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DIGITAL AND SOCIAL MEDIA MARKETING

What is Traditional Marketing?


Traditional Marketing, also known as Outbound Marketing, is a traditional way of
reaching out to the masses based on the philosophy of 4P's of marketing. It was
touted to be an effective tool to immediately reach millions of people and create an
impact if done rightly.

The primary modes of Traditional Marketing are as follows:


Print: Comprises of Newspapers, Magazines, brochures, pamphlets or any printed
material
Broadcast: TV, Radio, Theatre advertising
Direct Mail: Includes fliers, postcards, brochures, letters, catalogs, and other material
that is printed and mailed directly to consumers
Tele-Marketing: Cold-calling prospects

Digital Marketing

Digital marketing is 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.

Digital marketing’s development since the 1990s and 2000s has changed the way
brands and businesses use technology for marketing. As digital platforms are
increasingly incorporated into marketing plans and everyday life, and as people use
digital devices instead of visiting physical shops, digital marketing campaigns are
becoming more prevalent and efficient.

Digital marketing methods such as 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 are becoming more common in our advancing
technology. In fact, digital marketing now extends to non-Internet channels that
provide digital media, such as mobile phones (SMS and MMS), callback, and on-hold
mobile ring tones. In essence, this extension to non-Internet channels helps to
differentiate digital marketing from online marketing, another catch-all term for the
marketing methods mentioned above, which strictly occur online.
Importance of Digital Marketing for Small and Large Businesses

Now that we have understood the scope of digital marketing in India, let us look into
why it is important for small and large-sized businesses. The focus for small
businesses is brand awareness and development.

1. Cost-Effective
Digital marketing efforts require barely any initial investment. This is great for small
businesses. Most digital marketing tools offer basic features free of cost. It is up to
the businesses to make the best use of them.

2. High Reach
With digital marketing, the reach is global. Hence, you can take orders for your
product or service from all over the world and it need not be limited to one area.
And when you go global, you can still niche your audience to selected individuals.
Thus, it’s a win-win.

3. Brand Awareness
If a customer has no awareness of your brand then he cannot make a conversion. To
tackle this, brand visibility is extremely important. With pay-per-click and other kinds
of paid promotions, you can really attract customers to your small business. We
recommend this Facebook and Instagram Ads online course to understand some
more.

4. Building a Customer Base


The challenge with small businesses is that one needs to build a customer base. This
is based on building a rapport with a strong customer relationship. With CRM tools
such as HubSpot and Oracle, you can manage this easily.
The challenges for big businesses are slightly different. They need to retain existing
business and focus on brand reputation, client retention and on the growth of the
business.

5. Brand Image
An established company’s image is everything. The right campaign strategies can
make or break a company’s brand image. Through digital marketing, effective
campaigns can be designed and the scope fixing any glitches immediately is there.
6. Measurable Results
With digital marketing, big companies can have real-time measurable results. With
this, they can analyze the effectiveness of the campaign and accordingly formulate
strategies. Today, the significance of analyzing data is very important to evaluate the
effectiveness and success of your campaigns.

7. Increase in ROI
Companies can increase their revenue with digital media by investing in ads and
thus, increasing conversions. The investment in digital media is much lesser than
traditional media and the returns are also higher. Did you know? You can run ads on
certain digital platforms for as low as 1$.

8. Retaining Loyal Customers


The main goal of digital marketing for big businesses apart from increasing their
business is ensuring that their customer base is loyal and satisfied.

