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Digital Marketing

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Digitalization is transforming economies and societies through new technologies and platforms. While it creates opportunities to boost productivity, trade and access to information, it also risks widening inequalities and disrupting labor markets. Governments need holistic policies and multi-stakeholder cooperation to maximize benefits and minimize risks. Strategies are needed to develop infrastructure, skills and regulations to harness digitalization for development while ensuring access for disadvantaged groups and a fair transition for workers. International cooperation can help address issues like taxation and competition in the digital economy.

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Digital Marketing D E F I N I T I O N "Digital marketing can be described as actively promoting products and services using digital distribution channels as an alternative to the more traditional mediums such as television, print and radio” Business Dictionary “Digital Marketing is the application of the Internet and related technologies in conjunction with traditional communications to achieve the marketing objectives.” (Chaffey & Ellis-Chadwick, 2012). Caddell (2013) defines „Digital‟ as “a participatory layer of all media that allows users to selfselect their own experiences, and affords marketers the ability to bridge media, gain feedback, iterate their message, and collect relationships.” In other words, digital is a new way of exploring content (for users) and connecting with customers (for marketers).GLOBAL REACH The Internet being a global network, digital marketing can be practiced across the world. CHARACTERISTICS OF DIGIT
CHARACTERISTICS OF DIGITAL A key principle of digital marketing is to create an easy, seamless and convenient user experience for target audiences. It establishes an ongoing, automated relationship between brands and their audience, thereby, reducing the consumer‟s effort needed to act on digital content
What’s Digital Marketing? • Simply put in words, marketing on digital mediums or platforms such as websites and social media is called Digital Marketing. • For example, when you are surfing a website or a webpage and a pop comes related to some product, or when you see advertisements on various websites and apps, that’s called Digital Marketing. All these brands are using digitized networks as a tool for marketing communication.
What’s Traditional Marketing? • Traditional marketing on the other hand is concentrated on using traditional channels like billboards and print media for brand promotion. Whenever you see a newspaper advertisement or a banner down the road, these are all forms of Traditional Marketing.
Digital Marketing VS. Traditional Marketing: 7 characteristics that distinguish them • There is a huge gap between these forms of marketing. Both have their own pros and cons. Business units understand the utility of both the forms and the techniques to choose depend hugely upon the type of business you are running. Geological factors also play a crucial role while deciding the mode of advertisement. • However, as the internet has evolved and the digital era expanded like gunpowder, the customer is more inclined towards seeing what he chooses, and not something which he is forced to and that’s where Digital Marketing takes the cake. The Internet has empowered the user to choose whatever he wants.
1. Segmentation • In Traditional Marketing, the message or advertisement is propagated to the masses. The concept is more generic where general aspects in terms of age, sex, income, location are studied accordingly. It typically works best at the local level. If you are launching a national or global advertising campaign through traditional marketing methods, it will require a lot of careful planning as the cost will be extravagant. • Whereas, • In Digital Marketing, the behavior in terms of choices and preferences in Social Media is studied which focuses on a more specific approach. The advertisement is catered to selected segments based on specific demographic characteristics of the audience. • Digital marketing empowers a company or an organization to market its business globally with a few clicks. For example, a PPC ad campaign can easily target a specific city, state, or country anywhere across the world.
2. Costs • One of the most important characteristics that distinguish Traditional Marketing from Digital Marketing is the cost element attached to it. Digital Marketing offers a much better return on investment when compared to traditional marketing. Especially small business units prefer Digital Marketing due to its cost efficiency and higher ROI. • Advertising on TV, Radio, billboards, and mailers are much more expensive than advertising through social media, Blogging, and Content Marketing. Also, not only these techniques are cost-efficient but also permanent, it’s there until you remove it.
