Introduction to Digital Marketing

UNIT 1     (Section 2 Section 3 Section 4) 

 Overview of digital marketing, Evolution of digital marketing, Importance and benefits of digital marketing, Digital marketing channels and platforms. Digital Marketing Strategy and Planning: Developing a digital marketing strategy, Setting goals and objectives, Budgeting and resource allocation. Campaign planning and execution, Monitoring and adjusting digital marketing campaigns.

Digital

Digital describes electronic technology that generates, stores, and processes data in terms of two states: positive and non-positive. Positive is expressed or represented by the number 1 and non-positive by the number 0. Thus, data transmitted or stored with digital technology is expressed as a string of 0's and 1's. Each of these state digits is referred to as a bit (and a string of bits that a computer can address individually as a group is a byte).

Marketing

Marketing is not about promotion or advertising only. Marketing is a complex topic or a concept which is used to make a comprehensive plan of action or a strategy to increase sell, create awareness about brands and products etc.

Introduction to Digital Marketing or Online Marketing

Today’s time of Internet has opened the gateway of tremendous digital marketing opportunities for businesses. By utilizing different channels of digital marketing, businesses cannot just share their product and services online; additionally, they can gain clients for their business, entice (attract) them and can convert them to boost their business profits. The speed and straightforwardness with which the digital media transmits data and support a business is astonishing. The world is super-connected nowadays and all things considered, marketing and advertising are no more the same as they once were. This is particularly valid because of the ascent of online networking, which has changed how organizations speak with potential and existing customers. Essentially, it is an aggregate term, which is utilized where advertising and marketing meet web innovation and different types of online media platforms.

Two Types of marketing

Ø Traditional Marketing

Ø Digital marketing

Traditional Marketing

The traditional way of marketing lets businesses market their products or administrations on print media, radio and TV commercials, bill boards,( large outdoor advertising structure) business cards, and in numerous other comparable ways where Internet or web-based social networking sites were not utilized for promoting.

However, traditional promoting approaches had constrained client reachability and extent (area) of driving clients’ purchasing conduct. In addition, traditional marketing methods were not quantifiable too,

Ø There are many facets (smart filters) of traditional marketing and examples might include tangible items such as business cards, print ads in newspapers or magazines. It can also include posters, commercials on TV and radio, billboards and brochures.

Traditional marketing is anything except digital means to brand your product or logo.

Ø Another overlooked means of traditional marketing is when people find a particular business through a referral or a network and eventually you build a rapport (a good understanding and communication with someone) with them.

Ø Because of its longevity,( living for a long time) people are accustomed to traditional marketing. Finding ads in magazines and newspapers, or reading billboards are still familiar activities and people still do them all the time. Most of the time, traditional marketing is reaching only a local audience even though it is not limited to one.

Ø There are some aspects where traditional marketing wins over the online advertising battle, which include Target Local Audience, Materials are for keeps, more personal and Simpler process.

Ø One of the primary disadvantages of traditional marketing is that the results are not easily measured, and in many cases cannot be measured at all.

Ø In most cases, traditional marketing is also more costly than digital marketing. And perhaps the biggest disadvantage today is that traditional marketing is static (staying in one place without moving) which means there is no way to interact with the audience. It’s more like you are throwing information in front of people and hoping that they decide to take action.

Digital Marketing

Ø Digital marketing is the act of promoting and selling products and services by leveraging (already have to achieve something new or better.) online marketing tactics such as social media marketing, search marketing, and email marketing.

or

Ø The term digital marketing refers to the use of digital channels to market products and services to consumers. This type of marketing involves the use of websites, mobile devices, social media, search engines, and other similar channels. Digital marketing became popular with the advent of the internet in the 1990s.

Ø   Digital or online marketing is the marketing mode of the global village. It is only obvious that the era of the internet will have its influence in every realm (n area of interest) of life.

Ø   The world of digital marketing continues to evolve and as long as technology continues to advance, digital marketing will as well.

