Unit I:

Introduction
to
Digital Marketing

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 Definition of digital marketing
• The marketing of products or services using
digital channels to reach consumers.
• The key objective is to promote brands through
various forms of digital media.
• Digital marketing extends beyond internet
marketing to include channels that do not require
the use of the internet.
• It includes mobile phones (both SMS and MMS),
social media marketing, display advertising,
search engine marketing, and any other form of
digital media.
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 Definition of digital marketing
• Most experts believe that 'digital' is not just yet
another channel for marketing.
• It requires a new approach to marketing and a
new understanding of customer behaviour.
• For example, it requires companies to analyse
and quantify the value of downloads of apps on
mobile devices, tweets on Twitter, likes on
Facebook and so on.

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 Definition of digital marketing
• Digital marketing is basically applying all
marketing techniques to digital channels. Different
sources can be used to promote services and
products like SMS, search engines, email,
websites, social media and mobile devices. The
digital nature of this marketing method makes it a
cost-effective means of promoting one’s business
(Kingsnorth, 2016).

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History of digital marketing

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(Source: https://www.globalwebindex.net/ 2017). 6
 Relevance of digital marketing
• Branding: platform is a great opportunity to build a brand image on
the Web due to their scope, presence and constant updates.
• Completeness: the advantages of assembling information through
links offer customers the chance to approach the organisation in a
wider and customized way.
• Usability: simple and user-friendly platforms are available for all to
improve user experience and allow for their activities.
• Interactivity: internet offers the possibility of having a conversation
and therefore generating a positive experience with the brand.
• Visual communication: with digital marketing, marketers have
different image and video-based tools. This helps to reach audiences
and get them involved in your activities.
• Community connection: internet offers the opportunity for business
to connect with their audience.

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 Benefits of digital marketing
• Cost-Effective and Measurable Results
• Unlimited Customer/Client Targeting Options
• Customer Reach Anywhere in the Purchasing
Journey
• Endless Customization on the Spot
• More Interaction with Your Customers
• Greater Brand Credibility

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 Advantages of digital marketing

• Brand Development
• Personalization
• Wider Reach
• Accessibility
• Greater Engagement
• Lower Cost

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 Disadvantages of digital marketing

• High competition
• Dependability on Technology
• Time Consuming
• Security and Privacy Issues

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Traditional marketing Digital marketing
Communication is unidirectional. Meaning, Communication is bidirectional. The
a business communicates about its customer can also ask questions or make
products or services with a group of suggestions about the business products
people. and services.
Medium of communication is generally Medium of communication is mainly
phone calls, letters and emails. through social media, chat, websites and
emails.
Campaigning takes more time for There is always a fast way to develop an
designing, preparing and launching. online campaign and carry out changes
along its development. With digital tools,
campaigning is easier.
It is carried out for a specific audience The content is available for general
throughout from generating campaign public. It is then made to reach the
ideas up to selling a product or a service. specific audience by employing search
engine techniques.
It is a conventional way of marketing; best It is best for reaching global audience.
for reaching local audience.
It is difficult to measure the effectiveness It is easier to measure the effectiveness
of a campaign. of a campaign through analytics.
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 What Are the 3i Principles?
The 3i Principles are Initiate, Iterate, and
Integrate that form the foundation for all DMI
(Digital Marketing Institute) Methodologies and
are key to any successful marketing strategy.

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 Principle1:Initiate
The initiate principle of digital marketing states
that the customer is the starting and finishing
point for all digital activities.
The core of this principle can be summed up as:
‘Let the customer decide’.

Your customers are speaking online. Are you

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 Principle 2: Iterate
Iterate emphasizes the importance of tweaking a
digital marketing campaign in response to user
interaction.
In short, the more iterations undertaken, the more
effective the campaign becomes as you seek to
adjust and scale based on feedback, customer
engagement, and data.

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 Principle 3: Integrate
The integrate principle is about taking your
efforts across digital channels to drive an
outcome that is greater than the individual
channels on their own.
This also involves integrating both digital and
any traditional marketing efforts in a unified way
into your overall marketing campaign strategy.

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