digital marketing 1.pdf

Unit-1 Introduction Learning Outcomes ∙ Introduction to Digital Marketing: Meaning of Digital Marketing, Differences from Traditional Marketing ∙ E Commerce ∙ Meaning of Blogs, Websites, Portal and Their Differences ∙ Visibility, Visitor Engagement, Conversion, Retention  Mark...

Unit-1 Introduction Learning Outcomes ∙ Introduction to Digital Marketing: Meaning of Digital Marketing, Differences from Traditional Marketing ∙ E Commerce ∙ Meaning of Blogs, Websites, Portal and Their Differences ∙ Visibility, Visitor Engagement, Conversion, Retention  Marketing “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements efficiently and profitably.” Features of Traditional Marketing: One-way Communication: Organizations deliver their messages in a one-way manner, and do not usually provide the audience with the opportunity to interact or provide feedback. Offline Channels: It uses offline channels like TV, magazines, radio, billboards, etc. Tangible Materials: It also uses some tangible materials to deliver its message or promote a product or service. These materials include flyers, brochures, posters, etc. High Cost: The traditional marketing campaigns require quite high financial investment as the cost associated with broadcasting, printing, and distributing tangible materials is high.  What is the Marketing Mix “The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market.”  Marketing Mix The marketing mix is made up the four P’s:- Product Price Place Promotion Images © thinkstockphotos.co.uk What is the Product Life Cycle “The product life cycle (PLC) is the cycle through which every product goes through from introduction to withdrawal or eventual demise.” Product Life Cycle Diagram Images © thinkstockphotos.co.uk DIGITAL MARKETING What is Digital Marketing “Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium” Images © thinkstockphotos.co.uk Features of Digital Marketing Two-way Communication: With digital marketing, organization can interact with their audience, allow them to provide feedback and comments, and engage with them properly. Online Channels: It uses online channels like websites, email, social media platforms, mobile apps, search engines, etc. Multimedia Content: It uses multimedia content like images, videos, infographics, etc., for user engagement across different online platforms. Cost: As compared to traditional marketing, digital marketing can be more cost-effective. It is because digital marketing usually include low overhead cost and has more advertising options. Examples of Digital Marketing Search Engine Optimization (SEO) Search Engine Marketing (SEM) Social Media Marketing (SMM) – eg Facebook / Twitter / Snapchat / Instagram Electronic Billboards Text reminders etc Email Marketing Blogs Images © thinkstockphotos.co.uk Impact of Digital Marketing-Pros Benefits Faster communication Cost efficient Professional Larger target audience Customers more informed Corporate Image Images © thinkstockphotos.co.uk Impact of Digital Marketing-Cons Drawbacks Communication too fast Capital may need to be invested Training/retraining may be required Can be 24/7 Over communication Technology breakdown Digital divide Images © thinkstockphotos.co.uk Traditional vs Digital Marketing  Meaning of both… Traditional Marketing Digital Marketing Traditional Marketing is a form of Digital Marketing is a form of marketing that uses conventional marketing that uses online platforms methods/offline media to reach the and digital technologies to reach the target audience. It uses offline target audience. For this, channels like television, direct mail, the organizations leverages social radio, telemarketing, and billboards. It media, internet, search engines, mobile is a apps, email, and other digital channels. one-way communication marketing ap It is a two-way communication proach and allows businesses to marketing approach. broadcast their message to a large audience with no or less interaction.  Traditional Marketing Methods: Television commercials: One method of traditional marketing is broadcasting advertisements using TV commercials. There are millions of ads that benefit due to this form of marketing. Radio commercials: Radios played a vital role in the late 20th century. People who could not afford television opted for radios and CD cassettes those days. There are many different varieties of advertisements that could be broadcasted with the assistance of radios. Flyers: Many companies and businesses are still printing flyers to promote their services. Flyers are also called handouts. Billboards: Billboards contain pictures of the advertisement. They are usually found on the highways. Mostly, billboards are placed by top companies and businesses to promote their services. Magazine and newspaper ads: Newspaper magazines acted as one of the finest sources of obtaining information regarding anything. There are tons and tons of ads posted every day. Telephone and SMS marketing: These mostly