Section - B
Consumer Behaviour: Social and Cultural Context
1. Social Influences:
o People’s buying decisions are often influenced by family, friends, and groups they are part of.
o For example, if a friend recommends a product, we are more likely to buy it.
o Social norms, such as wanting to fit in with a group, can affect choices.
2. Cultural Influences:
o Culture includes traditions, values, and beliefs that people follow.
o These cultural aspects affect what people like and dislike.
o For example, in India, people prefer traditional clothes during festivals, while in Western cultures,
casual clothes might be more common.
Role of Social Media
1. Influence on Decisions:
o Social media platforms like Instagram, Facebook, and YouTube play a big role in how people shop.
o People trust online reviews, influencer recommendations, and ads they see on these platforms.
o For example, if a celebrity promotes a product, many fans may want to buy it.
2. Customer Interaction:
o Social media allows customers to ask questions and give feedback directly to companies.
o This builds trust and helps companies improve their products.
3. Advertisements:
o Companies show personalized ads based on the customer’s browsing history and preferences.
o Viral campaigns (shared by many people) help brands become popular faster.
Attributes of Online Shopping
1. Convenience:
o Online shopping is easy because you can shop anytime and anywhere.
o Products are delivered to your doorstep, saving time and effort.
o Customers can compare prices and choose the best option without visiting multiple stores.
2. Personalized Experience:
o Online platforms show recommendations based on what you like or have searched for earlier.
o For example, if you look for sports shoes, the website might suggest similar shoes or accessories.
3. Variety of Choices:
o Online stores offer a wider range of products than physical stores.
o Customers can find unique or international products that may not be available locally.
4. Secure Shopping:
o Safe payment options and data protection are important for customers to trust online shopping.
o Verified reviews and secure websites make people feel confident while buying.
Segmenting and Targeting Online Customers
1. Segmentation:
o Companies divide customers into groups to understand their needs better.
o Demographic: Age, gender, income (e.g., kids’ toys for children, luxury goods for high-income
buyers).
o Psychographic: Lifestyle, interests (e.g., fitness enthusiasts prefer gym equipment).
o Behavioral: Shopping habits (e.g., frequent shoppers may get special discounts).
o Geographic: Location (e.g., products suited for cold areas like winter jackets).
2. Targeting:
o Once segments are made, companies focus on the group that is most likely to buy their product.
o For example, targeting students for affordable laptops or eco-conscious buyers for sustainable
products.
Differentiation and Positioning Strategies
1. Differentiation:
o Companies make their products stand out by offering something unique.
o For example, a brand may focus on organic or eco-friendly products to attract health-conscious
customers.
o Emotional marketing, like ads with a strong message, can also create a connection with buyers.
2. Positioning:
o Positioning is how customers see a brand or product in their minds.
o For example, Apple is seen as a premium and innovative brand, while Amazon is seen as reliable and
fast.
o Companies use slogans, visuals, and advertising to create this image.
Building a Digital Marketing Plan
1. Understand the Audience:
o Companies must research to know what their customers like, dislike, and need.
o Surveys, feedback, and website data can help gather this information.
2. Set Clear Goals:
o The company should have specific goals, like increasing sales or attracting more customers.
o For example, “Increase website visits by 20% in the next month.”
3. Choose the Right Channels:
o Companies decide where to advertise, such as social media platforms, search engines, or emails.
o For example, a fashion brand may focus on Instagram, while a business service may prefer LinkedIn.
4. Create Engaging Content:
o Good content like videos, blogs, and infographics grabs the audience’s attention.
o For example, a video showing how a product works can help customers understand its benefits.
5. Monitor and Improve:
o After launching campaigns, companies track their performance using tools like Google Analytics.
o Based on the results, they make changes to improve future campaigns.
Section – C
Product Mix of Marketing
• Definition:
The product mix is the combination of all the products and services a company offers. For digital marketing,
it includes products, their variations, and how they are presented online.
• Key Elements:
1. Product: The core offering (e.g., an app, website service, or physical product sold online).
2. Price: Competitive pricing, discounts, and offers.
3. Place: Where the product is available (e.g., Amazon, company website).
4. Promotion: How the product is marketed (e.g., ads, social media, email campaigns).
• Importance in Digital Marketing:
Helps in targeting customers effectively by tailoring products and promotions to their needs.
