DIGITIAL
MARKETING
What do you want to Learn out of
this Course ?
A Small Excercise
Set Your Objectives
What is Marketing?
“Marketing is Meeting Needs Profitably”
Some Basics…. (STP)
Segmentation Targeting Positioning
• Product/Service • Pricing Obj.
• Differentiation • Ceiling Price and
• Branding Floor Price
• Packaging • Pricing Methods
• Changing Price
Product Price
• Direct/Indirect Place Promote • Promotional
Distribution Mix
• Storage • IMC
• Warehousing • Budget
• Transportation • Accountability
Company Name
One of the most important things you’ll do during the
process of starting a company.
So how do you create a winning company name?
Five Rules:
Memorable – but easy to spell
Needs a Visual Element
Should have a Positive Connotation
Include information about what Company Does
Name has to be fairly short
Logos
A name, symbol or
trademark designed for
easy recognition.
It consists of symbols,
illustrations and / or
graphic print design.
The logo should attract
attention. It produces a
first impression of your
product.
MARKETING - THE SHIFTS
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Conve Artifici
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Die
Always Always
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Closing Helping
(ABC) (ABH)
The Internet
Internet is a global computer network providing a variety of
information and communication facilities, consisting of
interconnected networks using standardized communication
protocols
What Is E-Commerce?
• Refers to the selling of goods or services over the
Internet
• Includes goods or services delivered offline
– E.g., [Link] shipping book via UPS
• Also includes goods and services delivered online
– E.g., downloaded computer software
Types of E-Commerce Transactions
• B2C: business-to-
C2C: consumer-to
consumer transactions
consumer transactions
– Buying toys from eToys
Anyone selling online
• B2B: business-to-
C2B: consumer-to-
business transactions
business transactions
– Makes up 70 to 85% of
current e-commerce
business
Training Designed by Humayun Shuja
What is Digital Marketing
Digital marketing is an
umbrella term for the
marketing of products or
services using digital
technologies, mainly on
the Internet, but also
including mobile phones,
display advertising, and
any other digital medium.
Digital Marketing, a Paradigm Shift
Why is Digital Marketing important for
SME’s?
• It provides them with the opportunity to establish
significantly more engaged communication channels
with your consumers for a significantly reduced budget
• Small businesses improve their business processes by
utilizing new digital technology as an effective method
for disseminating information to a target audience at
the point of request, without significantly increasing
costs
• Digital media is an ever-growing source of
Designing a Killer Web Site
• Select a domain name that is consistent with the image you want
to create for your company and register it.
– Short
– Memorable
– Indicative of a company’s business
– Easy to spell
• Users should know what you do within 3-5 seconds of entering
your site
• Make it Visually Appealing and Easy to Navigate
• Understand your target customer
Training Designed by Humayun Shuja
Designing a Killer Web Site
• Include CTA (Calls-To-Action)
• Add Contact Form as well as other non electronic
contact details (land line, cell number etc.)
• Build loyalty by giving online customers a reason to
return to your Web site
• Give shoppers the ability to track their orders online
• Post shipping and handling charges up front
• Keep your site updated and Test your site often
Training Designed by Humayun Shuja
Tracking Web Results – Web Analytics
• Only 40 percent of e-businesses use
Web Analytics strategically to refashion
their Web sites.
– Commerce metrics
– Visitor segmentation measurements
– Content reports
– Process measurements
Training Designed by Humayun Shuja
Tracking Web Results
Performance Indicators:
• Counter Clustering
• Log-analysis Collaborative filtering
software Profiling systems
• Click-stream Artificial intelligence
analysis
Training Designed by Humayun Shuja
Measuring Online Performance
• Recency – the length of time between customers’
visits to a Web site.
• Click-through rate (CTR) – the proportion of people
who see a company’s ad online and actually click
on it.
• Cost per acquisition (CPA) – the amount it costs to
generate a purchase (or a customer registration).
• Conversion (browse-to-buy) ratio – the proportion
of visitors to a site who actually make a purchase.
Ensuring Web Privacy
• Take an inventory of the
customer data collected.
• Develop a company policy for the
information you collect.
• Post your company’s privacy
policy prominently on your Web
site and follow it.
Training Designed by Humayun Shuja
Ensuring Web Security
• Virus detection software
• Intrusion detection software
• Firewall
Training Designed by Humayun Shuja