The 5Ds of digital marketing

To understand the importance of digital marketing to the future of marketing in any


business, it’s helpful to think about what audience interactions we need to
understand and manage. Digital marketing today is about many more types of
audience interaction than website or email… It involves managing and harnessing
these ‘5Ds of Digital’ that I have defined in the introduction to the latest update to
my Digital Marketing: Strategy, Planning and Implementation book. The 5Ds define
the opportunities for consumers to interact with brands and for businesses to reach
and learn from their audiences in different ways:

1. Digital devices – audiences experience brands as they interact with business


websites and mobile apps typically through a combination of connected
devices including smartphones, tablets, desktop computers, TVs and gaming
devices.
2. Digital platforms – most interactions on these devices are through a
browser or apps from the major platforms or services, that’s Facebook (and
Instagram), Google (and YouTube), Twitter and LinkedIn.
3. Digital media – different paid, owned and earned communications channels
for reaching and engaging audiences including advertising, email and
messaging, search engines and social networks.
4. Digital data – the insight businesses collect about their audience profiles
and their interactions with businesses, which now need to be protected by
law in most countries.
5. Digital technology – the marketing technology or martech stack that
businesses use to create interactive experiences from websites and mobile
apps to in-store kiosks and email campaigns.

The introduction of internet has caused rippled waves that have impacted every walk
of life. Looking at the massive scope of the internet, we can see changes happening
at a fast pace. How can the marketing needs for business remain unaffected by this
vast potential? Big businesses are ever increasing their digital marketing budget and
small businesses are now able to market their products effectively. Digital Marketing
allows the small business owners to take their businesses to the masses while earlier
this was a remote possibility. For whatever the reason, we all can see that the
traditional marketing is taking a backseat and digital marketing is zooming ahead.

Some of the reasons why digital marketing is on the rise :

(I) Converting the marketing to sales

Traditional marketing takes the product to the masses but converting that reach to
sales is another requirement altogether. But with digital marketing, a click on the ad
takes the customer to the website where he can buy the product at once. Online
stores like Amazon and eBay are still using traditional ads to complement their online
marketing strategy. This is because, the age-old marketing methods like Television
and Radio ads, still effectively take the product, in this case, the website to millions
of people.

(II) Interaction with customers

Marketing your product online, facilitates the customers to interact with the
businesses. You can understand the customer and can have a hand on their pulse,
literally. You get an idea about your target audience and they can let you know what
they think about your product. This way you can better stay connected with your
audience and help make their experience better.
(III) Cost Friendly

There’s a considerable reduction in the cost of marketing after the companies


adopted digital marketing. Why? Because there is a shift in the way people buy
products after internet shopping was introduced. Customers have become smarter.
They prefer to research and compare the prices before they decide on a product and
go to a store to buy. If you want your website to reach to the customers, it needs to
be SEO oriented and very easy to navigate on the user front. If your website is not
SEO oriented, you will be missing a major chunk of your customers.

(IV) Targeted Reach

While traditional methods of marketing like Television and Radio ads play a major
part in reaching the customers, they reach a broad audience. You cannot target
certain audience you think will benefit from your product. In such a case, you are
losing money and you cannot be certain if your product has reached the intended
audience.

(V) Fair Play

The traditional methods of marketing have been a boon for big businesses who can
shell out the money for high profile and prime time ads. But with the digital
marketing on the rise, even small businesses get a chance to put together a solid
marketing strategy.

All they need is a website with a fast response time and quality content. A well
thought out marketing strategy can easily increase the site traffic by leaps and
bounds. You also don’t need to wait for the statistics to find out if your strategy
worked. With digital marketing, the ad reach is immediately converted to purchase.
So, the business owners would know what worked and what didn’t in almost no time
and they could change their marketing strategy.

THE NEW DIGITAL CONSUMER


With the growing of technology, sales in the digital world started to gain strength.
Moreover, with the growing of social networks, people don’t look for information
anymore; the information comes to us. This originated new decision processes and a
new kind of consumer: the digital consumer. Information is everywhere and
companies must adapt to this new reality, so that they can grow, because this
changed the selling and buying approach.

The growing of the internet, the technological advances and smartphones


contributed for the new digital consumer. Costumers want to be well advised in the
online world, as in physical stores. Moreover, the look for quality, good prices,
security and brands worried with them.

