PROFESSIONA 3

rd
SEMESTER

L BUSINESS
SKILLS
UNIT-
5
DIGITAL MARKETING
PRESIDENCY COLLEGE,ERUMAPETTY-THRISSUR-9562622555
 Topics

1. Digital Marketing
2. Need,Advantages & Disadvantages
3. Trends in Digital Marketing
4. Types of Digital Marketing
5. Business Models of Digital Marketing
6. Online Advertising
7. Social Media Channel & Advertisements
 Digital Marketing
Need for Digital Marketing
Meaning
➔ It is an umbrella
term.
➔ It is used for marketing of 1. Provides equal opportunity for every
products/services using digital business.
technologies.
➔ Digital 2. Wider reach
Technologies:Internet,mobile
phones,display advertising 3. Digital consumers
etc.
➔ It refers to application of marketing 4. Increases brand reputation
principles & techniques via electronic
media. 5. Increases revenue
➔ It is the process of marketing a brand
using the Internet.
➔ Features
◆ Branding ❖ Relevant 6. Easy to track & monitor marketing campaigns
◆ Completeness advertising
◆ Functionality ❖ Community
7. Brand becomes more interactive
◆ Interactivity connections
◆ Visual 8. The cost effective form of marketing
❖ Virality
communication
➔ There are 3 important principles:
● Immediacy
● Personalisation
● Relevance
 Advantages & Disadvantages of Digital Marketing
Advantag Disadvantages
es
1. Interactive
2. Anytime,anywhere 1. Dependence of internet
3. Global reach 2. Cluttering
4. Direct exposure
3. High competition
5. Reduced cost
6. Measurability 4. Negative approach
7. Brand engagement
5. Harm image
8. Demographic
targeting 6. Suitable for specific categories of products
9. Real time results
7. Not always targeted to prospective
10. Meet competition
11. Long term
exposure
12. Product
information
13. Catch attention
 Trends in Digital Marketing
1. Voice
search
a. Voice search is gaining popularity.
b. All queries of customers will be voice-based in the near future.
c. Eg:-Smart speakers such as Amazon's Alexa, Apple Homepod, Google Home and Microsoft's Cortana etc.
2. Smarter chat
a. Many customers prefer to use Chatbots as a major means of communication in customer service.
b. It have a critical role in improving the customer experience & allow marketers to better engage with their
audience.
c. He will be asked a series of automated questions or redirected to their blog or FAQ page.
3. Micro-moments
a. More customers are processing their online activities using their smartphones.
b. Marketers continue to exploit micro-moments to attract their audience's attention and fulfil their instant
decisions.
c. It occur when people need to learn something,do something, discover something, watch something or
buy something.
4. Augmented & virtual reality
a. It leads to brand promotion & the sale of products and services,but also to engage and retain customers.
b. The average consumer can now enjoy VR because they access to smartphones.
c. VR marketing allows companies to bridge the gap between experience and action Companies.
5. Live videos & more stories
a. Live streaming content allows marketers to engage with their leads in a quickest way.
b. It improve their relationship with followers,reach a broader audience and boost their social channels
 traffic.
c. Instagram and Youtube, Live streaming content is effective because it is free.
 Trends in Digital Marketing
6. Artificial Intelligence & Machine learning
a. Global leaders like Amazon,Microsoft & Google extending their resources in Al and machine learning.
b. Al allows marketers to anticipate future probable patterns of their customers based on collected data.
c. To get better engage with their active buyers using different channels like direct mail & digital
advertising.
7. Engagement based email banking
a. Marketers have started to give more attention about sending emails to subscribers who are active on
their lists.
b. He should be regularly provided with content and updates about your company until he converts into a
loyal customer.
c. If a subscriber has not opened an email for a certain period of time, he will be considered as a dormant
contact.
8. Rich lead profiling
a. It removes any wrong/inaccurate information.
b. These retrieved data are then used to obtain other missing data.
c. Eg:-If you have an email of a particular lead,the data enrichment process will fill in his name, phone
number, street address, his job position and household situation.
9. Browser push notifications
a. Push notifications are moving into the field of web browser technology.
b. These are used to reach their leads more effectively and communicate with their audience in a more
powerful way.
c. Another major role such notifications play is retaining customers and improving conversion rates.
10. Content personalization
a. Sending the right content to the right audience at the right time is difficult.
b. It will add a big value to content marketing strategy because it plays a major role in boosting
users engagement rates.
c. Personalising for audience relies on visitor’s data in order to deliver relevant content.
 Types of Digital Marketing
➢ Content Marketing
➔ Content marketing is a type of digital marketing.
➔ It focuses on creating and distributing content for a target audience.
➔ The content aims at being valuable, relevant, and consistent.