3. Defining the Target Audience • Traditional marketing and Digital marketing also differ in terms of targeting a specific audience. Although a traditional advertisement displayed in magazines, billboards, or TV will have a large audience, the audience will not be much defined. • Digital marketing on the other hand works in a different manner. Digital marketing techniques help the advertisers to market their products to their targeted audience based on a variety of factors. • Pay Per Click and Social Media Ads can be customized and designed to target a specific category of people based on their age, sex, location, interests, choices, and preferences. People who discover a business through techniques like content marketing and SEO will be searching for relevant keywords online.
4. Buying intent • In Traditional Marketing, you would be targeting people who are maybe not actively looking for a product or service. As a result, the conversions would not be as per the expectations despite the message being conveyed to a massive audience. • Digital marketing, on the other hand, aims at targeting potential customers based on their interests. This means that people who come across your product or service online will be there because they are willing to make a purchase or are actively looking for the solution to their problem at that moment.
5. Customer Engagement • The next factor to distinguish the two marketing techniques is their ability to engage the customers. Traditional marketing takes an in-your-face approach while digital marketing (online marketing) aims at sparking a conversation that provides value first. The approach of digital marketing is inbound that pulls people into a business. • The traditional approach is sometimes more useful when the audience is slightly older that doesn’t use modern technology as much. Whereas digital marketing is useful when we are targeting a younger audience that uses social media and other online platforms.
6. Longevity • There is a wide range of digital marketing techniques such as Search Engine Optimization and Email Marketing which can be fruitful for long term gains for your business. Techniques like video marketing, social media, blogging, and content creation will help you in increasing your online presence and eventually your business over time. • As most of these online techniques have a cumulative impact, hence your website or business will get new visitors and customers for months or even years to come.
7. Measuring Profitability • Digital marketing is far more measurable than traditional marketing is. Nowadays all social media and business websites make use of tools and plugins to track visitors and see what actually they came for and what actions they have taken. • Google also provides a tool called Google Analytics for tracking overall customer behavior. Digital marketing will provide you enough data to understand your customer by measuring the impact of a particular ad or any marketing tactic. • On the other hand, tracking the impact of traditional ads could be very difficult as they mostly rely on guesswork. It can be difficult to figure out the actual reason for a customer to come up to your business. It could be because of a TV Ad, a referral, a magazine ad, or for some other reason.
Digital development: Opportunities and challenges I. Towards a new digital era 1. Digitalization has developed rapidly since the adoption of the Tunis Agenda for the Information Society in 2005. In 2018, the number of persons using the Internet exceeded half the global population for the first time 2. As more and more people use new applications and devices more intensively and for more activities, and Internet-of-things devices and services proliferate, data have become a critical development resource. 3. It is widely recognized that digitalization has unleashed a new wave of innovation that will have profound implications for humanity, changing relationships between citizens, Governments and businesses, and that will alter the structure of societies and economies
Digital development: Opportunities and challenges 4. Digital technologies and platforms can reduce transaction costs for businesses and facilitate access to new customers, both in domestic and foreign markets. For example, suppliers that rely more on e- commerce may be able to cut delivery costs, especially for digitally provided content. 5. The roll-out of digital technologies also poses challenges, costs and risks. Uneven access to affordable digital technologies and limited capacities to make effective use of them can lead to an inequitable distribution of benefits. In particular, it may bypass people with limited education and low levels of literacy; people in rural areas; people with limited capability or rights to connect; and micro-, small and medium- sized enterprises.
Digital development: Opportunities and challenges II. Productivity growth 7. Manufacturing, services, transportation and even agriculture are turning to an expanding variety of digital technologies. Underlying technologies and processes have far-reaching implications for the organization of work, production and trade, extending existing organizational and geographic fragmentation into knowledge-intensive business functions and job categories. 8. However, measuring the impact of digitalization on productivity remains difficult, and different studies reach different conclusions. Some studies have found that selling online boosts productivity, with the greatest impact on small enterprises and in services.
Digital development: Opportunities and challenges 9. There are substantive statistical gaps and other challenges in measuring the impact of digitalization on productivity. It also takes time for technologies to diffuse and for benefits to become visible and measurable. Only a limited number of enterprises have fully embraced digitalization so far, with micro-, small and medium-sized enterprises in developing countries the farthest behind.
