UNIT_1
Digital marketing
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Recapitulation
Group B 5
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Learning Outcome
CO Kl POs Outcome
CO1: Able to
understand the
K3
Our
PO 1- Apply knowledge of various functional areas of business.
PO 2- Develop communication and professional presentation skills.
Know the usage of Common functions of business
intelligence technologies
basic concept and
PO3- Demonstrate critical thinking and analytical skills for business decision
Team
various aspects of
Digital Marketing making
. PO4- Illustrate leadership abilities to make effective and productive teams
E- Payment Method
PO5- Explore the implications and understanding the process of starting a
new venture
commerce
PO6- Imbibe responsible citizenship towards sustainable society and
ecological environment
Types of E- Benefits of E-comerce
PO7- Appreciate inclusivity towards diverse culture and imbibe universal
values
PO8- Foster creative thinking to find innovative solutions for diverse business
commerce
situations
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Table Of Content
❑ Introduction
❑ Meaning of Marketing
❑ Different Methods Of Digital Marketing
❑ Features Digital Marketing
❑ Objectives Digital Marketing
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Introduction
It is the promotion of product all brand by a one or more forms of
electronic media promoting through Internet, , Mobile, Radio, Google,
Search engine marketing etc…
It is an interactive marketing of products & services using digital
technologies to reach customers on-time & retain them.
It is the most accessible ,easy to use and contemporary method of
promotion which is also known as ONLINE MARKETING.
Group B 1
Let's continue
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What is Marketing?
• Market:
A: any place where producers, distributors, retailers and
consumers interact.
b: producers, distributors, retailers sell and consumers buy.
Marketing: activities undertaken to promote buying and selling of
products/services.
Formally:
“Marketing is the management process responsible for
identifying, anticipating and satisfying customer requirements
profitably”.
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Contd.
Marketing comprises of :
• Identifying
• Anticipating
• Satisfying the consumer requirements
Or
Performing different activities necessary to establish
the exchange relationship. Such as: product
development, pricing, promotion and distribution.
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Digital Marketing
Performing such activities on a digital
platform would be called?
Digital marketing is the component of
marketing that utilizes internet and online
based digital technologies such as desktop
computers, mobile phones and other digital
media and platforms to promote products
and services.
What do we mean by the word digital?
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Contd.
Digital Media includes
a. Web
b. e-mail
c. wireless media (satellite & radar
communication, cellular communication,
global position systems (GPS), WiFi, Bluetooth
and radio frequency identification are all
examples of “wireless”)
d. Management of digital customer data &
electronic customer relationship management
systems (like chatrooms/forums/email).
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Different Methods Of Digital Marketing
• Search Engine Marketing (SEM)
• Paid Search Engine Optimization (SEO)
• Non-paid Social Media Marketing
• Video Marketing (YouTube, Facebook
etc..)Marketing
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Digital Marketing
Features
• Apply technologies which form online channels to
market
i.e., access platforms such as mobile phones, PCs,
digital TV and deliver content through online
communication tool such as web sites, portals,
search engines, email, ,msgs
• Online channel should support the entire process
(pre-sale to sale to post-sale)
• Develop healthy customer relationships
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Discussion
Share your experiences
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Types of Online Presence
• Transactional e-commerce site – which are meant to sell products to
consumers. Ex- Amazon
• Relationship building website- Send emails, news letters to establish
relationship with consumers. Ex- if you subscribe to any channel/ journal
they start sending notifications on email.
• Brand-building website – products are not available for purchase.
Website maintained only to build brand’s image online.
• Portal website- gateway of information. Provides links to other sites.
Spreads information. Ex- yahoo.com
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Importance of Digital
Marketing
•Sell- Grow sales
Smith &
•Sizzle- Extend the brand online
Chaffey’s 5s
of digital
•Save- save costs
marketing
•Speak-Get closer to customers
•Serve- Add value
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Objectives
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3,5 BILLION VIEW
SUMMARY
• Digital marketing- achieving marketing goals through applying
digital technologies/digital devices.
• E- business is a wider term & e- commerce is a subset of it.
• B2B, B2C, C2B, B2B business models
• Types of Online presence – transactional purpose, relationship
building, brand building and portal website.
• Benefits of Digital marketing – sell, serve, speak, save, sizzle
and more can be added
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Reference Books
1. Learning Pvt. Ltd., New Delhi.
1. 3. Roberts, M.L.(3rd Ed.,2013) Internet Marketing, 1st Indian
Edition, Cengage Learning, New Delhi.
1. 4. Hanson, W. and Kalyanam, (1 Ed. 10th International Conference,
2010), e-Commerce and Web Marketing, Cengage Learning, New
Delhi.
1. 5. Shainesh G. and Jagdish N Sheth (1" Ed., 2008). Customer
Relationship Management- A strategic perspective, Macmillan India
Ltd.
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If you have any questions welcome to ask
Thank you for your
attention
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BBA 304 Digital Marketing
