Digital Marketing

Chap 1 –Introduction to Digital Marketing

What’s the Digital Trend in India?

According to the most recent data, the

leading digital agency network
worldwide in 2021 based on revenue was
Accenture Interactive, with a result of 12.5
billion U.S. dollars that year. Deloitte
Digital ranked second, with a revenue of
8.7 billion dollars.
What’s the Digital Trend in India?
In 2020, India had over 749 million internet users across the country.
This figure was projected to grow to over 1.5 billion users by 2040,
indicating a big market potential in internet services for the south
Asian country. In fact, India was ranked as the second largest online
market worldwide in 2019, coming second only to China. The
number of internet users was estimated to increase in both urban as
well as rural regions, indicating a dynamic growth in access to
internet.

Mobile connectivity

Of the total internet users in the country, a majority of the people

access the internet via their mobile phones. There were nearly the
same amount of smartphone users as internet users across the
country. Cheap availability of mobile data, a growing smartphone
user base in the country along with the utility value of smartphones
compared to desktops and tablets are some of the factors
contributing to the mobile heavy internet access in India.

Growth is on the cards

Despite the large number of internet users in the country, the internet
penetration levels took longer to catch up equally. At the same time,
the number of women who have access to internet is much lower
than men in the country, and the bias is even more evident in rural
India. Similarly, internet usage is lower among older adults in the
country due to internet literacy and technological know-how. By
encouraging internet accessibility among marginalized groups
including women, older people and rural inhabitants in the country,
India’s digital footprint has significant headroom to grow.
What’s the Digital Trend in India?
India’s digital journey is one of exuberance. The country had
the world’s second-largest internet population at over 749 million
users in 2020. Of these, 744 million users accessed the internet via
their mobile phones. Estimates suggest that this figure would reach
over 1.5 billion by 2040.

The path towards digital India

Mobile internet has been such a positive development in the

country’s digital progress, that in 2019, over 73 percent of India’s
total web traffic coming from mobile phones. But how did this come
to be? Two main factors point to the sudden spike in mobile internet
penetration in the south Asian country. Firstly, the increased
availability of cheap smartphones since 2010 had created a fertile
ground for digital adoption and literacy. Along with this, the Indian
government understood the vitality of investments in its
telecommunications sector and further opened the market with new
telecom spectrum licenses.

Reliance Jio - the market disruptor

With this backdrop, in September 2016, Reliance Jio entered the

Indian market, promising customers with cheap 4G, high speed data
plans along with free voice calling. Within six months of its launch,
the company had attracted over a 100 million customers and by the
end of 2019, it had the highest wireless telecom subscriber base in
India. Jio’s competitive pricing drove down the data pricing among
other established telecom operators, leading to a cumulative growth
in mobile internet accessibility as well as affordability.
What’s the Digital Trend in India?
 Social media platforms used by marketers worldwide
2022
 As of January 2022, Facebook was the most commonly used social media platform among marketers worldwide.
According to a global survey, 90 percent of responding social media marketers used the network to promote their
business, while another 79 percent did so via Instagram.

What are the benefits of social media marketing?

 Over the past few years, social media marketing has become one of the most popular and successful forms of digital
marketing. Thanks to the massive user-bases of networks like Facebook and Instagram, advertisers can reach billions
of potential customers at the click of a mouse. Among the many benefits of using social media platforms for business
purposes, industry professionals particularly value the increased exposure for their brands and products, as well as
the increased traffic on their websites.

Facebook remains the most important social media platform for many marketers
 With an active user count of close to 2.9 billion, Facebook is the most popular social network worldwide. Therefore,
the market leader also remains the most important social media platform among marketers on the B2B and B2C
spectrum. However, as the social media landscape is quickly evolving and new players are fighting for attention
from audiences and marketers alike, Facebook is facing increasing competition. With Instagram and YouTube
gaining momentum, many advertisers are planning to reduce their activity on Facebook in the future.
 Source: https://www.statista.com/statistics/259379/social-media-platforms-used-by-marketers-
worldwide/#:~:text=With%20an%20active%20user%20count,the%20B2B%20and%20B2C%20spectrum.
Digital Market Outlook: largest digital ad markets
worldwide 2022
Published by Statista Research Department, Jan 10, 2023

 According to a global estimate, China would have a total digital advertising spend of nearly
142 billion U.S. dollars by the end of 2022, right behind the U.S. with approximately 233
billion dollars. An overview of all Digital Markets can be found here.
 During a 2022 survey of among business-to-consumer (B2C) and business-to-business (B2B)
marketers from Australia, Canada, France, Germany, Japan, the United Kingdom, and the
United States, it was found that social media was the most popular digital marketing
channel, used by 44 percent of respondents. Website/blog and email marketing followed,
with 36 percent and 35 percent, respectively.
 What is Digital Marketing?

