1. Digital Marketing Overview

2. Digital Marketing components

3. Digital Marketing
Vs
Digital Internet Marketing

5. Various forms of Traditional Marketing
• Word of mouth
• Newspaper advertisements
• Door to door marketing
• Banner Advertisements
• Magazines
• Newsletters
• Brochures
• Pamphlet distribution and
• All other forms of printed material for the
awareness distribution.

6. • Digital marketing is used for the
marketing of products or providing
digital services via an electronic media
whereas the Digital internet Marketing
is used for running promotional
campaigns via an electronic media using
online Internet services.

8. • Digital marketing is used for the marketing of
products or providing digital services via an
electronic media whereas the Digital internet
Marketing is used for running promotional
campaigns via electronic media using online
Internet services.
• In both types of marketing, advertisements
play the most vital role. Advertising is a
broader term and it goes along till you are in
business. Advertising of a product could be
done well in advance before its actual
production

9. • Toolkit:-
• 1. Rumours are a type of advertising and mainly
used for the branding purposes.
• 2. Promotion is done for a short time period.
Whenever you want to strongly attract any
customer. In a promotion of a product, one
offers:-
• Discounts
• Freebies
• Exchange offers
• And it starts when the product is actually
available.

10. Top 20 most important
Marketing Strategies:

11. 1. Scarcity Marketing

12. • It is a target oriented marketing in which the products are
accessible to few customers. at first the demand of the product is
created among the audience and when they get desperate to buy it,
then the product is finally released in a a limited quantity. This is
just a brand value stunt.
• Objective of Scarcity Marketing:
• To provide very high in-demand quality product to the target
audience.
• Example:
• Rolls Royce “Phantom” (limited edition) when launched, was priced
much more than other luxury cars. But it was sold very quickly
because here the scarcity of the product drives the desire and the
price.
• Toolkit:
• works on basis of creating aggressive demand and short-supply, in
order to establish the Brand more and more.

13. 2. Viral Marketing

14. • It refers to the marketing/promotional technique,
carried out via a very wide social networking or a well
established network platform used for the promotion
of a product or creating its brand awareness.
• Objective of Viral Marketing:
• Is to create the Brand awareness and further establish
an aggressive demand of the product.
• Example:
• Promotion of a new released song on a very well
established YouTube channel.
• Toolkit:
• Rumours is another kind of brand awareness stunt.

15. 3. Relationship Marketing

16. • It focuses mostly on long term customer engagement rather that a
short term customer acquisition and individual sales. The customer,
who is happy with a brand and satisfied with its services, will
definitely buy again from the same source. The rate of buying stuff
online through mobile, laptops and other digital internet media is
almost six times higher than the customer buying offline from a
shopping store. In short, the Relationship Marketing emphasises on
Customer Retention and selling stuff to the same customer again
and again rather than focussing on one time individual sales.
• Objective of Relationship Marketing:
• Is to provide services for the customer retention.
• Example:
• Dell online store and special customer care was established for high
value corporate customers i.e. rather than focusing on a specific ad
or single campaign, they catered to every need of their potential
customers.
• Toolkit:
• CTA’s (Call to action) tabs are most popular for the customer
engagements.

17. 4. Call to action Marketing (CTA):

18. • It is used to instruct the user to perform an immediate
action on a webpage by the use of very catchy hyperlinked
verbs such as “call now” “Quick respond” etc i.e. clicking a
button and entering a different page, being redirected to a
target location.
• CTA Marketing uses a very clever marketing strategy.
• Objective of a CTA Marketing:
• is to drive potential traffic to a final Landing Page.
• Example:
• While buying a shoe from Amazon, the customer is asked to
input the desired colour, size etc and the 3D view of the
shoe give its complete outlook and its awesome
presentation compels the customer to buy the product.
• Toolkit:
• CTA marketing is the main ingredient of a funnel system of
sale.

