DIGITAL

MARKETING
SEMESTER 4
UNIT - 1

HI COLLEGE
DIGITAL MARKETING
Digital marketing refers to the use of digital
channels and technologies such as social media,
search engines, email, mobile apps, and websites
to promote products or services. It is a type of
marketing that utilises digital technologies to
reach and engage with customers.

IMPORTANCE

Cost-effective: Digital marketing is often more cost-effective

than traditional marketing methods, making it a great option
for businesses with limited budgets.
Reach: With digital marketing, businesses can reach a much
larger audience than with traditional marketing methods.
Targeting: Digital marketing allows businesses to target
specific audiences based on factors such as demographics,
interests, and behaviours.
Measurable: Digital marketing allows businesses to track and
measure their results, making it easier to understand what
works and what doesn't.
Flexibility: Digital marketing campaigns can be easily adjusted
and optimised based on data and insights, allowing businesses
to respond quickly to changes in the market.

HI COLLEGE 01
 DIGITAL VS
TRADITIONAL MARKETING

HI COLLEGE 02
BENEFITS OF DIGITAL
MARKETING
Increased reach: Digital marketing allows businesses to
reach a larger and more diverse audience than traditional
marketing methods.

Targeted marketing: With digital marketing, businesses can

target specific demographics, interests, and behaviours of
their audience, making their marketing efforts more
effective and efficient.

Cost-effective: Digital marketing is often more cost-effective

than traditional marketing methods, as businesses can reach
a larger audience for less money.

Measurable results: Digital marketing allows businesses to

track and measure their results in real-time, providing
valuable insights into the effectiveness of their campaigns.

Flexibility: Digital marketing campaigns can be easily

adjusted and optimised based on data and insights, allowing
businesses to respond quickly to changes in the market.

Increased engagement: Digital marketing offers a variety of

ways to engage with customers, such as social media, email
marketing, and content marketing, which can lead to
increased customer loyalty and advocacy.

Brand building: Digital marketing can help businesses build

their brand by creating a strong online presence and
engaging with customers on a regular basis.

HI COLLEGE 03
 INTERNET
MARKETING BASICS
Search engine optimization (SEO):
SEO is the process of optimising a website to rank
higher in search engine results pages (SERPs). This
involves optimising the website's content and structure
to improve its visibility and relevance to search
engines.

Pay-per-click advertising (PPC):

PPC advertising involves placing ads on search engine
results pages or other websites and paying each time a
user clicks on the ad. This can be an effective way to
drive targeted traffic to a website.

Content marketing
Content marketing involves creating and sharing
valuable, relevant, and consistent content to attract
and retain a clearly defined audience. This can include
blog posts, videos, social media posts, and other forms
of content.

Social media marketing:

Social media marketing involves using social media
platforms such as Facebook, Twitter, and Instagram to
promote products or services and engage with
customers.

HI COLLEGE 04
 INTERNET
MARKETING BASICS

Email marketing
Email marketing involves sending promotional messages
to a list of subscribers to promote products or services,
build relationships, and drive sales.

Affiliate marketing:
Affiliate marketing involves promoting other people's
products or services and earning a commission on each
sale made through an affiliate link.

Influencer marketing:
Influencer marketing involves partnering with influencers,
such as bloggers or social media personalities, to promote
products or services to their followers.

HI COLLEGE 05
TYPES OF BUSINESS MODELS
Product-based business model:
This type of business model involves selling physical or
digital products to customers. The company creates and
manufactures products, and sells them directly to
customers or through retailers.

Service-based business model:

This type of business model involves providing services to
customers, such as consulting, coaching, or repair services.
The company charges a fee for the services provided.

Subscription-based business model

This type of business model involves charging customers a
recurring fee for access to a product or service, such as a
monthly subscription to a streaming service or a software-
as-a-service (SaaS) platform.

Freemium business model:

This type of business model offers a basic product or
service for free, with the option to upgrade to a premium
version for a fee. The company generates revenue from the
premium upgrades.

HI COLLEGE 06
TYPES OF BUSINESS MODELS

Platform-based business model

This type of business model involves creating a platform
that connects buyers and sellers, such as an online
marketplace or a ride-sharing app. The company charges a
fee or commission for transactions that occur on the
platform.

