DIGITAL AND SOCIAL MEDIA MARKETING

Text Books:
1. Moutsy Maiti: Internet Mareting, Oxford University Press India
2. Vandana, Ahuja; Digital Marketing, Oxford University Press India (November, 2015).
3. Eric Greenberg, and Kates, Alexander; Strategic Digital Marketing: Top Digital Experts
4.Share the Formula for Tangible Returns on Your Marketing Investment; McGraw-Hill
Professional.
5. Ryan, Damian; Understanding Digital Marketing: marketing strategies for engaging the
digital generation; Kogan Page.
6. Tracy L. Tuten & Michael R. Solomon: Social Media Marketing (Sage Publication)
•The term digital marketing became popular overtime, especially in certain countries. In the
USA online marketing is still prevalent, in Italy is referred as web marketing but, in the UK,
and worldwide, digital marketing has become the most common term, especially after the
year 2013

•Digital marketing is an umbrella term for the marketing of products or services using
digital technologies, mostly on the Internet, but also including mobile phones, display
advertising and any other digital terms.
5D of Digital Marketing
7D of Digital Marketing(Updated 2022)

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7D in Details

1. Digital Devices : audience experience as they interest with the business website and
mobile apps through a combination of connected devices including smartphone,
tablets , desktop computers, TV and gaming devices.

2. Digital Platform : most interaction on these devices through a browser or apps from
the major platforms or services, that’s Facebook(and Instagram), Google(and
YouTube), Twitter and LinkedIn.

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● Digital media – different paid, owned and earned media communications
channels for reaching and engaging audiences including advertising, email and
messaging, search engines and social networks. Owned media also include the
company websites and/or apps and content strategy.
● Digital data – the insight businesses collect about their audience profiles and
their interactions with businesses which now needs to be protected by law in
most countries.
● Digital technology – the marketing technology or martech that businesses use
to create interactive experiences from websites and mobile apps to in-store
kiosks and email campaigns.

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Digital Media and Social Marketing
● Digital goals – reviewing what the business or brand is aiming to achieve
through using digital marketing, considering how digital marketing can help
the business compete better through considering new business and revenue
models and investing more in digital transformation and always-on marketing
in addition to campaign investments which will have SMART objectives.
● Digital audiences – understanding online audience characteristics, behaviors
and preferences in order to deliver more relevant content and experiences to
different target segments aimed at increasing interactions and so meeting
business goals within the competitive online marketplace.

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DIFFERENCE BETWEEN TRADITIONAL MARKETING AND DIGITAL MARKETING

•Traditional Marketing is when the marketing activities are undertaken in a conventional fashion, i.e. by way
of newspaper, television radio and magazine. As against, digital marketing is when we use the online platform
to promote the products and services of our company.

• In traditional marketing the reach is local, whereas digital marketing is known for its global reach
Benefits of Traditional Marketing
• You can easily reach your target local audience
• The materials can be kept
• It's easy to understand.

The Downside to Traditional Marketing

• There is very little interaction between the medium used and the customers.
• Print or radio advertisements can be very costly
• Results on this marketing strategy cannot easily be measured.
MarTech
● Marketing technology, also known as MarTech, describes a range of software and
tools that assist in achieving marketing goals or objectives. When a marketing team
utilizes a grouping of marketing technologies, this is known as their marketing
technology stack. MarTech has become a staple in digital marketing campaigns, but
can also be used to optimize marketing efforts across any marketing channel.

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 Difference Between MarTech and AdTech
● MarTech may sometimes be confused with Adtech. The difference between
these programs is similar to the difference between marketing and advertising.
While martech refers to technology that helps to create, communicate, and
deliver offerings, adtech is strictly used to influence buyer behavior by
promoting offerings. For example, Customer Relationship Management
(CRM) software is martech, while social ad platforms are adtech.