Digital development: Opportunities and challenges III. Expanding global trade 10. Digital platforms are creating new opportunities for companies to engage in trade, including for micro-, small and medium-sized enterprises. They can facilitate efficiency gains through lower transaction costs and reduced information asymmetries supported by rating systems. 11. According to UNCTAD statistics, global e-commerce sales grew by 13 per cent in 2017, reaching an estimated $29 trillion. A similar surge was seen in the number of online shoppers, which increased by 12 per cent and stood at 1.3 billion people, or one quarter of the world’s population.
Digital development: Opportunities and challenges 12. Another illustration of the impact of digitalization on global trade is the expansion of exports of services that can be delivered digitally, such as insurance, business processes or financial services. In the past decade, they grew annually by 7–8 per cent and amounted to $2.7 trillion in 2017.5
Digital development: Opportunities and challenges IV. Changing employment and skill 13. Increased digitalization and the use of frontier technologies is expected to have disruptive effects on jobs and skills.6 It will lead to the creation of some new jobs and occupations in various sectors, especially in relation to the production of new goods and services or the modification of existing products. 14. Opinions differ widely on what will be the likely overall impact of digitalization on aggregate employment, and whether job creation will outweigh job destruction. There are also some signs of job market polarization due to technological innovation, and some studies point to a higher relative risk of unfavourable impacts on women.
Digital development: Opportunities and challenges 15. In any event, all countries will face the challenge of enabling lifelong learning so that workers can shift between occupations in the course of their careers, as digitalization makes adaptive skills ever more valuable. New skills are needed to take full advantage of the opportunities arising from new technologies – from sophisticated data analysis and algorithm development skills, computer skills required to adapt systems and develop services for local markets, through those required within businesses and other organizations, to the digital and media literacy required by individuals to find information, assess its quality and value, and use online resources. Greater participation by women in the science, technology, engineering and mathematics disciplines, where they are currently underrepresented, would help derive more value from digitalization.
Digital development: Opportunities and challenges V. Risk of widening inequalities 16. With regard to bridging inequalities in the developing world, digitalization brings both opportunities and risks.7 An optimistic vision of the evolving digital economy might emphasize the ubiquity and democratization of information, ushering in a new, equitable and environmentally sustainable growth model based on the maximization of human empowerment and well- being rather than on profits. 17. At the same time, there are growing concerns that new technologies will disrupt entire industries, widen existing income inequalities and lead to a further concentration of power and wealth. With the increased scope for computerization, automatization and the use of artificial intelligence, more occupations and tasks may disappear, even as output and productivity rise, bringing higher returns to capital
Digital development: Opportunities and challenges 18. Winner-takes-all dynamics in platform-based industries such as Google, Uber, Facebook and WeChat, where network effects accrue to first movers and standard setters, can accentuate polarization in the industrial base
Digital development: Opportunities and challenges VI. Policy recommendations 19. The digital economy is creating new opportunities and challenges for trade and development, and net gains are neither automatic nor likely to be evenly distributed. The Trade and Development Board may wish to consider the following policy recommendations: (a) With a view to securing the benefits from and minimizing the risks of digitalization, Governments should take a holistic approach that involves multi-stakeholder dialogue. In addition, national policies and strategies should focus on harnessing digital data for development by developing relevant infrastructure, skills and regulations; (b) The need for regional and international policy responses to issues related, for example, to competition, consumer protection, data ownership and protection, privacy, taxation and trade in the digital economy should be further discussed; (c) Women’s access to opportunities offered by the digital economy should be improved to narrow the digital gender divide and give more women the possibility to earn additional income, increase employment opportunities and access information; (d) To prevent the evolving digital economy from exacerbating digital divides and income inequalities, more concerted efforts should be made to help countries strengthen their readiness to capture the opportunities arising from digitalization, including through effective donor dialogue and by leveraging the eTrade for all initiative, led by UNCTAD, and rapid eTrade readiness assessments.
