DIGITAL MARKETING

 Also called online marketing

 Is the promotional of brands
 Using the internet and other forms of digital
communication
 To connect with potential customers
For example
 Emails
 Social media, (facebook, google, twitter,
Youtube)
 Web-based advertising
 Text and multimedia messages
 Social media marketing (SMM)
 Social search optimization (SEM)
Trends that are driving shifts from traditional marketing
practices to digital marketing practices. (importance)
 It’s less expensive
 Larger audience and reach
 It’s more effective
 Higher ROI
 Advanced targeting
 Mobile access
 Tracking
 Repetitive contacts to customers
 Online marketing Traditional marketing
Online marketing are generally Offline marketing are generally
focus on content. focus on products.
Online marketing includes third Offline marketing includes mass
party like media, web content, media, phone center, telephone.
search e-mail, social media.
Online marketing communicates Offline marketing communicates
customers with e-mails, social with customer with their mobile
media. number and staff.
Target audience met at one place Target audience is scattered.
It is cost effective. It is high marketing cost.
It helps in directly reaches out to It do not directly reaches out to
the professionals of the industry the professionals due to some
and market. barriers.

3 Principles of digital marketing

 Initiate
 Integrate, and
 Iterate
 Referred to as the 3i Priciples
 The principles are designed to get you to think about a
digital marketing strategy or campaign from start to finish.
 Be found
 Be clear
 Be memorable
Digital marketing mix (4 P of digital marketing)

Product Price
Product refers to any price refers to values of the
physical items or products and services, which
services are meant to be buyers are suppose to pay the
sold by the seller to sellers. Prices are displayed in
buyer on digital the digital platform.
platform.
Promotion Place
promotions are refer to Place refer to visibility of the
any online activities or products and services for
any action taken to targeted customers on digital
products and services to platform using internet.
the potential buyers.

Digital marketing mix (4 P of digital marketing)

Product= presentation
Place= presence
Promotion= personalisation
Price= premise
 Digital marketing process
 Number of steps taken to achieve a digital strategy
 Research: understand your market and competition,
customer
Research about business, target customers, product/service,
competition.
Create : marketing message and medium
 Create digital marketing goals, digital marketing
strategy, digital marketing plan and primary digital
identities (website/blog/app)
Promote : start promoting through various digital marketing
channels like search engines, display networks, e-commerce
portals, social media, emails, messaging & affiliate programs.
Analyze: look the various analytics including the most important
analytics i.e website/blog/app analytics and compare them with
goals.
Optimize: 1. Based on analysis & observations, start making
changes (fine-tuning).
2. the changes could be in digital marketing channels, content,
design and promotional communication.
Digital transformation
“when digital transformation is done right, it’s like a caterpillar
turning into a butterfly, but when done wrong, all you have is a
really fast caterpillar.”
-George Westerman
 Netflix
a true transformation involves:
 Reorienting the company to make strategic decisions
grounded in data.
 Being increasingly responsive to information about customer
preferences and demand.
 Accepting inputs and ideas from across the organisation.

5 essential elements of digital transformation

 People (consumer, employee, clients)
 Data (digital records of 1 and other results)
 Insights (meaningful interpretation of 2)
 Action (changes in decisions, behaviour and strategy
based on 3)
 Results (quantifying the ROI)

Digital transformation strategy

1. Digital strategy and targets (define the business value of
Digital transformation)
2. Prepare for cultural (changes preparing humans)
3. Start small but strategic (pilot project/test and learn)
4. Map out technology (choosing tech)
5. Seek out partners and expertise
6. Gather feedback and insight
7. Scale and transformation

Benefits of Digital transformation

 Responding faster to customer preferences and demand
 Refocussing employee efforts on high-value tasks
 Interacting with consumers in new ways
 Bringing products to market more quickly
 Increasing revenue

Digital transformation should

 Empower the employee
 Engage your customer
 Optimize your operation
 Transform your product

Results in
 Remain competitive
 Increase efficiency
 Improve decision making
 Enhanced customer satisfaction
Digital leadership

 Strategic use of a company’s digital assets to achieve business goals

 Is forward thinking
 Means being
1. Innovative
2. Creative
3. Collaborative
4. Experimental
5. Curious
Digital leadership principles

Digital leadership skills