Module -2

Internet Marketing and Digital Marketing Mix

Internet Marketing: Opportunities and Challenges

Internet marketing, also known as online marketing, refers to

promoting products or services over the internet using various
digital platforms and technologies.

Opportunities:

 Global Reach: Access to a worldwide audience.

 Targeted Marketing: Ability to target specific
demographics, interests, and behaviors.
 Cost-Effective: Compared to traditional media, internet
marketing is often cheaper and provides a higher ROI.
 Measurable Results: Tools like Google Analytics allow
real-time tracking of campaign performance.
 Engagement: Enables two-way communication between
brands and consumers, fostering engagement through social
media, email, etc.
Challenges:

 High Competition: The internet is saturated with content,

making it hard to stand out.
 Privacy Concerns: Growing concerns about data privacy
and new regulations (like GDPR) make marketing more
complex.
 Ad Blocking: Increasing use of ad blockers limits the reach
of internet advertisements.
 Changing Algorithms: Constant changes in platform
algorithms (Google, Facebook) affect visibility.

Digital Marketing Framework

A digital marketing framework provides structure and guidelines

for planning, executing, and evaluating digital marketing efforts.
It ensures that marketing activities align with business goals and
optimize consumer engagement across digital platforms.
Key Elements of a Digital Marketing Framework:

1. Audience Definition: Identifying the target audience.

2. Content Strategy: Creating valuable content for different
digital channels.
3. Channel Selection: Choosing appropriate digital channels
(social media, email, search engines).
4. Execution: Launching and managing marketing
campaigns.
5. Analytics & Optimization: Measuring and improving
campaign performance.
Digital Marketing Mix

The Digital Marketing Mix refers to the strategic use of various

digital channels and tools to reach marketing objectives. It
includes:

1. Product: Offering digital products/services or digital

support for physical products.
2. Price: Online pricing models such as dynamic pricing,
subscription models, and freemium strategies.
3. Place: Digital distribution channels such as e-commerce
websites and apps.
4. Promotion: Use of SEO, PPC, social media, and content
marketing for promotion.
5. People: Engaging with customers through personalized
services, support, and user-generated content.
6. Process: Ensuring smooth and efficient online transactions
and customer service.
7. Physical Evidence: Building trust with reviews,
testimonials, and case studies online.
Impact of Digital Channels on IMC (Integrated Marketing
Communications)

Digital channels have revolutionized Integrated Marketing

Communications (IMC), which involves coordinating various
promotional tools to deliver a consistent message.

Impact on IMC:

 Consistency across Channels: Digital marketing ensures

that a brand’s message is coherent across multiple
platforms such as websites, social media, and emails.
 Real-time Feedback: Allows immediate adjustments to
messaging based on consumer reactions.
 Multi-channel Synergy: Combines traditional and digital
channels for better reach and impact.
Search Engine Advertising

Search Engine Advertising (SEA) involves displaying paid ads

on search engine result pages (SERPs).

Key Concepts:

 Pay for Search Advertisements: Advertisers pay for their

ads to appear on search engines (e.g., Google Ads).
Payment is often on a Pay-Per-Click (PPC) basis.
 Ad Placement: Ads appear at the top or bottom of SERPs,
depending on bidding and quality scores.
 Ad Ranks: Ad Rank is determined by bid amount, ad
quality, and the context of the user’s search.
 Creating Ad Campaigns: Involves selecting keywords,
writing ad copy, setting budgets, and targeting specific
demographics.
 Campaign Report Generation: Platforms like Google
Ads offer detailed reports on campaign performance,
including impressions, clicks, conversion rates, and ROI.
Display Marketing

Display marketing involves placing visual ads (banners, images,

videos) on websites, social media platforms, or apps.