Digital Marketing

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  • 1. Digital Marketing D E F I N I T I O N "Digital marketing can be described as actively promoting products and services using digital distribution channels as an alternative to the more traditional mediums such as television, print and radio” Business Dictionary “Digital Marketing is the application of the Internet and related technologies in conjunction with traditional communications to achieve the marketing objectives.” (Chaffey & Ellis-Chadwick, 2012). Caddell (2013) defines „Digital‟ as “a participatory layer of all media that allows users to selfselect their own experiences, and affords marketers the ability to bridge media, gain feedback, iterate their message, and collect relationships.” In other words, digital is a new way of exploring content (for users) and connecting with customers (for marketers).GLOBAL REACH The Internet being a global network, digital marketing can be practiced across the world. CHARACTERISTICS OF DIGIT
  • 2. CHARACTERISTICS OF DIGITAL A key principle of digital marketing is to create an easy, seamless and convenient user experience for target audiences. It establishes an ongoing, automated relationship between brands and their audience, thereby, reducing the consumer‟s effort needed to act on digital content
  • 3. What’s Digital Marketing? • Simply put in words, marketing on digital mediums or platforms such as websites and social media is called Digital Marketing. • For example, when you are surfing a website or a webpage and a pop comes related to some product, or when you see advertisements on various websites and apps, that’s called Digital Marketing. All these brands are using digitized networks as a tool for marketing communication.
  • 4. What’s Traditional Marketing? • Traditional marketing on the other hand is concentrated on using traditional channels like billboards and print media for brand promotion. Whenever you see a newspaper advertisement or a banner down the road, these are all forms of Traditional Marketing.
  • 5. Digital Marketing VS. Traditional Marketing: 7 characteristics that distinguish them • There is a huge gap between these forms of marketing. Both have their own pros and cons. Business units understand the utility of both the forms and the techniques to choose depend hugely upon the type of business you are running. Geological factors also play a crucial role while deciding the mode of advertisement. • However, as the internet has evolved and the digital era expanded like gunpowder, the customer is more inclined towards seeing what he chooses, and not something which he is forced to and that’s where Digital Marketing takes the cake. The Internet has empowered the user to choose whatever he wants.
  • 6. 1. Segmentation • In Traditional Marketing, the message or advertisement is propagated to the masses. The concept is more generic where general aspects in terms of age, sex, income, location are studied accordingly. It typically works best at the local level. If you are launching a national or global advertising campaign through traditional marketing methods, it will require a lot of careful planning as the cost will be extravagant. • Whereas, • In Digital Marketing, the behavior in terms of choices and preferences in Social Media is studied which focuses on a more specific approach. The advertisement is catered to selected segments based on specific demographic characteristics of the audience. • Digital marketing empowers a company or an organization to market its business globally with a few clicks. For example, a PPC ad campaign can easily target a specific city, state, or country anywhere across the world.
  • 7. 2. Costs • One of the most important characteristics that distinguish Traditional Marketing from Digital Marketing is the cost element attached to it. Digital Marketing offers a much better return on investment when compared to traditional marketing. Especially small business units prefer Digital Marketing due to its cost efficiency and higher ROI. • Advertising on TV, Radio, billboards, and mailers are much more expensive than advertising through social media, Blogging, and Content Marketing. Also, not only these techniques are cost-efficient but also permanent, it’s there until you remove it.
  • 8. 3. Defining the Target Audience • Traditional marketing and Digital marketing also differ in terms of targeting a specific audience. Although a traditional advertisement displayed in magazines, billboards, or TV will have a large audience, the audience will not be much defined. • Digital marketing on the other hand works in a different manner. Digital marketing techniques help the advertisers to market their products to their targeted audience based on a variety of factors. • Pay Per Click and Social Media Ads can be customized and designed to target a specific category of people based on their age, sex, location, interests, choices, and preferences. People who discover a business through techniques like content marketing and SEO will be searching for relevant keywords online.
