Digital Marketing
for Business
Presented by,
ARIFA N.
Assistant Professor (on conract)
Department of Business Administration
MES Ponnani College
Introduction to
Digital Marketing
In today’s increasingly digital world,
companies must harness the power of online
platforms to effectively reach, engage, and
convert their target audiences. Digital
marketing encompasses a wide range of
activities including social media management,
search engine optimization, content creation,
and email campaigns. By leveraging these tools
and techniques, businesses can build brand
awareness, drive traffic, and generate leads
more efficiently than ever before.
What is Digital
Marketing?
Digital marketing typically refers to online
marketing campaigns that appear on a computer,
phone, tablet, or other device.
Digital marketing is the use of websites, apps,
mobile devices, social media, search engines, and
other digital means to promote and sell products
and services.
It can take many forms, including online video,
display ads, search engine marketing, paid social
ads and social media posts.
Characteristics of
Digital Marketing
Interactivity Personalization Multi-channel
Approach
Through channels like social
media, email, and websites, It involves tailoring content It refers to using
consumers can engage with and offers to individual users multiple digital channels
brands, ask questions, based on their behaviours, to reach and engage
provide feedback, and preferences, and past customers. This includes
receive responses, fostering interactions. a combination of social
a more dynamic and media, email, websites,
engaging relationship. mobile apps, and more.
Characteristics of
Digital Marketing
Real-Time Data & Scalability Automation
Analytics
Automation tools in digital
Digital marketing campaigns
marketing streamline
Marketers can monitor can easily be scaled up or
repetitive tasks, such as
campaign performance, down based on needs, goals,
sending emails, managing
understand user behaviour, and budget. This flexibility social media posts, or
and make data-driven makes it possible to target running ad campaigns.
decisions on the fly, both niche markets and large This allows for more
improving the efficiency and audiences. sophisticated marketing
effectiveness of their efforts. strategies.
Characteristics of
Digital Marketing
Content-Driven SEO (Search Engine
Mobile Optimization
Optimization)
Content is at the core of
As more consumers
digital marketing, driving SEO involves optimizing digital access content on
engagement, building brand content to rank higher in mobile devices, digital
authority, and providing search engine results, marketing strategies are
value to the audience. increasing visibility and optimized for mobile to
driving organic traffic to ensure a seamless user
websites. experience across
devices.
TYPES OF DIGITAL MARKETING
STRATEGIES FOR BUSINESS
1. Content Marketing
2. Search Engine Optimization (SEO)
3. Search Engine Marketing (SEM)
4. Social Media Marketing (SMM)
5. Pay-Per-Click Advertising (PPC)
6. Affiliate Marketing
7. Email Marketing
8. Instant Messaging Marketing
1. Content
Marketing
This is about creating and sharing useful content, like
articles or videos, to attract people to your brand.
The goal is to build trust and interest by offering
something valuable, not just selling products.
Objective: Build brand awareness, establish
authority, and nurture customer relationships over
time.
Examples: Blog posts, videos, podcasts, eBooks.
2. Search Engine
Optimization (SEO)
SEO is the practice of making your website appear
higher in search engine results, like on Google.
Objective: Improve website visibility and drive
traffic through higher search engine rankings.
Examples: Keyword optimization, meta tags,
backlinking, technical SEO.
3. Search Engine
Marketing (SEM)
SEM involves paid advertising on search engines,
where businesses bid on keywords to display their
ads alongside search results.
Objective: Drive traffic to websites through paid
search ads, often seen as a complement to SEO.
Examples: Google Ads , Bing Ads .
4. Social Media
Marketing (SMM)
SMM is the process of using social media platforms
to promote products, services, or content, build
brand awareness, and engage with audiences.
Objective: Increase brand visibility, foster
community engagement, and drive traffic to
websites.
Examples: Facebook marketing, Instagram ads,
LinkedIn campaigns, Twitter engagement, TikTok
challenges.
5. Pay-Per-Click
Advertising (PPC)
PPC is a digital advertising model where
advertisers pay a fee each time their ad is
clicked. It’s a way to buy visits to your site rather
than earning them organically.
Objective: Drive immediate traffic and
conversions through targeted advertising.
Examples: Google Ads, Facebook Ads.
6. Affiliate Marketing
Affiliate marketing is a performance-based marketing
strategy where businesses reward affiliates (partners)
for driving traffic or sales to their website through the
affiliate's marketing efforts.
Objective: Expand reach and sales by leveraging
partners to promote products or services.
Examples: Affiliate programs through networks like
Amazon Associates, or individual brand affiliate
partnerships.
7. Email Marketing
Email marketing involves sending targeted
messages or promotional content to a group of
subscribers via email.
Objective: Build and nurture customer
relationships, promote products/services, and
drive conversions.
Examples: Newsletters, promotional emails,
transactional emails (Order Confirmation Emails,
shipping notificationa etc)
8. Instant Messaging
Marketing
Instant messaging marketing uses messaging apps
to communicate directly with customers in real-
time, offering a more personalized and immediate
form of engagement.
Objective: Provide customer support, send
promotions, and facilitate quick and direct
communication with customers.
Examples: WhatsApp marketing, Facebook
Messenger bots, SMS marketing.
Consistency
Content Customer
7 C's of
Digital Convenience
Communication
Marketing
Conversion Credibility
1.CONTENT
Create content that is relevant and valuable to your audience.
Use a mix of formats like blogs, videos, and infographics to
keep it engaging.
Regularly update your content to keep it fresh and aligned with
current trends.
