Digital Marketing Fundamentals

Introduction to Digital Marketing

• Digital marketing is the use of electronic channels to reach customers and promote or sell products, services, or brands.
• It includes websites, social media platforms, search engines, email, mobile apps, and text messaging.

Concepts of Digital Marketing

• Digital marketing is the opposite of traditional marketing, which relies on offline channels like billboards, magazines, and TV commercials.
• It involves targeting specific audiences based on demographics, interests, behavior, and location.

Evolution of Digital Marketing

• Sales era: Companies emphasized aggressive selling and promotion, leading to commoditization of products and saturation of consumer demand.
• Marketing era: Marketing emerged as a practice, and differentiators like pricing, distribution, and promotion became important.

Role of Internet in Digital Marketing

• Data and Analytics: Digital marketing offers comprehensive data and analytics capabilities.
• Personalization: The internet allows for personalized marketing by analyzing user data to create personalized experiences and recommendations for customers.
• The internet enables businesses to reach customers and promote products, services, or brands through various electronic channels.

Traditional Vs. Digital Marketing

• Traditional marketing relies on offline channels like billboards, magazines, and TV commercials.
• Digital marketing is more targeted and measurable than traditional marketing.

Skills Required in Digital Marketing

• No specific skills mentioned in the text.

Implications for Business & Society

• No specific implications mentioned in the text.

Ethical & Legal Framework of Digital Marketing Laws

• Information Technology Act 2000
• TRAI (Telecom Regulatory Authority of India)

Introduction to digital marketing, covering concepts, evolution, and role in marketing. A fundamental unit for digital marketing students.