include phone calls and text messages of advertisements for various businesses and their services. Referral: Referral is when the organization asks its employers and customers to recommend their products and services to their friends and family or neighbours'. Direct mail: Many businesses mail their ads in postcards or notices to the people in the company's target area or city. So where Traditional Marketing works best? Traditional marketing is a very effective type of marketing if one wants to reach the older population. Many reports and surveys prove that people over 50s watch TV and read newspapers twice the time compared to the people in their 20s and 30s. It is a very useful type of marketing if one wants to establish or develop a business or a firm with the assistance of a larger local audience. Small businesses grow better using flyers and billboards all across the street. It is because it can attain the attention of a local audience who reside in the city. One huge advantage of traditional advertisements is that they get played repeatedly. But in digital marketing, people can skip them easily.  Digital Marketing Methods: Social media marketing: Social media marketing is getting widely popular among the youths. Many businesses and startups advertise their work in the form of posts, videos, and stories on all social media platforms. Email marketing: It is one type of digital market where businesses send electronic mail to the target audience. Content marketing: It helps advertise in the form of storytelling to the users. PPC - Pay-per-click (PPC) is an online advertising model in which an advertiser pays a publisher every time an advertisement link is “clicked” on. Alternatively, PPC is known as the cost-per-click (CPC) model. Eg if a user searches for “blue running shoes,” an advertiser can show an ad speaking to “blue running shoes.” Mobile marketing: Provides advertisements on smartphones, laptops, and tablets for the target audience. SEO - Search Engine Optimization: SEO is the most common type of digital marketing used in many organizations. Its main objective is to show the business on the top while searching it on the web. However, it also needs customers' support to get high ranks. Affiliate marketing: Includes advertising a product or a service with the help of a well-known influencer or a celebrity. The major reason companies do it is to improve their brand name.  Pay per click You run a bakery and pay $1 each time someone clicks your ad for “chocolate chip cookies” on a search engine. In this example, you’ve bid on the keyword “chocolate chip cookies.” This means you tell Google Ads the maximum amount you’re willing to pay each time someone clicks your ad that appears when someone searches for that term. You can take things a step further by refining who sees your ad. PPC platforms allow you to target specific demographics or interests. Remember that to get clicks you need to create a compelling ad that entices people. It might include a mouth-watering image of your cookies, highlight their unique selling points (like secret family recipe or award-winning), and mention a special offer (e.g., “Fresh-baked cookies! Get 10% off your first order“). You’ll also need to include a clear call to action, such as “Click to order now!“ 1. Converse “Domaination” Converse strategy Global footwear brand, with the help of the marketing agency Anomoly took a novel and innovative way to connect with their teenage audience online. They really captured their target audience in a fun and creative way. The agency used Google AdWords to tap into any given moment in culture by becoming relevant and fostering ‘converse-ations’, rather than selling their products directly. They created a campaign that targeted search terms that their prospective customers might be searching for. A few examples of these are: [First day of summer] [Spelling bee] [How to talk to girls] Converse Video Case Study Link: https://vimeo.com/114910659 2. Snickers – You’re Not You When You’re Hungry With the help of AMV BBDO ad agency and Google, they were able to obtain a list of the top 500 search terms. Then, using a clever algorithm, they generated a list of 25,381 different misspellings.  Jessica Langdell from AMV BBDO reveals the list of incorrect spellings that brought a surprising amount of traffic for this Snickers campaign. [wether] [gool] [ness] [amazin] [definately] [wierd] [vacum] [moonsoon] [publically] [facw] 3. Kleenex Catches Colds This campaign won the award for the “Best Use of Digital Media in 2013” as they realized when people get a cold or flu they turn to Google, not a doctor. This change in consumer behaviour allowed Mindshare to use Google to geographically target cities nationally with flu outbreaks, in real-time. Thus allowing them to focus the PPC campaign where it was relevant. How effective was it? In the 2012 cold and flu season, 96% of Kleenex UK’s media spend went to regions of the country suffering a live flu outbreak. Total