Role of IT in Digital Marketing PDF

JTO Ph-II DNIT Role of IT In Digital Marketing Chapter 6 : Role of IT In Digital Marketing 6.1 LEARNING OBJECTIVES The objectives of this chapter is to understand ix) Role of Digital Marketing...

JTO Ph-II DNIT Role of IT In Digital Marketing Chapter 6 : Role of IT In Digital Marketing 6.1 LEARNING OBJECTIVES The objectives of this chapter is to understand ix) Role of Digital Marketing x) Role of IT & Marketing xi) Digital Marketing Models xii) Internet Marketing xiii) Mobile Marketing & its tools xiv) Search Engine Optimisation xv) Social Media Marketing 6.2INTRODUCTION Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Figure 20: JTO PH-II IT Version Page 124 of 131 For Restricted Circulation  JTO Ph-II DNIT Role of IT In Digital Marketing 6.3 ROLE OF DIGITAL MARKETING: The role of digital marketing is to help you garner new traffic, leads, and sales for your business by reaching people looking for your products and services. By itself, web marketing is the process of marketing your company online to prospective leads and high-value consumers. Figure 21: 6.4 ROLE OF IT AND MARKETING: Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Digital Marketing is the practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner. Digital Marketing is achieving marketing objectives through use of electronic communications technology. It is further subcategorized on basis of communication channels:  INTERNET MARKETING.  MOBILE MARKETING JTO PH-II IT Version Page 125 of 131 For Restricted Circulation JTO Ph-II DNIT Role of IT In Digital Marketing Figure 22: Mobile Marketing Strategy 6.5 DIGITAL MARKETING MODELS a. Pull Pull digital marketing technologies involve the user having to seek outland directly grab (or pull) the content. Web site/blogs and streaming media (audio and video) are good examples of this. In each of these examples, users have a specific link (URL) to view the content. b. Push Push digital marketing technologies involve both the marketer (creator of the message) as well as the recipients (the user).Email SMS,RSS are examples of push digital marketing. In each of these examples, the marketer has to send (push) the messages to the users (subscribers)in order for the message to be received. JTO PH-II IT Version Page 126 of 131 For Restricted Circulation JTO Ph-II DNIT Role of IT In Digital Marketing Figure 23: Push Pull Digital Marketing Strategy 6.6INTERNET MARKETING a. Internet marketing is the process of growing and promoting an organization using online media. Internet marketing does not simply mean building a website or promoting a website. b. It includes advertising products, services, public relations, social media, market research, email marketing, and direct sales. JTO PH-II IT Version Page 127 of 131 For Restricted Circulation JTO Ph-II DNIT Role of IT In Digital Marketing Figure 24: Internet Marketing 6.7MOBILE MARKETING AND ITS TOOLS a. The ability to reach a specific target audience. b. Information about how the user responded to a marketing message. c. Proof that a message has been received by the user's handset. 6.8 MOBILE MARKETING TOOLS  Mobile Marketing via SMS.  Mobile Marketing via MMS.  Mobile Web Marketing.  Mobile Marketing via Bluetooth 6.9SEARCH ENGINE OPTIMIZATION : JTO PH-II IT Version Page 128 of 131 For Restricted Circulation  JTO Ph-II DNIT Role of IT In Digital Marketing Search engine optimization is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. SEO targets unpaid traffic rather than direct traffic or paid traffic. Figure 25: Search Engine Optimisation 6.10 SMM (SOCIAL MEDIA MARKETING) : Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. JTO PH-II IT Version Page 129 of 131 For Restricted Circulation  JTO Ph-II DNIT Role of IT In Digital Marketing Figure 26: Choosing the right social media platform 6.11 CONCLUSION Digital marketing is the form of marketing that involves internet and online based digital technologies, digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e- commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones (SMS and MMS), callback, and on-hold mobile ring tones. The extension to non-Internet channels differentiates digital marketing from online marketing. JTO PH-II IT Version Page 130 of 131 For Restricted Circulation