  • 9. 4. Buying intent • In Traditional Marketing, you would be targeting people who are maybe not actively looking for a product or service. As a result, the conversions would not be as per the expectations despite the message being conveyed to a massive audience. • Digital marketing, on the other hand, aims at targeting potential customers based on their interests. This means that people who come across your product or service online will be there because they are willing to make a purchase or are actively looking for the solution to their problem at that moment.
  • 10. 5. Customer Engagement • The next factor to distinguish the two marketing techniques is their ability to engage the customers. Traditional marketing takes an in-your-face approach while digital marketing (online marketing) aims at sparking a conversation that provides value first. The approach of digital marketing is inbound that pulls people into a business. • The traditional approach is sometimes more useful when the audience is slightly older that doesn’t use modern technology as much. Whereas digital marketing is useful when we are targeting a younger audience that uses social media and other online platforms.
  • 11. 6. Longevity • There is a wide range of digital marketing techniques such as Search Engine Optimization and Email Marketing which can be fruitful for long term gains for your business. Techniques like video marketing, social media, blogging, and content creation will help you in increasing your online presence and eventually your business over time. • As most of these online techniques have a cumulative impact, hence your website or business will get new visitors and customers for months or even years to come.
  • 12. 7. Measuring Profitability • Digital marketing is far more measurable than traditional marketing is. Nowadays all social media and business websites make use of tools and plugins to track visitors and see what actually they came for and what actions they have taken. • Google also provides a tool called Google Analytics for tracking overall customer behavior. Digital marketing will provide you enough data to understand your customer by measuring the impact of a particular ad or any marketing tactic. • On the other hand, tracking the impact of traditional ads could be very difficult as they mostly rely on guesswork. It can be difficult to figure out the actual reason for a customer to come up to your business. It could be because of a TV Ad, a referral, a magazine ad, or for some other reason.
  • 13. Digital development: Opportunities and challenges I. Towards a new digital era 1. Digitalization has developed rapidly since the adoption of the Tunis Agenda for the Information Society in 2005. In 2018, the number of persons using the Internet exceeded half the global population for the first time 2. As more and more people use new applications and devices more intensively and for more activities, and Internet-of-things devices and services proliferate, data have become a critical development resource. 3. It is widely recognized that digitalization has unleashed a new wave of innovation that will have profound implications for humanity, changing relationships between citizens, Governments and businesses, and that will alter the structure of societies and economies
  • 14. Digital development: Opportunities and challenges 4. Digital technologies and platforms can reduce transaction costs for businesses and facilitate access to new customers, both in domestic and foreign markets. For example, suppliers that rely more on e- commerce may be able to cut delivery costs, especially for digitally provided content. 5. The roll-out of digital technologies also poses challenges, costs and risks. Uneven access to affordable digital technologies and limited capacities to make effective use of them can lead to an inequitable distribution of benefits. In particular, it may bypass people with limited education and low levels of literacy; people in rural areas; people with limited capability or rights to connect; and micro-, small and medium- sized enterprises.
  • 15. Digital development: Opportunities and challenges II. Productivity growth 7. Manufacturing, services, transportation and even agriculture are turning to an expanding variety of digital technologies. Underlying technologies and processes have far-reaching implications for the organization of work, production and trade, extending existing organizational and geographic fragmentation into knowledge-intensive business functions and job categories. 8. However, measuring the impact of digitalization on productivity remains difficult, and different studies reach different conclusions. Some studies have found that selling online boosts productivity, with the greatest impact on small enterprises and in services.
  • 16. Digital development: Opportunities and challenges 9. There are substantive statistical gaps and other challenges in measuring the impact of digitalization on productivity. It also takes time for technologies to diffuse and for benefits to become visible and measurable. Only a limited number of enterprises have fully embraced digitalization so far, with micro-, small and medium-sized enterprises in developing countries the farthest behind.
