Digital Marketing: An Introduction

• The presentation is about Digital Marketing by Belinda Jones.
• The syllabus includes:
• Introduction to Digital Marketing.
• Websites and Search Engine Optimization (SEO).
• Content and Social Media Marketing (SMM).
• Analytics and Data.

Marketing

• Marketing involves activities, institutions and processes.
• These create, communicate, deliver and exchange offerings.
• The offerings should have value for customers, clients, partners, and society.
• The American Marketing Association (AMA) defines marketing in this way.

Traditional Marketing

• Traditional marketing is anything that isn't online.
• Broadcast involves TV and radio.
• Non-Broadcast involves film and theatre ads.
• Print includes newspapers, magazines, and books.
• Outdoor marketing involves billboards and vehicles.
• Direct mail includes postcards, brochures, letters, and fliers.
• Point of Purchase (PoP) includes specialty and window displays.

Digital Marketing

• Digital marketing is also known as internet, web, e-marketing, or online marketing.
• It markets products and services in a computerized, networked environment.

Advantages of E-Marketing

• Lower advertising costs and is cost effective.
• Measurable results and has easy data collection and evaluation (analytics).
• Lets you reach a targeted audience with a customized advertising approach.
• Increases interactions with customers.
• Provides a way to build relationships, client retention, and brand loyalty.
• Offers global reach and accessibility.

Disadvantages of E-Marketing

• High competition.
• Depends on technology (algorithms) and consumer data.
• Raises concerns about privacy & security.
• Has vulnerable reputation due to complaints and feedback.
• Can create an ad fatigue for customers.

Discussion Points

• Questions to consider regarding the changing marketing landscape:
• Is traditional marketing still effective?
• Is digital marketing more effective than traditional marketing?
• What factors determine the choice between the two channels when strategizing?
• An exercise for the audience.
• Analyze how services are designed in terms of the 4Ps of marketing.
• Spotify ensures consumer subscribes to services.
• Nykaa solves online shopping issues for make-up and skincare.
• McDonald's menu.
• IKEA app, website, and in-store designs.
• Netflix pricing plans.
• Swiggy/Zomato subscription plans and notifications.

Consumer Journey

• The digital consumer journey includes from discovering your product/service to becoming a loyal customer.
• Consumers today are knowledgeable with access to lots of information.
• The journey to purchase is complex.
• Digital marketers identify new consumer touch points by mapping the customer journey.
• The consumer journey differs based on the audience demographic and psychographic details.
• A relevant video to watch: "The Zero Moment of Truth".
• The consumer journey has four stages:
• Awareness includes a consumer becoming aware of a need or problem.
• Consideration includes a consumer evaluating options by comparing products/services.
• Decision includes a consumer making a purchase decision.
• Loyalty includes a consumer continuing to engage with the brand.

Consumer Journey (cont.)

• As a marketer, ensure reach consumer at all stages.
• Examples of digital touchpoints in a consumer journey:
• Awareness - search engines, social media ads, blogs, influencer content, display ads.
• Consideration - product reviews, testimonials, case studies, comparison websites, email marketing.
• Decision - E-commerce platforms, personalized offers, retargeting ads, secure payment gateways.
• Loyalty - loyalty programs, personalized email campaigns, social media engagement, and feedback requests.
• Exercise the audience.
• Pick a product of choice.
• As a consumer, list the stages of your consumer journey.
• Identify the digital touchpoints encountered at each stage.
• Assess how each brand's digital marketing efforts impacted your decision.

Digital Marketing Channels

• A list of Digital Marketing Channels:
• Websites
• Search Engine Optimization (SEO).
• Search Engine Marketing (SEM).
• Display Ads
• Video and audio ads (internet specific).
• Sponsorships
• Social media
• E-Mail
• Mobile marketing
• Content marketing
• Apps
• Online communities
• Opinion leaders / influencers.
• Exercise for the audience.
• Share an example of a brand that has a strong digital presence.
• Look through their digital marketing channels.
• Try and identify target audience and how the brand builds engagement.
• What is their brand personality?
• What voice do they use for branding? What are the key talking points/ USP?

Digital Marketing Strategy

• Creating an effective digital marketing strategy involves a systematic approach.
• Define objectives and goals.
• Identify and understand target audience.
• Know your brand.
• Choose your marketing channels.
• Develop a content strategy.
• Measure performance analytics.
• Review and refine your strategy.
• Brief and strategy:
• Your brief will involve a marketing problem for which you come up with a solution: your strategy.
• Brief will create a guideline for the marketing campaign.
• The brief outlines the plan and goals for your strategists, tells your creative team how to complete a project and keeps your stakeholders updated about campaign objectives and anticipated outcomes.

Sample Brief

• What is the problem?
• XYZ (brand) has better discounts. A new discount property is launched called Deal of the Day, which gives 60% off on a brand every day.
• What do you want the ad to say/do?
• Land the message of big discounts (60%) on big brands on ABC.
• Who are the users?
• Infrequent ABC users
• Discount seeking customers
• What do you want to achieve?
• Biz goal: X no. of redemptions over a y day period from the day of ad going live.
• Brand goal: Discount awareness, like FK's Big Billion Days, make this an ownable/memorable property over time.

Sample Brief (cont.)

• Mode of communication:
• Print Ad (QuarterPage)
• City - Metro Cities
• Publication: Page no: Mandates
• ABC discount branding to be evident.
• Partner logos to be featured.
• Readings:
• The Who, What, Why, & How of Digital Marketing – Hubspot
• The evolution of consumer behavior in the digital age - Medium
• Digital Marketing Strategy – Hubspot

PESO Model

• The PESO model is important because it combines various marketing techniques and activities.
• This process helps create and build a strong presence.
• The PESO model consists of four arenas:
• Paid media, earned media, shared media and owned media.
• Exercise
• Come up with a marketing strategy for any of the following:
• New User Acquisition – Zomato Gold / Amazon Prime
• Increased orders on Valentine's day – Nykaa
• Supply perception (variety available) – Amazon Prime Video.
• Positive engagement growth (SMM) – to counter negative comments – Swiggy.
• User onboarding: Audible.
• Re-engage Dormant Users: Notion.
• Boost UGC (User-Generated Content): Nike.
• Price perception – Urban Company.
• Increase app usage - Spotify Podcasts
• Diagram is shown and lists marketing examples.
• Paid: Social media ads, boosted content, lead generation and publishing.
• Owned: Content marketing, videos, visual content, audio/podcasts, brand journalism, and employee/customer stories.
• Earned: Media/influencer/investor relations, blogger relations, link building and word of mouth.
• Shared: Organic social, reviews, social forums, social monitoring, private social and media sharing sites.