sales increased by 40% year-on-year in the first two months. That’s a staggering extra 432,499 boxes of tissues sold. Link: https://youtu.be/eRG027jPrDI  4. A Lesson in How to Get Your Dream Job by Using Paid Search Senior copywriter Alec Brownstein decided he wanted a new job. He decided to target 5 creative directors and bid on their names on Google AdWords. Brownstein presumed that if he often searches his own name on Google than they would too and this would be his way of getting their attention – and he was right. Since Alec was the only person bidding on the names of the five creative directors he wanted to work for, the average cost per click was just $0.13. Result: 4 out of the 5 directors he targeted gave him an interview and 2 of those 4 offered him a job. And the best part about this campaign is that it cost him a grand total of $6! 5. The Perfume Shop The Perfume Shop used the fact that they sell celebrity perfumes to push their ads onto celebrity videos on YouTube for 6 months. Net Media Planet used its Mercury platform technology to bring the relevancy of paid search to display advertising. They targeted videos of celebrities who have their own fragrance brands – such as Sarah Jessica Parker, Beyoncé, and Peter Andre. The Perfume Shop teamed up with Net Media Planet with the objective to use PPC to increase brand awareness and saliency for The Perfume Shop whilst generating sales of specific branded fragrances. Result: They received over 9 million views from the ads and gained a 236% ROI from the campaign. 6. Argos – Predictive Analytics in Performance Marketing The winner of the best PPC campaign from the Search Awards 2014 saw Argos team up with Summit, a company who specializes in online marketing for retail clients. What set Summit apart from the other shortlisted entries was the use of predictive analytics to predict how customers would behave and adjust bids and ads in near real-time. To increase the accuracy of these predictions Summit used data from sources such as weather, TV, location, and seasonality. This strategy saw Argos achieve new records in sales from PPC while keeping the costs down. 7. The Guy Who Used Facebook Ads to Get a Date – Matt Simpson On April 2nd, 2011 Matt Simpson launch a Facebook ad campaign with the sole purpose of finding himself his ideal woman.  Mr. Simpson took full advantage of Facebook’s audience targeting options. Mr. Simpson created ad parameters to target single women aged between 28 and 34. Their interests would include; yoga, meditation, and books by spiritual authors. He also demographically targeted them to be within 25 miles of his hometown. Mr. Simpson then created a Facebook fan page with a free contact form. Result: In 5 days, his campaign drove 30 clicks and 5 leads via the contact form for $19.39. That’s just $3.88 per lead!  E-Commerce and E- Business Electronic commerce (e-commerce) refers to companies and individuals that buy and sell goods and services over the internet. E-commerce operates in different types of market segments and can be conducted over computers, tablets, smartphones, and other smart devices. E-commerce is just one part of running an e-business. While the latter involves the entire process of running a business online, e-commerce simply refers to the sale of goods and services via the internet. Nearly every imaginable product and service is available through e-commerce transactions, including books, music, plane tickets, and financial services such as stock investing and online banking. As such, it is considered a very disruptive technology. It can be a substitute for brick-and-mortar stores, though some businesses choose to maintain both. E-commerce operates in several market segments including business-to-business, business-to-consumer, consumer-to-consumer, and consumer-to-business. What Is an E-commerce Website? An e-commerce website is any site that allows you to buy and sell products and services online. Companies like Amazon, Alibaba, eBay etc. are examples of e-commerce websites. The U.S. Census Bureau conducts estimates of retail e-commerce sales in the United States. In the first quarter of 2023, retail e-commerce accounted for 15.1% of total sales in the country, totaling roughly $272.6 billion. E- commerce market in India is valued at $70 billion. India has more than 820 million active internet users at present. Over half of them — 442 million — now come from rural parts of the country. Types of E commerce  Business-to-Consumer (B2C) B2C e-commerce companies sell directly to the product end-user. Instead of distributing goods to an intermediary, a B2C company performs transactions with the consumer that will ultimately use the good. This type of business model may be used to sell products (like your local sporting goods store's website) or services (such as a lawn care mobile app to reserve landscaping services). This is the most common business model and is likely the concept most people think about when they hear the term e-commerce. Example: Amazon, Flipkart, etc. Customer Vs Consumer ??  