Module -5 Direct Marketing & Digital Marketing:

• Concept and scope of direct marketing, concept and components of digital

marketing. Digital marketing communications, digital marketing in India.

• Promotions- Marketing communications- Integrated Marketing Communications

(IMC)-communication objectives, steps in developing effective communication,
Stages in designing message.

• Advertising: Advertising Objectives, Advertising Budget, Advertising Copy, AIDA

model, Traditional Vs Modern Media- Online and Mobile Advertising, Social Media
for Advertising.

• Customer Relationship Management- components. Significance of Marketing

Research- importance of data.

Direct Marketing: Concept and scope

• Is the process by which a firm approaches its customers on one-to-one basis and markets
its products directly to them.

• Via email, SMS, Telephone.

• Is an interactive system of marketing which uses one or more advertising media to affect
a measurable response at any location.

Scope of direct marketing

• Focused approach.
• Cost effective.
• Immediate and Flexible.
• Easy reach.
• Customized messages.
• Quick delivery.
• Multiple benefits.
• Ease of management.
• Testing capability.
• Relationship building.

Marketing + Digital platforms, Internet, Web and Mobile = Digital marketing.

Marketing of products or services using digital technologies, mainly on the internet, but also
including mobile phones, display advertising and any other digital medium.

Components of Digital marketing

1. Search Engine marketing

2. App Development
3. Web design.
4. Search Engine Optimization.
5. Email marketing.
6. Content marketing.
7. Social media marketing.
8. Online branding.
Digital Marketing communications

Digital marketing in India

With a population reaching 1.37 billion, India is considered the twenty-eighth most densely
populated country in the world.

This sheer number guarantees that the country holds so much potential and can provide a lot of
opportunities for both foreign enterprises and local startups alike.

Despite the country’s low current internet penetration rate, India’s digital market is anticipated to
grow rapidly in the coming years.
This growth makes the country attractive to businesses aiming to explore the region. However,
there are also several risks associated with penetrating the Indian market.

Emerging as one of the most rapidly developing economies worldwide, India offers tremendous
opportunities for the growth of businesses.

This rings true, especially for digital marketing. Currently, 50% of the Indian population has
access to the internet.

This figure may seem low, but considering that India’s population exceeds a billion, this means
that there are about 687.6 million internet users in the country.

In addition, the internet penetration rate is expected to reach above 50% by the end of 2021 due
to the fast development of telecommunications infrastructure.

Here are some of the trending digital marketing in India:

 Social Media Influencer Campaigns

 Rich SEO Implementation.

 Video Content

 Personalized Customer Content

 Voice Search

 Vernacular Content

 Smarter interactive chatbots

Promotions- Marketing communications- Integrated Marketing Communications (IMC)-

communication objectives, steps in developing effective communication, Stages in designing
message.

Promotions

• Promotion encompasses all the tools in the marketing mix whose major role is persuasive
communication.

• Promotion includes advertising, personal selling, sales promotion, other selling tools.

• Concerned with demand generation, positioning.

• Marketing communications are messages and related media used to communicate with
a market.
 Integrated marketing communication (IMC)

Is a comprehensive plan that evaluates the strategic roles of a variety of communication

disciplines- advertising, public relations, personal selling, and sales promotion - and
combines them to provide clarity, consistency, and maximum communication impact.

Components of IMC

 Public relations and Publicity.

 Direct marketing.

 Interactive marketing.

 Word of mouth

 Personal selling.

 Advertising.

 Sales promotion

 Events and Experiences.

Communication Objectives

 Increase market penetration.

 Develop repeat purchase behavior.

 Establish customer relationships.

 Increase rate of consumption.

 Encourage product trial.

 Stimulate impulse buying.

 Stimulate demand.

 Differentiate the product.

 Establish a product image.

  Influences sales volume.

 Establish, modify, or reinforce attitudes.

 Develop sales leads.

 Stimulate interest.

 Establish understanding.

 Build support and acceptance.

Steps in developing effective communication

Stages in designing message

1. Identify the target audience.

2. Determine the communication objectives.

3. Design the message.

4. Select the communication channels.

5. Establish the total communication budget.

6. Decide on the communication mix (online and offline)

Advertising: Advertising Objectives, Advertising Budget, Advertising Copy, AIDA

model, Traditional Vs Modern Media- Online and Mobile Advertising, Social Media
for Advertising.

