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Introduction to digital marketing elerning

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Lavanya Sharma

This study material covers: Definition: Digital Marketing Traditional and Digital Marketing Benefits of Digital Marketing The 7C’s Of Digital Marketing Digital Revolution

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Introduction to Digital Marketing Dr. Lavanya Sharma Assistant Professor, AIIT, Amity University, Noida
Topic’s to be covered • Definition: Digital Marketing • Traditional and Digital Marketing • Benefits of Digital Marketing • The 7C’s Of Digital Marketing • Digital Revolution
Introduction to digital marketing elerning
Cont.. • Digital marketing is also known as the online marketing or web marketing. • It is a type of business promotion which uses internet to deliver marketing messages to attract customers. • It relies upon emails or websites to reach to the users and it combines with ecommerce to facilitate the business. • Promotions of products and services can be done using social media, blogs, websites, emails, mobile apps and many mores…
Introduction to digital marketing elerning
Introduction to digital marketing elerning
Creation and dissemination of content: • Traditional Media is based on the principle of one-to-many. – For.eg. An Editor decides what is news; which news reports should be published in the day’s newspaper or which reports should be telecast in the next bulletin. • Social Media, in contrast, is a media that works on the principle of many-to-many. Any individual can create and share content. This makes the content creation process more democratic.
Focus or purpose • Social Media, as the name suggests, is a media where people come to interact with friends, relatives, acquaintances etc. It need not be news-based. In fact, a very small part of the Social Media universe is devoted to creation or dissemination of news. • The Traditional Media is primarily a news media. It has traditionally performed the function of gathering and disseminating news, and continues to do so.
Interactivity • Social Media allows users to comment on content created by their friends, relatives or peer group. There is no Big Brother blue pencilling comments. All comments are in real time. They enrich published content, and empower people to share views. • The Traditional Media is tightly patrolled. All communication is one-way: from the editor to the readers. The most that a reader can hope is to get a letter published in the Letters column of the newspaper. There is, of course, no guarantee as to how much of the letter will be edited before it is published. This interactivity is even more limited in the case of television.
Convergence • Social Media is a truly convergent media. You can publish content as text, audio, video, graphics or photographs on Social Media sites. • The Traditional Media can work in only one format – either as print or as radio or as television. There is no convergence in the Traditional Media space.
Speed • Social Media is instant. Reports published on Social Media sites can be accessed instantly. • Traditional Media takes time to disseminate information. In the case of newspapers, this is limited to once a day; television or radio can update reports more frequently. But they cannot match the speed of Social Media unless they go live.
Cost of creation • It costs a small fortune to set up a newspaper, radio or television station. Few individuals can therefore hope to become publishers. • Social Media platforms allow free posting of content. Anyone can therefore become a publisher or broadcaster.
Reach and numbers • The reach of Social Media is staggering. It connects billions of individuals across the globe. • In contrast, the reach of traditional media is limited to the number of readers or viewers that individual newspapers or channels may have.
Benefits of Digital Marketing
Introduction to digital marketing elerning
Introduction to digital marketing elerning
Introduction to digital marketing elerning
Data gathered from Internet stat website
The 7C’S of Digital Marketing • Content – It’s here we’d like to point out that ‘content’ takes on many different forms in the digital space, namely; information on web pages, video, documents, images, and conversations (on blogs, forums, and social media platforms). – Storytelling – Major ingredient for media – An asset to the organization • Community – Community is you can share your thought openly. In socially active to interact with you friends and business purpose. Because people are the biggest power in any Community. – Sharing the content openly – Socially Active – People are the biggest power
Cont.. • Context – Context marketing is the practice of knowing your audience so well that you know what knowledge, products or services will be incredibly valuable to them. – Referred on certain place and time – Proper timing is a must – A part to a certain journey • Change – In Digital Era change is called digital transformation in digital marketing. Move ahead toward digitization. – Move ahead toward digitization – Make a choice to either survive or thrive
Cont.. • Communication – In the Digital Era we have more communication options than ever before, which creates countless challenges. – Based on one-to-one, one-to-many, and many-to-many – Connected even more than before – Higher global reach • Collaboration – Cross Knowledge supports organizations by providing suitable solutions to enhance the collaboration, share best practices and increase responsiveness. – Operates on Co-operation – Dependent on Crowed Sourcing and Crowed Funding – Supports Innovation
Cont.. • Capture – Capture is support from digital diaries and express via videos to helps you can record video and express your self front of new people and places. – Support from Digital Diaries – Express via videos – Experience/observe new people and places
References • Basics of Digital Marketing. Available at: http://digitalmarketinginstitute.com/subject-matter-experts/barry-adams [accessed on 12 January 2019] • Basics of Digital Marketing. Available at: http://digitalmarketinginstitute.com/topics/introduction-to-digital-marketing [accessed on 12 January 2019] • Basics of Digital Marketing. Available at: http://digitalmarketinginstitute.com/courses/pay-per-click-marketing-google- adwords [accessed on 12 January 2019] • Basics of Digital Marketing. Available at: https://www.udemy.com/course/learn- digital-marketing- course/?gclid=EAIaIQobChMIzba3l5Pv6QIVzRwrCh3t7Q9JEAAYBCAAEgIXivD_BwE& matchtype=e&utm_campaign=DigitalMarketing_v.PROF_la.EN_cc.INDIA_ti.5430& utm_content=deal4584&utm_medium=udemyads&utm_source=adwords&utm_te rm=_._ag_82581778285_._ad_398016297991_._kw_what+is+digital+marketing_._ de_c_._dm__._pl__._ti_kwd-2677503832_._li_9061714_._pd__._ [accessed on 12 January 2019]
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Introduction to digital marketing elerning

