Digital Marketing: Prepared By: Saumya Saxena - M.Design - Semester 3

DIGITAL MARKETING
Prepared By : Saumya Saxena | M.Design | Semester 3

The first approaches to digital marketing defined it as a
What is Digital projection of conventional marketing, its tool and strategies, on

Internet (Otero and Rolan, 2016)
Marketing ?
Digital marketing is an umbrella

term for the marketing of
products or services using
digital technologies, mostly on
the Internet, but also including
mobile phones, display
advertising and any other
digital terms.
Factors leading to the Growth
With these numbers, it is clear that marketing objectives
◦ Technology like AI and Chatbots
based on creating and maintaining a network of people
through digital marketing are the most powerful method.
◦ Social Media revolution
◦ Penetration of Broadband to enhance

search speed
◦ Smart Devices like Mobiles, Tablets and

TV’s
◦ Facilities of Touch screen to ease usage
◦ Digital payment methods

Timeline of Digital Marketing
Digital Marketing Traditional Marketing
TRADITIONAL MARKETING DIGITAL MARKETING
◦Communication is unidirectional. Meaning, a business communicates ◦ Communication is bidirectional. The customer can also ask questions or
about its products or services with a group of people. make suggestions about the business products and services.
◦Medium of communication is generally phone calls, letters and emails
◦ Medium of communication is mainly through social media, chat,
◦Campaigning takes more time for designing, preparing and launching websites and emails.
◦It is carried out for a specific audience throughout from generating
◦ There is always a fast way to develop an online campaign and carry out
campaign ideas up to selling a product or a service.
changes along its development. With digital tools, campaigning is easier.
◦It is a conventional way of marketing; best
◦ The content is available for general public. It is then made to reach the
◦for reaching local audience.
specific audience by employing search engine techniques.
◦ It is best for reaching global audience.

Benefits Of Digital Marketing
◦ You can target a local audience, but also an international one
◦ Your audience can choose how they want to receive your content
◦ Interaction with your audience is possible
◦ Digital marketing is cost-efficient
◦ Data and results are easily recorded
◦ Level playing field
◦ Real time results
◦ Brand Development The campaign was originally trailed back in 2011, resulting in a 7% increase in sales. It also earned a
total of more than 18 million media impressions, and traffic on the Coke Facebook site increased by
◦ Viral
870%, with page ‘likes’ growing by 39%.
The campaign gives people the chance to order personalized Coke bottles through a Facebook app,
while in some countries the labeling has been changed altogether so all Coke products have different
names on them.
It aims to encourage consumers to come to you by visiting
your business or making a call to action.
Digital Marketing PULL
APPROACH
Approaches Some of the common examples of pull digital marketing are
websites and other internet-based mediums.
Also called inbound marketing.
It pushes the marketing information directly to your

customers.
PUSH
Common examples include SMS, email and RSS that target
APPROACH
the customer with a customized message.
Also called outbound marketing.

Digital Marketing Platforms
◦ WEBSITES INCLUDING USER INTERFACE AND USER EXPERIENCE : ◦ DIGITAL ADVERTISING : includes all forms of Paid Online Advertising
Attracting website visitors, converting these visitors into leads and ultimately into which is available on a variety of Platforms and Apps.
paying clients.
◦ GOOGLE SEARCH NETWORK, GOOGLE ADS : The Google Search Ads
◦ SEARCH ENGINE OPTIMISATION : The three aspects of SEO are are designed to be displayed to potential customers when they are actively
Technical, On Page and Off Page, but essentially anything that affects your performing a relevant search for your products or services and making use of
websites organic rankings in Google SERP's could be considered an SEO factor. selected keywords or phrases.
◦ SOCIAL MEDIA : Social Media is great for Brand Awareness and building trust. ◦ MARKETING AUTOMATION : Many marketing departments automate
repetitive tasks such as email marketing, social media posting, and even ad
◦ E-MAIL MARKETING : Email Marketing offers low cost, but high conversion
campaigns -- not just for the sake of efficiency, but so they can provide a more
rates therefore providing an excellent ROI.
personalized experience for their customers.
◦ CONTENT IS KING : Quality content also provides marketing with material
◦ ONLINE PR : responsible for protecting your Company's Brand in the Online
worth promoting on other platforms which again attracts more potential clients to
your website. World including monitoring and influencing Search, Social, Influencers,
Bloggers, Directories etc.
DIGITAL MARKETING 5D’S
◦ Digital devices - It mainly focuses on the target audience’s interaction and engagement on websites and mobile applications using a
combination of connected devices. These devices may include smartphones, tablets, desktop computers, TVs, and gaming devices.
◦ Digital platforms - involves the analysis of the preferred platforms or services of the target audience. Most engagements occur using
popular platforms such as Facebook, Instagram, Google, YouTube, Twitter, Snapchat and LinkedIn.
◦ Digital media - refers to paid, owned, and earned communications channels utilized to build engagement with the target market through
several ways such as advertising e-mails, messaging, search engines, and social networks.
◦ Digital data - normally consists of audience profiles and engagement patterns with businesses.
◦ Digital technology - focuses on building interactive experiences across a wide range of platforms, from your websites and mobile apps to
your in-store kiosks.

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DIGITAL MARKETING

Prepared By : Saumya Saxena | M.Design | Semester 3

What is Digital projection of conventional marketing, its tool and strategies, on

Digital marketing is an umbrella

◦ Penetration of Broadband to enhance

◦ Smart Devices like Mobiles, Tablets and

◦ Facilities of Touch screen to ease usage

◦ Digital payment methods

TRADITIONAL MARKETING DIGITAL MARKETING

◦ It is best for reaching global audience.

Also called inbound marketing.

It pushes the marketing information directly to your

Also called outbound marketing.

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