THE NEW DIGITAL CONSUMER - BEHAVIOUR AND CHARACTERISTICS

● More informed

The digital consumer searches before buying. For that reason, companies must
provide information about the products/services clearly and in a transparent way.
Moreover, when searching a solution, the costumer usually looks for other people’s
opinions, who have bought the product/service.

● More connected

The digital consumer is connected at any time and any place, mainly because of the
growing use of mobile devices.

● Less impulsive

The digital consumer is sensitive to price and the consume practises are more
thoughtful and conscious.
● More exigent

Digital consumers want the company to “talk” with them and clarify doubts as quick
as possible, even at the same time the doubts are presented.

● More participative

Digital consumer usually shares opinions and experiences: if the product is good or
not, if there was any problem related to customer service, etc. Companies may think
this habit is disruptive, but no; on the contrary! By knowing different opinions,
negative or positive, companies will know if they are providing a good service, if the
product matches what customers want or if it needs improvement.

New Consumer’s Digital journey –

By multiplying the available points of contact between brands and customers, digital
technology has considerably complicated the customer journey.

The recent pandemic has further reinforced this trend by converting “brick and
mortar” buyers into e-buyers in the space of a few short weeks.

In this guide, you’ll discover why analyzing the digital customer journey is
fundamental to business success, plus how to optimize it with illustrated examples of
inspiring customer journeys.

What is the digital customer journey?

The digital customer journey is the path followed by an internet user – from the
awareness stage right through to the purchase stage.

Essentially, it covers every single interaction that takes place online between the
customer and the brand throughout the buying journey.
In some cases, the digital customer journey can extend beyond the act of purchase
or subscription; to customer loyalty. For example, the brand may offer personalized
post-sale offers or adapted content to improve the buyer’s knowledge and
experience of their newly purchased product.

The influence of digital on the customer journey

Initially, it was mostly the banking and insurance sectors that studied the customer
journey in detail, due to the long and personal relationships they built with their
customers over time.

But today, the digital customer journey is a hot topic amongst any brand that
understands the breadth and importance of digital.

Over the last few years, the digital boom has impacted this journey by adding new
stages – such as websites and blogs – alongside traditional physical stores, TV and
radio advertisements, and catalogs. Closely followed by social media, voice
assistants, chatbots, and even display advertising, the emergence of these new
marketing channels has added layers of complexity to the digital customer journey.

And because no industry is the same, the customer journey often takes different
forms. For example, within a hospital environment, we call it a “patient journey”
instead. However, a patient’s journey – from making an appointment on the internet
to consulting the results online – has very little in common with the journey of a
customer looking to purchase a new kitchen.
The different stages of the digital customer journey :

There are three essential buying stages that cover every customer journey
– no matter the industry.

1 – Awareness: the discovery phase

The discovery stage is when your customer realizes they don’t have something, and
they need something. For example, this could be replacing a broken refrigerator or
buying a second bike that’s more suitable for cycling to work.

And what does the user do? They turn to the internet to do some research. This
means, as a brand, you need to make sure you’re answering their questions. You’re
not selling to them just yet, but you’re answering their questions and they’re starting
to think you know what you’re talking about. The content you’ll create for the
awareness stage is tutorials, blog posts, and e-books.

2 – Consideration: the evaluation phase

Once the customer has consulted various sources to help answer their problem,
they’ll start to think about which solution is best for them.

To do this, they’ll compare their options by reading buying guides, browsing


customer reviews, and watching product videos to choose the best option for their
budget.

This means as a brand, you’ll need to make sure you have this content on hand to
help your potential customers decide you’re their best option.

3 – Decision: the selection phase

The decision phase is the final step. Customers know exactly which product meets
their needs and must now choose from the various options on offer. As a brand, it’s
time to ensure you have the right content to demonstrate your comparative
advantage over your competitors.
If you can, why not let the customer make up their own mind with a free test period?
This could dramatically help to remove any final obstacles.

Why analyze your digital customer journey?