Integrated Communication
• Definition:
Ensures that all communication channels (like social media, email, and ads) deliver a consistent message
about the brand.
• Examples:
o A brand uses the same logo, slogan, and design in emails, social media posts, and ads.
o A promotional campaign offering discounts is announced on the website, Instagram, and via email at
the same time.
• Benefits:
o Builds trust with customers.
o Avoids confusion and strengthens brand recognition.
Types of Online Marketing Strategies
1. Search Engine Optimization (SEO):
o Improving a website's visibility on search engines like Google.
o Example: Using keywords like "best laptops under 50k" to rank higher in search results.
2. Pay-Per-Click (PPC):
o Paid ads that appear on search engines or social media platforms.
o Example: Sponsored ads on Google or Facebook.
3. Social Media Marketing:
o Promoting products on platforms like Instagram, Facebook, and Twitter.
o Example: Posting reels about a new product or running contests.
4. Content Marketing:
o Sharing useful content like blogs, videos, or infographics to attract customers.
o Example: A skincare brand posting "10 Tips for Glowing Skin" on their blog.
5. Email Marketing:
o Sending promotional emails to customers.
o Example: Personalized discount offers in emails.
6. Affiliate Marketing:
o Partnering with influencers or websites to promote products for a commission.
o Example: A tech blogger reviewing and linking to products.
7. Influencer Marketing:
o Collaborating with popular social media influencers to promote products.
o Example: A YouTuber unboxing a gadget.
Customer Relationship Management (CRM)
• Definition:
CRM is a system or strategy used to manage a company's interactions with its customers to improve
relationships and loyalty.
• Examples of CRM Tools:
o Salesforce, Zoho CRM, HubSpot.
• Benefits:
1. Helps in keeping track of customer details and preferences.
2. Provides personalized experiences (e.g., greeting customers by name in emails).
3. Increases customer satisfaction and repeat purchases.
Economics of E-Loyalty
• E-Loyalty:
Refers to customer loyalty in the online space.
• How It Benefits Companies:
1. Loyal customers cost less to retain than acquiring new ones.
2. Increases lifetime value of a customer (how much they spend over time).
3. Word-of-mouth marketing: Loyal customers recommend the brand to others.
• Ways to Build E-Loyalty:
o Offer excellent customer service.
o Provide rewards and discounts for repeat purchases.
o Ensure fast and reliable delivery.
Social Media Marketing
• Definition:
Using social media platforms to promote products and connect with customers.
• Examples:
1. Posting engaging content like reels, memes, and images.
2. Running paid ad campaigns targeting specific audiences.
3. Interacting with customers through comments, DMs, or polls.
• Benefits:
o Increases brand awareness and visibility.
o Provides a platform for customer feedback.
o Drives traffic to the website.
Social Bookmarking
• Definition:
Sharing and saving links to articles, blogs, or products on platforms like Pinterest, Reddit, or Digg.
• Purpose in Marketing:
o Increases traffic to websites by making content easy to find.
o Helps in SEO by creating backlinks.
• Example:
A travel website saves articles like “Top 10 Destinations in 2024” on Pinterest to attract readers.
Blogging as a Marketing Strategy
• Definition:
Creating and sharing blog posts to promote a brand or product.
• Benefits:
1. Increases Website Traffic: Blogs help in ranking on search engines through keywords.
2. Builds Credibility: Informative blogs make the brand a trusted source of information.
3. Generates Leads: Blogs can include links to products or services.
• Examples of Blogs:
o A fitness brand posting “Best Diet Plans for Weight Loss.”
o A tech company writing about “The Latest Trends in Artificial Intelligence.”
Section – D
Emerging Trends and Technologies
1. Voice Search and Smart Assistants
• Definition:
Technology that allows users to search the internet or perform tasks using voice commands.
Examples: Alexa, Google Assistant, Siri.
• How It Affects Digital Marketing:
o Voice Search Optimization: Businesses need to optimize their content for voice queries, which are
usually longer and conversational (e.g., “Where can I buy shoes near me?”).
o Local SEO: Voice searches often focus on local results like “best restaurants nearby.”
o Interactive Ads: Smart assistants can recommend products based on user preferences.
2. Artificial Intelligence (AI) in Digital Marketing
• Definition:
AI refers to machines simulating human intelligence to make decisions and improve processes.