19. 5. Transactional Marketing

20. • Is a type of marketing in which the companies run different
promotional offers in order to get interested customers into
their stores and buy products from them.
• Transactional Marketing focuses on two things, namely:-
• Boosting the individual sales and
• Maximizing the efficiency of total sales.
• Objective of Transactional Marketing:
• Is to lay emphasis on selling of the product and not
developing any kind of relationship with the consumer.
• Example:
• A phone call made to the doctor in order to get
recommendations .
• Toolkit:
• Promotions and offers attract customers almost six times
from normal sale.

21. 6. Seasonal Marketing

22. • Focuses on the sale of products during a particular season
or a particular festive time. Here the marketing strategy is
regular and very much predictable. Here seasonal refers to
the stage which repeats itself after a period of one year.
• Objective of seasonal marketing:
• Is focusing on the product or the service which becomes
very much popular over a particular period or season of
the year and after that the demand decreases gradually.
• Example:
• Valentines day candy, gift cards, teddys etc.
• Summer clothing
• Halloween costumes etc.
• Toolkit:
• Seasonal Marketing repeats itself after a period of one year.

23. 7. Public relations Marketing (PRM)

24. • Is one of the most important marketing strategy which focuses on
Steps:-
• 1. Spreading information among the individual and the
organization.
• 2. Creating awareness about the product.
• 3. Cause engagement.
• 4. Which may cause lead generation.
• 5. Finally result into sales conversion.
• Objective of PRM:
• Is to creating a strong relationship with the clients and creating
coverage for the clients for free.
• Example:
• when a business enterprise reach out to its potential customers in
order to solve any issues raised by them.
• Toolkit:
• Public Relation marketing uses the concept of sales funnel.

25. 8. Word of mouth Marketing

26. • It is an evergreen method of Traditional marketing. It
focuses on the promotion of a product of the services
to each and every individual via the word of mouth
conversation. Its success totally depends on the
marketing individual as how effectively he converts his
conversation into cover-sensation and successfully sells
his product.
• Objective of Word of mouth Marketing:
• Is to reach out to every individual with a goal to
establish a brand awareness and sell a product.
• Example:
• Door to door marketing.
• Toolkit:
• It will always be an important method of marketing

27. 9. Diversity Marketing

28. • Is done to perform successful marketing among various
religious groups or individuals belonging to different sects.
It is also known as in-culture type of Marketing technique
in which different strategies are developed to connect with
a very large and Diverse customer base.
• Objectives of Diversity Marketing:
• To create Brand awareness.
• To create exposure for the company.
• To understand the values, beliefs and life choices of people.
• Example:
• Different services provided to people with diverse needs
and choices.
• Toolkit:
• Caters to the variety of groups in a unique manner.

29. 10. E-mail Marketing

30. • Is a digital internet marketing technique in which the
marketing is done totally via the e-mails. Every email done
to a customer could be considered as email marketing. It is
a modern marketing technique and it focuses on the target
audience.
• Objectives of Email marketing:
• Building relationship with the potential customers
• Remarketing and
• Establishing a sense of royalty among them.
• Example:
• The promotional email everyone of us receive in our inbox.
• Toolkit:
• Email marketing is the everlasting backbone of the Digital
Internet Marketing.

31. 11. Evangelism Marketing

32. • It focuses on establishing a supreme brand value
in order to increase their fan following and
establishing many Brand Advocates. These Brand
Advocates further represent the product as a part
of their own identity.
• Objective of Evangelism Marketing:
• Establishing Brand Advocates.
• Example:
• A very famous one is Amazon’s Kindle e-reader.
• Toolkit:
• Establishing Brand advocates is a very popular
and smart way of Marketing

33. Proximity Marketing

34. • Also known as event marketing is a localized marketing
technique and it uses wireless technology for the
marketing of products in the localized area. The
customers on which the proximity marketing is done
have the necessary equipment or mobile devices for
receiving ads.
• Objective of Proximity Marketing:
• Distribution of media or advertisements that is timely,
relevant and personal, at various concerts, events,
Games etc.
• Example:
• A person receiving notifications of various offers, once
he enters into his favourite shopping store.
• Toolkit:
• It has emerged from the PR Marketing technique.