Digital customer journey mapping has several advantages, such as:

● Detecting the points of friction encountered by the customer which lead them
to modify, postpone or cancel their project
● Better understanding customer needs and habits to offer them the most
suitable content at the best time
● Giving you insights to adjust your marketing efforts towards the most
profitable or high potential opportunities
What is a digital marketing strategy?

A digital marketing strategy is a plan that outlines how your business will achieve its
marketing goals via online channels like search and social media. Most strategy plans
will summarize which online channels and digital marketing tactics you will use, plus
how much you will invest in these channels and tactics.

Some examples of digital marketing strategies?

Examples of digital marketing strategies include a social media campaign that


includes partnerships with influencers, a content marketing strategy that uses online
guides to drive leads, or a growth marketing strategy that uses social media and
email build customer loyalty.

How to create a digital marketing strategy?

1. Define your brand: Outline or use your brand guidelines to define your brand
and how it’ll come through in your online campaigns. Think about your unique
selling points (USPs), brand voice, and value proposition.

2. Build your buyer personas: Determine who your business wants to reach with
custom buyer personas. Think about user demographics, as well as the
motivations that drive people to choose your company, products, and
services.

3. Create your S.M.A.R.T. goals: Use specific, measurable, achievable, realistic,


and timely goals (also known as S.M.A.R.T. goals) to guide your strategy.
Think about your organization’s short- and long-term goals for growth.
4. Choose your digital marketing strategies: Pick the best strategies for your
business. Focus on the techniques that offer the most value for your business
and industry, versus trendy strategies.
5. Set your digital marketing budget: Research digital marketing pricing to build
a realistic budget for your business. For reference, most businesses spend
$2500 to $12,000 per month on online marketing.

6. Brainstorm your strategy: Guide your strategy to success by planning your


strategy. If you’re advertising, determine your ad spend. If you’re publishing
content, build your content calendar.

7. Launch your campaigns: Following your planning, launch your campaigns


across channels. Ensure all your channels feature the appropriate tracking
information. Your website, for example, should feature your Google Analytics
tracking code.

8. Track your results: Monitor and measure the performance of your strategies
by tracking their performance. Use tools like Google Analytics, Google Search
Console, and Google Ads to keep a pulse on your strategies and their return
on investment (ROI).

Seven digital marketing strategies for your business :

1. SEO

2. PPC

3. Content Marketing

4. E-Mail Marketing

5. Social Media Marketing

6. Voice SEO
7. Video Marketing

1. Search engine optimization (SEO)

Search engine optimization (SEO) is one of the most effective digital


marketing initiatives today.

What is SEO?

SEO is the process of improving your website so that it ranks highly in


search engine results for keywords and phrases related to your business.
The more keywords you rank for — and the higher you rank — the more
people will see and become familiar with your website and business.

If you’re a Financial Advisor, for example, you may use SEO to increase
your ranking in search results for the keyword, “Financial Products” and,
“Understand Stock Market” while these keywords have different intents,
one transactional and another informational, they target your audience.

Due to that targeting, you encourage traffic to your website from users
that matter.

Why use SEO as a digital marketing strategy?

When it comes to digital marketing strategies, look at SEO as a


requirement. It intercepts every member of your target audience — no
matter where they are in your buying funnel. The reason is that almost
every user begins their search for a new product or service with a search
engine.

For example, did you know that 80 percent of consumers do their product
research online? Or, that after searching for something, more than half of
users discover a new company or product. With SEO as one of your online
marketing strategies, that could be your business.
To emphasize the usefulness of SEO as an Internet marketing strategy,
consider the following:

Less than 10 percent of searchers advance to the second page of search


results

Most of the time, when a user performs a search on Google, they don’t
click past the first page of results. Why? They often find what they’re
looking for, which means it’s critical that your business earns a spot on the
first page of search results.

More than 30 percent of searchers click on the first result

With so many users finding their answers in the first listing of search
results, it’s clear that you can’t rank on the second page of results. Even if
you have what people are looking for, you’re hidden from their view — out
of sight, out of mind.