  • 1. Introduction to Digital Marketing Dr. Lavanya Sharma Assistant Professor, AIIT, Amity University, Noida
  • 2. Topic’s to be covered • Definition: Digital Marketing • Traditional and Digital Marketing • Benefits of Digital Marketing • The 7C’s Of Digital Marketing • Digital Revolution
  • 4. Cont.. • Digital marketing is also known as the online marketing or web marketing. • It is a type of business promotion which uses internet to deliver marketing messages to attract customers. • It relies upon emails or websites to reach to the users and it combines with ecommerce to facilitate the business. • Promotions of products and services can be done using social media, blogs, websites, emails, mobile apps and many mores…
  • 7. Creation and dissemination of content: • Traditional Media is based on the principle of one-to-many. – For.eg. An Editor decides what is news; which news reports should be published in the day’s newspaper or which reports should be telecast in the next bulletin. • Social Media, in contrast, is a media that works on the principle of many-to-many. Any individual can create and share content. This makes the content creation process more democratic.
  • 8. Focus or purpose • Social Media, as the name suggests, is a media where people come to interact with friends, relatives, acquaintances etc. It need not be news-based. In fact, a very small part of the Social Media universe is devoted to creation or dissemination of news. • The Traditional Media is primarily a news media. It has traditionally performed the function of gathering and disseminating news, and continues to do so.
  • 9. Interactivity • Social Media allows users to comment on content created by their friends, relatives or peer group. There is no Big Brother blue pencilling comments. All comments are in real time. They enrich published content, and empower people to share views. • The Traditional Media is tightly patrolled. All communication is one-way: from the editor to the readers. The most that a reader can hope is to get a letter published in the Letters column of the newspaper. There is, of course, no guarantee as to how much of the letter will be edited before it is published. This interactivity is even more limited in the case of television.
  • 10. Convergence • Social Media is a truly convergent media. You can publish content as text, audio, video, graphics or photographs on Social Media sites. • The Traditional Media can work in only one format – either as print or as radio or as television. There is no convergence in the Traditional Media space.
  • 11. Speed • Social Media is instant. Reports published on Social Media sites can be accessed instantly. • Traditional Media takes time to disseminate information. In the case of newspapers, this is limited to once a day; television or radio can update reports more frequently. But they cannot match the speed of Social Media unless they go live.
  • 12. Cost of creation • It costs a small fortune to set up a newspaper, radio or television station. Few individuals can therefore hope to become publishers. • Social Media platforms allow free posting of content. Anyone can therefore become a publisher or broadcaster.
  • 13. Reach and numbers • The reach of Social Media is staggering. It connects billions of individuals across the globe. • In contrast, the reach of traditional media is limited to the number of readers or viewers that individual newspapers or channels may have.
  • 14. Benefits of Digital Marketing
  • 18. Data gathered from Internet stat website
  • 19. The 7C’S of Digital Marketing • Content – It’s here we’d like to point out that ‘content’ takes on many different forms in the digital space, namely; information on web pages, video, documents, images, and conversations (on blogs, forums, and social media platforms). – Storytelling – Major ingredient for media – An asset to the organization • Community – Community is you can share your thought openly. In socially active to interact with you friends and business purpose. Because people are the biggest power in any Community. – Sharing the content openly – Socially Active – People are the biggest power
  • 20. Cont.. • Context – Context marketing is the practice of knowing your audience so well that you know what knowledge, products or services will be incredibly valuable to them. – Referred on certain place and time – Proper timing is a must – A part to a certain journey • Change – In Digital Era change is called digital transformation in digital marketing. Move ahead toward digitization. – Move ahead toward digitization – Make a choice to either survive or thrive
  • 21. Cont.. • Communication – In the Digital Era we have more communication options than ever before, which creates countless challenges. – Based on one-to-one, one-to-many, and many-to-many – Connected even more than before – Higher global reach • Collaboration – Cross Knowledge supports organizations by providing suitable solutions to enhance the collaboration, share best practices and increase responsiveness. – Operates on Co-operation – Dependent on Crowed Sourcing and Crowed Funding – Supports Innovation
  • 22. Cont.. • Capture – Capture is support from digital diaries and express via videos to helps you can record video and express your self front of new people and places. – Support from Digital Diaries – Express via videos – Experience/observe new people and places
  • 23. References • Basics of Digital Marketing. Available at: http://digitalmarketinginstitute.com/subject-matter-experts/barry-adams [accessed on 12 January 2019] • Basics of Digital Marketing. Available at: http://digitalmarketinginstitute.com/topics/introduction-to-digital-marketing [accessed on 12 January 2019] • Basics of Digital Marketing. Available at: http://digitalmarketinginstitute.com/courses/pay-per-click-marketing-google- adwords [accessed on 12 January 2019] • Basics of Digital Marketing. Available at: https://www.udemy.com/course/learn- digital-marketing- course/?gclid=EAIaIQobChMIzba3l5Pv6QIVzRwrCh3t7Q9JEAAYBCAAEgIXivD_BwE& matchtype=e&utm_campaign=DigitalMarketing_v.PROF_la.EN_cc.INDIA_ti.5430& utm_content=deal4584&utm_medium=udemyads&utm_source=adwords&utm_te rm=_._ag_82581778285_._ad_398016297991_._kw_what+is+digital+marketing_._ de_c_._dm__._pl__._ti_kwd-2677503832_._li_9061714_._pd__._ [accessed on 12 January 2019]