 In simple terms, it’s a process to attract more traffic to your online

properties and converting them into leads/sales.
 ● Online properties - your website, Facebook page/profile, blog,
Instagram profile, Twitter handle, LinkedIn profile/page, Quora profile,
YouTube channel etc.
 ● Traffic - real people / visitors coming to your online properties. Not all
people, but targeted people specific to your industry, business nature &
locations
 ● Devices used - desktop, laptop, mobile, tablet with internet connection
 What to do first?

 Understand the business / products

 Understand the Target group (Audience demography,
Location, Interest, Socio-Economic Status).
 Study competitors
 Take note
 Disadvantages of DM

 Digital Gap
 Security
 Double Spend – ebook can be with mass but physical book can not shared same to
all….spending the same thing twice
 What is MARKETING?

Need

Interest Concern
 What and Why Digital Marketing??

 Marketing Efforts using Internet+ Electronic Devices

 Simply posting is not digital marketing
 Maximum Reach
 Less Time
 Less Cost
 Better mobility and flexibility
 Better targeting
 Better tracking
India ranked fifth in the global list with regard to time spent on mobiles after Brazil,
Indonesia, South Korea and Mexico.

Source: https://economictimes.indiatimes.com/
Decrease in Attention Span
 History of Digital Marketing

1997

First Banner ad “you will” • Birth of

Google
1997
• Yahoo
launches
1996 Launching of Yahoo! Web
first social media Search
site: • Microsoft
1994 Launching
smaller SEs- SixDegrees.com launches MSN
1993
Launching of HotBot,
Yahoo!!! Alexa etc.
1990 First
clickable
Launch of web-ad
“Archie”-First banner
Search
Engine
 Types of Internet Connection

 DSL (Digital Subscriber Line)- It is a form of broadband connection that provides connection over
ordinary telephone lines. However it is usually faster than the dial up connection.
 ISDN (Integrated Services Digital Network)- it establishes connection using phone lines that carry digital
signals instead of analog signals
 Wireless Internet Connections- this type of connection makes use of radio frequency bands to connect to
the Internet and offer high speed. Wireless internet provides a connection that can be accessed from
anywhere if the user is geographically within the network coverage area.
 Mobile Internet- TSP (Telephone Service Providers) provide Internet plans to access Internet services.
Depending on the type of mobile Internet connection speed it varies from 2G to 5G connections. People
even get hotspot with mobile phones to give access to other devices that uses Internet.
 Satellite Internet- Here one gets Internet access by a satellite dish as the digital signals gets beamed to a
satellite which turn beams signal to the users.
 Digital Marketing Strategy

 The consumer decision journey

 Awareness-
 Create Content-
 Blogging
 Social Media Publishing like- Facebook, LinkedIn, YouTube etc.
 Search Engine Optimization
 Videos Marketing
 Podcasts
 Paid Adverting
 Search Engine Marketing / Pay-Per-Click Campaigns
 Display Ads
 Social Media Ads
 Traditional Methods
 Earned Media
 Live Events
 Conference/Trade Shows
 Brick and Mortar Store front
 Digital Marketing Strategy

 The consumer decision journey

 Interest
 Generate Leads through landing page etc., or create referral
rewards systems, online valuable newsletter
 Desire
 Customer Reviews & Testimonials
 Pricing Pages
 Competitor Comparisons/Checklists
 Case Studies
 Discount Codes