That is why an effective SEO strategy is essential.

2. Pay-per-click (PPC) advertising

Another powerful and cost-effective online marketing strategy is pay-per-


click (PPC) advertising.

What is PPC?

PPC is a paid form of advertising that relies on an auction-based system.

With PPC, you bid on keywords that you want your ads to show up for —
your ad triggers when a user’s search includes your keyword. These ads
then appear at the top of search results, above organic listings. If a user
decides to click on your advertisement, you then pay for that click.

In other words, you don’t pay for ad space — only for the results.
For example, if you sell shoes for children, you could bid to advertise in the
search results when a user searches, “children’s shoes.” This keyword is
more transactional, which is what you want for a PPC campaign — it’s paid
advertising, so you want a fast return on investment (ROI).

PPC can include advertising on search engines, as well as social media and
other platforms. You can even advertise in apps like ‘WhatsApp’.

Why use PPC as a digital marketing strategy?

PPC is one of the most cost-effective paid advertising methods.

For many businesses just getting started with digital marketing or looking
for a quick boost, PPC is a useful online marketing strategy. It propels your
website to the top of search results, which can help if your company’s
organic search result ranking is several pages back.

3. Content marketing

Content marketing is another go-to online marketing strategy for


companies today.

For example, if you run a business that sells Gym Equipment supplies, you
could write an article about what a beginner needs to Build an attractive
Body. You could also write articles on how to take care of Health, and what
equipment are required to shape a perfect body.

With these individual pieces of content, you target specific keywords.

What is content marketing’s goal?

The overall goal of content marketing as a digital media strategy is to


provide valuable information to your target audience, increase traffic, and
generate conversions. From a technical standpoint, content marketing also
focuses on optimizing your content for search engines to improve your
visibility in search results.

Why use content marketing as a digital marketing strategy?


1. It generates 54 percent more leads than traditional marketing
2. More than 60 percent of users prefer companies that create content

4. Email marketing

Email marketing is one of the most cost-effective online marketing strategies


available.

What is email marketing?

Email marketing focuses on retaining existing customers, as well as gaining


new ones. It’s an excellent technique for building brand awareness, keeping
your company top-of-mind, and encouraging repeat purchases.

A core part of email marketing is developing and refining your campaigns, as


well as growing your audience. Like content marketing, email marketing also
focuses on providing users with valuable information — otherwise, people
wouldn’t stay subscribed.

The idea is that, while these users may not need your services or products
now, they’ll remember your brand when it’s time to make a purchase. That
brand awareness encourages them to choose your company when they’re
ready to buy.

For example, an HVAC marketing strategy may use email to build a


relationship with homeowners and businesses by sharing tips for maintaining
a heating and cooling system, lowering energy bills, and more. In comparison,
a medical equipment marketing strategy could use email to highlight design
advancements, industry conferences, and wholesale discounts for products.

When those subscribers need a service, whether maintenance, emergency, or


installation, they have a higher chance of choosing that HVAC business
because the company’s proven themselves as knowledgeable and
trustworthy.
One of the benefits of this strategy is that you can also segment your audience
and personalize your email campaigns. For example, you may create a
campaign for users that purchased a certain product or visited a particular
webpage.

5. Social media marketing

Another Internet marketing strategy for growing businesses is social media


marketing.

Social media marketing focuses on building brand awareness and increasing


conversions. A social media marketing campaign can feature one or several
social media platforms, depending on your target audience and their platform
preferences.

A few of the most popular platforms for this Internet marketing strategy
include:

Facebook

Twitter

Instagram

Pinterest

LinkedIn

In addition to marketing your company on social media, this strategy often


focuses on advertising too.

What is social media marketing’s goal?

The core goal of social media marketing is to increase brand awareness and
conversions, as well as build and maintain your company’s reputation. That is
why social media marketing focuses on creating informational and
promotional content, plus interacting with users on the various platforms.