Advertising
 Defined as any paid form of non-personal presentation and promotion of goods,
services and ideas by an identified sponsor.

Advertising Objectives

1. Introduce a product.

2. Introduce a brand.

3. Awareness creation.

4. Acquire customers.

5. Differentiation.

6. Brand building.

7. Positioning.

8. Increase sales.
 9. Increase profits.

10. Create desire.

11. Call to Action.

Advertising budget

Is the money a company is willing to set aside to accomplish its marketing objectives.

A subset of the larger sales budget.

Advertising Budget Process

 Setting up advertising goals.

 Determine activities to be undertaken and prepare components.

 Approval of budget from management and allocation of funds.

 Monitoring expenses incurred in advertising program.

Five M’s of Advertising

Advertising Copy

Is "written or spoken material in it, including headlines, main body, sub-heads, pictures,
captions, slogans, information about brand name, trademarks, prices, copupons, claims,
advertiser's name, address, logo, phone numbers, website etc."

Components of Ad copy

Background, border, caption, coupon, body copy, creativity, decoration, heading, illustration,
signature, name or company logo, price, product, slogan, space, sub heading, trademarks, colors,
call to action buttons.
AIDA Model
Attention: Potential customers become aware of a product or service usually through PR,
advertising, etc.

Interest: The customer becomes more interested in the brand, product or service by learning its
benefits and any shared affinities.

Desire: The customer develops an active interest in the product or service and holds a favorable
perception or opinion.

Action: Purchase intent is formed, the customer buys, trials or shops around, they are 'in-market'
for the product.

Online

Online advertising, also known as online marketing, Internet advertising, digital advertising or
web advertising, is a form of marketing and advertising which uses the Internet to deliver
promotional marketing messages to consumers
Online Advertising: Paid Search
Paid search – also known as pay-per-click advertising, or PPC – is one of the most common and
effective types of online advertising.

Online Advertising: Paid Social

While paid search may have transformed Internet advertising, paid social is transforming the web
of tomorrow.

Online Advertising: Campaign Elements

Text and Visual Ads
Google AdWords and Bing Ads offer advertisers the choice of either text-based ads or more
visual advertisements, such as banners.

Text-based ads are often referred to simply as PPC ads, whereas banners and similar ad formats
are commonly referred to as display ads.

In addition, social media platforms such as Facebook, insta offer highly visual advertising
formats that include some ad copy, which can be thought of as a combination of both.

There are dozens of advertising formats available to today’s advertisers, allowing you to choose
the format and advertising network that best suits the needs of your campaigns.

Landing Pages
Call Tracking
Sponsored Content
Email Marketing
Remarketing: Remarketing allows you to track users who have visited your website – but failed
to convert or take action – once they leave your site, and serve ads to them on other websites.
This not only significantly increases brand awareness, but also provides numerous further
opportunities for the user to revisit your website and convert at a later time. Remarketing can be
enabled on search and display campaigns, as well as social advertising initiatives.

Mobile advertising
Use of mobile medium as a means of communication, distributes any form of promotional or
advertising messages to customers predominately through wireless networks.
Mobile advertising is any form of advertising that appears on mobile devices such as
smartphones and tablets using wireless connections. Companies advertise through text ads via
SMS or through banner advertisements that appear embedded on a mobile web site.
Advantages of mobile advertising
Accessible: Social media platforms and mobile apps have become the modern terminology for
communication.
People spend a considerable amount of time updating their apps.
Geo-targeting: Since people keep their cell phones with them when they travel, marketers and
advertisers can make use of the knowledge to deliver location-based, geo-targeted
advertisements. 
Location-based mobile advertising is a great way to analyze consumer preferences and habits
like shopping favorites, areas frequented, etc. 

Understanding consumer habits: Mobile devices have a unique ID. Using the id’s, offline as
well as online habits of the target consumers can easily be studied. This, in turn, helps in
devising a sound marketing campaign.

