International Journal of Scientific Research and Management (IJSRM)

||Volume||5||Issue||06||Pages||5428-5431||2017||
Website: www.ijsrm.in ISSN (e): 2321-3418
Index Copernicus value (2015): 57.47 DOI: 10.18535/ijsrm/v5i6.11

Understanding Digital Marketing Strategy

Pinaki Mandal1, Prof. Nitin Joshi2
1
Department of Management,
Mewar University, Chittorgarh, India
2
Director, BRIMS,
Mumbai University, Mumbai, India

Abstract: Digital Marketing Strategy highlight on how the digital technologies make marketing more effective because they allow
forindividual attention, better campaign management, and better product, marketing design, and execution. This article does not ignore
thefundamental theories of marketing but emphasizes their usefulness in developing a response to the threats and opportunities created
bythe Internet. It is easy to understand the flow diagram for developing the marketing strategies: understand customer needs, formulate
astrategy, implement the strategy, and build trust with customers.

Keywords: Digital marketing strategies. companies started to maximize their ranking on the
website (Smyth 2007). Marketing has been around for a
1. Introduction
long time. Business owners felt the need to spread the
The world is now online. Out of all modern marketing Marketing is one of the business function most
tools, digital marketing channels and social media dramatically affected by emerging information
becomes the most whispered, interactive and essential. technologies. The Internet is providing companies to new
Any effective marketing campaign will include them in channels of communication and interaction. It can create
its strategy. closer and yet more cost-effective relationships with
customers in sales, marketing, and customer support.
Digital marketing can be termed as an approach, a Companies can use the internet to provide ongoing
strategy, or a branding and marketing exercise, by the information, service, and support. It also creates positive
use of digital platforms, as the name suggests. Digital interaction with customers that can serve as the
Marketing is the development of brand, product or foundation for long term relationships and encourage
service online. repeat purchases.
It is now believed that Digital Marketing is the most This report studies research from dozens of companies
important part of the marketing mix. It has grown rapidly and calculates the cost and effectiveness of advertising
in the past few years as more and more businesses are across various media, branding on the internet works.
realizing the importance of a good online presence. From existing brands, the Internet is more effective in
driving recall than television, magazines, and
Ease of Use newspapers and at least as good in generating product
In terms of marketing your company online, success in interest.
business can often depend on what you do (or don‟t do) Digital Marketing Trends
in an ever-changing digital landscape.
• Moving from passive advertising to active
To be effective at digital marketing, you‟ll need a engagement.
strategy. The use of technologies to help marketing
activities in order to improve customer knowledge by • With the social networking pages, its quality
matching their needs is digital marketing. (Chaffey, rather than its quantity.
2013)
• Social media opens you and your brand up to
Digital Marketing mainly originated from the Internet feedback and potentially criticism.
and search engine websites. The first search engine was
started in 1991 with a network protocol called Gopher • Digital marketing gives the control back to the
for query and search. After the launch of Yahoo in 1994 consumer.

Pinaki Mandal, IJSRM Volume 5 Issue 06 June 2017 [www.ijsrm.in] Page 5428
 DOI: 10.18535/ijsrm/v5i6.11

• Challenges- Again, speak to customers, salespeople and

customer service representatives to get an idea of the
common problems that audience faces.

• Hobbies and interests- Speak to customers and people

who align with the target audience. For example, if it is a
fashion brand, then it is helpful to know if large
segments of the audience are also into fitness and
wellbeing, as that can help inform the future content
creation and partnerships.

• Priorities- In relation to business, speak to customers

and people who align with the target audience to find out
what‟s the most important thing to them.

1. Identify the goals & the digital marketing

tools need.

Marketing goals should always be tied back to the

Figure 1 Steps for digital marketing
fundamental goals of the business.
 Build a Comprehensive Digital Strategy
2. Evaluate the existing digital marketing
1) Build your buyer personas channels and assets.

