This tutorial is all about Digital Marketing. It covers all the information regarding Internet Marketing and Social Networking. Key Concepts: Digital Marketing, Internet Marketing, Social Networking, growth & benefit of Digital Marketing, using digital media as an effective marketing tool, digital media and marketing strategy, types of digital marketing. For more detail visit our Tech Blog: https://msatechnosoft.in/blog/

1. Digital Marketing and Social
Networking

2. Learning Objectives
• Describe the growths and benefits of digital marketing
• Learn how types of consumer-generated marketing and digital
media can be used as effective marketing tools
• Understand the changing digital media behaviors of consumers

3. Learning Objectives
• Understand and identify how digital media can be used in an e-
marketing strategy
• Identify legal and ethical considerations in digital media and
electronic marketing

4. Growth and Benefits of Digital Marketing
• Digital media: Electronic media that function using digital
codes
• Digital marketing: Develops communication and exchanges
with customers through all digital media
• Electronic marketing: Using digital media and digital
marketing to:
• Distribute, promote, and price products
• Discover the desires of customers
• Help marketers to share information to the customers

5. Discussion Point
Digital Marketing
Marketers can use a number of
digital media sites, including
YouTube, Facebook,
Pinterest, and Flickr, to
promote products and create
company awareness.

6. Growth and Benefits of Digital Marketing
• Marketers use technology to form relationships, coordinate, and
communicate with stakeholders
• Small businesses - Use digital media to reach new markets and
access inexpensive communication channels
• Large businesses - Use digital media to supplement their brick-
and-mortar stores

7. Characteristics of Online Media
Characteristic Definition
Addressability • Marketers’ ability to identify customers
before they make a purchase
Interactivity • Customers’ ability to express their needs
and wants directly to the firm
• In response to the firm’s marketing
communications
Accessibility • Marketers’ ability to obtain digital
information
Connectivity • Consumers’ ability to be connected with
marketers along with other consumers
Control • Customer’s ability to regulate the
information they view and the rate and
exposure to that information

8. Consumer-Generated
Marketing
• Trends that have caused consumer-generated information to gain
importance
• Use of blogs or digital media by consumers to publish their thoughts,
opinions, reviews, and product discussions
• Consumers’ tendencies to trust other consumers over corporations

9. Types of Digital Media

10. Social Network
• Web-based meeting place that allows users to create a
profile and connect with other users
• To get acquainted, keep in touch, or build a work related network
• Marketers use them to:
• Promote products
• Handle questions and complaints
• Assist customers in buying decisions

11. Do You Use Social Networking Sites?

12. Social Network

13. Blogs and Wikis

14. Discussion Point - The
World’s Largest Wiki
Wikipedia is an online
encyclopedia that allows users to
add or edit information in more
than 250 languages.

15. Media Sharing Sites
• Allows businesses to share their corporate messages in
more visual ways
• Limited in scope in how companies interact with
consumers
• More promotional than reactive
• Popularity of these sites provides wide reach

16. Media Sharing Sites

17. Discussion Point - Photo-
Sharing
Flickr is a very popular site that
allows photo and video sharing.

18. Virtual Sites
• User-created, three-dimensional worlds that have their
own:
• Economies and currencies
• Lands and residents
• Offer opportunities for marketers to connect with
consumers in unique ways
• Used by some firms for recruiting purposes

19. Mobile Devices
• Allow customers to leave their desktops and access
digital networks from anywhere
• Common mobile marketing tools
• SMS messages and multimedia messages
• Mobile advertisements
• Mobile websites
• Location-based networks
• Mobile applications: Software programs that run on mobile
devices and give users access to certain content

20. Discussion
Point
• Companies have begun to
embed advertising through the
use of digital games played on
smartphones.
• These ads are targeting children
9 years old and younger.
• Is it acceptable to market to
children through mobile games?

21. Applications and Widgets

22. Changing Digital Media
Behaviors of Consumers
• Consumers are better abled to regulate the
information that they view
• Result of digital media
• Marketers:
• Have limited control over the content to which users are
exposed
• Adopt a different approach than traditional marketing
• Effectively target their messages to the audience
• Easily track the success of their online marketing campaign
• Enjoy free publicity by way of positive customer feedback

23. Social Technographics

24. E-Marketing Strategy
• Businesses use digital marketing to gain or maintain
market share
• Product considerations
• Opportunity to:
• Add a service dimension to traditional products
• Create products accessible only on the Internet
• Ability to access product information for any product impacts
buyer decision making
• Essential for continually upgrading products to meet consumer
needs

25. E-Marketing Strategy
• Online advertising campaigns and contests can be used to help
develop better products
• Distribution considerations
• Makes products available at the right time, place, and in right
quantities
• Helps businesses increase efficiency
• Push-pull dynamic
• Push products through the marketing channel to consumers
• Enable customers to pull products through the marketing channel

26. Discussion Point - Distribution
• The growth in popularity of e-readers
had lead to a greater direct
distribution of magazines, newspapers
and books
• Do you own an e-reader?
• If so, do you access books, magazines
or newspapers?

27. E-Marketing Strategy
• Promotion considerations
• Allows marketers to approach promotion in new, creative ways
• Increases brand awareness and markets to consumers
• Traditional promotional events can be enhanced or replaced by
digital media
• Pricing considerations
• Consumers gain access to more information about costs and
prices
• Demand for low-priced products increases

28. E-Marketing Strategy
• Enables customers to compare prices of products
• Sellers are pressured to:
• Offer buying incentives to generate demand
• Differentiate products so that customers focus on attributes and benefits other
than price

29. Ethical and Legal Issues

30. Privacy
• Misuse of personal information collected from website
visitors
• May violate user's privacy
• Hackers can steal personal information
• Scraping - Collecting personal information from social
networking sites and other forums
• Counteractive measures
• Developing regulations to limit the amount of consumer
information that can be gathered online
• Web advertisers are attempting self-regulation

31. Discussion Point - Online
Security
Both firms and government agencies
such as the Federal Trade
Commission are working to protect
consumer privacy and prevent
unauthorized access to consumers’
information.

32. Online Fraud
• Any attempt to conduct dishonest activities online
• Avenues for fraud
• Fraudulent profiles on social networking sites
• Mobile payments
• Counteractive measures
• Some firms monitor social networks for fraudulent accounts
• To avoid divulging personal information online

33. Intellectual Property
• Copyrighted or trademarked ideas and creative materials
developed to solve problems, carry out applications, and
educate and entertain others
• Consumers’ rationalizations for piracy
• No money to pay for what they want
• Peer influence to engage in piracy and swap digital content
• The thrill of getting away with it and the slim risk of consequence
• Allows them to show how tech savvy they are