Digital Marketing

Unit-1(Basics of Marketing)

Marketing Environment: -

The Digital Marketing Components

The two major elements of the digital marketing environment are micro-environment and
macro-environment.

Micro-environment
The first component of the digital marketing environment is the micro-environment. The
micro-environment is referred to as the “operating environment” and focuses on customers’
needs and wants. The customers, competitors, suppliers, and intermediaries’ needs and
wants are essential to focus on due to their role in shaping the immediate trading
environment. The behaviours of these groups of people shape the online marketplace.
Understanding their needs and wants allows marketers to create and adapt their digital
strategies to meet their needs and wants
Macro-environment

Next, we have the macro-environment. The macro-environment is often referred to as “the

remote environment” and is made up of external forces that can influence digital marketing
and successfully affect success. These forces include political interventions, economic
conditions, social change, technological developments & innovations, legal legislation, and
environmental forces that are beyond the control of the organization itself. Another
significant influence on opinions is the ever-evolving social media networks, which enhance
digital channels by allowing these forces to communicate information that shapes the
opinions of many globally.

The digital marketing environment has a profound impact on many things, including
performance. For example, this year (2020), companies were forced to shift their primary
functionalities to an online environment both internally and externally due to the Covid-19
pandemic. This includes their marketing communications. The forces affected by the
epidemic include social change, technological developments, and economic conditions.
These forces required companies to implement new means of communication by shifting
towards utilizing more innovative technologies and practices, such as allowing their
employees to work from home to continue running their business smoothly. Other changes
include developing new means of communicating with customers, offering additional
customer service options, new ways to obtain products and services, and even customer
meetings. These factors have contributed to the shift in consumer behaviour towards a more
digital environment. The businesses lack of ability to generate business via face-to-face
interactions, and even traditional methods such as billboards, signs, and more, became
obsolete when consumers were required to work from home and conform to the stay at
home order. This evolution required businesses to implement new means of marketing to not
sink during a sink or swim period of time. Now, businesses attract customers utilizing social
media platforms and digital marketing methods.

*Marketing Plan: -

⦁ Understanding of the target audience. A well thought out marketing plan begins
with research to define your ⦁ target audience. With a specified target audience, you will
understand the behaviour of your customers and adjust your sales model to help them
purchase; speak one language with a customer and provide real help during the ⦁buyer
journey; better understand the needs of your audience and prepare relevant product
launches.
⦁ Efficient use of resources. Having a plan prevents you from spending money on
things that are unnecessary for business and were not mentioned before. You can also
manage your time properly by having clearly defined deadlines in your marketing plan as
well.
⦁ The same direction for all company departments. Since all members of your
company can access the plan as a coordination tool, it allows your company’s team to
communicate and accordingly move in the same direction.

How to create a digital marketing plan?

⦁ Outline your brand

⦁ Define the audience
⦁ Establish your goals
⦁ Select a digital marketing strategy
⦁ Create a budget

1. Outline your brand

To create a successful marketing plan, first of all, you should outline your brand. It includes
the ins and outs of your business to effectively sell it to your customers. Secondly, you
should mention the benefits of your company. This will give you an idea of ​what makes you
unique and helps to stand out from competitors.
Also, create your unique selling proposition (USP). It establishes the image of your brand
and makes customers trust and choose you over others.

2. Create your buyer persona

A buyer persona is a fictional person that embodies an ideal customer. It enables you to
target prospects and develop a product so that it could satisfy the needs of your customers.
To create a buyer persona, you should know the background of your clients including their
job and family, as well as demographics such as gender, age, location, and income. Ideally,
you w/8+ould know about their interests and communication preferences.

3. Establish your goals

Before you decide to enter the market, make sure the goals are set. Your goals will define
your tasks, means, methods of achieving them, and channels of communication with the
audience. Make sure that both long and short-term goals are set because they are equally
important.
You should establish relevant, timely, specific, measurable, and attainable goals so that it is
clear in what direction to go. Also, it will be easy to track your implementation and
performance. Remember to track goals regularly, if you are eager to improve your strategy,
tactics, and methods.

