Digital Marketing, E-Commerce and S-Commerce

Prof. Aparna Kanchan

Learning Objectives

LO1 – Digital & Online Marketing, Metaverse, NFTs

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LO2 – Social Media & Direct Marketing

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LO3 – Email Marketing, Video & Viral Marketing, Forms of Direct

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Marketing
LO4 – Growth & Benefits of E-commerce
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Digital Marketing concepts
 Metaverse
The Metaverse is the post-reality universe, a perpetual and
persistent multiuser environment merging physical reality with
digital virtuality.
It is based on the convergence of technologies that enable
multisensory interactions with virtual environments, digital
objects and people such as virtual reality (VR) and augmented
reality (AR).
Hence, the Metaverse is an interconnected web of social,
networked immersive environments in persistent multiuser
platforms.
 It enables seamles sembodied user communication in real-time and
dynamic interactions with digital artifacts.
 Its first iteration was a web of virtual worlds where avatars were able
to teleport among them.
 The contemporary iteration of the Metaverse features social, immersive
VR platforms compatible with massivemultiplayer online video games,
open game worlds and AR collaborative spaces.
 This new paradigm is the Metaverse.
 What are NFTs and how do they work in digital
marketing?

 NFTs, or non-fungible tokens, are a type of digital asset that is unique

and cannot be replicated. They are often used in digital marketing to
represent goods or services that have been purchased or consumed.

 This is similar to a tiny computer that can be programmed to transmit

data back and forth through the blockchain.

 Software embedded within the item identifies its owner. As a result, this
creates trust nodes so that you know what you own is genuine,
authentic and trustworthy.

 Social media marketing on Instagram, for example, is the method

through which businesses can capitalize on this idea and market their
goods directly to customers.
 Digital Marketing SMB
 For Small-to-midsized business (SMB),
digital marketing also helps the company
to stand apart from larger brands. That’s
because online marketing offers cost-
effective solutions, like SEO, that can
help business reach its audience.
 With digital channels, it is just as easy to
click an ad for a large corporation as it is
to click an ad for a small business. A
Facebook Page for a Fortune 100
company looks the same as a Facebook
Page for SMB company. Digital marketing
offers several cost-effective strategies,
including SEO, so that company can get
your products or services reaches the
audience.
Campaign tracking &
measurement
 Online marketing solves a traditional marketing problem—tracking. With
traditional marketing, it’s difficult to track whether a customer comes to know
about a brand via a billboard, radio ad, or newspaper feature. It’s easy to track
the performance and results of digital marketing.

 Google tools like Google Analytics, Google Search Console, and Google
Ads makes monitoring your strategy easy. With Google Analytics, for example,
you can track website traffic, user behavior, and website conversions. In
comparison, Google Ads provides a 360-degree view of your PPC ads. These
types of website analytics are absolutely integral to any digital marketing
strategy worth its salt.

 Programs like Google Data Studio to compile all your data into easy-to-read and
easy-to-share digital marketing reports. Tools like these help to showcase, as
well as analyze, the performance of online marketing.
Google Analytics dashboard
 CTR measurement:
 Clicks on Ad – 200
 Impressions on Ad – 10000
 CTR – (total clicks/Total
impression)*100
 CTR = 2.0%
S-Commerce
Benefits of direct & digital
marketing to buyers & sellers
 Global Reach.
 Local Reach.
 Cost-effective.
 Brand Awareness.
 Effective Targeting.
 Multiple Strategies.
 Multiple Content Types.
 Increased Engagement.
Websites & branded web
communities
 A brand community is a place where your most loyal customers
gather together to chat and exchange ideas. Imagine them as your
brand advocates. And for that reason, we have designed this guide
for a better understanding of the concept behind a brand community
and its importance for your business.
 Atlassian.
 Salesforce: Trailblazers.
 Sephora.
 Fitbit.
 SAP.
 Kronos.
 Digital Ocean.
 Apple
Email Marketing
 Email marketing has emerged as a powerful way of
delivering personalised marketing content to
customers and prospects. Sophisticated email
marketing tools empower marketers to target their
audience with amazing accuracy.
Types of email campaigns
Benefits of email marketing
Online Videos & Viral
Marketing
 Viral marketing is a style of promotion that relies on an
audience to organically generate and push the message of a
product or service. On social media, marketing is considered
“viral” when it's being shared rapidly by the public at large (with
a compounding effect) rather than just its target audience.