Cost efficiency: Mobile advertising is one of the most cost-efficient ways to reach your target
customersBeing budget-friendly means that marketers can afford to increase the frequency of
sending messages or even target new customers repeatedly.
Personalized advertising: Mobile advertisements have the unique advantage of tailoring the
mobile user’s preference in marketing campaigns. Customers have the option to follow, like or
even send in their own suggestions to their favorite brands through social platforms. 
Plethora of creative options: Since mobile advertising integrates well with social media
channels, websites, and apps, it is possible to enhance the creativity levels of the
advertisements. With a strong visual appeal and instant outreach, mobile ads ensure a stronger
impression on the target audience.
Fraud resistance: Compared to desktop advertising, fraud detection is easy with mobile devices.
It is easy to verify the “Click to calls” and usage. 
Instant results: Cell phone users keep their devices with them wherever they go. The chances of
seeing an ad on a mobile set are more as compared to desktop or other traditional advertising
methods. Additionally, it is also easy to track user responses instantly. 
Higher conversion rates: Smartphone-based ads, clicks, spend and conversions report the
highest growth rate when compared to desktops or even tablets. 
Interactive:  People like to take part in advertisements that come along with contests, games, etc.
The use of gamification and other features makes mobile advertising more interactive. 

Types of Mobile Advertising

1. Banner advertising
2. Video advertising
3. Full-screen or interstitial mobile advertising
4. Native app-based advertising
5. Gamified mobile advertising

Social media for advertising:

Social media advertising, or social media targeting, are advertisements served to users on social
media platforms.
The Different Types Of Social Media Platforms To Serve Ads:

 Social networking (Facebook, LinkedIn, Google+).

 Microblogging (Twitter, Tumblr).
 Photo sharing (Instagram, Snapchat, Pinterest).
 Video sharing (YouTube, Facebook Live, Periscope, Vimeo).

 .

The Different Types Of Social Media Platforms To Serve Ads:

 Social networking (Facebook, LinkedIn, Google+).

 Microblogging (Twitter, Tumblr).
 Photo sharing (Instagram, Snapchat, Pinterest).
 Video sharing (YouTube, Facebook Live, Periscope, Vimeo).

The 6 Best Social Networks for Ecommerce Advertising. In 2020, there are 6 different
social media channels where you can follow proven ad strategies and generate consistent
ROI.

These are the best places to invest your ad money right now.

1. Facebook.
2. Instagram.
3. Twitter.
4. Pinterest.
5. LinkedIn.
6. Snapchat.

Benefits Of Advertising Through Social Media Include:

 Grow your sales and your fanbase.

 Use customer generated content for ads (which perform better, too!).
 Better target net new and returning customers (so you waste less money).
 A/B test on the fly, using platform analytics to determine winners.

Which social media network you choose will depend on 3 VERY important factors:

1. Where your target customers are most concentrated (usage, groups, etc.)
2. Where your target customers are most accessible (preferred media, ad targeting, etc.)
3. Where your target customers most actively engage with ads (testing required)

Customer Relationship Management- components. Significance of Marketing Research-

importance of data.
Customer Relationship Management

Is an enterprise approach to understanding and influencing customer acquisition, customer

retention, and customer value-current and lifetime-through interactive, relevant information
exchange.

Is the overall process of building and maintaining profitable customer relationships by delivering
superior customer value and satisfaction.

Components of CRM:

Technology

Process

People

Types of CRM

1. Operational CRM

2. Collaborative CRM

3. Analytical CRM
Significance of Marketing Research- importance of data.

Marketing research is the process of collecting, analyzing and interpreting data about your target
market, consumers, competitors and industry as a whole.

Marketing research steps

1. Problem definition
2. Specifying research objectives
3. creating the research design
4. collect the data
5. Analyze and evaluate results.

Need and importance of Marketing research

1. Provides valuable data

2. Studies consumer behaviour

3. Selects promotional technique

 4. Supplies marketing information

5. Evaluates marketing performance

Importance of data

 Marketing intelligence for smarter decisions.

 Making better product.

 Managing business efficiently

 Predictive analysis to predict outcomes.

 Learning data for business decisions.

 Assessing marketing decisions.

 Automating activities of marketing.