4. Create a digital marketing strategy

Once your objectives are set, you should think about how to accomplish them. Select a
digital marketing strategy that suits your company. When creating a marketing plan, it is
essential to consider which strategy is the best to reach your buyers. Let’s take a closer look
at the main steps of building a marketing strategy.
⦁ Make sure your goals are defined. Ask yourself what you are trying to achieve by
using this strategy. For instance, if you need to drive more traffic to your website, it is clear
that an SEO strategy will be a great fit for you. Then, correctly formulate the goal for your
strategy, for example, increasing traffic to a certain page by 50% in 6 months. It should be
specific and spelled out.
⦁ Analyse your target audience. The second point you should consider is whom you
are trying to reach. Creating a buyer persona will help you portray your ideal client as it
contains information about preferences, behaviour, and habits. After this, the acquired
information will help you personalize your ⦁ email campaigns, create relevant display ads,
and segment your customers.
⦁ Nurture your leads. Chatbots, SMS, emails, and social media will help you move your
leads towards a purchase. Educate your leads and show them how to use your product to
get the most out of it.
⦁ Retain your customers. Thank them for every purchase made, ask for their feedback
or reviews of your product. You can retain your customers in several ways: provide previous
case studies to demonstrate the way you communicate with your audience, set expectations,
create a roadmap for clients to be informed about their relationship with your business.
Moreover, you can create memorable events, develop loyalty programs, and ask consumers
to rate your products and services.

5. Create a budget

Before implementing your strategy, you should be aware of how much you need to invest. A
well thought out budget helps you distribute money properly. You can divide the budget for
your business into several parts and direct them to different channels. Figure out how much
you are eager to spend to gain some positive results.
You need to consider paying for SEO, social media and email marketing, website design,
paid advertising, and more. Send Pulse helps small businesses get started for free. You can
send email campaigns and create chatbots at no cost.
Perceptual Mapping: -

A perceptual map, in the context of digital marketing, is a visual representation that

illustrates the perceptions and preferences of customers toward a brand or product in
comparison to its competitors. It plots the attributes of products or brands along two or more
dimensions to identify gaps and opportunities in the marketplace. This tool aids marketers in
understanding the competitive landscape and designing effective marketing strategies
tailored to customers’ needs and desires.

Key Takeaways

⦁ A Perceptual Map is a visual representation used to display the perceptions of

customers or potential customers regarding the position of a product or brand in the market.
It helps businesses understand how their products are perceived in relation to their
competitors.
⦁ Perceptual Maps can be utilized for identifying gaps in the market, targeting market
segments, and developing marketing strategies. By conducting research on consumer
perceptions, businesses can identify opportunities to improve their products, differentiate
their offerings from competitors, and better target their marketing efforts.
⦁ Creating a Perceptual Map involves selecting two or more dimensions relevant to the
product or industry, gathering data on how consumers perceive the different brands or
offerings, and plotting the data on a graph. Common dimensions used for mapping include
quality, price, performance, and features. The resulting map can then be analysed to identify
consumer preferences, positioning opportunities, and potential strategies for growth.

Importance of Perceptual Map

Perceptual Map is a significant concept in digital marketing as it visually represents
consumer perceptions and preferences regarding a brand or product in relation to its
competitors.

By plotting various brands on a graph based on specific attributes or features, marketers can
better understand their target audience’s perceptions and identify opportunities for
differentiation and positioning.

This valuable tool helps businesses to craft tailored marketing strategies, targeted
messaging, and product improvements to effectively attract and retain customers.
Furthermore, it enables marketers to monitor and anticipate industry trends, spot potential
market gaps, and adapt to the dynamic and competitive digital landscape.

*Consumer Behaviour

Consumer behaviour explores how individuals and groups make decisions to purchase, use,
and dispose of goods and services. This field examines the motivations, influences, and
processes that guide consumer choices, providing essential insights for businesses.
What Is Consumer Behaviour, Any way?
Consumer behaviour observes how people choose, use, and discard products and services,
encompassing their emotional, cognitive, and behaviour reactions.

Understanding consumer behaviour is key for businesses trying to orchestrate impactful

marketing tactics that shape consumer decision-making pathways.

