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    Module 1 Digital Marketing

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    kanishk
    The document discusses the history and evolution of digital marketing from the early internet in the 1990s to modern practices. It outlines key milestones like the first website in 1991 and the Barack Obama presidential campaign's use of digital strategies. The text also defines and compares terms like e-business, e-commerce, and e-marketing. It explores characteristics of different stages of the web from 1.0 to 4.0 and how digital marketing tactics can be applied.

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    Module 1 Digital Marketing

    Uploaded by

    kanishk
    103 views16 pages
    The document discusses the history and evolution of digital marketing from the early internet in the 1990s to modern practices. It outlines key milestones like the first website in 1991 and the Barack Obama presidential campaign's use of digital strategies. The text also defines and compares terms like e-business, e-commerce, and e-marketing. It explores characteristics of different stages of the web from 1.0 to 4.0 and how digital marketing tactics can be applied.

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    The document discusses the history and evolution of digital marketing from the early internet in the 1990s to modern practices. It outlines key milestones like the first website in 1991 and the Barack Obama presidential campaign's use of digital strategies. The text also defines and compares terms like e-business, e-commerce, and e-marketing. It explores characteristics of different stages of the web from 1.0 to 4.0 and how digital marketing tactics can be applied.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    103 views16 pages

    Module 1 Digital Marketing

    Uploaded by

    kanishk
    The document discusses the history and evolution of digital marketing from the early internet in the 1990s to modern practices. It outlines key milestones like the first website in 1991 and the Barack Obama presidential campaign's use of digital strategies. The text also defines and compares terms like e-business, e-commerce, and e-marketing. It explores characteristics of different stages of the web from 1.0 to 4.0 and how digital marketing tactics can be applied.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    You are on page 1of 16
    At a glance
    Powered by AI
    Some of the key takeaways are that digital marketing involves using digital technologies like the internet, mobile, and social media to achieve marketing objectives. It also discusses how digital has empowered consumers and shifted power from companies to individuals.

    Web 1.0 focused on one-way communication of static content dominated by institutions. Web 2.0 enabled two-way interactions and user-generated content. Web 3.0 integrates content and communication in real-time. Web 4.0 emphasizes customer engagement and personalization with web participation as a necessity.

    Some digital marketing tactics discussed include search engine optimization, search advertising, online advertising, affiliate marketing, video marketing, social media, and email marketing.

    Digital Marketing

    Rashid Khan
    Digital Marketing
     The internet started in 1969 as the ARPANET, a network for
    academic and military use.
     Web pages and browsers appeared in 1991-93.
     First website (http://info.cern.ch) went live in 1991.
     With over one billion people around the world regularly
    using the web to find products, entertainment and soul-
    mates
     The first generation of e-business was like a gold rush.
     Organizations need marketers, strategists to apply digital media
    The Barack Obama Campaign Story
     President Obama made history by his use of Digital-marketing to
    win the 2008 election.
     Obama’s internet strategies targeted 18-29- year-old voters
    because 93% are online.
     His 2012 efforts added higher levels of sophistication, including
    the use of social media and mobile marketing.
     Facebook displayed over 33 million “likes.”
     The Obama YouTube channel had over 286,000 subscribers and
    288 million upload views.

    1-3
    E-Business
     E-business has a broader perspective.
     It involves the automation of all the business processes
    in the value chain – from procurement or purchasing of
    raw materials, to production, stock holding, distribution
    and logistics, sales and marketing, after sales, invoicing,
    debt collection and more.
    E-commerce
     E-commerce is primarily about selling online or the
    ability to transact online.
     This includes e-tailing, online banking and shopping –
    which involve transactions where buyers actually buy and
    shoppers actually shop.
     Some suggest that e-commerce refers to both financial and
    informational transactions.
     Examples: inbound customers email enquires, outbound email
    broadcast to prospects and customers that need management
     Responding to an enquiry or an online catalogue search

    1-5
    E-Marketing
     E-marketing (Internet Marketing) is the management process
    responsible for identifying, anticipating and satisfying customer
    requirement profitably through digital media.
     ‘e-Marketing is the sum of all activities a business conducts through the internet
    with the purpose of finding, attracting, winning and retaining customers.’ -
    CISCO Systems
     Achieving marketing objectives through applying digital technologies.
     Applying these technologies which form online channels to market:
     –Web, e-mail, databases, plus mobile/wireless and digital TV.
     To achieve these objectives:
     – Support marketing activities aimed at achieving profitable acquisition and
    retention of
     customers ... within a multi-channel buying process and customer lifecycle.
    Digital Marketing
     It can be simply defined as: Achieving marketing objectives by
    applying digital technologies.
     Use the Internet as a core promotional medium, in addition to
    mobile and traditional TV and radio.
     Access platform or hard wear pc, pda, tablets, mobile phones,
    interactive digital television,
     Digital communication tools: websites, portals, search engines,
    blogs, email, instant messaging, voice telephony (deliver content
    and enable interaction)
     It gives superior results when integrated with other
    communication channels
     It supports multi channel marketing
    Digital Marketing
     Today, no marketing strategy is complete if it does not
    incorporate digital strategy and expression.
     Digital is a new way of exploring content (for users) and
    connecting with customers (for marketers).
     Digital enables you to segment your audience and
    customize messages in a valuable and measurable way.
     People are not passive consumers, they are
    empowered as publishers, editors and
    commentators.
    Power Shift From Companies To Individuals
    Primary Characteristics Web 1.0 to Web 2.0

     Web 1.0 ( about sharing info)


     ONE WAY COMMUNICATION
     Static content provided by creator
     Dominated by institutions and businesses
     Commercial and technical based
     Web 2.0 ( interaction)
     2 way
     Content is social-based and audience generated
     Media fragmentation.
     Everyone is a content producer.
     Social commerce.
    Power shift from sellers to buyers. Consumers trust each other more
    than companies
    Primary Characteristics
     Web 3.0 ( run by server eg amazon)
     3 way communication
     Content driven by online metrics
     Integration of content and communications
     Instant real-time communications

     Web 4.0

     Customer engagement
     Customization and personalization
     Web participation a necessity
    The differences between the old and digital media
    Digital Marketing Tactics
     Search Engine Optimization
     Search Advertising
     Online Advertising
     Affiliate Marketing
     Video Marketing
     Social Media
     Email Marketing
    Applications of Digital Marketing
     An advertising medium
     A direct-response medium
     A platform for sales transactions
     A lead-generation method
     A distribution channel
     A customer service mechanism
     A relationship-building medium
    Benefits of Digital Marketing
     Interactivity
     Intelligence
     Individualization
     Integration
     Independence of location

     5S Model
     Sales – grow sales
     Serve – add value, give additional benefits, inform product development
     Speak – Get closer to customers,
     Save - Cost, reduce staff, print and posting cost, web self-service
     Sizzle- Extend the brand online, new offer, experience and build
    communities

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