Digital Marketing (GIT 301)

Digital Marketing (GIT 301)

• Digital marketing encompasses all marketing efforts that use electronic devices.
• It involves conveying promotional messages and measuring their impact across a customer's journey.
• Digital marketing strategies utilize various platforms such as computers, phones, tablets, online videos, display ads, search engine marketing, paid social ads and social media posts.

Table of Contents

• Marketing in the digital world
  • Introduction to digital marketing
  • Digital transformation
  • Programmatic marketing
  • Artificial intelligence
  • Virtual and augmented reality
• Digital customers
  • Introduction to digital customers
  • Online buying behavior
  • Privacy issues surrounding digital interactions

Introduction to Digital Marketing

• Digital marketing refers to any marketing that uses electronic devices to convey promotional messages.
• Marketing specialists use this method to measure the impact of their campaigns on a consumer's journey through various touch-points.

Digital Transformation

• Digital transformation is the process of leveraging digital technologies to change or update business processes, culture, and customer experiences.
• This approach aims to meet the ever-evolving business and market requirements.

Key Components of Digital Transformation

• Big data is essential for understanding internal and external data to improve business efficiency and customer service.
• Big data helps in customer service level improvements, customer retention improvement, and overall customer lifetime value improvement.
• Big data can be used to deliver personalized services.

Reverse Marketing

• This strategy encourages customers to seek out a company or product on their own.
• It is typically done through traditional advertising means like television, print or online media.

Mobile Applications and Technology

• Mobile applications have transformed technology
• Technology enables rather than causes behavioral change

Internet of Things

• Internet of Things (IoT) is a technology where computers communicate with each other to perform tasks without human intervention.
• An example of IoT includes smart devices like smart toothbrushes connected to smartphones for data tracking.

Automation of Business Processes

• Business process automation uses technology to automate daily tasks.
• Examples include chatbots for 24/7 support, or transcript process automation.

Artificial Intelligence (AI)

• Artificial intelligence (AI) studies intelligent agents, that is, any device that understands its surrounding and acts to achieve a specific goal.
• When machines mimic human cognitive functions like learning, this is considered artificial intelligence.

Virtual and Augmented Reality

• Virtual reality (VR) creates entirely computer-generated environments that users can interact with through headsets.
• Augmented reality (AR) overlays digital images or information onto the real world, typically using smartphones or clear visors.

Digital Customers

• Digital customers are individuals who interact with companies on non-physical levels.
• They utilize digital channels (Web, mobile, and social) to consume content, engage with brands, and complete transactions.

Online Buying Behavior

• Online buying behavior encompasses business-to-consumer (B2C) and business-to-business (B2B) interactions.
• The AIDA (Awareness, Interest, Decision, Action) concept describes typical customer buying cycles; it models the stage customers go through to purchase a product or service.

The Sales Funnel

• The sales funnel is a graphic representation of the customer journey.
• Awareness, Interest, Decision and Action are the stages that represent how a sale can be achieved.

Privacy

• Privacy refers to individual beliefs about risks and potential consequences of sharing information.
• Digital footprint refers to the trail of data that individuals leave online like website visits, emails sent, and online submissions.