UNIT V

What is Digital Marketing?

Digital marketing is the act of promoting products and services through

digital channels, such as social media, SEO, email, and mobile apps. Any form of
marketing that involves electronic devices is considered digital marketing. It can
be done online and offline; in fact, both kinds are important for a well-
rounded digital marketing strategy.

Role of E_Marketing

The role of digital marketing is to help you garner new traffic, leads, and sales
for your business by reaching people looking for your products and services.
By itself, web marketing is the process of marketing your company online to
prospective leads and high-value consumers.

Online marketing plays a vital role in helping your business grow. Considering
that over 4.3 billion people are on the web and two billion of them are online
shoppers, there are dozens of opportunities to reach people who are
interested in your company.

Digital marketing strongly and positively impacts your business. When you
invest in digital marketing, you’ll find that your digital marketing
strategy plays a critical role in driving success for your business.

Role of E_Advertising

Advertising plays a major role in business.

Let's Understand the Role of E_Advertising in the Business

To Attract or Engage New Customers

People get information about your business or product through
advertisements in newspapers, magazines, television, and radio, which
attract new people to your business or product.

For New Opportunities

For B2-B businesses, advertising increases your sales and increases the
brand value of your business in the market. This lets you know the trends of
your customers, which in turn creates opportunities for new prospects for
you.

To Increase Product Awareness

For any business, advertising is needed to spread the information about their
new product to the public after it is launched. Advertising provides
information about the product among the people, which helps in business
growth.

To Get Traffic to a Web Page

Ads can attract people to your website or portal, where you can convert
visitors or visitors into customers.

To Increase Brand Awareness

Advertising gets your business to the people. So that whenever the consumer
needs the product, your brand comes first to them.

To Deliver an Ongoing Product Offer or a Specific Message

If you want to provide information to the people about the offers going on
your business or product so that the sales of your product increase, then you
can reach this news to the people through advertisement.

To Increase Online Sales

For e-commerce businesses, pay-per-click ads can drive online sales almost
instantly. PPC ads can prompt buyers to take action as soon as they see your
ad and click on the ad to reach your product directly.
To Create a Positive Brand Image

For industries suffering from chronically poor perception, advertising can

change people's poor perception of your business by creating a more
favorable impression. For example, advertising can make people aware of the
expanded capabilities of your business or a good image of your product.

To Maintain a Positive Industry Profile

If you're a consultant or run a tech company and want to become famous for
your expertise, advertising can help. Native ads can promote your content
that showcases your expertise. Also, advertising helps in attracting industry
partners.

5P’s of E_Commerce Marketing

The 5 P’s of Marketing – Product, Price, Promotion, Place, and People – are
key marketing elements used to position a business strategically. The 5 P’s of
Marketing, also known as the marketing mix.

1. Product

Your product is what you offer to customers.

Whether it’s a physical product or a service, your offerings to consumers are

the first core principle that makes up your marketing strategies.

Your product includes the function, branding, appearance, warranty,

quality, and even the packaging of your product or service.

2. Place

The place of marketing refers to the time at which your products reach
customers and the channels you use to get them there.

That includes things like your distribution channels, logistics, market

coverage, and levels of service.
You always want your products to get to the right people in the right place at
the right time, so this element offers important benefits.

3. Price

Your pricing refers to the price of each product or the levels of pricing on
services.

It’s essentially your marketing strategy for making a profit, and needs to
include the cost of goods, the advertised price, discounts, sales, and
payments.

Pricing affects how your goods are viewed by consumers, and can impact your
brand reputation as affordable or high-end.

4. Promotion

Promotion refers to the ways in which you promote your products and services
and how you get information about those products and services in front of your
audiences.

This can include many of the day-to-day elements of digital marketing,

like social media, advertising, and SEO strategies.

5. People

Businesses and brands don’t run by themselves.

People are an essential component in how your company functions, from your
internal employees to customers to partners.

You need to think about the needs and functions of groups inside your
organization and the needs and wants of your customer base.