6. Voice search optimization


Voice search optimization is one of the newest Internet marketing strategies
for companies to adopt.

What is voice search optimization?

With voice search optimization, your company optimizes existing and new
website content for voice search. The intention is to earn your website the
featured snippet or position zero spot in Google search results.

Why?

The various voice assistants, from Siri to Amazon Echo, use the featured
snippet to respond to voice searches. So, if a user asks, “how do I clean a
stinky dishwasher?” Amazon Echo or Siri would reply with the featured
snippet, which you can see below.

As search queries differ when using voice, versus text, voice search
optimization is important. If you’re a local business, this strategy is even more
critical, as many users rely on their mobile devices — and voice search — to
find a restaurant, salon, or hardware store near them.

Why use voice search optimization as a digital marketing strategy?

With more people purchasing smartphones, as well as voice-activated


speakers, voice search is becoming a new — and popular — way to search. As
a result, it’s one of the newest digital marketing strategies for companies to
adopt.

A few additional motivations for investing in voice search optimization include:

● Almost 50 percent of adults use voice search each day.

● More than half of voice-activated speaker owners want promotional


brand content.
7. Video marketing

Video marketing is another digital marketing strategy for businesses looking to


drive revenue.

What is video marketing?

Via video marketing, your company increases its reach, grows its revenue, and
expands its operations. Like content marketing, as well as email marketing,
your business focuses on creating informational and valuable videos for its
target audience.

A few types of videos for video marketing include:

Instructional

Announcement

Behind the scenes

Event

And more

No matter which types of videos you create, you’re working to build brand
awareness among your target audience. Like social media, email, and content
marketing, this brand awareness can lead to valuable conversions later.

That is why video marketing can improve conversions by more than 85


percent.

What is video marketing’s goal?

Video marketing focuses on improving brand awareness, conversion rates, and


company revenue. It accomplishes these goals by creating valuable, high-
quality content for users. This strategy, like voice search optimization, also
appeals to current user behaviors.

For example, adults spend up to five hours a day watching videos. Not to
mention, brand awareness increases by almost 140 percent after a user
watches a video, whether it’s a product announcement, in-depth how-to, or
laidback behind-the-scenes video.

4 benefits of digital marketing strategies

1. Increasing website traffic

With all digital marketing strategies, one of the main goals is to increase traffic
to a company’s website.

When people visit a website, they’re there for a reason. Whether they’re
looking for information on your products, searching for how to contact your
team, or reading a recent post on your blog, they aren’t staying on your
website by accident.

The more visitors you attract to your company’s site, whether through content
marketing, SEO, or email marketing, the more opportunities you have to
inform potential customers about what you have to offer. The result? More
leads, conversions, and sales.

2. Driving storefront traffic

If your business operates a physical storefront, one of your main goals is likely
to bring customers into your location. Online marketing strategies, like local
SEO, can help you achieve this goal and attract more foot traffic — even some
strategies not featured on this list, like geofencing advertising, may help.

While you may feel that digital marketing isn’t ideal for a local brick-and-
mortar store, it’s a powerful strategy for promoting and growing your
company. Users rely on search to find businesses near them, which is why 80
percent of local searches convert.
3. Boosting brand awareness

When you use digital marketing, you get your brand in front of more potential
customers, whether through search results, email inboxes, social media
platforms, or another outlet. As a result, more people become aware of your
brand.

They’ll get to know your branding, your products, and what sets you apart
from your competitors. Then, when they need the products or services you
offer, they’re more likely to remember your brand and make a purchase.

4. Raising revenue and conversions

The biggest and most important objective of any marketing strategy is to


increase revenue. By improving your target audience’s traffic to your website
and store, as well as partnering with the leading digital marketing agency, you
can increase your company’s sales.

With our personalized and results-driven strategies, we can have a significant


impact on your company’s bottom line. That is why we focus on driving real
results, like visits to your store or product purchases — it’s also why we’ve
driven more than $1 billion in sales for our clients.

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