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Module -1

Introduction to Digital Marketing

1. Evolution of Digital Marketing from Traditional to Modern


Era

Digital marketing has evolved from the basic principles of


traditional marketing but adapted to new technologies and
consumer behaviors. Traditional marketing used media such as
print, radio, television, and direct mail, but with the advent of the
internet, marketers found new ways to reach consumers, such as
through social media, search engines, email, and mobile apps.

 Traditional Marketing: Relied on mass communication


methods that were expensive and often difficult to measure.
 Modern Digital Marketing: Highly targeted, data-driven,
interactive, and offers real-time feedback.
Key Milestones in Evolution:

 Early websites and banner ads in the 1990s

 The rise of search engines (Google) and email marketing

(late 1990s)

 The emergence of social media (mid-2000s) with platforms

like Facebook and Twitter

 Mobile marketing and app-based marketing in the 2010s

 Today’s advanced digital landscape with AI, AR, influencer

marketing, and programmatic advertising.


2. Role of the Internet in Digital Marketing

The internet is the backbone of digital marketing, providing a


platform for businesses to interact with a global audience in real-
time.

Key Functions:

 Reach: Enables access to a broad and global audience.


 Engagement: Facilitates two-way communication between
brands and consumers.
 Data-Driven Decisions: Marketers can collect data and
insights to optimize campaigns.
 Cost Efficiency: Compared to traditional marketing,
internet-based advertising offers more cost-effective
solutions.
3. Current Trends in Digital Marketing

Some of the latest trends shaping the digital marketing landscape


include:

 AI and Machine Learning: Tools like chatbots and


predictive analysis improve customer interactions and
marketing outcomes.
 Personalization: Hyper-targeted content based on user data.
 Influencer Marketing: Partnerships with influencers for
brand promotions.
 Video Marketing: Dominance of platforms like YouTube,
Instagram, and TikTok.
 Voice Search: The rise of smart speakers requires content
optimized for voice search.
 Sustainability and Ethics: Growing consumer preference
for brands with strong ethical and environmental policies.
4. Infographics

Infographics simplify complex data, making information visually


appealing and easier to understand. They are useful for engaging
audiences and presenting key statistics in marketing campaigns.

Types of Infographics:

 Statistical: Presenting numbers and data.

 Process: Explaining steps or a flow of a process.

 Timeline: Highlighting the evolution of an event or trend.

5. Implications for Business and Society

The rise of digital marketing has far-reaching implications:

Business: Lowers marketing costs, enhances customer reach,


improves customer targeting, and allows businesses to
compete globally.
 Society: Consumers have greater access to information,
making them more empowered but also leading to concerns
like privacy invasion and misinformation.

6. Emergence of Digital Marketing as a Tool

Digital marketing emerged as a tool that allows businesses to


build brand awareness, drive sales, and engage directly with
customers through channels like email, social media, and search
engines.

7. Drivers of the New Marketing Environment

 Technological Advances: The rise of smartphones, AI, and


the Internet of Things (IoT) has revolutionized the way
marketers connect with consumers.
 Data Availability: Access to vast amounts of consumer data
allows for personalized marketing strategies.
 Social Media and Content Sharing: The popularity of
platforms like Instagram and TikTok drives user-generated
content, influencer marketing, and viral campaigns.
8. Digital Marketing Strategy

A digital marketing strategy is a comprehensive plan that outlines


how a business will achieve its marketing goals using digital
platforms and technologies.

Key Components:

 Market Research: Understanding target audiences.


 Goal Setting: Defining clear, measurable marketing
objectives.
 Channel Selection: Choosing the right digital channels
(social media, email, SEO).
 Content Creation: Developing valuable, engaging content.
 Budgeting: Allocating resources effectively.
9. P.O.E.M. Framework

The P.O.E.M. framework (Paid, Owned, Earned Media) helps


businesses categorize their media assets and marketing channels.

 Paid Media: Paid advertising like Google Ads, social media


ads, or influencer partnerships.
 Owned Media: Channels a company controls, such as
websites, blogs, and email lists.
 Earned Media: Organic mentions, shares, and reviews
generated by customers and media outlets.

10. Digital Landscape

The digital landscape includes the various platforms, technologies,


and tools that businesses use to market online. Key components
include websites, social media platforms, SEO, SEM, content
marketing, and analytics tools.
11. Digital Marketing Plan

A digital marketing plan outlines the specific actions a business


will take to achieve its digital marketing goals. This plan includes
elements like:

 Target Audience: Defining customer personas.


 Value Proposition: What differentiates the product or
service?
 Tactics: Specific marketing actions such as running a social
media campaign or optimizing for search engines.

12. Digital Marketing Models

There are various models to guide digital marketing activities.


Two popular models include:

 RACE Model: Reach, Act, Convert, Engage. This focuses


on the customer journey.
 AIDA Model: Awareness, Interest, Desire, Action.
Commonly used in content creation and ad campaigns.
Descriptive Questions and Answers

Q1. Explain the evolution of digital marketing from the


traditional to the modern era.

Answer: Digital marketing evolved from traditional media like


print and television to modern platforms like websites, social
media, and apps. The change was driven by technological
advancements like the internet, which allowed for more targeted,
cost-effective, and measurable marketing strategies. The early
stages saw basic web ads and email marketing, while modern
digital marketing leverages AI, mobile apps, social media, and
data analytics.

Q2. Discuss the role of the internet in the rise of digital


marketing.

Answer: The internet is the foundation of digital marketing,


enabling businesses to reach a global audience in real-time. It
allows for two-way communication between brands and
customers, offers vast amounts of consumer data for targeted
marketing, and is more cost-effective compared to traditional
marketing methods.
Q3. What are the current trends in digital marketing, and
how do they impact businesses?

Answer: Current trends include AI, personalization, influencer


marketing, video marketing, and voice search. These trends allow
businesses to better engage with their audiences, deliver tailored
content, and stay competitive. Video content and influencer
marketing, for instance, help brands reach younger, tech-savvy
audiences.

Q4. Define the P.O.E.M. framework in digital marketing.

 Answer: The P.O.E.M. framework categorizes media into


Paid, Owned, and Earned:
 Paid Media: Ads that companies pay for.
 Owned Media: Channels directly controlled by the business
(website, blog).
 Earned Media: Organic publicity such as customer reviews,
social media shares.

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