Consumer behaviour incorporates ideas from several sciences including psychology, biology,
chemistry, and economics. It draws on psychological principles to understand how individual
motivations, perceptions, and attitudes shape consumer decisions. Biological factors, such
as physiological needs and sensory experiences, also play a role in influencing consumption
behaviour. Economic theories help explain how consumers allocate their limited resources
among competing wants and needs, guiding businesses in pricing strategies and product
positioning.

Why Is Consumer Behaviour Important?

⦁ Insight into Customer Needs: Consumer behaviour analysis provides valuable

insights into the needs, desires, and preferences of your target audience. Understanding
how consumers choose products reveals gaps in your product suite or irrelevant offerings,
while also highlighting the most wanted products in your catalog.

⦁ Effective Marketing Strategies: Knowing how consumers make purchasing decisions

allows businesses to develop more effective marketing strategies. By aligning your
messaging, branding, and promotions with consumer preferences, you can increase the
likelihood of capturing their attention and driving conversions.

⦁ Product Development and Innovation: Consumer behaviour research helps identify

gaps in the market and areas for product improvement. By listening to consumer feedback
and observing their behaviour, businesses can innovate and develop products that resonate
with their target audience, leading to greater customer satisfaction and loyalty.

Types of Consumer Behaviour

Even if many of the buying decisions are random and spontaneous, researchers managed to
identify four main types of consumer behaviour. Let’s see how they differ from one another.
Complex Purchasing Behaviour
This type of behaviour occurs when consumers are buying expensive, rarely-purchased
items.

In this case, people are deeply involved in the purchase process, conducting extensive
research before making a significant investment.

Dissonance-Reducing Purchasing Behaviour

Dissonance is defined as a lack of harmony. In the shopping process, this behaviour is
visible when consumers struggle to differentiate between brands.
There’s no favourite brand and none of the options is particularly attractive, so ‘dissonance’
appears as consumers fear they will regret their decision.

Variety-Seeking Behaviour
Finally, we have this scenario, where consumers purchase a different product not because
they were dissatisfied with the previous one, but because they seek variety.
For example, think of people who order protein or other supplements. It’s not that they’re not
satisfied with the product in itself; they just got bored of the same taste and looked for some
chocolaty feelings in their protein shakes.
*Enhancing Customer Experience

. 1. Personalization

⦁ Data Collection and Analysis: Use data analytics to understand customer

preferences, behaviour, and purchase history.
⦁ Targeted Campaigns: Tailor marketing messages and offers to individual customers
based on their interests and past interactions.
⦁ Dynamic Content: Use dynamic content that changes based on user data to provide
a more relevant experience.

2. User-Friendly Website and App Design

⦁ Responsive Design: Ensure that websites and apps are optimized for all devices,
including mobile phones, tablets, and desktops.
⦁ Ease of Navigation: Create an intuitive navigation structure so that users can easily
find what they are looking for.
⦁ Fast Loading Times: Optimize site speed to reduce loading times, as slow websites
can lead to high bounce rates.

3. Customer Support

⦁ Live Chat and Chatbots: Implement live chat or AI-driven chatbots to provide
immediate assistance to customers.
⦁ 24/7 Availability: Offer round-the-clock support to address customer queries and
issues promptly.

4. Engaging Content

⦁ High-Quality Visuals and Videos: Use compelling images, infographics, and videos to
capture attention and convey information effectively.
⦁ Interactive Content: Incorporate quizzes, polls, and interactive infographics to engage
users actively.
⦁ Educational Content: Provide valuable content that educates customers about your
products or services, enhancing their decision-making process.

5. Social Media Engagement

⦁ Active Presence: Maintain an active presence on relevant social media platforms to

engage with customers directly.
⦁ User-Generated Content: Encourage customers to share their experiences and
feedback, and showcase this content to build trust and community.
⦁ Influencer Collaborations: Partner with influencers to reach a broader audience and
build credibility.
6. Omni-Channel Integration

⦁ Consistent Messaging: Ensure that your branding and messaging are consistent
across all digital channels, including email, social media, and your website.
⦁ Seamless Transition: Allow customers to switch between channels without losing
their place in the purchasing process.

