INTERNET MARKETING

Prepared by:
Dhan H. Delovino, LPT, MSIT, PhDTE
 INTERNET MARKETING

Traditional Marketing vs. Digital Internet Marketing

Concepts of internet marketing

Digital marketing strategies and communications

 TRADITIONAL
MARKETING VS.
D I G I TA L M A R K E T I N G :
W H AT ’ S T H E
DIFFERENCE?

• The main difference between digital

and traditional marketing is the
medium through which an audience
encounters a marketing message.
While traditional marketing uses
traditional media like magazines and
newspapers, digital marketing uses
digital media, such as social media or
websites.
• Of course, traditional marketing
doesn’t mean it’s old fashioned.
Traditional marketing still plays an
important role in people’s lives with
the ever growing need to step out of
the digital world.
 • The immersive experience of an impactful TV commercial and the tactile nature of a copy
of Rolling Stone magazine are as important today as they were 20 years ago because of
their lasting effects on your memory. Subconsciously you attach yourself to their brand
emotionally, meaning they will stay at the top of your mind.
• In the same token, digital marketing is just as important as traditional if not even more so.
Digital marketing uses every touch point of your daily use of the internet to reach you.

TRADITIONAL
MARKETING VS.
DIGITAL
MARKETING:
WHAT’S THE
DIFFERENCE?
 • Which type of marketing should you use?
• The key to a great marketing campaign is to find the right balance
between traditional and digital. In 2020, digital marketing is the yin to
traditional marketing’s yang. Both play an important role in a
marketing strategy, but they are each elevated when used in unison.
TRADITIONAL
MARKETING VS.
DIGITAL
MARKETING:
WHAT’S THE
DIFFERENCE?
 TRADITIONAL MARKETING VS. DIGITAL
MARKETING: WHAT’S THE DIFFERENCE?

• Traditional marketing: pros and cons

• With the rise of social media, traditional marketing is often undervalued by marketers. However,
traditional marketing still very much has a place in a consumer’s day to day life. If you have the budget
to share your campaigns in magazines and prime time TV, your money could be well spent.
Traditional marketing channels include:
• Outdoor (Billboards, bus/taxi wraps, posters etc)
• Broadcasting (TV, Radio etc)
• Print (Magazines, newspapers etc)
• Direct Mail (catalogues etc)
• Telemarketing (Phone, text message)
• Window display and signs
 TRADITIONAL
M A R K E T I N G V S . D I G I TA L
M A R K E T I N G : W H AT ’ S T H E
DIFFERENCE?

• Pros:
• Impactful and easy to understand

• A visually bold billboard or a striking TV commercial is a

normal part of most people’s day to day lives. They’re
easy to digest and often entertaining.

• Printed marketing materials are more

permanent

• If you have an advert in an issue of The New York

Times it will be there until the magazine is recycled.
Which is great if the consumer is an avid collector.

• More memorable

• Seeing something in real life rather than on your phone

is more likely to be remembered. The anticipation of
the new Super-Bowl ads or a beautiful and impressive
window display is more likely to stay in your mind than
an instagram ad you’ll probably scroll past in seconds.
 TRADITIONAL
M A R K E T I N G V S . D I G I TA L
M A R K E T I N G : W H AT ’ S T H E
DIFFERENCE?

• Cons:
• More difficult to measure campaigns

• There are ways to measure traditional marketing

campaigns such as brand trackers but they are nowhere
near as in depth or intelligent as the tools available for
digital marketing.

• Often expensive

• If you’re a brand in its infancy chances are you don’t

have the funds for a 4 page spread in Vogue. Many
forms of traditional marketing will set you back a
considerable amount.

• No direct interaction with the consumer

• Unlike social media marketing, you’re more or less in

the dark about your audience’s reaction to your
marketing efforts.
 T R ADI T I ONAL MAR K E T I NG V S. DI G I TAL
MAR K E T I NG: W H AT’ S T H E DI FFE R ENCE?

• However impactful traditional marketing is, we can’t forget that we are well
and truly living in the internet age.
• According to ClickZ, “Internet users now make up 57% of the global
population. On average, people spend 6 hours and 42 minutes online each
day. By 2021, a projected 73% of all ecommerce sales will come from
mobile.”

• That’s a mind-bogglingly huge amount of time and opportunity to do some

clever digital marketing.
 TRADITIONAL MARKETING VS. DIGITAL
MARKETING: WHAT’S THE DIFFERENCE?

• Digital marketing channels include:

• Social media (Facebook, Instagram etc)
• Website
• Content marketing
• Affiliate marketing
• Inbound marketing
• Email marketing
• PPC (pay per click
• SEM (Search engine marketing)
 TRADITIONAL
M A R K E T I N G V S . D I G I TA L
M A R K E T I N G : W H AT ’ S T H E
DIFFERENCE?