 Action
 Bundle packages
 Add-ons
 Special offers
 Training/tips/suggestions on how to best use or enjoy your product/service
 Insider tips or customer success stories
Digital Media Framework (POEM)
 The P-O-E-M Framework
 Paid media- It includes sponsored advertisements in different channels of digital marketing such as search
engine, website, social media. They include campaigns run through different platforms such as Google ad words
and campaign manager of Facebook, LinkedIn and Twitter. It also includes campaign run through ad networks
or Demand Side Platforms (DSPs).
 Owned media-It is like an asset of the company. It is the company that has the ownership of this media. It
includes company’s official website, microsite and social media pages such as Facebook, LinkedIn pages,
YouTube channel and Twitter handle. It also includes mobile apps, blogs and also the original content created by
the company such as videos, images, info graphics and posts.
 Earned media-It is organic and unpaid. It includes publicity that is generated to recommendations and word of
mouth. It’s also include social media engagement such as like, shares, comment, replies, retweets favorites etc. It
is is generated by users and hence it is more credible and has the power to give exponential reach to the
marketer. Earned media accrues only when the users like the content and engage with it.
 Paid Media

 Online Ads (Facebook, Google, LinkedIn etc.)

 Media Buying (Buy as space in online websites)
 Email Marketing
 These are called Push or outbound marketing because these are forced to show to the users

Earned Media
Owned Media
 With regular posting of
 Own website good quality engaging
 Blog content and innovation,
you can get free word of
 FB page/Profile
mouth and online media
 LinkedIn page/Profile coverage by other
websites, bloggers etc.
 Organic or pull marketing techniques

 Search Engine Optimization (SEO) - Ranking at top slots of search pages

 Social Media Optimization (SMO) - Making FB page/profile, inviting friends, commenting,
engaging)
 Content Marketing (CM) - Posting high quality content on regular basis, e.g. - menxp, scoophoop)
 Examples-

 For youtube you need to follow the rules

 The company can delete or warning or blog you video failing to follow the rule…. But is it your
own media
 Commenting on post, sharing the post-earning the media without paying
 You can also pay Facebook and Facebook will promote your content
 Is facebook a paid or an owned media or
an earned media?
 It is all three. The contains that you create on Facebook is your owned media which becomes earned when
it gets likes and shares and when you make it sponsored it becomes paid
The PESO Framework
 Importance of Content

 Youtube (advertisement)- headquartered in California. It was launched on February 14, 2005, by Steve
Chen, Chad Hurley and Jawed Karim.
 Employees of PayPal Holdings, Inc. is an American multinational financial technology company
operating an online payments system in the majority of countries that support online money transfers,
and serves as an electronic alternative to traditional paper methods .
 In October 2006, YouTube was bought by Google for $1.65 billion. Initially no monetary benefit and now
become the part of everyone’s life
 Dailymotion (https://www.dailymotion.com/in)
 Vimeo (https://vimeo.com/)
 UGC-user generated content (Youtube itself does not make any content)- e.g.- Youtube, Whatsapp,
Facebook….except the first and very few…
 Initially no advertisement or premium concept
 The first video was uploaded April 23, 2005-https://www.youtube.com/watch?v=jNQXAC9IVRw
Understanding and Preparing Digital Media Mix (DMM)
 Example of Creating DMM: A Jewellery Shop
 creating an ecommerce website,
 writing blogs on women fashion tips
 opening a Facebook & Instagram page and publish regular pics/content
 posting video ads, display ads
 creating store listing in Google maps
 gathering more user reviews in review platforms
 putting ads on online women magazines
 sending e-mailers to existing customers & prospects
 sending web push notification
 Creating QR codes for promo discounts
 Sending Whatsapp broadcasts
 Sponsoring online CSR activities
 Creating useful mobile apps
 Applying AR (augmented reality)/VR (virtual R) techniques (360 degree virtual view of jewellery)
 Digital Marketing Process

 Digital marketing process is a comprehensive way to promote the business online

using various digital marketing tools and to expand its wings across the world
 Developing Digital Marketing Strategy

 Digital Marketing Strategy is a series of actions that a company takes to achieve its marketing goals by
carefully selecting and planning for Digital Marketing tools.
 What are your short term and long term goals? 2. What challenges are you facing now ? 3. What
challenges are you expected to face in future? 4. Who are your prospects and how to attract them? 5.
Who are you competitors? 6. How much you should invest in marketing programme? 7. What is your
expected Return on Investment ROI ?
 Retention