Advertising-based business model:

This type of business model involves generating revenue
through advertising. The company provides a platform for
advertisers to reach their target audience, and charges a
fee for ad placement or based on the number of clicks or
impressions.

Franchise business model:

This type of business model involves granting the right to
use a company's brand and business model to a franchisee,
who operates a business using the company's system and
pays a fee or royalty to the franchisor.

HI COLLEGE 07
 DIGITAL MARKETING STRATEGIES
(P.O.E.M FRAMEWORK)
The POEM framework is a popular digital marketing strategy that stands
for Paid, Owned, Earned, and Media.

Paid: This refers to any digital marketing efforts that involve paying for
advertising or promotions, such as Google Ads, social media ads, or
influencer marketing. The goal of paid marketing is to reach a wider
audience and drive traffic to your website or social media channels.

Owned: This refers to the digital assets that a business owns and
controls, such as their website, blog, or social media profiles. The goal
of owned marketing is to use these assets to build brand awareness,
engage with customers, and drive traffic to your site.

Earned: This refers to the organic, word-of-mouth marketing that

occurs when customers share their experiences with a business on
social media, review sites, or other online platforms. The goal of
earned marketing is to create positive customer experiences and
encourage customers to share their experiences with others.

Media: This refers to the digital channels that businesses use to

distribute their content and reach their target audience, such as social
media, email marketing, or search engine optimization. The goal of
media marketing is to leverage these channels to build brand
awareness, engage with customers, and drive traffic to your site.

HI COLLEGE 08
INBOUND AND OUTBOUND
MARKETING
Inbound marketing:
This approach focuses on attracting potential customers to
your business through valuable content and experiences. The
goal of inbound marketing is to create a strong online presence
and build relationships with your audience. Common inbound
marketing tactics include content marketing, social media
marketing, search engine optimization (SEO), and email
marketing. Inbound marketing is all about providing value to
potential customers and drawing them in through their
interest in your content or offerings
.
Outbound marketing:
This approach involves reaching out to potential customers
directly with promotional messages or advertisements. The
goal of outbound marketing is to push your message out to a
wide audience and generate leads or sales. Common outbound
marketing tactics include TV or radio ads, direct mail, cold
calling, and traditional advertising. Outbound marketing is all
about reaching as many people as possible and convincing
them to take action, whether it's to visit your website, make a
purchase, or sign up for a newsletter.

HI COLLEGE 09
 DIGITAL TRANSFORMATION
MODEL
Basically, it means when we use digital or say technological
angle in the business and its value to customer grows and
ways to operate changes as:-

Strategy is implied that where business currently stands

and how it can be made progressive by digital
enhancements.

Culture: Digital transformation requires a shift in

organisational culture to embrace change and innovation.

People: Digital transformation requires the right talent and

skills to drive innovation and change. This involves
recruiting and developing a workforce that has the
necessary digital skills and expertise to implement and
manage digital technologies.

Process: Digital transformation requires the optimization

and automation of business processes to improve
efficiency and effectiveness.

Technology: Digital transformation involves the adoption

and integration of new digital technologies to improve
business performance and customer experience.

Data: Digital transformation requires the effective use of

data to drive business insights and decision-making.

HI COLLEGE 10
4CS OF DIGITAL MARKETING
Customer:
The first C of digital marketing is customer. This refers to
understanding your target audience and their needs, wants, and
behaviours. By focusing on the customer, businesses can create
targeted and personalised digital marketing campaigns that resonate
with their audience.

Content:
The second C of digital marketing is content. This refers to creating
valuable and engaging content that attracts and retains customers.
This can include blog posts, social media updates, videos, infographics,
and other forms of content that provide value to the customer.

Communication:
The third C of digital marketing is communication. This refers to using
various digital channels to communicate with customers and build
relationships with them. This can include email marketing, social
media marketing, chatbots, and other forms of communication that
enable businesses to interact with customers in real-time.

Conversion:
The fourth C of digital marketing is conversion. This refers to the
process of turning website visitors into customers. This can be achieved
through various tactics, such as optimising landing pages, offering
special promotions, and using calls-to-action that encourage
customers to take action.

HI COLLEGE 11