INTRODUCTION TO
DIGITAL MARKETING
CHARACTERISTICS OF DIGITAL MARKETING
Digital Marketing is Level playing field. Measure
You can Precisely
Two way performance and
communication Target audience
ROI
CHARACTERISTICS OF DIGITAL MARKETING
.
Marketers get instant
Choice of utilizing either feedback, which Consumers today look for
push or pull medium enables them to information or reviews
optimize campaigns
BEHAVIOUR OF INTERNET USERS IN INDIA
497
479
429
373
336
306
267
250 251
240
223 224
175 180
156
11 12 27
INTERNET USERS (MILLION) SMARTPHONE USERS SOCIAL NETWORK USERS FACEBOOK USERS (MILLION) TWITTER USERS (MILLION) DIGITAL BUYERS (MILLION)
(MILLION (MILLION)
2017 2018 2019
WHICH LANGUAGE DOES INDIAN
INTERNET USERS PREFER?
STAGES OF CONSUMER FUNNEL
AWARENESS
INTEREST
DESIRE
ACTION
ADVOCACY
C
PLATFORMS MAPPED TO CONSUMER BUYING FUNNEL
AIDAA Platforms Platform Type Methods
A Display, YouTube, Facebook Awareness platforms Display
Search, Cognitive Analysis,
I Online PR, Rating, Testimonials,
Celebrity, ROI, Payback, Pilot Testing,
Intent platforms
Comparison
Comparison, Case Studies, Reviews, Influencer, Marketer, Celebrity
D Economic Value Credibility platforms Endorsements, Blogger, Online PR,
Trials, Freemium plans
E- Commerce, Marketplace,
A Aggregators, Portals
Transaction platforms Promotion, Cashback
Referrals, Recommendations, Review Customer UGC, Testing Ratings,
A Websites
Advocacy platforms
Reviews, Social Selling
P-O-E-M FRAMEWORK
Paid
Sponsored ad-
google ads,
Facebook campaign
manager
Owned Earned
Asset- Organic and
company unpaid social
website, media
microsites and engagement
social media such as likes,
pages shares and
comments
PRINCIPLES OF INTEGRATED MARKETING COMMUNICATION
COVERGE
COST
COACTION
CONGRUITY
DIGITAL LANDSCAPE
Customer
Acquisition
Digital Brand
Building
Analytics
DIGITAL
Costumer
Online Engagement
Reputation
management
Information
Disseminatio
n
% OF AD SPENDINGS IN INDIA
Advertise Spending (% of total Media ad Spending), 2019
Digital, 20%
TV, 40% Magazine, 1.4%
Newspaper, 30%
Radio, 5%
Out-of-home, 4.5%
Digital Magazine Newspaper Out-of-home Radio TV
DIGITAL MARKETING PLANNING PROCESS
1.
Objectives
7. 2.
Measurem Buyer
ent Personas
6. Budget 3. Content
5.
4. Channels
Timelines
LEGAL ISSUES
LEGAL ISSUES
Intellectual Property
Privacy And Data
Data Storage And Copyright
Collection
Infringement
HOW TO PREVENT ETHICAL AND LEGAL INFRINGEMENTS
TRANSPARENCY
MEDIA KIT
MEDIA AUDIT
SKILLS REQUIRED IN DIGITAL MARKETING
THINK FEEL ACT
DIFFERENT JOBS IN DM
THANK YOU