  • 17. Digital development: Opportunities and challenges III. Expanding global trade 10. Digital platforms are creating new opportunities for companies to engage in trade, including for micro-, small and medium-sized enterprises. They can facilitate efficiency gains through lower transaction costs and reduced information asymmetries supported by rating systems. 11. According to UNCTAD statistics, global e-commerce sales grew by 13 per cent in 2017, reaching an estimated $29 trillion. A similar surge was seen in the number of online shoppers, which increased by 12 per cent and stood at 1.3 billion people, or one quarter of the world’s population.
  • 18. Digital development: Opportunities and challenges 12. Another illustration of the impact of digitalization on global trade is the expansion of exports of services that can be delivered digitally, such as insurance, business processes or financial services. In the past decade, they grew annually by 7–8 per cent and amounted to $2.7 trillion in 2017.5
  • 19. Digital development: Opportunities and challenges IV. Changing employment and skill 13. Increased digitalization and the use of frontier technologies is expected to have disruptive effects on jobs and skills.6 It will lead to the creation of some new jobs and occupations in various sectors, especially in relation to the production of new goods and services or the modification of existing products. 14. Opinions differ widely on what will be the likely overall impact of digitalization on aggregate employment, and whether job creation will outweigh job destruction. There are also some signs of job market polarization due to technological innovation, and some studies point to a higher relative risk of unfavourable impacts on women.
  • 20. Digital development: Opportunities and challenges 15. In any event, all countries will face the challenge of enabling lifelong learning so that workers can shift between occupations in the course of their careers, as digitalization makes adaptive skills ever more valuable. New skills are needed to take full advantage of the opportunities arising from new technologies – from sophisticated data analysis and algorithm development skills, computer skills required to adapt systems and develop services for local markets, through those required within businesses and other organizations, to the digital and media literacy required by individuals to find information, assess its quality and value, and use online resources. Greater participation by women in the science, technology, engineering and mathematics disciplines, where they are currently underrepresented, would help derive more value from digitalization.
  • 21. Digital development: Opportunities and challenges V. Risk of widening inequalities 16. With regard to bridging inequalities in the developing world, digitalization brings both opportunities and risks.7 An optimistic vision of the evolving digital economy might emphasize the ubiquity and democratization of information, ushering in a new, equitable and environmentally sustainable growth model based on the maximization of human empowerment and well- being rather than on profits. 17. At the same time, there are growing concerns that new technologies will disrupt entire industries, widen existing income inequalities and lead to a further concentration of power and wealth. With the increased scope for computerization, automatization and the use of artificial intelligence, more occupations and tasks may disappear, even as output and productivity rise, bringing higher returns to capital
  • 22. Digital development: Opportunities and challenges 18. Winner-takes-all dynamics in platform-based industries such as Google, Uber, Facebook and WeChat, where network effects accrue to first movers and standard setters, can accentuate polarization in the industrial base
  • 23. Digital development: Opportunities and challenges VI. Policy recommendations 19. The digital economy is creating new opportunities and challenges for trade and development, and net gains are neither automatic nor likely to be evenly distributed. The Trade and Development Board may wish to consider the following policy recommendations: (a) With a view to securing the benefits from and minimizing the risks of digitalization, Governments should take a holistic approach that involves multi-stakeholder dialogue. In addition, national policies and strategies should focus on harnessing digital data for development by developing relevant infrastructure, skills and regulations; (b) The need for regional and international policy responses to issues related, for example, to competition, consumer protection, data ownership and protection, privacy, taxation and trade in the digital economy should be further discussed; (c) Women’s access to opportunities offered by the digital economy should be improved to narrow the digital gender divide and give more women the possibility to earn additional income, increase employment opportunities and access information; (d) To prevent the evolving digital economy from exacerbating digital divides and income inequalities, more concerted efforts should be made to help countries strengthen their readiness to capture the opportunities arising from digitalization, including through effective donor dialogue and by leveraging the eTrade for all initiative, led by UNCTAD, and rapid eTrade readiness assessments.