• Applications in Marketing:
1. Personalization: AI tailors product recommendations and ads based on customer preferences.
▪ Example: Netflix recommending shows based on your watch history.
2. Chatbots: Automated tools that answer customer queries 24/7.
▪ Example: Chatbots on e-commerce sites assisting with product searches.
3. Predictive Analytics: AI predicts customer behavior, helping businesses offer the right products at
the right time.
▪ Example: Amazon showing “Frequently Bought Together” products.
3. Virtual and Augmented Reality (VR & AR)
• Definitions:
o VR: Creates a fully digital environment (e.g., virtual showrooms).
o AR: Adds digital elements to the real world (e.g., trying glasses virtually with a phone app).
• Examples in Marketing:
1. AR: Lenskart’s app lets customers try glasses virtually before buying.
2. VR: Real estate companies offer virtual property tours to potential buyers.
• Advantages:
o Improves customer experience by making products interactive.
o Helps in decision-making by visualizing products.
4. Future Trends in Digital Marketing
1. Hyper-Personalization:
o Using advanced data to send personalized ads and emails to customers.
o Example: Spotify Wrapped showing your personalized music stats.
2. Influencer Marketing Evolution:
o Collaborating with influencers in niche fields for better targeting.
3. Interactive and Short-Form Content:
o Engaging reels, stories, and TikToks are becoming more popular.
4. Blockchain in Marketing:
o Used to ensure transparency in digital ads and eliminate fraud.
5. Green Marketing:
o Promoting eco-friendly products to attract environmentally conscious customers.
Capstone Project: Developing a Comprehensive Digital Marketing Plan
1. Understanding the Brand
• Identify the brand, its mission, and goals.
• Example: If the product is eco-friendly, the goal could be to target environmentally conscious consumers.
2. Market Research
• Study the target audience:
o Demographics: Age, gender, income, etc.
o Psychographics: Interests, lifestyle.
• Analyze competitors to identify what works and where you can improve.
3. Setting Goals
• Define what you want to achieve (use SMART goals):
o Specific: “Increase website traffic.”
o Measurable: “By 20% in three months.”
o Achievable: Realistic goals.
o Relevant: Related to brand objectives.
o Time-bound: Set a timeline for achieving goals.
4. Choosing Marketing Strategies
• Social Media Marketing: Run ads and create engaging content on platforms like Instagram, Facebook, and
LinkedIn.
• SEO: Optimize website content with keywords to rank higher on Google.
• Email Marketing: Send personalized emails for promotions or updates.
• Content Marketing: Write blogs, make videos, or share infographics to attract customers.
• Influencer Marketing: Collaborate with influencers to reach a wider audience.
5. Creating a Budget
• Allocate funds for different activities:
o Advertising (e.g., Google Ads, Facebook Ads).
o Content creation (e.g., hiring designers or video editors).
6. Monitoring and Optimization
• Track the performance of campaigns using tools like Google Analytics.
• Evaluate KPIs (Key Performance Indicators) like:
o Website traffic.
o Conversion rates (how many visitors become customers).
o ROI (Return on Investment).
7. Presenting the Plan
• Create a clear and professional presentation for your project.
• Include visuals like charts, graphs, and screenshots to make it appealing.
7 Ps in Digital Marketing:
1. Product
• The product is what a business sells—either physical goods, digital items, or services.
• Example: An online store selling clothes or an app like Spotify offering music.
2. Price
• This is the cost customers pay for the product.
• Digital pricing can include discounts, subscriptions, or free trials.
• Example: Netflix offers different plans based on the price and features.
3. Place
• Place means where customers can buy the product online, such as websites, apps, or marketplaces.
• Example: Amazon sells products through its website and app.
4. Promotion
• How businesses advertise their products to customers.
• Includes ads on social media, emails, SEO (search engines), or blogs.
• Example: A sale ad on Instagram for a fashion brand.
5. People
• Refers to everyone involved in providing the product or service, like employees and customers.
• Example: A customer care team or chatbot helping with online orders.
6. Process
• The steps to deliver the product or service smoothly, like easy payment and fast delivery.
• Example: Amazon’s one-click order and fast delivery system.
7. Physical Evidence
• In digital marketing, this is how a brand looks online—its website, reviews, and social media presence.
• Example: A well-designed website and positive reviews on Flipkart.
