Welcome to Digital

Marketing
Chapter -1
Going Digital – the evolution of Marketing
What is Digital Marketing
Digital Marketing is the term used for the targeted,
measurable, and interactive marketing of products or
services using digital technologies to reach the
viewers, turn them into customers, and retain them.
Using Digital mediums.
Who is it for ??

• One of the key things to remember if you’re new to digital marketing is

this: digital marketing isn’t actually about technology at all; it’s all about
people.

• it’s similar to traditional marketing: it’s about people (marketers)

connecting with other people (consumers) to build relationships and
ultimately drive sales.
Introduction through timeline.
Marketing activities have played a fundamental role in the
success of businesses.

One thing’s for sure, if you don’t let customers know about
your business, you won’t stay in business for very long.
The changing face of advertising
A powerful cocktail consisting of story, the message, the call to
action, the image, the placement that can ultimately influence the
costumer’s buying decision.
One of the oldest and most recalled
advertisement in the world.
Advertising through the ages

• People have been trying to influence other people

since the dawn of human existence

• Word of mouth (most powerful and oldest)

• The Egyptians used papyrus to create posters and flyers

• Posters, signs and flyers were widely employed

in the ancient cities of Rome to publicize events
like circuses, games and gladiatorial contests.
• The development of printing during the 15th and 16th centuries
made a significant milestone in advertising, making it more cost
effective for marketers to reach a much wider audience

• In the 17 century, adverts began to appear in early newspapers in

England. The first form of mass media advertising was born.

• The 18th and 19th centuries saw a further expansion in newspaper

advertising, and alongside it the birth of mail-order advertising.
17th century advertising print for
tobacco 19th Century Tennis equipment
advertisement
The technology behind digital marketing
New technology emerges and is initially the preserve of technologists and early
adopters.

The technology gains a firmer foothold in the market and starts to become
more popular, putting it on the marketing radar.

Innovative marketers jump in to explore ways they can harness the power of
this emerging technology to connect with their target audience.

The technology migrates to the mainstream and is adopted into standard

marketing practice.
Early networks
The internet story really starts in 1957, with the USSR’s launch of the Sputnik satellite

ARPA started the ARPANET project in 1966, claiming that it would allow the powerful
computers owned by the government, universities and research institutions around the
United States to communicate with one another and to share valuable computing resources.
You’ve got mail
E-mail, which is still often described as the internet’s ‘killer application’, began life in the early 1960

E-mail, one of the internet’s most widely used applications, and one of the most critical for internet marketers, began life as a
programmer’s afterthought.
Making connections – birth of the web

• The first web page on the internet was built at CERN, and went online
on 6 August 1991.
• It contained information about the new world wide web, how to get
a web browser and how to set up a web server
• The mid-1990s saw a surge in new online ventures
• In August 1995 there were 18,957 websites online; by August 1996
there were 342,081
• It was an era that saw the birth of some of today’s most well-known
online brands: sites like Amazon, Yahoo!, eBay and, in September
1998, Google Inc.
Consumer 2.0
Entry of the Consumer 2.0
• It’s an evolution in the way people are using technology
• Creating communities, and sharing knowledge, thoughts, ideas and
dreams.
• If you’ve ever shared photos on Flickr,
• read and commented on a blog,
• looked for friends on Facebook
• watched a video on YouTube,
• tried to find your house on Google Maps
• video-called friends or family abroad using Skype
• looked up an article on Wikipedia,
Then you’ve used Web 2.0 technologies.
Class Activity no. 2
• Consumer 4.0
• Industry 4.0
increasingly widespread adoption of
technology is influencing consumer behavior

• Interconnectivity: Consumers are interacting with like-minded people

around the world building new virtual communities. Example Social media
websites like Facebook and Twitter.

• Technology is levelling the information playing field: With digital

technology content can be created, published, accessed and consumed
quickly and easily. Example. Trip advisor, Booking.com and Air BnB.
• Relevance filtering is increasing: With such a glut of information available to
them, digital consumers are, through necessity, learning to filter out items
relevant to them. Example: Brands website filters .
• Niche aggregation is growing: A cyber space for individuals with typical /
specific needs, interests and hobbies . Example: CSS Discussion forum
• Micropublishing of personal content is blossoming: Publish your
imagination and creativity online. Share it with millions of online
community members. View before booking a table at an unknown
restaurant or a weekend break at a hotel, or even buying a new car?
Example : YouTube videos for reviews and uploading.
• Rise of the ‘prosumer’: This term refers to a hybrid form of customer,
where the customer gains power of influencing the producer to alter the
product according to their unique needs by giving suggestions.
On demand; any time, any place, anywhere: consumers can satisfy their
needs more quickly, more easily and with fewer barriers. In the digital
economy, trifling concerns like time, geography, location and physical
store space are becoming irrelevant.
• It is getting complex and competitive day by
day for brands to be up to date with
customers requirements and fully facilitate
them in order to survive the everyday
changing buying behavior.
Assignment II
• Getting Ready for Facebook marketing
• Why Facebook Marketing
• Objectives of Facebook marketing
• Aligning Facebook marketing strategy with resources
• Profiling the target audience
• Crafting Facebook marketing strategy and execution
• Content strategy
• Posting strategy
• Customer engagement strategy
• Integrating Facebook efforts with organizational other digital efforts
• Analyzing Facebook marketing performance
End of Session.
THANK YOU