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Digital Media and Social Marketing
Benefits of Digital Marketing

• You can target a local audience, but also an international one

• Your audience can choose how they want to receive your content
• Interaction with your audience is possible
• Digital marketing is cost-efficient
• Data and results are easily recorded
• Level playing field:
• Real time results:
• Brand Development
• Viral
TYPES OF DIGITAL MARKETING APPROACHES – PULL AND PUSH DIGITAL MARKETING

•There are two types of digital marketing and one of these is pull digital marketing. It aims to encourage
consumers to come to you by visiting your business or making a call to action. Some of the common
examples of pull digital marketing are websites and other internet based mediums.

•Pull marketing is often called inbound marketing. Another type of digital marketing is push digital
marketing. It pushes the marketing information directly to your customers. Common examples include
SMS, email and RSS that target the customer with a customized message. Push marketing can also be
called outbound marketing.
TYPES OF ONLINE PRESENCE

When assessing the relevance and potential of digital marketing for a business, remember
that different business types offer different opportunities and challenges. Chaffey and Ellis
Chadwick (2015) identify five main types of online presence or components possible as part
of as site:

•Transactional e-commerce site

•Services-oriented relationship building or lead-generation web site.
•Brand-building site
•Brand-building site
•Social network or community site
WHO NEEDS DIGITAL MARKETING SERVICES?

Digital marketing is an important to any business regardless of its size. It can help the business achieve a
substantial leap by designing digital marketing strategy to differentiate the organisation from its competitors.
Without the right digital marketing strategy, organisations may miss out opportunities for growth as more and more
people are using digital technology to find information, buy products and assess the services they use.
THE 4 PS OF MARKETING AND THEIR IMPLICATIONS
FOR DIGITAL MARKETING

• Product
• Price
• Place
•Promotion
DIGITAL MARKETING PLATFORMS

•An integrated digital marketing platform is a combination of integrated tools

and technology that allow marketers to manage big chunks of their digital
marketing responsibilities.

•Digital marketing platforms expose key elements as standardized services

via a programmatic application programming interface for building custom
applications and extensions and integrations
DIFFERENT PLATFORMS FOR DIGITAL ADVERTISING
Types of Digital Marketing
● Digital marketing can be broadly broken into 8 main categories including:
1. Search Engine Optimization (SEO)
2. Social Media Marketing
3. Pay-per-Click
4. Email Marketing
5. Mobile Marketing
6. Marketing Analytics
7. Affiliate Marketing
8. Content Marketing

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7 characteristics of modern consumer
While mobile connectivity has empowered the consumer to shop in different way- it has also created opportunities
for retailers. Namely, it open the door for retailers to interact with costumers more purposefully and to become more
personalized in those interactions.
1. Around the clock shopping - “when consumption can take place at any time of the day , retailers have to
address the nuance and requirements of different consumer need throughout day”
2. Consumers are in control – “They have means to explore, research and share every purchase decision . And
thy can do it in a very quick way. If you lose them, it may not be just for that purchase , it may be for long
time. You have to be responsive to their needs immediately instead of trying to direct them. That balancing act
is the biggest challenge. ”
3. Omnichannel shopping “No matter where he is shopping, the consumer is the consumer . You have to break
down those barriers between channels, empower the consumer in a uniform way and engage them in the same
way on your site as you would in your store. ”-Sahal Lahar Brook Brothers Executive Vice President
4. Content consumers “Thy have closer relationship whit what they are buying and reasons for buying it in their
mind. Content has tremendous influence on how they’re behaving , so chico’s is also looking at content to
complement decision in more enriched way for customers especially on social media. ”

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5. Global Experience “We need to understand the consumers’ needs wherever
they are. Weather they are in our Tokyo shop or our NYC store, we need to arm
associates with the tool that will make the customer interaction as meaningful
as possible ”- Laher
6. Collaborators “There is lot more collaboration and sharing of information that
can influence consumer decisions compared to the offline experience.”- Patel ,
Marketing executive e-bay
7. Social shares “ It goes beyond retails reviews of purchases. We are working
with an outside partners to leverage social feedback before we can have product
in the store. We can have various online groups give feedback on ideas and
colors before investing time and money to create different colors and incur the
cost of manufacturing and shipping ,for example. That feedback mechanism
didn’t exist before ” -Laher

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