Business-to-Business (B2B) Similar to B2C, an e-commerce business can directly sell goods to a user. However, instead of being a consumer, that user may be another company. B2B transactions often entail larger quantities, greater specifications, and longer lead times. The company placing the order may also have a need to set recurring goods if the purchase is for recurring manufacturing processes. Example: Atlassian, Adobe, Formlabs, Salesforce, Hubspot, Slack, Virto Commerce, Amazon Business, Alibaba  Business-to-Government (B2G) Some entities specialize as government contractors providing goods or services to agencies or administrations. Similar to a B2B relationship, the business produces items of value and remits those items to an entity. B2G e-commerce companies must often meet government requests for proposal requirements, solicit bids for projects, and meet very specific product or service criteria. Example: : Construction of buildings, highways, and infrastructure  Consumer-to-Consumer (C2C) Established companies are the only entities that can sell things. E-commerce platforms such as digital marketplaces connect consumers with other consumers who can list their own products and execute their own sales. These C2C platforms may be auction-style listings (i.e. eBay auctions ) or may warrant further discussion regarding the item or service being provided (i.e. Craigslist postings). OLX, Quickr, etc.  Consumer-to-Business (C2B) Modern platforms have allowed consumers to more easily engage with companies and offer their services, especially related to short-term contracts, gigs, or freelance opportunities. For example, consider listings on Upwork. A consumer may solicit bids or interact with companies that need particular jobs done. Example: crowdsourcing based projects, the nature of which typically includes logo designing, sale of royalty-free photographs/media/design elements Consumer-to-Government (C2G) Less of a traditional e-commerce relationship, consumers can interact with administrations, agencies, or governments through C2G partnerships. These partnerships are often not in the exchange of service but rather, the transaction of obligation. For example, uploading your federal tax return to the Internal Revenue Service (IRS) digital website is an e-commerce transaction regarding an exchange of information. Alternatively, you may pay your tuition to your university online or remit property tax assessments to your county assessor.  Types of E-commerce Revenue Models Dropshipping Dropshipping is when a vendor fulfills orders from a third party and has them ship products directly to the customer. In other words, the vendor passes on the sales order to the supplier, who then fulfills the order. White-label e-commerce companies leverage already successful products sold by another company. After a customer places an order, the e-commerce company receives the existing product, repackages the product with its own package and label, and distributes the product to the customer with small changes only. Eg Yoga gear, Trimmers, Glasses, Bags, Coffee products. Wholesaling A more capital-intensive approach to e-commerce, wholesaling entails maintaining quantities of inventory, keeping track of customer orders, maintaining customer shipping information, and typically having ownership of the warehouse space to house products. Private Labeling Private labeling is a more appropriate e-commerce approach for companies that may not have large upfront capital or do not have their own factory space to manufacture goods. Private label products, the retailer has full control over the design and specifications. Private label products allow for more customization and branding, making them better for creating a specific brand message. Subscription E-commerce companies can also leverage repeating orders or loyal customers by implementing subscription services. For a fixed price, the e-commerce company will assemble a package, introduce new products, and incentivize locking to a long-term agreement at a lower monthly price.  The digital marketing process has 7 components: 1. Research 2. Visibility 3. Bringing targeted traffic 4. Engagement 5. Conversion 6. Measurement 7. Retention 1. Research Research can be a very broad subject to discuss and many dimensions can be involved. But in digital marketing, we focus our research primarily and majorly toward audiences. (Who is your Audience/Potential Customer) Demographic Profile, Psychographic Profile, Geographical Location, browsing habits & interest. 