➔ Eg:-blog posts, videos, podcasts, infographics white papers, case studies, ebooks.
➢ Search Engine Optimisation (SEO)
➔ SEO or Search Engine Optimisation is one of the most important types of digital marketing.
➔ It is the process of getting traffic from the natural search results on search engines.
➔ Without search engine optimisation, people simply won't be able to find the firm on the Internet.
➔ Eg:-Researching relevant keywords and including them into your website copy,optimizing
your website titles, description and loading speed building relevant back links.
➢ Search Engine Marketing (SEM)
➔ SEM is the process of gaining website traffic by purchasing ads on search engines.
➔ It aims at increasing the visibility of a website in search engines by using paid methods.
➔ In which advertisers only making it an efficient way for a company to spend its marketing
expenses.
➔ Eg:-Google AdWords & Bing Ads is the most popular paid search platform used by search
marketers.
➢ Social Media Marketing (SMM)
➔ SMM refers to the process of using social media platforms to attract traffic & attention.
➔ This involves publishing content on social media profiles,listening to and engaging followers.
➔ By using social media, business can increase exposure and build meaningful relationships with
customers.
➔ The major social media platforms are Facebook, Instagram,Twitter,Pinterest,YouTube &
Snapchat.
 Types of Digital Marketing
➔ Pay-Per-Click Advertising (PPC)
◆ Pay-per-click is a model of advertising.
◆ Where marketers pay a fee every time people click on an ad.
◆ It is the process of buying visits to a site as opposed to getting them organically via SEO.
◆ It is similar to SEM but can also include display advertising & affiliate advertising.
➔ Affiliate Marketing
◆ Affiliate marketing is one of the popular ways people make money online these days.
◆ Where a person partners up with other businesses in order to receive a commission for
the traffic it generates for this business Image.
◆ Every time a user proceeds to this external website and makes a purchase,you receive a
commission.
◆ This marketing strategy might work especially well for bloggers.
➔ Email Marketing
◆ Email marketing is one of the most popular types of digital marketing.
◆ It is the use of email for promoting one's products or services.
◆ Email marketing might also refer to building relationships with customers.
➔ Instant Messaging Marketing
◆ Instant messengers are the latest communication trend.
◆ There are billions of people globally using Whatsapp on a monthly basis,followed by
Facebook Messenger & WeChat.
◆ People are much more likely to trust the information sent via a messenger than email/SMS.
 Digital Marketing Models
1. B2B (Business-to-Business)
a. B2B digital marketing is conducted between two separate businesses.
b. It refers to a company selling or buying from other companies.
c. One company communicates with other companies through electronic medias.
d. Eg:-www.amazon.com is an online bookstore that sells books from various publishers.
2. B2C (Business-to-Consumer)
a. B2C (business-to-consumer) digital marketing is conducted between a business and a retail consumer.
b. B2C model is still relatively new and is gaining more prominence every day.
c. It involves customers gathering information,purchasing,and receiving products over an electronic
network.
d. In this type of model,businesses directly sell to the end customer & eliminating middleman.
3. C2C (Cnsumer-to-Consumer)
a. It consists of individuals using the Internet to sell products and services directly to other individuals.
b. Websites that provide a consumer to advertise and sell their products online to another consumer.
c. However, it is essential that both the seller and the buyer must register with the auction site.
d. An online auction is a very good example of C2C-Online action websites:eBay,Craigslist.org and
www.bazee.com
4. B2G (Business-to-Government)
a. B2G refers to the supply of goods and services for online government procurement.
b. This is a huge market which mainly covers everything from office supplies to military equipment.
c. B2G websites offer lower costs and greater choice to the administration.
d. It make government tendered offers which are more accessible to companies
5. B2E (Business-to-Employee)
a. B2E refers to the digital marketing which utilizes the intra business network.
b. It allows the companies to render services and also at times products to their own customers.
c. Most of the companies used to automate the employee related issues for the corporate purposes.
d. Some of the most common examples for the B2E applications are the online insurance policy
management.
 Online Advertising
Meanin
g:
● Online advertising or e-advertising is the new advertising medium.
● Television or radio that do not support bi-directional communication and transactions.
● But it is an attempt to release information on the Internet in order to establish a direct relationship among vendors.
● It is available through the Internet and designed by a company, in order to inform consumers of a good or a service.
● Online Advertising offers the unique ability to reach and interact with a large, targeted market via their media.