Types of Display Ads:

1. Banner Ads: Traditional rectangular ads on websites.

2. Rich Media Ads: Ads that include interactive elements
(video, audio).
3. Video Ads: Video content embedded in websites or played
before a video stream.
4. Pop-ups/Pop-unders: Ads that appear in a new window.
5. Native Ads: Ads designed to blend into the platform’s
content (e.g., sponsored articles).
Buying Models in Display Marketing

 CPM (Cost Per Thousand Impressions): Advertisers pay

based on how many times the ad is shown, regardless of
user interaction.
 CPC (Cost Per Click): Advertisers pay only when a user
clicks on the ad.
 CPA (Cost Per Action): Payment is made when a specific
action (e.g., a sale or sign-up) is completed.

Programmable Digital Marketing

Programmable digital marketing uses AI and machine learning

to automate the buying of ads, improving efficiency and
targeting. It allows for real-time bidding (RTB) on ad spaces,
ensuring that ads are shown to the right audience at the right
time.
Analytical Tools

Digital marketing campaigns can be tracked using a variety of

analytical tools to measure effectiveness.

 Google Analytics: Tracks website traffic, user behavior,

and conversion rates.
 Facebook Insights: Provides data on engagement and
audience demographics for Facebook campaigns.
 YouTube Analytics: Measures video performance through
metrics like views, watch time, and engagement.

YouTube Marketing

YouTube marketing involves using YouTube as a platform to

advertise through video content, including:

 Creating Branded Channels: Where companies post

regular video content related to their products or services.
 YouTube Ads: Businesses can run ads before, during, or
after videos (in-stream ads), display ads, and video
discovery ads.
  Influencer Partnerships: Collaborating with popular
YouTubers to promote products.
 SEO for YouTube: Optimizing video titles, descriptions,
and tags for better visibility.

Descriptive Questions and Answers

Q1. Discuss the opportunities and challenges of internet

marketing.

Answer: Opportunities include global reach, targeted marketing,

cost-effectiveness, and real-time engagement. Challenges
involve high competition, privacy concerns, ad blocking, and
changing platform algorithms. For example, while internet
marketing allows for precise targeting, it also faces challenges
due to consumer use of ad blockers, which can reduce ad
visibility.
Q2. Explain the digital marketing framework and its
importance.

Answer: The digital marketing framework is a structured plan

that ensures marketing strategies align with business goals. It
involves audience definition, content strategy, channel selection,
execution, and analytics. It is important because it helps
marketers create coherent campaigns that reach the right
audience with the right message while allowing for performance
tracking and adjustments.

Q3. Describe the digital marketing mix and its components.

Answer: The digital marketing mix comprises Product, Price,

Place, Promotion, People, Process, and Physical Evidence. Each
component plays a role in developing a cohesive digital
marketing strategy, ensuring that online products/services are
presented attractively, priced effectively, and promoted through
the right channels, with a focus on customer engagement and
satisfaction.
Q4. What is search engine advertising, and how does it
work?

Answer: Search engine advertising allows businesses to display

paid ads on search engines. It works through a bidding system
where advertisers choose keywords and pay for their ads to
appear on SERPs. Ad Rank, determined by the bid and ad
quality, dictates the position of ads. Advertisers are typically
charged on a PPC basis, where they pay for each click on their
ad.

Q5. What are the different types of display ads, and how are
they used in marketing?

Answer: Display ads include banner ads, rich media ads, video
ads, pop-ups, and native ads. They are used to visually engage
users on websites, apps, or social platforms. For instance, video
ads are highly effective in capturing user attention and
increasing brand recall, while native ads blend seamlessly into
the content, making them less intrusive.
Q6. Explain the role of YouTube in digital marketing.

Answer: YouTube is a powerful platform for digital marketing,

allowing businesses to reach large audiences through video
content. Brands can create their own channels to engage users or
run ads within other videos. YouTube marketing also includes
influencer partnerships and SEO optimization for video content.
By leveraging YouTube’s vast audience and analytical tools,
businesses can drive engagement and brand awareness.