2. Visibility Visibility is the process where you make your brand, product, or services visible to your audience. Owned Media – Media that you own to communicate, interact and convert is owned media. Like your website, Facebook page, Twitter handle YouTube channel, etc. Paid Media – As the name suggests, the media for which you paid in order to increase reach and engagement is paid media. Like Facebook ads, YouTube skippable ads, social media ads, Search ads, etc.  3. Bringing targeted traffic Targeting is one of the best benefits of digital marketing. Once you have media to create visibility, you can now target the right audience. You can again do this: By targeting audience: With GPS in your phone, it is easier to precise geographical targeting. Or you can target an audience having desired Demographic, Behavioral & Psychological Profile. Facebook Ads & Google ads give you a variety of targeting options. By showing targeted content: You not only target the audience but also target show targeted content. E.g. once you are advertising for a school your ad will contain images of happy kids playing or studying and will be targeted to show to parents. 4. Engagement Once you Identify and become visible to the right audience, they will probably engage with your content. They are not going to take any further action till they are engaged. Assume a website selling a mobile phone without mentioning its specifications. No one is going to click the ‘Buy Now’ button as they didn’t get all the expected answers before taking the buying decision.  Here are a few tips to increase engagement: 1. Keep your content short and targeted 2. Use call to action wisely 3. Use perfect colors that fits your communication 4. Provide incentives to motivate buyers 5. Follow the trend 5. Conversion Conversion can be defined as the process of converting the visitor to a customer. It can also be the conversion of advertisement audience to website visitors or post reach to post engagement. We have identified conversion as: Micro Conversion: These are conversions that are achieved to complete small goals. Like showing ads to targeted audiences, getting visitors to the website, visitors engaging with the content, etc. Macro Conversion: These are your ultimate goals. This cannot be multiple. This is the goal of your organization, brand, and business and the primary objective for micro conversions. In most cases this is sales.  6. Measurement Measurement is the most important of all. If the measurement is done right, you can create better visibility, can target and attract a better audience, can get more engagement, and ultimately get more conversion. One must analyze questions such as From where your customers are? What are their browsing interests? If Possible, what are their demographics? How they come to your Website? Your Weekly, Monthly, Yearly & Overall Traffic? What is performing Good? Which page of your website has maximum traffic?  7. Retention Customers are those who have already tried your product or services. While visitors are all those who are potential customers visiting your website to research your product or service. Retention of both is important. Retaining Visitors 1. Using Remarketing 2. Provide Incentives to collect email Addresses and do email marketing 3. Reward customers for brand loyalty 4. Provide an unmatched customer experience KPIs Here are the most vital KPIs for marketing: Traffic growth: Measures the increase of website visitors over a specific timeframe. Conversion rates: Metric that represents the percentage of website visitors who bought a product or responded. Customer engagement: Measures how customers interact with your brand, i.e., how long they spend on your website per session. Revenue increase: How much money your business made in a certain period. Businesses often compare revenue increases over past periods. Laws related to Digital Marketing  The most important legal issues for digital marketers 1. Data protection and privacy law: Anti-spam legislation 2. Disability and discrimination law 3. Brand and trademark protection 4. Intellectual property rights 5. Contract and distance-selling law 6. Online advertising law 7. Terms and Conditions  1- Data protection and privacy law Privacy of personal data, such as our identities, likes and dislikes, is a major concern to consumers, particularly with the dramatic increase in identity theft. law for Privacy: A moral right of individuals to avoid intrusion into their personal affairs. Identity theft: The misappropriation of the identity of another person, without their knowledge or consent. BUT Digital marketers can better understand their customers’ needs by using this type of very valuable information. Through collecting personal information, it becomes possible to develop highly targeted communications and develop products that are more consistent with users’ needs. An obvious step is to ensure that marketing activities are consistent with the latest data protection and privacy laws. 52 Information used by the digital marketer governed by ethics and legislation: 1. Contact information. This is the name, postal address, email address and, for B2B companies, website address. 2. Profile information. This is information about a customer’s characteristics that can be used for segmentation. It includes age, gender and social group for consumers, and company characteristics and individual role for business customers. 