The best digital marketing strategies are built upon When considering your available digital marketing
detailed buyer personas, and first step is, to create them. channels or assets to incorporate into the strategy, it‟s
helpful to first consider the bigger picture to avoid
Buyers persona represent ideal customers and can be getting overwhelmed. To categorize the digital
created by researching, surveying, and interviewing your „vehicles‟, assets or channels that are already using, the
business‟s target audience owned, earned and paid media framework helps.
Quantitative (or Demographic) Information 3.Audit and plan your owned media.
• Location- It can use web analytics tools like Google As the heart of digital marketing is owned media, which
Analytics to easily identify what location of website pretty much always takes the form of content?
traffic is coming from. Everything that the brand says is the content, whether
that product description, blog posts, eBooks, info
• Age- Depending on the business, this may or may not
graphics, social media posts it‟s all considered content.
be relevant. It‟s best to gather this data by identifying
Content helps convert the website visitors into leads and
trends in the existing prospect and customer database.
customers, and helps to raise the brand‟s profile online.
• Income- It‟s best to gather sensitive information like Whatever the goal that is going to need to use owned
personal income in persona research interviews, as content to form digital marketing strategy.
people might be unwilling to share it via online forms.
Create a content creation plan
Qualitative (or Psychographic) Information
Based on your findings and the gaps you‟ve identified,
• Goals- Depending on the need the product or service make a content creation plan outlining the content that‟s
was created to serve; it might already have a good idea of needed to help you hit your goals. This should include:
what goals of persona is looking to achieve. So it‟s best
to connect by speaking to customers, salespeople and
customer service representatives.

Pinaki Mandal, , IJSRM Volume 6 Issue 06 June 2017 [www.ijsrm.in] Page 5429
 DOI: 10.18535/ijsrm/v5i6.11

Figure 3: Systematic process and steps involved in

Research Methodology

Figure 2: Content creating plan Research Design

1. Audit and plan the earned media. Descriptive research is a depiction of the situation, as it
exists at the present. It is a compelling approach to
Evaluating the previously earned media against the acquire data utilized as a part of conceiving speculation
current goals that can help to get an idea of where to and proposing affiliations.
focus on time. Look at where traffic and leads are
coming from and rank each earned media source from Sampling Design
most effective to least effective. A sample design is a definite plan for gaining a sample
from a given population. It refers to the technique or the
2. Audit and plan paid media.
procedure the researcher would adopt in selecting items
This process involves the need to evaluate the existing for the sample.
paid media across each platform (e.g., Google Ad Sampling Technique
Words, Face book, Twitter, etc.) to figure out what‟s The sampling technique adopted for the study is non-
likely to help and meet current goals. probability sampling. The respondents are choosing on
the basis of convenience sampling. The reason why this
3. Bring it all together. sampling method will be used is that of the time
constraints, lack of knowledge about the entire universe
The planning and the research have a solid vision of the
and the main reason being that it will not be easy to
elements that are going to make up the digital marketing
collect the data from all the customers who worked on
strategy. Here‟s what should have so far:
this project.
1. Clear profile of your buyer persona(s) Data Collection Method
The two sources of data collection are namely primary &
2. One or more marketing-specific goals secondary.
Primary Data
3. A spreadsheet of existing owned, earned and
Primary source is a source from where we collect first-
paid media
hand information or original data on a topic. Interview
4. An audit of existing owned, earned and paid Technique was used with structured questionnaire for the
media. collection of primary data.
Secondary Data
5. An owned content creation plan or wish list. Secondary data includes data which exists already and
are directly applied for the study. Secondary data will
Research Methodology collect with the help of websites, journals and also
through personal discussion with the architects.
The study helps in evaluating the Methodology Adopted
in digital marketing.

Pinaki Mandal, , IJSRM Volume 6 Issue 06 June 2017 [www.ijsrm.in] Page 5430
 DOI: 10.18535/ijsrm/v5i6.11

C. Methods of Data Collection

In this research, data has been collected through primary

data. Primary data is collected for the first time and is
original in nature. It forms the basic and original material
for providing researcher‟s raw evidence of data. This
study collects data through questionnaire by conducting
survey method. Direct personal inquiry method is
applied by the researcher conducts on the spot inquiry
and puts simple direct questions to the respondents to
reveal the exact result of the project.

Conclusion
Digital channel in marketing has become essential part of
strategy of many companies. Nowadays, even for small
business owner there is a very cheap and efficient way to
market his/her products or services. Digital marketing
has no boundaries. Company can use any devices such as
smart phones, tablets, laptops, televisions, game
consoles, digital billboards, and media such as social
media, SEO (search engine optimization), videos,
content, e-mail and lot more to promote company itself
and its products and services.

References

[1]. Chaffey. D. (2013). “Definitions of Emarketing

vs. Internet vs. Digital marketing”,
[2]. Smyth. G, (2007). “The History of Digital
Marketing”, Inetasia.
[3]. Reddy, J., S. “Impact of E-commerce on
marketing”. The Article in Indian Journal of
Marketing.
[4]. Graham, J. “Web advertising‟s future >>> e-
Marketing strategy”.
[5]. Morgan, S., D. An equity research report
analyzing the Internet marketing and advertising
industry.

Pinaki Mandal, , IJSRM Volume 6 Issue 06 June 2017 [www.ijsrm.in] Page 5431