Chapter 1:
Introducing
Digital
Marketing
Prof Dr Rafiuddinn Ahmed
M: 8801760928099
01
Learning Objectives
● Explain relevance of digital
platforms and media to marketing
● Evaluate advantages and
challenges of digital media
● Identify key differences between
digital and traditional marketing
Defining Digital Marketing
● Achieving marketing objectives through digital
technologies and media
● Includes internet marketing, mobile marketing, and other
digital channels
● Requires integration with traditional media as part of
multichannel marketing communications
● Use of digital technologies to create integrated, targeted
and measurable communications
● Helps acquire and retain customers while building
deeper relationships
It’s much easier to
double your business
by doubling your
conversion rate than
by doubling your
traffic.
–Jeff Eisenberg
Evolution of Digital Marketing
1990s Early 2000s Mid 2000s Late 2000s 2010s Present
Birth of the Rise of search Emergence of Mobile Content AI, voice search,
Internet and first engines and social media revolution and marketing, big and immersive
banner ad (1994) pay-per-click platforms app-based data, and technologies
advertising (Facebook, marketing personalization (AR/VR)
YouTube)
Identifying Research customer needs
Digital
Anticipating New channel for purchases
Marketing
Satisfying Improve customer satisfaction
Digital Media Types
Paid media Owned media Earned media
Bought advertising Company- Word-of-mouth,
and sponsorships controlled channels viral marketing,
(website, social conversations
media, etc.)
Digital Platforms
Desktop/laptop Mobile/tablet Other
Browsers, Mobile Gaming, kiosks,
apps, email, browsers, apps interactive
feeds, video signage,
wearables
E-business
Basic Business Models
Marketing Technology Landscape
Marketing experiences
Marketing operations
Marketing middleware
Marketing backbone platforms
Infrastructure services
Internet services
Challenges in Digital Marketing
Unclear responsibilities
Lack of specific objectives
Insufficient budget allocation
Poor integration with traditional marketing
Inadequate measurement and optimization
Rapidly evolving technology landscape
Data privacy and security concerns
Adapting to changing consumer behavior
Key Digital Marketing Channels
Search engine marketing (SEM)
Online PR
Online partnerships
Display advertising
Opt-in email marketing
Social media marketing
Content marketing
Affiliate marketing
Types of Online Presence
1. Transactional e-commerce
2. Services-oriented relationship building
3. Brand building
4. Portal or media site
5. Social network or community
Select strategic
Define opportunity by
approach to achieve
setting clear objectives
objectives
Digital
Marketing
Strategy
Deliver results through Refine strategy based
implementation on performance analysis
Digital Marketing Strategies
● Market penetration: Selling more to existing markets
● Market development: Entering new markets
● Product development: Creating new products/services
● Diversification: New products for new markets
Key Features of Digital Marketing Strategy
Aligned with business/marketing strategy
Clear objectives for leads/sales
Consistent with target customers
Compelling value proposition
Defined marketing mix
Supports customer journey
Manages online customer lifecycle
7S
Framework for
Digital
Marketing
RACE Digital Marketing Framework
Reach Act (Interact) Convert Engage
Build awareness and drive Engage audience on Achieve conversions to Build customer
traffic website or social media marketing goals relationships over time
Benefits of Digital Media (6 Is)
Interactivity Two-way communication with customers
Low-cost method of collecting market
Intelligence
research
Individualisation Tailored, personalized communication
Integration Supports integrated multichannel marketing
Industry restructuring Disintermediation and reintermediation
Independence of
Global reach and 24/7 availability
location
Strategic Challenges & Opportunities
Rapidly evolving digital technologies
Changing consumer behavior
Integration of digital and traditional marketing
Data management and analytics
Personalization and customer experience
Benefits of Digital Marketing
New medium for Market expansion
Additional sales channel
advertising and PR opportunities
Improved communication
Enhanced customer
Cost reduction within and between
service organizations
Thanks!