3. Platform usage information. Through web analytics systems it is possible to collect information on type of computer, browser and screen resolution used by site users. 4. Behavioural information (on a single site). This is purchase history and the whole of the buying process. 5. Behavioural information (across multiple sites). This can potentially show how a user accesses multiple sites and responds to adverts across sites. These data are collected on cookie or IP addresses 53  Data Protection Law Data protection legislation is enacted to protect the individual, to protect their privacy and to prevent misuse of their personal data. Personal data Any information about an individual stored by companies concerning their customers or employees. Any company that holds personal data on computers or on file about customers or employees must be registered with a data protection registrar This process is known as notification. Eg. GDPR (General Data Protection Regulation) in Europe and CCPA (California Consumer Privacy Act) in California, India’s Digital Personal Data Protection Act 2023 (DPDPA) 54  Anti-spam legislation Laws have been enacted in different countries to protect individual privacy and with the intention of reducing spam or unsolicited commercial email (UCE). Spam Unsolicited email (usually bulk-mailed and untargeted). Anti-spam laws do not mean that email cannot be used as a marketing tool, but the recipient has to agree to receive the mailing. This approach is called permission marketing. E.g. CAN-SPAM in USA (Controlling the Assault of Non-Solicited Pornography and Marketing) Permission marketing Customers agree (opt-in) to be involved in an organisation’s marketing activities, usually as a result of an incentive. 55  Anti-spam legislation Permissive email marketing is based on consent or opt-in by customers, and the option to unsubscribe or opt-out is the key to successful email marketing. Opt-in A customer proactively accepts to receive further information. Opt-out A customer declines the offer to receive further information. Cold list Data about individuals that are rented or sold by a third party House list Data about existing customers used to market products to encourage future purchase. 56 2- Disability and discrimination law Laws relating to discriminating against disabled users who may find it more difficult to use websites because of audio, visual or motor impairment are known as accessibility legislation. Accessibility legislation: Legislation intended to protect website users with disabilities, including visual disability. Web accessibility refers to enabling all users of a website to interact with it regardless of disabilities they may have or the web browser or platform they are using to access the site. The visually impaired (or blind) are the main audience whom designing an accessible website can help. E.g. Mighty Networks, 1% for the Planet, BBC, Built By Silo 57 3- Brand and trademark protection Online brand and trademark protection covers several areas, including use of a brand name within domain names and use of trademarks within other websites and in online adverts. Domain name registration: Most companies are likely to own several domains, perhaps for different product lines or countries or for specific marketing campaigns. Domain name disputes can arise when an individual or company has registered a domain name that another company claims they have the right to ‘cybersquatting’ (with the intent to profit from the goodwill ) 58  Reputational damage & Monitoring brand conversations Companies fear reputational damage through advertising on sites with which they wouldn’t want their brand associated because of ad buys on social networks or ad networks where it was not clear what content their ads would be associated with. Online brand reputation management and alerting software tools offer real-time alerts when comments or mentions about a brand are posted online in different locations, including blogs and social networks. 59  4- Intellectual property rights Intellectual property rights These protect the tangible products as well as intangible assets )designs, ideas and inventions) created by corporations or individuals that is protected under copyright, trade secret and patent laws, it include content and services developed for e-commerce sites. Visual elements of a website may be protected by IPR, including Logos, Graphics, Photography Typography etc. Closely related is copyright law, which is designed to protect authors, producers, broadcasters and performers by ensuring they see some returns from their work if used. Trademark: A trademark is a unique word or phrase that distinguishes your company. >>The mark can be registered as plain or designed text, artwork or a combination. In theory, colours, smells and sounds can also be trademarks. 