Note 1 Lesson 1 PDF

MODULE I AN INTRODUCTION TO DIGITAL MARKETING suneth Senadheera 1 2 3 4 IT’S A CHOICE MADE BY YOU, UNDERSTOOD THE VALUE YOU OF LEARNING OF DIGITAL MARKETING 8 § 1st – Half - Introduction to Marketing § What is Marketing § Evolution of Marketing § Relationship M...

MODULE I AN INTRODUCTION TO DIGITAL MARKETING suneth Senadheera 1 2 3 4 IT’S A CHOICE MADE BY YOU, UNDERSTOOD THE VALUE YOU OF LEARNING OF DIGITAL MARKETING 8 § 1st – Half - Introduction to Marketing § What is Marketing § Evolution of Marketing § Relationship Marketing § Marketing Mix § 2nd Half - Local and Global landscape of Social, Online and Digital marketing § What is Digital Marketing and history of Digital Marketing § The differences between digital & traditional marketing § Why is Digital Marketing so important? How is Digital Marketing being used effectively? § Benefits of Digital Marketing § Digital Landscape in Sri Lanka 9  !"ට$කරණය The Age of Digitalization 10 Using Digital Technologies to create new — or modify existing — business processes, culture, and customer experiences to meet changing business and market requirements 11 ප*ව,තනය - Transformation Change management of people , culture and process to drive business outcomes in the digital age. 12  Industries Ripe for Disruption Impact (% change in business) ICT & Media Banking Retail Insurance Education Manufacturing Professional Healthcare Services Utilities Transpiration Real Estate Agriculture Leisure Government 13 Food Services Timing (years) Construction Mining, Oil, Gas, Chemicals (Source: Deloitte) Our rituals are being digitized…. ….Giving rise to new verbs… Taxi එක0 ග3න එක0 දා3න Text කරප3 කරප3 Tv එක බලප3 බලප3 14 Traditional Performance Vs New Performance 16 17 18 20 22  Mobile Internet FUTURE IS ON Social Media Production Era Sales Era Marketing Era Relationship Era Social Era Content Era 24 Marketing is the management process of identifying, anticipating and satisfying customer requirements profitably” Chartered Institute of Marketing - UK 25 Achieving marketing objectives through applying digital technologies” Dave Chafey – Digital Marketing: Strategy, Implementation and Practice 26 Identifying– How do digital technologies help marketers to identify customer needs? Anticipating– How do digital technologies help marketers to anticipate customer needs and plan their demand more effectively? Satisfying– How can digital channels help increasing customer satisfaction? 27  § Relationship marketing is a strategy that focuses on building long-term relationships with customers rather than RELATIONSHIP just focusing on one-time transactions. It involves creating personalized MARKETING experiences, providing excellent customer service, and engaging with customers on a regular basis to build loyalty and trust. 28 29 DIGITAL MARKETING TECHNOLOGIES 30 uild visibility on the product with the right audience uild awareness on the key USPs of the delivery feature hanism Contextual & interest-based targeting & placements nfluencer Content Drive Audience based creative content use orms Types: people having conversation online c Posts, Carousal Ads, 6- 15 sec video ads, Story Ads, P ies 31 is the marketing effort of securing a place for your brand in the online conversation taking place on social media and building an likeability of your brand 32 Facebook X YouTube TikTok 7.15M 0.3M 6.68M Social LinkedIn Instagram Networking 1.5M 1.5M Websites & Blogs 33 34  Digital Marketing Mediums paid, owned & Earned (POEM) 35  Paid Media Owned Media Earned Media Any form of media Media which you Media exposures which requires a invest to build, and your brand get, as variable cash out- there after you can a result of other flow to gain gain additional people talking additional exposures without about your brand. exposures a variable cash No cash out-flow out-flow to buy for additional media. exposures 36 37 38 39 40 § Artifical Inteligence (AI) 41 Fast and easy Cost Effective Measurable access. Instantaneous Creates Focused and feedback personalized specific messages Wider Brand Long-term geographical engagement exposure reach 42 THE RISE OF SOCIAL MEDIA THE GROWTH OF E- THE INCREASING USE OF MARKETING COMMERCE, MOBILE DEVICES FOR ONLINE ACTIVITIES. 43  suneth senadheera [email protected] 0775878774 44