7. Feedback and Improvement

⦁ Customer Surveys: Regularly solicit feedback from customers to identify areas for
improvement.
⦁ Analytics and Monitoring: Use tools like Google Analytics to monitor customer
behaviour and adjust strategies accordingly.
⦁ A/B Testing: Continuously test different elements of your digital marketing campaigns
to determine what works best.

8. Loyalty Programs and Rewards

⦁ Exclusive Offers: Provide special discounts and offers to repeat customers.

⦁ Points and Rewards: Implement a points system where customers earn rewards for
purchases, social media shares, or referrals.

9. Secure and Easy Checkout Process

⦁ Multiple Payment Options: Offer various payment methods to accommodate different

customer preferences.
⦁ Simplified Checkout: Reduce the number of steps in the checkout process to
minimize cart abandonment.

10. AI and Machine Learning

⦁ Predictive Analytics: Use AI to predict customer needs and behaviour, allowing for
more proactive marketing strategies.
⦁ Automated Campaigns: Implement automated marketing campaigns that trigger
based on specific customer actions.

*Communicating with Consumers

if you wanted to directly communicate with your customers, there were only three ways to go
about it: by phone, by mail, or face-to-face. But the explosion of new technologies has
dramatically expanded business communications. Now, you can reach your customers—and
your customers can reach you—on a variety of platforms. While some may seem basic,
each serves an important purpose in a company’s overall communication strategy. Here are
eight of the most effective ways to communicate with customers.
⦁ E-mail
These days, e-mail seems practically old-fashioned, but it remains one of the best ways to
connect with your customers because it’s convenient, cheap, and swift. If you have a new
product or offer, you can use e-mail to send out newsletters and/or personalized messages.
In addition, your customers can use e-mail to get in touch with you about everything from
complaints to new orders. It’s an essential component of any business communications
platform.

⦁ Website

A website is a business necessity. Customers rely on websites for information and, in many
cases, expect websites to allow them to order products and check on order delivery
schedules. If you don’t have a website, you are missing one of the key ways to communicate
with customers.

⦁ Phone Technology

Modern phone technology allows you to use automated menus to provide answers to
customer questions and/or ensure customers reach the right person in your organization.
While some customers complain about such technology, it can help you connect with the
most customers in the least amount of time. New callback technology can even help you
save your customers from sitting on hold. Instead of making them listen to elevator music,
you can call them back when a representative is free. This helps eliminate hang-ups and
improves your ability to speak to every customer who contacts you.

⦁ Text Messaging

No matter the size of your business, text messaging can be a great way to connect with
customers. If you’re a smaller business, text messaging is a convenient way to quickly
communicate with clients about meetings, orders, delivery schedules, etc. If you’re a larger
business, you can allow customers to opt-in for text messaging about offers and deals. You
can also have a dedicated texting support number that allows customers to text, rather than
call, with issues.

⦁ Web Chat

Not every customer wants to pick up the phone to ask a question. That’s why it can be
effective to include a chat option on your website. With web chat, all a customer has to do is
type in a question to start a conversation. Web chat applications can allow you to automate
answers to common questions and bring in a representative for more complex ones. It
makes it easier for customers to reach you and for you to help them.

⦁ Social Media

Social media has created a whole new way to interact with customers. On one level, you can
use your accounts to promote your products and brand. But you can also use your accounts
to engage in one-on-one communications. On Facebook, customers can interact directly
with your representatives. On Twitter, you can use dedicated service hashtags so that
customers can tweet their issue and you can respond directly. If you want to take it further,
you can also monitor every mention your business receives, note the ones with complaints
or questions, and then respond with an offer to help. Social media allows you to be more
responsive than ever before.

⦁ Video Messaging

Consider it the modern way to conduct a face-to-face meeting. Video messaging platforms
such as Skype allow you to connect with a customer via video, which can help you build
relationships and make certain transactions easier.

⦁ Handwritten Notes

Technology has changed our lives and business communications. But a personal touch can
still go a long way. One of the most effective ways to reach out to your customers personally
is to occasionally send a handwritten note in the mail. Even if it’s just a simple thank-you
card, it can help you build stronger business relationships.