Overview of Digital Marketing and
its importance
Course Instructor: Dr. Kulwinder
Kaur
Session 1
Learning
●Objectives
Outline the digital marketing landscape
● Discuss the salient distinction between digital marketing and
the traditional marketing
● 5s Model
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3
The banner ad that's widely described as the first ever was a little rectangle
purchased by AT&T on HotWired.com in 1994. About 44 percent of the people who
saw it actually clicked on it. The ad set off a chain reaction that altered the
course of the advertising industry—and any other industry that overlapped with
it.
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The Martech
Wheel 5
Can You Think of Firms That Have Changed the Way
Value is Produced and Consumed?
in the Entertainment Industry?
in the Communications Industry?
in the Food Industry?
in the Transportation Industry?
In the Travel Industry?
more?
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Characteristics of Digital Marketing
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Characteristics of Digital Marketing
ZERO MOMENT OF
REAL TIME TRUTH
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Data-driven marketing is
the future, but it’s not just
down to MarTech.
Marketing leaders need to
ensure processes are
updated and their team are
supported with the time to
use the insight available.
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Definitio
ns
Digital marketing can be simply defined as:
Achieving marketing objectives through applying digital media,
data and technology.
● The results delivered by technology that should determine
investment in digital marketing.
● We also need to remember that despite the popularity of
digital devices for product selection, entertainment and work,
we still spend a lot of time in the real world, so integration
with traditional media remains important in many sectors.
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Traditional vs Digital Marketing
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Platforms mapped to consumer buying funnel in Digital
Marketing
AIDAA Platforms Platform Type Methods
A Display, YouTube, Facebook Awareness platforms Display
I Online PR, Rating,
Testimonials, Celebrity, ROI,
Intent platforms Search, Cognitive Analysis,
Comparison
Payback, Pilot Testing,
Comparison, Case Studies,
D Reviews, Economic Value
Credibility platforms Influencer, Marketer, Celebrity
Endorsements, Blogger, Online PR,
Trials, Freemium plans
A E- Commerce, Marketplace,
Aggregators, Portals
Transaction platforms Promotion, Cashback
A Referrals,
Recommendations, Review
Advocacy platforms Customer UGC, Testing Ratings,
Reviews, Social Selling
Websites
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SOSTAC planning framework
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Situation-the connected world
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Sources for assessing online
marketplace
● https://www.similarweb.com/
● https://www.nielsen.com/in/en/ (paid)
● https://www.comscore.com/ (paid)
● https://iabseaindia.com/
● https://www.ibef.org/ (Trust established by the Department of Commerce, Ministry of
Commerce and Industry, Government of India)
● https://www.imrg.org/
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Situation-B2C, B2B, C2B and C2C
www.pwc.com, www.accenture.com
www.lynxeffect.com,
www.guinness.com
www.yahoo.com,
www.tripadvisor.com
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Situation-digital marketing definitions
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Fig: Eight key digital marketing activities to manage in all
organizations
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Situation-sloppy digital marketing
Digital marketing sloppiness causes high
attrition rates
https://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conver 2
sion-rates/
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The 5S- digital marketing objectives
Selling what to
whom?
customer-service-
online
Online communications
tools
Adding some
magic
https://www.ultralase.com/, 2
https://www.asos.com/ 5
Objective – sell – using the internet as a
sales tool
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Objective – sell – using the internet as a
sales tool
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Objective – sell – using the internet as a sales tool (Ansoff
Matrix)
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Objective – sell – using the internet as a customer-
service tool
https://www.marksandspencer.com/l/wine-
shop/wine-beer-and-spirits,
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Objective – sell – using the internet as a communications
tool
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Key digital media
channels
1.Search engine marketing
(SEM)
2.Online PR
3. Online
partnerships
4.Interactive
advertising
5.Opt-in email
6.Social media
marketing 32
Objective – sell – using the internet for cost reduction
CPA = Total cost of ad campaign / Number of new
customers or leads acquired
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Eg.CPC
AD 1 Budget: 50,000 AD 2 Budget: 20,000
TOTAL BUDGET= 70,000
Leads generated= 150 Leads generated= 30
TOTAL Leads= 180 out of which only 50 converted as actual customers
CPC=?
70000/50=14
00
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CPA and CAC are both metrics used to measure marketing activity, but they
have different focuses:
CPA
Cost per acquisition (CPA) is a metric that measures the cost of
acquiring a lead, such as a registration, sign-up, or activated user. It's a
campaign or channel metric that focuses on the cost of generating
contact with potential customers.
CAC
Customer acquisition cost (CAC) is a metric that measures the cost of
acquiring a paying customer. It's a business-wide metric that focuses on
the cost of acquiring new customers.
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Objective – sell – using the internet as a brand building
tool
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Digital marketing strategy
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Tactics, Action and
Control
Tactics are the details of strategy.
Tactical e-tools include the web site, opt-in
email, banner ads, virtual exhibitions and
sponsorship.
Actions include project planning and
implementation, while control involves
assessing the results against objectives.
Control also includes competitive intelligence.
Figure Using the Smart Insights RACE Planning framework to link
business objectives to digital marketing tactics
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Some useful
links….
● https://www.smartinsights.com/insights/free-membership/?utm_sou
rce=optin
monster&utm_medium=popup&utm_campaign=Guides_DMPT_offe
r
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