Digital Marketing

Rashid Khan
Digital Marketing
 The internet started in 1969 as the ARPANET, a network for
academic and military use.
 Web pages and browsers appeared in 1991-93.
 First website (http://info.cern.ch) went live in 1991.
 With over one billion people around the world regularly
using the web to find products, entertainment and soul-
mates
 The first generation of e-business was like a gold rush.
 Organizations need marketers, strategists to apply digital media
 The Barack Obama Campaign Story
 President Obama made history by his use of Digital-marketing to
win the 2008 election.
 Obama’s internet strategies targeted 18-29- year-old voters
because 93% are online.
 His 2012 efforts added higher levels of sophistication, including
the use of social media and mobile marketing.
 Facebook displayed over 33 million “likes.”
 The Obama YouTube channel had over 286,000 subscribers and
288 million upload views.

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E-Business
 E-business has a broader perspective.
 It involves the automation of all the business processes
in the value chain – from procurement or purchasing of
raw materials, to production, stock holding, distribution
and logistics, sales and marketing, after sales, invoicing,
debt collection and more.
 E-commerce
 E-commerce is primarily about selling online or the
ability to transact online.
 This includes e-tailing, online banking and shopping –
which involve transactions where buyers actually buy and
shoppers actually shop.
 Some suggest that e-commerce refers to both financial and
informational transactions.
 Examples: inbound customers email enquires, outbound email
broadcast to prospects and customers that need management
 Responding to an enquiry or an online catalogue search

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E-Marketing
 E-marketing (Internet Marketing) is the management process
responsible for identifying, anticipating and satisfying customer
requirement profitably through digital media.
 ‘e-Marketing is the sum of all activities a business conducts through the internet
with the purpose of finding, attracting, winning and retaining customers.’ -
CISCO Systems
 Achieving marketing objectives through applying digital technologies.
 Applying these technologies which form online channels to market:
 –Web, e-mail, databases, plus mobile/wireless and digital TV.
 To achieve these objectives:
 – Support marketing activities aimed at achieving profitable acquisition and
retention of
 customers ... within a multi-channel buying process and customer lifecycle.
Digital Marketing
 It can be simply defined as: Achieving marketing objectives by
applying digital technologies.
 Use the Internet as a core promotional medium, in addition to
mobile and traditional TV and radio.
 Access platform or hard wear pc, pda, tablets, mobile phones,
interactive digital television,
 Digital communication tools: websites, portals, search engines,
blogs, email, instant messaging, voice telephony (deliver content
and enable interaction)
 It gives superior results when integrated with other
communication channels
 It supports multi channel marketing
Digital Marketing
 Today, no marketing strategy is complete if it does not
incorporate digital strategy and expression.
 Digital is a new way of exploring content (for users) and
connecting with customers (for marketers).
 Digital enables you to segment your audience and
customize messages in a valuable and measurable way.
 People are not passive consumers, they are
empowered as publishers, editors and
commentators.
Power Shift From Companies To Individuals
Primary Characteristics Web 1.0 to Web 2.0

 Web 1.0 ( about sharing info)

 ONE WAY COMMUNICATION
 Static content provided by creator
 Dominated by institutions and businesses
 Commercial and technical based
 Web 2.0 ( interaction)
 2 way
 Content is social-based and audience generated
 Media fragmentation.
 Everyone is a content producer.
 Social commerce.
Power shift from sellers to buyers. Consumers trust each other more
than companies
Primary Characteristics
 Web 3.0 ( run by server eg amazon)
 3 way communication
 Content driven by online metrics
 Integration of content and communications
 Instant real-time communications

 Web 4.0

 Customer engagement
 Customization and personalization
 Web participation a necessity
The differences between the old and digital media
Digital Marketing Tactics
 Search Engine Optimization
 Search Advertising
 Online Advertising
 Affiliate Marketing
 Video Marketing
 Social Media
 Email Marketing
Applications of Digital Marketing
 An advertising medium
 A direct-response medium
 A platform for sales transactions
 A lead-generation method
 A distribution channel
 A customer service mechanism
 A relationship-building medium
Benefits of Digital Marketing
 Interactivity
 Intelligence
 Individualization
 Integration
 Independence of location

 5S Model
 Sales – grow sales
 Serve – add value, give additional benefits, inform product development
 Speak – Get closer to customers,
 Save - Cost, reduce staff, print and posting cost, web self-service
 Sizzle- Extend the brand online, new offer, experience and build
communities