Welcome to
Digital Marketing
DM – Basic Guidelines
Basic Rules
1. Attendance
2. Assessment – Individual & Group
3. Individual – Quizzes, Exams, CP, Case readings, Class Distractions
4. Group – Assignment, Case submissions
Session 1 (Introduction to DM)
What is DM???
Promotional part of Mktg Mix
Why do we need to learn DM?
IT revolution
change in trends
Technological revolution
WHICH LANGUAGE DOES INDIAN
INTERNET USERS PREFER?
Characteristics
• 2 way communication
• Co-creation of brand and content
• Personalization
• Personalized and interactive targeting
• Level Playing Field
• Fit for all, low entry barrier
• Measurability
• In-depth data, better assessment
• Push and Pull
• Targeted ads vs. Search
• Sales oriented activities vs Brand building
• Real-Time
• Instant feedback
• Zero Moment of Truth
• Information and reviews
Traditional Vs Digital
• Direction of Communication
• Unidirectional vs multidirectional
• Scheduling
• Long term vs Short term
• Communication with Consumer
• Private vs Public
• Availability
• Working Hours vs 24/7
• Language
• Formal vs. general, personalized
• Response Time
• Longer vs quick
Consumer Decision
Journey
AWARENESS
INTEREST
DESIRE
ACTION
ADVOCACY
PLATFORMS MAPPED TO CONSUMER BUYING
C
AIDA FUNNEL
Platform
A Objective Platforms Type Methods
Awareness, Awareness
A Brand Recall
Display, YouTube, Facebook
platforms
Display
Consideration, ,
creative
campaign, Intent platforms Search, Cognitive
I unique benefits,
Online PR, Rating,
Testimonials, Celebrity, ROI,
(Search Engine) Analysis, Comparison
emotional
Payback, Pilot Testing,
message
Comparison, Case Studies,
Influencer, Marketer,
Reviews, Economic Value
Choice Credibility Celebrity Endorsements,
D set/preference platforms Blogger, Online PR, Trials,
Freemium plans
Execution,
Digital Landscape
Digital Ad Market in India
Media Usage in India
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
GITAL MARKETING PLANNING PROCE
1.
1. Objectives
• Branding or Performance
Objecti
• Metrics
ves 2.
7. 2. Buyer Personas
Buyer • Who is the buyer? Profile
Measu
Person • Interest , passion
rement
as • USP, compelling reason
3. Content
• Past content
• Video, image, infographics etc
3. 4. Channel
6.
Conten • POEM
Budget
t 5. Timelines
• Breakdown of strategy (Day,
Week, Month)
5. 4. 6. Budget
Timeli Chann 7. Measurement
nes els
KILLS REQUIRED IN DIGITAL MARKET
THINK FEEL ACT
KILLS REQUIRED IN DIGITAL MARKET
Think Feel ACT
• Cognitive • Affective • Behavior
• Analytical Skills • Content for
• Run campaign on • Creative images
websites, blogs,
search, display social media and videos
and social media • Listen to • Understand brand
customers values
Thank You
