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Introduction To Digital Marketing

The document provides an overview of digital marketing, highlighting its characteristics, such as two-way communication and precise targeting. It discusses the behavior of internet users in India, the consumer buying funnel stages, and the importance of various platforms in digital marketing strategies. Additionally, it covers the digital marketing planning process, legal issues, and required skills for success in the field.

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ASHOK KUMAR S NANOSOFT
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30 views22 pages

Introduction To Digital Marketing

The document provides an overview of digital marketing, highlighting its characteristics, such as two-way communication and precise targeting. It discusses the behavior of internet users in India, the consumer buying funnel stages, and the importance of various platforms in digital marketing strategies. Additionally, it covers the digital marketing planning process, legal issues, and required skills for success in the field.

Uploaded by

ASHOK KUMAR S NANOSOFT
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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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

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