 Video
 [Link]
 Video Marketing

Video marketing describes

the use of video content to
promote or inform
audiences about your brand
and products. Brands can
use video across a variety
of digital channels and
formats, including their
own website, social media
marketing and
programmatic advertising.
 Growth & Benefits of E-commerce

E-Commerce
 Commonly known as Electronic Marketing
 Buying and Selling of goods over Internet
 Growth & Benefits of E-commerce

Advantages of E-Commerce
 Ease and speed of finding products
 Speed of transaction
 24/7 availability
 No geographic limitations
 Low operational costs
 Improved quality of service
 Physical setup (Capital Investment) not needed
 Ease of business
 Convenient to operate
 Direct connect offering best prices
 Growth & Benefits of E-commerce

Disadvantages of E-Commerce
 ‘Touch-N-Feel’ of products not possible
 Misses traditional ‘Shopping Experience’
 Large population is without internet access
 Possibility of theft of payment information
 Products may be different in actual than their online depiction
 Growth & Benefits of E-commerce

Brief History of E-Commerce

 1970s: Electronic Funds Transfer (EFT)
Used by the banking industry to exchange funds over secured
networks
 Late 1970s and early 1980s
1. Electronic Data Interchange (EDI) for e-commerce within
companies
2. Used by businesses to transmit data from one business to
another
 1990s
1. The World Wide Web on the Internet provides easy-to-use
technology for information publishing and dissemination
2. Cheaper to do business (economies of scale)
3. Enable diverse business activities (economies of scope)
 LO1 – Growth & Benefits of E-commerce

E-Commerce in India
 45 Crore internet users as of July 2017 via computers & phones
 Adding almost 60 lakhs per month
 About 10 crore are shopping online
 Market size of about Rs. 2.1 lakh crores (December 2016) $32B
 It is slated to grow to $100B (Rs. 6.5 lakh crores) by 2020
 ‘Cash on Delivery’ most popular method of payment
 Flipkart, Snapdeal and Amazon India are largest players
 70% value is travel related
 Secure hosting is an imminent issue
 LO2 – Social Media & Direct Marketing

Why Social Media Marketing?

 It amplifies your content

 Makes you stand out from the crowd
 Accelerates spread of your brand
 It’s a ‘Global Word of Mouth’

Foundations of Social Media Marketing

 Content
 Searchability
 What can be searched, can be optimized!
 LO2 – Social Media & Direct Marketing

Popular Social Media Platforms across the globe

 LO2 – Social Media & Direct Marketing

Steps in successful Social Media Marketing Strategy

 Clear vision
 Management’s commitment to fulfil vision
 Determine your target
 Create measurable goals
 Develop social media tactics
 Allocate resources as per plan
 Creation of appropriate content
 Publish and promote on selected social media
 Measure the results
 Modify and Repeat
 LO3 – Forms of Direct Marketing

Direct Marketing
Whatever involves direct one on one contact with customer
 Direct Selling
 Direct Mail
 Telemarketing
 Internet Selling

Direct Marketing is used to

 Improve selection of Target Market
 Encourage repeat purchase
 Cross sell other products and services
 Develop relationship with the customer
 LO3 – Forms of Direct Marketing

Sources of Databases
 Internal Databases – Sales records etc.
 Census Report
 Professional Databases
 LO3 – Forms of Direct Marketing

Approaches to Direct Marketing

 One step approach – Direct Marketing Media used to solicit the

order
 Two steps approach – Multiple efforts invested in generating
the response; usually first effort to screen or qualify the
prospect and subsequent for follow up and taking the order.
 LO3 – Forms of Direct Marketing

Advantages and Disadvantages

Advantages Disadvantages
 Better Control  Delay in Delivery
 Flexibility  High cost per exposure
 Impact  Quality of database is an issue
 Reach  Saturated audience
 Response
 Selectivity
 LO4 – Digital & Online Marketing

Digital Marketing Online Marketing

Using any digital media for Using Internet for Marketing
Marketing
Internet Usage by Region
 LO4 – Digital & Online Marketing

Types of Online Marketing

 E-mail
 Blogs
 Pay Per Click
 Social Media Marketing
 Viral Marketing
 LO4 – Digital & Online Marketing

Advantages of Online Marketing Disadvantages

 One to one approach  Illegal practices
 Cater to specific interests  Intangible and demo not
 Different content by choice possible
 Geographic marketing  Lack of transparency
 Relatively inexpensive  Cost of Hardware
 Global business  Cost of Software Used
 Measuring statistics is easy
 AccountabilityE-mail
 LO4 – Digital & Online Marketing

Online Marketing – Challenges in India

 Laws and Regulations

 Cultural issues
 Lack of technical infrastructure
 Shopping philosophy
 Online shopping worries
 Fear factor

 Unreliability of system

 Credit card frauds

THANK YOU