Digital Marketing

MARKETING MANAGEMENT-II
DIGITAL MARKETING
GROUP 4
02/05/2019
CONTENTS
1. Digital Marketing - Meaning

2. Digital marketing and traditional marketing-
Difference
3. Objectives
4. Scope of Digital Marketing
5. Advantages
6. Limitations
7. Digital Marketing Media
8. Search Engine Optimization and marketing
9. Pay Per Click Advertising and Affiliate Marketing
10.Content Marketing, Public relations and Social
media Marketing
Digital Marketing -
Meaning
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.
Digital Marketing and Traditional
Marketing - Difference
Digital marketing Traditional marketing
Communication is Communication is
bidirectional. unidirectional.
Medium of Media of communication

communication is are phone calls, emails,
powerful and includes and letters.
social media websites,
chats, apps and email.
Effective for reaching Best for reaching local
global audience. audience.
Digital marketing Campaigns take more

campaigns is easier. time.
Measures the It is impossible to

effectiveness of digital measure the
marketing campaigns. effectiveness of
campaign.
Objectives of Digital
Marketing
 An improved conversion rate
 Greater brand awareness
 An increase in visit in your website
 A greater market share

Digital Marketing - Advantages
 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.
7 STEPS
1. Learn to leverage the data.

2. Get involved in paid social advertising.
3. Get the most out of Email marketing.
4. Do more visual marketing.
5. Become a better content marketer.
6. Get your hands on more technology.
7. Dig into social media marketing.
Digital Marketing -
Limitations
 Dependability on technology
 Security and privacy issues
 High maintenance cost due to constantly evolving
environment
 Higher transparency of pricing
 Increased price competition
 World wide competition through globalisation
Scope of Digital Marketing
Outside India
 It offers lakhs of job opportunities.

 India’s largest job portal, Naukri.com announced
and advertised about 13000 job opportunities for
digital marketing professionals in 2018.
 The USA itself has generated 49000 qualitative
digital marketing jobs in 2017.
 Its training provides highly rewarding during hiring
process.
IN INDIA
 Prime minister of India has come up with the idea

of digital India.
 This acted as a promotional campaign for digital

marketing and resulted in higher job opportunities
for youth.
 It is a national alarm for graduates of India who

looking for an inviting career.
Digital Marketing Media
Types Of Digital Marketing Media

 Paid Media
External marketing efforts that involve a paid placement
Traditional marketing
E.g. : Television , Print , Radio , paid search
 Owned Media
Controlled by brand
E.g.: company website , Blog , social media account
 Earned Media
“Online word of mouth”
E.g. : Facebook comments , Twitter etc.
Search Engine Optimization
Search engine optimization (SEO) is the process of

increasing the visibility of a website or a web page to
users of a web search engine.
The term excludes the purchase of paid placement,

referring only to the improvement of unpaid results
Search Engine Marketing
Search engine marketing (SEM) is a form of Internet

marketing that involves the promotion of websites by
increasing their visibility in search engine results pages
(SERPs) primarily through paid advertising.
SEM may incorporate search engine optimization (SEO),

to enhance pay per click (PPC) listings.
Pay Per Click Advertising
 Pay per click (PPC)

also known as cost per
click (CPC).
 Its an internet
advertising model
used to drive traffic to
websites.
 The advertiser make
payment to the
publisher when the ad
is clicked.
 E.g. Search engine
Affiliate Marketing
 An online sales tactics

 Increase the sales by allowing others targeting the
same audience- affiliates
 It earns commission by recommendation
 Helps the affiliate to earn money on product sales
without creating products of their own.
Content Marketing
It is a type of marketing that involves the creation

and sharing of online material ( videos, blogs and
social media posts).
It does not explicitly promote a brand but is intended

to stimulate interest in its products or services.
Public Relations
It is a strategic communication process.
Companies, individuals and organizations use to build

mutually benefited relationships with the public.
Social Media Marketing

Social network marketing incorporates marketing
strategies.
It use social media channels as marketing tools for

optimizing exposure of a brand, targeting audiences,
SOCIAL MEDIA
Email Marketing
 Promotes business through emails.

 Reach customers with a single click.
 Best and effective way of communication.
 It’s a direct marketing method.
 Reach optimum users with least expenses.
Viral Marketing
 Consumers are encouraged to share information about

the company's goods and services through internet.
 It uses social networks (Blogs, Facebook, Twitter, You
Tube, Email sequence campaigns, Affiliate networks
and others.)
 Applicable to all kind of businesses.
 E.g. Vodafone ZooZoo ads appearing
during the IPL seasons.
OVERVIEW
We discussed on the following topics:
 Digital marketing- meaning, objectives, scope,

advantages and limitations.
 Difference between digital and traditional marketing.
 Digital marketing media
 Search engine optimization and search engine
marketing.
 Pay per click advertising and affiliate advertising.
 Content marketing, public relations and social media
marketing.
THANK YOU

Digital Marketing

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MARKETING MANAGEMENT-II

1. Digital Marketing - Meaning

Digital marketing is the

Digital marketing Traditional marketing

Medium of Media of communication

Digital marketing Campaigns take more

Measures the It is impossible to

 Greater brand awareness

 An increase in visit in your website

 A greater market share

 Extremely low risk.

1. Learn to leverage the data.

 It offers lakhs of job opportunities.

 Prime minister of India has come up with the idea

 This acted as a promotional campaign for digital

 It is a national alarm for graduates of India who

Types Of Digital Marketing Media

Search engine optimization (SEO) is the process of

The term excludes the purchase of paid placement,

Search engine marketing (SEM) is a form of Internet

SEM may incorporate search engine optimization (SEO),

 Pay per click (PPC)

 An online sales tactics

It is a type of marketing that involves the creation

It does not explicitly promote a brand but is intended

Companies, individuals and organizations use to build

Social Media Marketing

It use social media channels as marketing tools for

 Promotes business through emails.

 Consumers are encouraged to share information about

We discussed on the following topics:

 Digital marketing- meaning, objectives, scope,

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