• Pros:
• More options for engagement

• Through channels such as social media you can

physically see what your audience think of your brand
and marketing efforts. If your marketing has been
shared, liked and had plenty of positive comments, you
know you’re doing something right.

• Easy to measure your campaigns

• On the flipside to traditional marketing, the specifics of

digital marketing tracking is exceptionally in depth. This
makes your learnings extremely clear for your next
round of marketing efforts.

• Makes clever targeting possible

• If you have the tools to specifically target a 29 year old

female writer who loves Lizzo and drinking Guinness
then surely you can also create perfectly tailored
content?
 TRADITIONAL
M A R K E T I N G V S . D I G I TA L
M A R K E T I N G : W H AT ’ S T H E
DIFFERENCE?

• Cons:
• Digital ads can be deemed as annoying

• Think about the moment you’re scrolling through your

Facebook homepage and all you want to do is see what your
old school friends are up to these days. Then you get the
dreaded sponsored ad for something related to an
embarrassing ailment you googled the night before. It’s sure to
make you actively dislike the very brand doing the clever targeting.

• Less permanent

• Digital marketing efforts like Google ads, banners, promo

emails or social media ads can have a fleeting, temporary
character. They’re intangible and can easily be ignored. If your
target audience keeps scrolling or clicks to the next page your
ad will be gone from their screen.
• Constantly evolves

• To get the most out of your digital marketing efforts there is a

lot to learn. Each channel usually requires its own specialist,
from search engine marketing to social media, each channel
requires a pro to get the best bang for your buck. However, a
grass-roots social media marketing strategy is a great place to
start. Have a look at our digital marketing strategy guide for
some inspiration.
 B ASI C CONCE P T S OF I NT E R NE T
MAR K E T I NG

• Doing business without digital marketing is like nurturing a plant without

giving it air, water and [Link], you got it right! If you want to grow your
business, digital marketing is the armour in your kitty to do it the right way.
Digital marketing is also an in-demand career skill if you are a job-seeker or
aspiring to make a career shift.

• But, before you start shooting the arrow in the dark, you must know the
basic concepts of digital [Link] can join an online program which
covers the fundamentals. Ideally, it is recommended to enrol in an advanced
digital marketing course which will give you more insight.
 B ASIC CONCEPTS OF
INTERNET MARKETING

• Understanding the Definition of

Digital Marketing

• Digital marketing is much more than a

website, email and social media. It also
encompasses content publication, mobile
optimization and data analytics. It is a
cocktail of everything, with each ingredient
having its unique importance in the mix.
 BASIC CONCEPTS OF
INTERNET MARKETING

• Digital Marketing Concepts:

• Following are the digital marketing strategies which every marketer should learn:

• Search Engine Optimization (SEO)

• : One of the most specialized and sought after tools, SEO focuses on making your
business website rank top in the search engines such as Google, Yahoo, etc.

• Email Marketing

• : Did you know that email marketing is the cheapest, most preferred and most effective
digital medium? It comprises building a subscribers list and sending emails to the target
audience.

• Content Optimization

• : Some digital marketing experts say that content is the silver bullet of digital marketing.
Whether it is a website, social media platforms or emails, the quality, consistency,
relevance and frequency of updation of content plays a crucial role. Nobody likes
information which is poorly written in context and full of grammatical errors!
 BASIC CONCEPTS
OF INTERNET
MARKETING

• Marketing Analytics

• : Marketing analytics play a very important role in evaluating

data to design the complete strategy of marketing. Those who
are looking to learn marketing analytics can enrol to the
Marketing analytics course by XLRI.

• Do note that content can be published in various ways

• Web pages

• Blogs

• Infographics

• Whitepapers

• E-books

• Videos

• Webinars

• Podcasts
 BASIC CONCEPTS OF INTERNET
MARKETING

• Pay-Per-Click (PPC) Advertising

• : Well, it doesn’t cost you more bucks if you prefer organic advertising. But, the
number of people you can reach is only limited. Whereas, paid advertising,
especially on Facebook and Twitter, can increase your digital footprint to a
larger audience.
• Mobile Marketing
• : With 80% of internet users relying on their smartphones to search for
information and buy products, mobile marketing is the way to tap them. It is a
tool to appeal the mobile device users via SMS, responsive websites, apps and
personalized notifications. (Source: Smart Insights)
 D I G I TA L M A R K E T I N G
S T R AT E G I E S A N D
C O M M U N I C AT I O N S

• Below are 10 things you can do to start your digital marketing

career
1. Be Eager to Learn
2. Build a Strong Online Presence
3. Leverage your Creativity
4. Learn About Analytics
5. Networking
6. Blogging
7. Learn Coding
8. Acquire Experience
9. Obtain certification
10. Stay Active on LinkedIn
 REFERENCES

• [Link]
traditional-
marketing/#:~:text=The%20main%20difference%20between%20digital,as%20so
cial%20media%20or%20websites.
• [Link]