Types of Online Advertising

1. Banner Advertisements:
a. It is a form of advertising on the net.
b. It traditionally appears as rectangular graphics near the top of the page.
i. Cost Per Click:In which advertisers pay the search engine/the publisher of the ads whenever their ads
are clicked.
ii. Cost Per Impression:In which the advertiser pays each time the advertisement appears on the
publisher’s page.
iii. Cost Per Action:In which the advertiser pays the publisher only when the users perform the defined
action.
iv. Cost Per Lead:Just like cost per action.
2. Floating Advertisements:
a. These advertisements appear on the window of the user.
b. These may float or stay on the window for a specified time of 10-30 seconds.
c. It have escape options such as Close or Exit buttons.
3. Interstitials:
It is a form of advertisement that is shown between pages on a Web site.
4. Unicast advertisements:
It is a new form of TV ads in the internet environment & last anywhere from 10-30 seconds.
5. Pop-Up Advertisements:
While visiting a website containing pop-up ad,a separate window pops up & the advertisement will be displayed in
the window.
6. Contextual advertisements:
It is a type of online advertising commonly used for content based websites.
7. Advertorials:
It involves giving information about the product in the form of an article.
8. E-Zines:
Also known as E-Magazines,it is an opportunity to reach an audience electronically & more economically.
9. Newsletters:
Similar to E-Zines,these give more industry related news & company updates.
10. Auctions:
It allows products to be sold via bids.
11. Spam E-Mail:
It is an unwanted e-mail sent to every e-mail address that a business can find/purchase.
12. Targeted E-Mail:
It is similar to spam e-mail because it is sent without permission.
13. Opt-in-E-Mail:
Under this method recipients have agreed to receive e-mails from the business.

Advantages of Online Advertising

1. Global
accessibility 6. Provides brand relevant information
2. Rich content 7. Easy collection of data
3. Affordability 8. Greater flexibility
4. Speed 9. Better customer relation
5. Quick updating 10. Facilitate purchase decisions
 Weakness of Online Advertising
1. Not a substitute for traditional advertising.

2. Unsolicited in nature.

3. Misdirection

4. Emergence of contextual mobile advertisements

5. Cluttered appearance

6. Not a suitable for all products & services.

7. Less dependable.

8. Ad on traditional lines

9. Blocking of ad

10. Mistrust

11. Disabling features

 Digital Marketing Models

1. B2B (Business-to-Business)

a. B2B digital marketing is conducted between two separate businesses.

b. It refers to a company selling or buying from other companies.
c. One company communicates with other companies through electronic medias.
d. Eg:-www.amazon.com is an online bookstore that sells books from various publishers.

2. B2C (Business-to-Consumer)

a. B2C (business-to-consumer) digital marketing is conducted between a business and a retail consumer.
b. B2C model is still relatively new and is gaining more prominence every day.
c. It involves customers gathering information,purchasing,and receiving products over an electronic network.
d. In this type of model,businesses directly sell to the end customer & eliminating middleman.

3. C2C (Cnsumer-to-Consumer)

a. It consists of individuals using the Internet to sell products and services directly to other individuals.
b. Websites that provide a consumer to advertise and sell their products online to another consumer.
c. However, it is essential that both the seller and the buyer must register with the auction site.
d. An online auction is a very good example of C2C-Online action websites:eBay,Craigslist.org and www.bazee.com
4. B2G (Business-to-Government)

a. B2G refers to the supply of goods and services for online government procurement.
b. This is a huge market which mainly covers everything from office supplies to military equipment.
c. B2G websites offer lower costs and greater choice to the administration.
d. It make government tendered offers which are more accessible to companies

5. B2E (Business-to-Employee)

a. B2E refers to the digital marketing which utilizes the intra business network.
b. It allows the companies to render services and also at times products to their own customers.
c. Most of the companies used to automate the employee related issues for the corporate purposes.
d. Some of the most common examples for the B2E applications are the online insurance policy management.