Ø   Examples of digital marketing include things like websites, social media mentions, (Social posts that include a reference to your brand, either by tagging your brand (often referred to as @mentions) or simply mentioning your brand name in the caption.

) YouTube videos, and - banner ads. Specifically, digital marketing is similar to traditional advertising, but using digital devices.

However, digital marketing is considered a form of inbound marketing and its goal is for people to find you. Businesses put content (or ads) out for individuals to find.

Ø People may conduct an organic online search, a paid search, find your business on a social network or by reading content that has been published online such as a blog or an article. The more they see you or your content, the more familiar they will become with your brand and they will eventually develop a trust and a rapport with you through this online presence.

Ø One benefit of using digital marketing is that the results are much easier to measure; and another is that a digital campaign can reach an infinite audience. It is also possible to tailor a digital campaign to reach a local audience but it can also be used on the web and reach the entire globe when appropriate.

Ø Digital marketing is also a very interactive means of reaching an audience since it makes use of social outlets. There can be plenty of direct contact between the audience and the business which means that the business can get some very valuable consumer feedback.

Ø Benefits of Digital Marketing over Traditional Marketing include reduced cost, real time result, brand Development, non-intrusive, higher exposure, higher engagement,

Quicker publicity, non-interruptive, Good For All Stages Of Fields, Easy analytics and Strategy Refinement.

5 D’s of Digital Marketing

Digital Devices – laptops, desktops, smartphones, tablets, smart TVs, wearable devices, gaming devices.

Digital Platforms – social media, search engines, websites.

Digital Media – online ads, social media marketing, SMS, email marketing

Digital Data – apps, contact forms, surveys

Digital Technology – artificial intelligence, virtual reality (3D near-eye displays and pose tracking to give the user an immersive feel of a virtual world.), augmented reality (combines the real world and computer-generated 3D content)

Difference between Traditional and Digital Marketing

The following table highlights all the significant differences between traditional marketing and digital marketing:

Traditional Marketing	Digital Marketing
Traditional marketing is a marketing strategy that uses conventional (traditional)  channels of advertisement, such as TV, radio, newspapers, magazines, etc. to promote products and services of a business	Digital marketing is a modern marketing strategy that uses digital channels like search engines, social media platforms, etc. to promote products and services of a business
Traditional marketing is more expensive.	Digital marketing is very cost-effective method of promoting a product
Traditional marketing provides one-way communication between advertiser and audience. (information flows from a sender to a receiver in a single direction)	Digital marketing provides two-way communication between advertiser and audience
Traditional marketing is more trustworthy, as it is an old marketing strategy	In digital marketing, the degree of trustworthiness depends on the content and the reliability of the channel.
Traditional marketing can reach out to limited audience	Digital marketing can reach out to a large audience
Traditional marketing is limited to specific geographical regions.	Digital marketing can promote products internationally
Traditional marketing provides delayed communication.	Digital marketing provides immediate communication.
Traditional marketing offers low conversion rate	Digital marketing offers high conversion rate
Traditional marketing gives non measurable results.	Digital marketing gives measurable results
Traditional marketing cannot microsegment (strategy that divides a network into small, distinct segments) the audience depending on factors like interest, behaviour, age, etc.	Digital marketing can send personalized messages to audience depending on their age, interest, behaviour, etc
Traditional marketing is more effective in brand building	Digital marketing is less credible (believe) in terms of brand building
Traditional marketing is more time consuming.	Digital marketing is less time consuming
Traditional marketing is less flexible in terms of modification.	Digital marketing offers high-degree of flexibility in terms of modification.
Traditional marketing does not provide way of direct interaction between advertiser and audience	Digital marketing provides easy ways of direct interaction between advertiser and audience.
Traditional marketing has low ROI (Return on Investment)	Digital marketing has high ROI (Return on Investment).

(Section 2 Section 3 Section 4)