Institute of Digital Marketing

Copyrights © 2018 – Asia Pacific Institute of Digital Marketing

Copyrights © 2018 – Asia Pacific Institute of Digital Marketing

UNIT 2 : UNDERSTANDING THE DIGITAL LANDSCAPE

Certificate in Digital Marketing | March 2022

Digital Vs Traditional Media Reach

TV | RADIO | PRINT | INTERNET

Mobile Internet in Sri Lanka

Copyrights © 2018 – Asia Pacific Institute of Digital Marketing

Social Media Usage in Sri Lanka

⚫ Digital is now the #2 most important medium

UNIT 3 : WHAT IS DIGITAL MARKETING

Certificate in Digital Marketing | March 2022

Copyrights © 2018 – Asia Pacific Institute of Digital Marketing

“Marketing is the management process

Chartered Institute of Marketing - UK

Copyrights © 2018 – Asia Pacific Institute of Digital Marketing

Digital Marketing Defined

“Achieving marketing objectives through applying

Dave Chafey – Digital Marketing: Strategy,

Copyrights © 2018 – Asia Pacific Institute of Digital Marketing

Achieving Marketing Objectives

Anticipating – How do digital technologies help marketers to anticipate

Satisfying – How can digital channels help increasing customer

Copyrights © 2018 – Asia Pacific Institute of Digital Marketing

Achieving Marketing Objectives

Anticipating - The internet provides an additional channel by which

Satisfying - A key success factor in digital marketing is achieving

Copyrights © 2018 – Asia Pacific Institute of Digital Marketing

Digital Across 7 P’s

Copyrights © 2018 – Asia Pacific Institute of Digital Marketing

To sum up this section

⚫ Don’t create a digital marketing strategy. Instead, digitize your

⚫ Don’t hire digital marketers. Instead make your marketers digitally

Copyrights © 2018 – Asia Pacific Institute of Digital Marketing