35. 13. Niche Marketing

36. • Is focused on satisfying the needs of a particular market
group. It caters for a group searching for well defined
specific keywords in the SERP (Search Engine Result Page).
Here the services are provided on demand and supply
basis. It is like being a big fish in a small pond.
• Objectives of Niche Marketing:
• Is to focus on providing specialized services to the target
audience.
• Example:
• Searching in-demand keyword and then using it to do
Marketing.
• Toolkit:
• Keyword research plays a very significant and important
role in it.

37. 14. Social Media Marketing

38. • Commonly known as SMM is the very trending and popular
Marketing technique in the world. Social networks are very
easy to create and needs easy and consistent effort for its
growth and establishment. Here marketing of a product is
done through very vast and well established social
networks. It is a very easy and a cost effective method of
marketing.
• Objective if SMM:
• To create and establish a brand value through social media
networks.
• Example:
• Marketing done on Facebook’s wide and very vast network.
• Toolkit:
• Social Media Marketing is extremely cost effective.

39. 15. Inbound Marketing

40. • Is a type of marketing done by publishing content of
interest to the consumer. It involves promotion of a
product through blogs, podcasts, e-books, newsletters
etc. in which the target audience by itself goes to the
business owners for availing the service.
• Objective of Inbound Marketing:
• To compel and attract the consumer to avail the
service.
• Example:
• When an employee calls his bank to check for the
balance in his account, he is more likely to purchase
another service from then to secure his interests.
• Toolkit:
• Inbound marketing is more effective in sales
conversion.

41. 16. Outbound Marketing

42. • Is a type of Traditional marketing in which the
consumer finds you through various promotional and
brand awareness campaigns regarding the existence of
the product. Here, the business owner goes to the
consumer for availing the service.
• Objective of Outbound Marketing:
• To reach out to wide consumer base so that the
interested can avail the service.
• Example:
• getting a call from the bank, informing about the new
schemes to avail.
• Toolkit:
• Less cost effective and probability of conversion is less.

43. 17. Direct Marketing

44. • It is a type of marketing in which the businesses
approach directly to the public through various
media i.e. email, telephone, newsletters, text
message, online advertisements, catalogue
distribution, pamphlet distribution etc.
• Objective of Direct Marketing:
• Selling product directly to the public.
• Example:
• Getting a cell from the business enterprise
regarding a new product launch.
• Toolkit:
• It gets more effective if used with an efficient
sales funnel.

45. 18. Indirect Marketing

46. • It is a type of marketing in which there no direct
communication between the business owners
and the consumer. Focus is mainly laid on the
brand awareness of the product.
• Objective of indirect Marketing:
• Retention of the potential customers.
• Example:
• Seeing a banner of a product on the thank you
page of any website.
• Toolkit:
• Effective and successful method of marketing.

47. 19. Search engine Marketing (SEM)

48. • Is a marketing technique which is used to drive
more and more traffic in your websites or blogs
by purchasing ads on Search engines.
• Objective of SEM:
• To drive more and more traffic and increase
credibility of our website/blogs.
• Example:
• Purchasing ads on the Google SERP(Search
engine result page).
• Toolkit:
• It is used to increase rankings on SERP (Search
engine result page).

49. 20. Alliance Marketing

50. • Is very similar to the joint venture marketing where
two or more business organizations, having a mutual
goal, join together to share their marketing and
promotional strategies. This type of marketing is
successful when the business organizations have a
same goal/target to achieve. This type of marketing is
also used where group of companies, trying to sell a
new technology, come together for funding purposes.
• Objective of Alliance Marketing:
• Ease of promotional efforts.
• Example:
• Re-tweets of twitter and facebook shares.
• Toolkit:
• Alliance marketing is powerful example of combined
effort.