 Retention can only make sure that digital marketing stays fruitful to your businesses. If
customers or visitors leave, all step by step efforts of digital marketing strategy will go in vain.
Retention is of two basic types:
 ● Horizontal Retention: When a consumer goes up and down the range of products for
purchases, it is called horizontal retention.
 ● Vertical Retention: When a consumer purchases the same chain of goods and services offered,
it is called vertical retention. Research showed that a 5% increase in customers retained, could
generate up to 125%of profits. According to Bain and Co. (a global management consultancy),
the cost of attracting new customers amounts 7 times of what it costs to retain the old ones.
Therefore, if a retention plan is set well in digital marketing or digital communications process,
revenues will increase leading to the long-term profitability of the business. Also, referral
marketing strategy is not just relevant to the scope of new business, but every business.
5P Model
 Implementation of Digital marketing mix

 Implement your Digital marketing mix in 5-stage AACRO model of Digital Marketing, which has clearly
defined levels and steps of grabbing the attention, getting the traffic, converting to business, retaining traffic
& improving experience, with measurable KPIs (key performance indicators) & reporting at each level.
 A - Activation
 A - Acquisition
 C - Conversion
 R - Retention
 O – Optimization
 Activation - Get started. Grab attention!

 Bring your business online by creating your digital footprint via owned media.
Example:
 ● Make a website
 ● Create a blog
 ● Create a FB page/profile/community or group
 ● Create a LinkedIn page
 ● Create a YouTube Channel
 ● Develop an app
 Acquisition - Get the right traffic/visitors!

 By posting regular good quality content & sharing them on various social
platforms/other sites.
 Creating right landing pages.
 Applying digital mix by a balanced blend of pull & push marketing methods
 SEO, SMO, CM, Mobile App, Online Ads - search ads, shopping ads, video ads,
mobile ads, display ads, lead ads, post engagement ads etc, Emailers etc
Examples of Online Paid Advertising
Examples of Email Marketing
 What’s Content & what you need to do?

 Content includes Text, PDF, PPT, Docs, Podcast, Videos, Images etc. relevant to
your users’ search intent
 E3 Formula & Inverted pyramid approach to apply.
 What’s E3 formula? Educate -> Excite -> Engage (Unique, original good quality
content with relevant keywords matching to your user’s search intention)
 What’s Inverted pyramid approach? Write catchy title/headline -> Give
Summary/abstract -> Elaborate in detail (Content drilldown)
 Importance of Landing Page

 Landing page is the important page where your users land!

 • 3 SEC LITMUS TEST (mention in above the fold of your page these information –
 o Who are you?
 o What you do ?
 o What value you add to your customers?
 • Trust building factors (highlight benefits, testimonials, news cut, ratings/reviews)
 • Great content covering the user intention in details along with proper blend of keywords
 • Big Call To Action (CTA) button & lead capture form
 • Interlinking to other important pages of your website
Conversion - Turn visitors to customers!

 Clean design with more white space and bigger fonts.

 Right Landing pages
 • Call to action (CTA) buttons/text
 • Implementing right technology such as instant chat, AI chatbots, Exit intent pop
up with offers / discounts
 • Creating right lead magnets (e.g.: Download Free ebooks, Risk Free Trial with no
credit card)
 • Use social proof & trust factors / reviews/
 • Push notification, Email automation, Marketing Automation etc.
 Retention - Keep your customers coming back!

 Keep posting fresh articles / events /blogs

 ● Send regular e-mailers / wishes.
 ● Push notifications / Bulk SMS notification.
 ● Online referral / loyalty /Customer reward program.
 ● Offers / discounts (e.g.: Big billion days)
 ● Remarketing or Retargeting Ads. (Chase your visitors by showing your ads to
them on other sites)
Optimization - Improve user experience & measure results

 Measure your KPIs (Key performance indicators) and revalidate your strategy
with new innovation and experiment again. Use Google analytics, Facebook
insights, Digital website audit tools. Probable KPIs are:

 Number of leads generated per month

 ● Number of online sales per month
 ● Website engagement (how long people are staying on site, how many pages they
visit, comment or not)
 ● Social engagement (like, share, comment, views)
 ● Keywords ranking
 ● Volume of traffic