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    DM Session 1

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    Aakanksha Shegaonkar
    This document provides an overview of digital marketing and its importance. It discusses how digital marketing differs from traditional marketing and outlines the 5S model of digital marketing objectives. Key points include that digital marketing allows for real-time engagement with customers, lower costs than traditional methods, and new ways of building brands online. The document also discusses different digital marketing platforms and tactics that can be used at each stage of the consumer buying funnel, from awareness to advocacy. It provides examples of how different companies have benefited from digital marketing strategies.

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    DM Session 1

    Uploaded by

    Aakanksha Shegaonkar
    28 views31 pages
    This document provides an overview of digital marketing and its importance. It discusses how digital marketing differs from traditional marketing and outlines the 5S model of digital marketing objectives. Key points include that digital marketing allows for real-time engagement with customers, lower costs than traditional methods, and new ways of building brands online. The document also discusses different digital marketing platforms and tactics that can be used at each stage of the consumer buying funnel, from awareness to advocacy. It provides examples of how different companies have benefited from digital marketing strategies.

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    This document provides an overview of digital marketing and its importance. It discusses how digital marketing differs from traditional marketing and outlines the 5S model of digital marketing objectives. Key points include that digital marketing allows for real-time engagement with customers, lower costs than traditional methods, and new ways of building brands online. The document also discusses different digital marketing platforms and tactics that can be used at each stage of the consumer buying funnel, from awareness to advocacy. It provides examples of how different companies have benefited from digital marketing strategies.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    28 views31 pages

    DM Session 1

    Uploaded by

    Aakanksha Shegaonkar
    This document provides an overview of digital marketing and its importance. It discusses how digital marketing differs from traditional marketing and outlines the 5S model of digital marketing objectives. Key points include that digital marketing allows for real-time engagement with customers, lower costs than traditional methods, and new ways of building brands online. The document also discusses different digital marketing platforms and tactics that can be used at each stage of the consumer buying funnel, from awareness to advocacy. It provides examples of how different companies have benefited from digital marketing strategies.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 31

    Overview of Digital Marketing and its

    importance

    Course Instructor: Dr. Kulwinder Kaur


    Session 1
    Learning Objectives
    ● Outline the digital marketing landscape
    ● Discuss the salient distinction between digital marketing and
    the traditional marketing
    ● 5s Model

    2
    3
    Can You Think of Firms That Have Changed the Way
    Value is Produced and Consumed?
    in the Entertainment Industry?
    in the Communications Industry?
    in the Food Industry?
    in the Transportation Industry?
    In the Travel Industry?
    more?

    4
    Characteristics of Digital Marketing

    5
    Characteristics of Digital Marketing

    ZERO MOMENT OF TRUTH


    REAL TIME

    6
    The banner ad that's widely described as the first ever was a little rectangle purchased by
    AT&T on HotWired.com in 1994. About 44 percent of the people who saw it actually clicked
    on it. The ad set off a chain reaction that altered the course of the advertising industry—and
    any other industry that overlapped with it.

    7
    Traditional vs Digital Marketing

    8
    Platforms mapped to consumer buying funnel in Digital Marketing

    AIDAA Platforms Platform Type Methods

    A Display, YouTube, Facebook Awareness platforms Display

    I Online PR, Rating, Intent platforms Search, Cognitive Analysis,


    Testimonials, Celebrity, ROI, Comparison
    Payback, Pilot Testing,
    D Comparison, Case Studies, Credibility platforms Influencer, Marketer, Celebrity
    Reviews, Economic Value Endorsements, Blogger, Online PR,
    Trials, Freemium plans

    A E- Commerce, Marketplace, Transaction platforms Promotion, Cashback


    Aggregators, Portals

    A Referrals, Advocacy platforms Customer UGC, Testing Ratings,


    Recommendations, Review Reviews, Social Selling
    Websites
    9
    SOSTAC planning framework

    10
    Situation-the connected world

    11
    12
    Sources for assessing online marketplace
    ● https://www.similarweb.com/
    ● https://www.nielsen.com/in/en/ (paid)
    ● https://www.comscore.com/ (paid)
    ● https://iabseaindia.com/
    ● https://www.ibef.org/ (Trust established by the Department of Commerce, Ministry of Commerce and
    Industry, Government of India)
    ● https://www.imrg.org/

    13
    Situation-B2C, B2B, C2B and C2C

    www.pwc.com, www.accenture.com

    www.lynxeffect.com, www.guinness.com

    www.yahoo.com, www.tripadvisor.com

    14
    Situation-digital marketing definitions

    15
    Fig: Eight key digital marketing activities to manage in all organizations

    16
    17
    18
    Situation-sloppy digital marketing

    Digital marketing sloppiness causes high attrition rates

    https://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/ 19
    The 5S- digital marketing objectives

    https://www.ultralase.com/, https://www.asos.com/ 20
    Objective – sell – using the internet as a sales tool

    21
    22
    Objective – sell – using the internet as a sales tool

    23
    Objective – sell – using the internet as a sales tool (Ansoff Matrix)

    24
    Objective – sell – using the internet as a customer-service tool

    https://www.marksandspencer.com/l/wine-shop/wine-beer-and-spirits,

    25
    Objective – sell – using the internet as a communications tool

    26
    Key digital media channels

    1.Search engine marketing (SEM)


    2.Online PR
    3.Online partnerships
    4.Interactive advertising
    5.Opt-in email
    6.Social media marketing

    27
    Objective – sell – using the internet for cost reduction

    28
    Objective – sell – using the internet as a brand building tool

    29
    Digital marketing strategy

    30
    Tactics, Action and Control
    Tactics are the details of strategy.

    Tactical e-tools include the web site, opt-in email,


    banner ads, virtual exhibitions and sponsorship.

    Actions include project planning and


    implementation, while control involves assessing
    the results against objectives.

    Control also includes competitive intelligence.

    Figure Using the Smart Insights RACE Planning framework to link business
    objectives to digital marketing tactics
    31

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