Introduction to Digital Marketing

By

Dr. Subhranil Som

Amity Institute of Information Technology

 What is Digital Marketing
Digital marketing is the marketing of products or
services using digital technologies, mainly on the
Internet, but also including mobile phones,
display advertising, and any other digital
medium.
 Types of Digital Marketing
• Social Media Marketing
• Content Marketing
• Search Engine Optimization (SEO)
• Search Engine Marketing (SEM)
• Pay-Per-Click Advertising (PPC)
• Affiliate Marketing
• Email Marketing
• Radio advertising
• Television advertising
• Mobile Phone Advertising
 Social Media Marketing
• The Social Media Marketing has a strong focus on social
media marketing. So that is where we are going to start our
list of types of digital marketing. Social Media certainly has a
rightfully earned place in this list.
• Social Media Marketing is „the use of social media platforms
and websites to promote a product or service.“
• That means all sharing of information and engagement with
followers, fans, partners or competitors on social media
platforms with the goal of promoting your products is part
of digital marketing. In essence, social media marketing is
the targeted use of social media conversations to increase
the awareness for a brand or product.
 Content Marketing
• Content marketing is the art of using
storytelling and valuable information to
increase brand awareness with the goal of
getting your target audience to take a
profitable action. Content marketing aims at
building relationships with potential
customers and becoming a partner rather
than an advertiser.
 Search Engine Optimization (SEO)
• SEO is the process of optimizing content or websites so that they show up
in search results in search engines like Google. Search engines decide
which websites to show for a search term based on keywords mentioned
on the website and links that refer to this website. That means SEO has a
lot to do with using the right keywords or key-phrases in the copy of a
website or within the content you want to show in search and getting links
to this website or content.
• There are multiple strategies for optimizing your website(s) for search
engines – some of them are accepted by google and others are regarded
rather shady and may result in Google penalizing your website.
• There is 
a strong connection between content, social media marketing and SEO.
The most obvious is that social media and SEO are perfect distribution
channels for content.
 Search Engine Marketing (SEM)
• While SEO describes the process of getting unpaid traffic
from search engines – SEM refers to the paid traffic from
search engines. The most common form of search engine
marketing is probably Google Adwords for the simple
reason that Google is by far the most used search engine.
• In SEM the marketer usually pays the search engine a
predefined amount of money for showing a marketing
message at various places within the search results for
specified keywords or phrases.
• SEM is a form of Pay-Per-Click advertising.
 Pay-Per-Click Advertising (PPC)
• Similar to SEM other forms of PPC advertising also
describe marketing methods where the marketer
pays for each click on a link to a website. Apart from
search engines, almost all social networks offer the
opportunity for Pay Per Click advertising. These ads
then appear in the feed of the targeted social media
users.
• Note that many of these activities cannot be clearly
separated. The lines between the various types of
digital (online) marketing are often blurred.
 Affiliate Marketing
• Affiliate marketing is a performance-based type of
digital marketing. In contrast to PPC advertising with
affiliate marketing, the advertiser does not pay for
traffic but rather for conversions. The rates are
usually higher but the risk on the side of the
advertiser are limited since he only pays for
conversions.
• Affiliate marketing is popular with bloggers and
high-traffic website owners who make money from
selling other people’s products to their audience.
 Email Marketing
• Email marketing is one of the best converting marketing channels. By
sending regular updates to your email subscribers you can build and
nurture a relationship. By providing value with your email updates you can
build trust – eventually, you will be able to turn a percentage of your
audience into customers.
• Note that email marketing is far more than buying an email list and
bombarding them with promotional messages or a one-time advertising
spot in someone else’s email newsletter.
• The best results from email marketing will always be achieved with a list of
subscribers you personally earned and nurtured. Then your email list can
easily turn into your best digital marketing asset.
 Radio advertising
• Those breaks in your favorite music program
where someone tells you what car to buy or
what cleaner to use. Some of these spots can be
rather annoying, a select few manage to be
entertaining – at least when you hear them the
first time.
• There is still more to radio advertising: For
instance, you can sponsor a program and Make a
tag line for the program.
 Television advertising
• It is not dead yet: The spot that breaks up your
favorite television program. While we are
more and more getting used to finding ways to
omit having to actually watch TV commercials
there is still some marketing success in TV
advertising.
 Mobile Phone Advertising
• Of course, many of the above types of digital marketing
can take place on your mobile phone. You are probably
using Facebook, Instagram, and Google on your mobile
phone after all. But there are some other types of
marketing on your mobile phone that so far would not fit
into any of the mentioned categories.
• SMS advertising has been around for some time now. And
with technology like Bluetooth still on the rise, the
marketing and advertising options for mobile especially in
local marketing have by far not yet been fully leveraged.
 Final Words
It may be arguably what else belongs into
„digital marketing.“ However, if you want to
decide on your digital marketing strategy, you
should be aware of these 10 – and choose the
ones that you believe are best suited for your
purposes. Keep in mind that they all interact
with each other and often the lines are blurred.
 The 7 C’s of Marketing in the Digital Age

1. CONTENT Is content king? Storytelling Core ingredient to media

Articles, Video, TV, Publishing Content and the search engine
Content is an Asset
2. CONTEXT A certain time A certain place, A certain way/journey,
Social Content Mobile - Geo Social Activities, Timing is everything
3. COMMUNITY Connected people, Shared interests, Openly sharing
content, Socially active, Professional community management,
People power
4. COLLABORATION Crowd funding, Crowd source, Working together,
Open source movement, Innovation Co-operation / Co-opetition
5. COMMUNICATION Cost effective - Free Greater global reach, One
to one to many to many, More connected - informed than ever
before
6. CAPTURE Digital Diary, Photography + Mobiles Blogs, Video
Experience people and places, Human need to leave their legacy
7. CHANGE Survive or Thrive? Moving forward with Digital Strategy