Digital
Marketing
Heshani Bandara
What is Digital
Marketing ?
• Achieving marketing objectives through
applying digital media, data and technology.
• In practice, digital marketing focuses on
managing different forms of online company
presence, such as company websites, mobile
apps and social media company pages,
integrated with online communications
techniques including search engine marketing,
content marketing, social media marketing,
online advertising, email marketing and
partnership arrangements with other websites.
7D’s of Digital Marketing
Digital Goals and Strategy
• Reviewing what the business or
brand is aiming to achieve through
using digital marketing and how
well it is contributing.
• Considering how digital
can help the business compete
marketing
through digital marketing strategy
to define digital transformation
needed for existing businesses,
including changes to business and
revenue models, and prioritization
of always-on marketing in addition
to campaign investments.
Digital Audiences
Understanding online
behaviours
audience
characteristics, and
preferences,
personas, in order to deliver more
summarized
relevant contentasand experiences
to different target segments
, aimed at increasing
and sointeractions
meeting business goals
within the competitive online
marketplace.
Digital devices
• Understanding how our
audiences interact with
businesses as part of the buying
process using a combination of
smartphones, tablets, laptops,
desktop computers, TVs, gaming
devices, smart speakers and
other connected devices
Digital Platforms.
Assessing the relative importance of
interactions and priority for
communications on the major digital
platforms or online services.
Digital Media
Digital media. Prioritizing the use of
different communications channels
for reaching and engaging audiences
that are available, including
advertising, email and
Examples
Paid Media Media you pay Google Ads, Sponsored
for posts
Owned Media Channels you Website, Blog, Email list
control
Publicity from Reviews, Shares, Press
Earned Media others coverage
Digital data
Structuring and applying the insight
businesses collect about their
audience profiles; their interactions
with businesses now need to be
protected by law in most countries.
Digital marketing technology.
Selecting the marketing technology
that is used to create interactive
experiences including websites and
mobile apps. Technology is also used
to support the planning, execution,
optimization, insight and reporting
for digital marketing channel
activities that form
campaigns.
marketing
Key Types of Digital
Marketing
Search Engine Optimization (SEO)
Improving website content to rank higher in search engine results (Google).
Pay-Per-Click (PPC)
Paid ads where advertisers pay each time someone clicks (e.g., Google Ads).
Social Media Marketing (SMM)
Promoting content and engaging audiences on platforms like Facebook,
Instagram, and LinkedIn.
Email Marketing
Sending personalized messages to customers’ inboxes.
Content Marketing
Creating blogs, videos, and graphics to attract and educate audiences.
Affiliate & Influencer Marketing
Promoting through third parties who get a commission or promote to their
followers.
Goals of Digital
Marketing
Benefits of
Digital
Marketing
(5S’s)
• Sell – Grow Sales
• Speak – Get closer to the
customer
• Serve – Adding values
• Save – Save Cost: Ex: cost
of
customer acquisition
• Sizzle – enhance the brand
Questions?
