Study Material for Management students

1. DIGITAL MARKETING
PROF. KANCHAN KUMARI

2. Introduction to Digital Marketing
• Digital marketing, also called online marketing, is the promotion of brands to
connect with potential customers using the internet and other forms of digital
communication. This includes not only email, social media, and web-based
advertising, but also text and multimedia messages as a marketing channel.
• Digital Marketing is the term used for the targeted, measurable, and interactive
marketing of products or services using digital technologies to reach the viewers,
turn them into customers, and retain them

3. The new digital world - trends that are driving shifts
from traditional marketing practices to digital marketing practices
Traditional Marketing Digital Marketing
Communication is unidirectional. Means, a business
communicates about its products or services with a
group of people.
Communication is bidirectional. The customer also can
ask queries or make suggestions about the business
products and services.
Medium of communication is generally phone calls,
letters, and Emails.
Medium of communication is mostly through social
media websites, chat, and Email.
Campaigning takes more time for designing,
preparing, and launching.
There is always a fast way to develop an online
campaign and carry out changes along its
development. With digital tools, campaigning is easier.
It is carried out for a specific audience throughout from
generating campaign ideas up to selling a product or a
service.
The content is available for general public. It is then
made to reach the specific audience by employing
search engine techniques.
It is conventional way of marketing; best for reaching
local audience.
It is best for reaching global audience.
It is difficult to measure the effectiveness of a
campaign.
It is easier to measure the effectiveness of a campaign
through analytics.

4. What is modern digital consumer?
• concept of digital consumers for those who are still unsure, people who use
technology to buy and sell products and services are known as digital
consumers.
• Today’s consumers certainly behave differently than they did in years past. No
longer are their shopping habits defined by what they see in commercials or what
store associates tell them as they casually browse. Consumers now know more
about products before even setting foot in a store or adding a product to their
cart.

5. Modern digital consumer

6. What is Digital Marketing Strategies?
• An effective digital marketing strategy helps you drive business growth by
expanding and reinforcing your customer engagement in the most competitive
online arenas. But every strategy has its own unique advantages, limitations, and
ROI.
• The term digital marketing strategy often is confused with other related concepts
— a true marketing strategy is a comprehensive gameplan that outlines how you’ll
reach your target audience and convert them into paying customers. It serves as a
blueprint that guides you toward your organization’s unique marketing goals.

7. Digital Marketing Strategies

8. Essential steps for creating best Digital
marketing Strategy
• Researching your market and competitor
• Combining different marketing strategies and using the correct tools are key.
• Know your audience if you don’t you won’t know what’s best. Brainstorm and
have all of your key roles people in mind.
• Don’t be afraid of purchase special services if you don’t have skills to make it
happen.
• Have a sales funnel ready.You need to identify your companies core value
proposition and apply it to all digital marketing channel.

9. Digital Marketing Best Practices
•Chatbots & Conversational Marketing.
•Voice Search. ...
•Personalization. ...
•Video Marketing. ...
•Micro-Moments. ...
•Social Commerce & Shoppable Posts. ...
•Omnichannel Marketing. ...
•Privacy Marketing

10. ThankYou !
Prof. Kanchan Kumari