60  5. Contract and distance-selling law Online contract law relates to the sales process rather than marketing communications, so is mainly relevant to transactional e-commerce businesses. Regardless of legal jurisdiction, which is typically based where the merchant is located (‘the country of origin principle’), the principles of distance-selling law are that buyers' rights should be protected too. These rights will be subject to international legislation, but some of the most common rights for online buyers include: Right to Information Right to Privacy Right to Cancellation (Cooling-off Period) Right to Return and Refund Right to Redress Right to Fair Treatment  6- Online advertising law Advertising standards that are enforced by independent agencies also relevant in the Internet environment. One particular challenge of online advertising for consumers is that marketing communications must be clearly identifiable. Guidance covers these cases: ❑ Unsolicited email marketing communications must be clearly identifiable as marketing communications without the need to open them. ❑ Advertisements should not mislead consumers in terms of the: o nature; o price; o quality; o quantity; or o suitability of the good or service. 62 Key considerations in Online Advertising: Truth in Advertising Disclosure of Sponsored Content Privacy and Data Protection Targeting and Discrimination Intellectual Property Rights Endorsements and Testimonials Regulatory Compliance Another issue to be wary of is bait advertising. This can occur when you advertise a product at sale price but do not have sufficient stock to meet customer demand.  Case on Bait Advertising By way of example, let’s look at Wallace v Walplan Pty Ltd (1985). Here, a car dealer advertised for sale a Ford Falcon XD Sedan and a Holden Commodore Sedan. They offered the vehicles for sale at a special price of $2,990 in a full-page advertisement in a newspaper. The ad showed pictures of the cars and the heading said ‘$300 cash deposit or your car as full deposit’. The car dealer advertised each one with a reference to ‘$22.59 a week’. The advertisement’s footnote, however, said ‘prices remain for one week’ and that ‘all vehicles in stock at the date of compiling advertisement’. When a customer came to purchase the vehicle, the car dealership salesman said the proposals in the advertisement were not available and he would have to speak to his manager. The customer returned later that day to see the manager at which point, another individual intercepted him saying that he had just bought the cars. He then offered them for sale at a higher price. The customer left and later called the dealership. He confirmed with them that the cars were in fact still available for purchase. This case is a clear example of bait advertising where the dealership did not intend to offer the cars for the purchase price of $2,990. Rather, they used the offer to entice potential customers to their premises and then informed them of the higher price.  7-Terms and Conditions A marketing business needs a clear set of terms and conditions for the services you provide. Terms and conditions should cover: the scope of the work providing, including marketing strategies, goals and plans; deliverables and timelines; payment schedules and fees; restraint of trade with other parties; confidentiality of information shared; dispute resolution processes; and limitations to legal responsibility.  Digital Marketing Case Studies in India 1. DilHaiHindustani Hashtag Campaign By MakeMyTrip Make My Trip travel agency created the hashtag#DilHaiHindustani, which depicted India’s freedom journey from 1857 to 1947. The Mangal Pandey agitation, the Jallianwala Bagh massacre, the non-cooperation movement, Chandra Sekhar’s Kakori railway theft, and others were all mentioned. People may participate by picking their favourite freedom fighter in the blog, sharing the blog by noting the name of the freedom fighter and the cause and increasing their chances of winning prizes by using the hashtag hashtag#DilHaiHindustani. 2. Transferkar Family By Tata Sky The promotion was mainly aimed at families, as the name suggests. Obviously, the campaign’s goal was to promote Tata Sky’s Tata Sky+ Transfer product/service. This innovative tool transmits recorded video from a television to a mobile device or a tablet computer. The campaign was a great hit and went viral on social media and television advertising. During the promotion, consumers were offered cheap discounts on a variety of family-related materials. The campaign was a big success because of its grasp of the intended market, becoming one of the practical and best eCommerce Digital Marketing Case studies in India. Link for more: https://www.linkedin.com/pulse/top-10-digital-marketing-case-studies-india-vinay-disodia/ https://www.infidigit.com/myntra-roi-case-study/ https://www.infidigit.com/myntra-marketing-case-studies/ - The entire Myntra marketing campaign which increased their Site traffic and customer retention. https://www.infidigit.com/manyavar-case-study/