DIGITAL MARKETING

Module I: Digital Marketing- Introduction

Dell Starts Listening
 In 2004, Dell held 28.2% of U.S. computer market
share.
 To reduce costs, Dell Computer began outsourcing
customer service to a firm in India.
 Market share increased to 28.8% but complaints
and consumer dissatisfaction rose.
 Dell digital media manager initiated blogs in
several languages to improve communication.
Dell Starts Listening, cont.
 Dell’s blogs became mechanisms for handling
consumer complaints and ideas.
 Blog usage resulted in over 20 changes to the
company.
 What are the opportunities and risks in utilizing
blogs for improving customer service?
E-business vs E-Marketing
 The customer is CEO
 E-commerce-increased spending
 Advertising online
 Search Engine Marketing
 Owned, paid & earned media
 Mobile marketing
 User-generated content
 Social media communities
 Content marketing
 Local & Location based marketing
 Brand transparency
 Inbound marketing
 Metrics rule
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 https://www.hootsuite.com/resources/digital-trends
-q4-update
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©2009 Pearson Education, Inc.

Publishing as Prentice Hall
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©2009 Pearson Education, Inc.

Publishing as Prentice Hall
 What is digital?
 Bud Caddell defines ‘digital’ as “a participatory layer of all media that allows
users to self-select their own experiences, and affords marketers the ability
to bridge media, gain feedback, iterate their message, and collect
relationships” (Caddell, 2013).
 In other words, digital is a new way of exploring content (for users) and
connecting with customers (for marketers).
 Digital is not just a set of marketing channels – it’s a different way of thinking
about how people engage with media, each other and the world around them.
 Digital enables you to segment your audience and customise messages in a
valuable and measurable way.
Digital Marketing
 Promotion of brands to connect to potential
customers using the internet & other forms of
digital communication.
Digital marketing is powerful in two fundamental ways.

 First, the audience can be segmented very precisely

 Second, the digital sphere is almost completely measurable
Benefits
• Cost Effective
• High Reach
• Brand Awareness
• Building a customer base
• Brand image
• Measurable results
• Increased ROI
• Retaining loyal customers
• Cater to mobile customers
• Increased conversions
• Better customer engagement

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Difference between
traditional marketing & digital marketing
• Type of media
• Segmentation & targeting
• Customized ads
• Cost
• Measurement
• Customer engagement
• Community
• Inbound marketing

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Digital marketing assets

• Brochures
• E-books
• Infographics
• Email templates
• Video
• Audio
• Images
• Blogs
Digital marketing channels

• SEO
• SEM
• Online advertising
• E mail marketing
• Content marketing
• Social Media
• Affiliate marketing
• Influencer Marketing
Crafting a digital marketing strategy
 In digital marketing there is no single definitive blueprint for
a digital strategy.
 Each business must create its own roadmap. However, there
are few questions which can guide the process.

1. Context
2. Value exchange
3. Objectives
4. Tactics and evaluation
5. Ongoing optimisation
 1. Context
 The first step in crafting a successful strategy is to examine the context of
the organisation and the various stakeholders.
• What is the context in which you are operating (PESTLE factors) and how

is this likely to change in the future?

• Who are you, why does your brand matter and what makes your brand
useful and valuable?
• Who are your customers, and what needs, wants and desires do they
have?
• Who are your competitors? These may extend beyond organisations that
compete with you on the basis of price and product and could also be
competition in the form of abstracts such as time and mindshare.
 Thorough market research will reveal the answers to these questions.
 2. Value exchange
 What unique value your organisation can add to that market?
 What extras, beyond the basic product or service, do you offer
to customers?
 Definition of what is ‘valuable’ depends largely on the target
audience.
 Content marketing is the process of conceptualising and
creating content which would help consumers.
 Examples of value-based content include a DIY gardening
video for a hardware brand, a research paper for a business
analyst, or a funny infographic for a marketing company.
3. Objectives

 When setting your digital marketing goals, there

are four key aspects to consider:
 objectives
 tactics
 key performance indicators (KPIs)
 targets
4. Tactics and evaluation

 Tactics are the specific tools or approaches you will use to meet
your objectives.
Tactics Expected Outcomes

SEO Customer retention and acquisition

Search advertisi Sales, customer retention and acquisition

Online advertising Branding and acquisition

Affiliate marketing Sales and branding

Video marketing Branding, customer retention and value creation

Social media Branding, value creation and participation

Email marketing Customer retention and value creation

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 5. Ongoing optimisation

 Brands have to be dynamic, flexible and agile when marketing

online.
 New tactics and platforms emerge every week, customer
behaviours change over time, and people’s needs and wants
from brand evolve as their relationship grows.
 The challenge is to break through the online clutter to connect
with customers in an original and meaningful way.
Further reading…….
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