Ensure your content answers questions or solves problems
your audience faces.
1.CONTENT
Example: Red Bull creates
and shares extreme sports
videos, articles, and
documentaries, engaging
their target audience and
building a strong brand
identity beyond just
energy drinks.
2.CUSTOMER
Identify who your target audience is, including demographics
and behaviour.
Understand their needs, preferences, and pain points.
Use customer feedback to improve your products, services,
and marketing efforts.
Personalize your marketing efforts based on customer data
and insights.
2.CUSTOMER
Example: Spotify tailors
playlists and music
recommendations based on
users’ listening habits, making
the experience more personal
and relevant to each listener.
3.CONVENIENCE
Design your website or platform to be user-friendly with easy
navigation.
Ensure that your site is mobile-friendly, as many users access
content via smartphones.
Provide clear and accessible customer service options, like live
chat or FAQs.
Reduce the number of steps needed for customers to complete a
purchase or find information.
3.CONVENIENCE
Example: Starbucks allows
customers to order and pay
through their mobile app, then
pick up their order in-store,
reducing wait times and making
the process more convenient.
4. CONSISTENCY
Maintain the same brand voice, tone, and style across all digital
platforms.
Use consistent branding elements (like logos and colors) in all
communications.
Deliver a uniform customer experience whether online, on social
media, or through email.
Regularly monitor all platforms to ensure consistency is
maintained.
4. CONSISTENCY
Example: Coca-Cola maintains a
consistent brand image with its
iconic red and white colors, logo,
and messaging in all its
advertising, packaging, and
digital platforms worldwide.
5.COMMUNICATION
Engage with your audience regularly through social media, emails,
and other channels.
Respond to customer inquiries and feedback promptly and
helpfully.
Use clear, concise, and transparent language in all
communications.
Tailor your messages to fit the specific platform and audience.
5.COMMUNICATION
Example: Sephora maintains regular
communication with its customers
through personalized emails, social
media engagement, and its mobile
app, offering beauty tips, product
recommendations, and exclusive
offers based on customer behavior.
6.CREDIBILITY
Showcase customer testimonials, reviews, and case studies to
build trust.
Ensure your website is secure, with clear privacy policies and trust
seals.
Be transparent about your products, services, and business
practices.
Share expert knowledge through blogs, webinars, or whitepapers
to establish authority.
6.CREDIBILITY
Example: Nike shares customer
testimonials and athlete
endorsements, which build trust
around the quality and performance
of its products. Their social
responsibility campaigns, such as
sustainability efforts and community
involvement, also enhance their
credibility.
7.CONVERSION
Optimize your website and landing pages to make it easy for
visitors to take action (like buying or signing up).
Use clear calls-to-action (CTAs) to guide users toward conversion.
Test and analyze different strategies to see what works best for
improving conversions.
Track conversion rates and make data-driven decisions to
enhance your marketing efforts.
7.CONVERSION
Example: Amazon uses
personalized recommendations,
customer reviews, and a simple
checkout process to increase the
likelihood of visitors making a
purchase, leading to high
conversion rates.
AWARE
5 A’s of APPEAL
Digital ASK
Marketing ACT
ADVOCATE
1. Aware How to Create Awareness?
What Is It? Use Social Media: Post regularly on platforms like
Instagram and Facebook to reach new audiences.
This is when Run Ads: Invest in online ads that target specific
people first learn groups to make them aware of your brand.
about your brand
or product. Content Sharing: Create blog posts or videos that
inform and entertain, then share them widely to
attract attention.
Engagement: Monitor how many people see and
interact with your content to see if your awareness
efforts are working.
2. Appeal
How to Create Appeal?
What Is It?
Compelling Stories: Tell stories about your brand or
This stage focuses products that connect with your audience’s emotions.
on grabbing the
interest of Eye-Catching Visuals: Use attractive images and
potential videos to make your content stand out.
customers.
Highlight Unique Features: Explain what makes your
product different or better than competitors.
Tailor Content: Customize messages to fit the
preferences and interests of your target audience.
3. Ask How to Encourage Asking?
What Is It? Strong Calls-to-Action (CTAs): Use phrases like
“Learn More” or “Sign Up Now” to guide users on what
This is when you to do next.
encourage
potential Interactive Content: Create quizzes or surveys that
customers to invite users to share their opinions or preferences.
engage with your
brand and seek Helpful Resources: Provide FAQs and support that
more information. address common questions to help customers feel
comfortable reaching out.
Easy Contact Options: Make it simple for customers to
contact you through chat, email, or phone.
4.Act/Action
What Is It?
How to Encourage Action?
User-Friendly Website: Ensure your site is easy to
This is when navigate and the checkout process is straightforward.
customers take
action, like making Special Offers: Provide discounts or limited-time
a purchase or deals to motivate customers to make a purchase.
signing up for a
service. Follow-Up Reminders: Send emails to remind
customers about items left in their shopping cart.
Analyze Behaviour: Track how users interact with
your site to find ways to improve their experience.
5. Advocate How to Foster Advocacy?
What Is It? Build a Community: Create online spaces where
customers can share their experiences and connect
This is when with each other.
happy customers
start promoting Referral Rewards: Offer incentives for customers
your brand to who refer friends, like discounts or freebies.
others.
Encourage Sharing: Ask customers to post about
their experiences on social media, using specific
hashtags.
Engage with Advocates: Respond to customer
feedback and show appreciation for those who
promote your brand.
Thank you
very much!