The New Age of Information

The new age of information-based marketing differentiate interactive
marketing into four areas:

1) Retailers vs manufacturers

The role of Retailers and manufacturers are fast reversing in electronic

commerce.

Retailer’s vs Manufacturers have the following methods:

 Market research and customer prospecting

 Market presence method

 Product or services building method

 Information-based products pricing and priority method

2) Target and micro marketing

 Electronic commerce, technology has put target and micromarketing

within the research of small business.

 It gives information to the micro marketers not only about its own business
but also consumer’s information.

 Consumer target is two-way flow of communication between seller and

buyer.

 Direct mail and telemarketing are two fast growing ways to micro market.

 Technology is an essential tool in micromarketing.

There are two main types of micromarketing:

 Direct-relationship micromarketing is aimed at stimulating sales at

retail establishments through direct contacts with consumers.

 Direct-order micromarketing is focused on selling products

directly to consumers in their homes or businesses.
3) Small business vs large business

The key distinction between small and large business remains access to
national and international marketing for advertising purposes.

4) Regulatory and legal implications of cyberspace marketing

 Today, exorbitant advertising cost represents the barrier to reaching the

customer effectively.

 Internet and other networks plays good role in advertising.

 The major difference between the internet and other I-way advertising media
are ownership and membership fees.

 Due to the empowering effect of internet-facilitated advertising however,

the balance of power between large and small companies may change in
future.

Charting the online marketing process

Following is a 5 Step Digital Marketing Process, that can be used for

marketing anything on Digital Media.

Step 1: Research

Step 2: Create

Step 3: Promote

Step 4: Analyze

Step 5: Optimize

1- Research: At this stage, you Research about business, target

customers, product/service, competition.
2- Create: At this stage, you create your digital marketing goals,
digital marketing strategy, digital marketing plan & primary digital
identities (website/blog/ app).

3 – Promote: At this stage, you start promoting your primary digital

identities through various digital marketing channels like search
engines, display networks, e-commerce portals, social media, emails,
messaging & affiliate programs.

4 – Analyze: At this stage, you look the various analytics including

the most important analytics i.e Website / Blog / App analytics &
compare them with your goals. You also understand where changes
must be made in order to bridge the gap between goals & actuals.

5- Optimize: At this stage, based on analysis & observations, you

start making changes (fine-tuning). The changes could be in your
primary digital identities or digital marketing channels. Changes are
also referred to as content & design of your identities & promotional
communication.

Virtual Reality and consumer Experience

Virtual reality (VR) is a computer-generated simulation where users can
physically interact within an artificially created 3D environment using
electronic devices (headset and gloves/hand-operated consoles fitted with
sensors). A user’s physical presence is digitised, giving the feeling of
experiencing this virtual world in a physical manner.

VR entirely replaces reality with a digital simulation designed to create a

transformative experience.

Virtual Reality is improving Customer Experience

Recent surveys show that customers are 86% more likely to pay more for a
product or service when they receive great customer experience. With VR,
businesses are able to create revolutionary customer experiences that are
unlike anything ever seen before. As the technology evolves and the
hardware (headsets, consoles, etc.) becomes more affordable, businesses will
be able to add new elements into their environments continuously at a
fraction of brick and mortar costs.

Based Marketing

Account-based marketing (ABM) is a business-to-business (B2B) strategy that

focuses sales and marketing resources on target accounts within a specific
market. Instead of broad-reaching marketing campaigns that touch the
largest possible number of prospective customers, an ABM strategy focuses
resources for the book of business on a defined set of named accounts. Then
marketing focuses all of their resources, budget and campaigns against the
very specific list of target accounts to directly support sales effort.

An important goal of ABM is to identify employees at a specific company who

are researching products and services and then customize sales programs
and marketing messages to meet the needs of buyers and influencers at that
company. In the past, an ABM strategy was expensive; it required a lot of
work and many components had tasks that needed to be done manually.
Today, however, any company that uses marketing automation technology
and customer relationship management (CRM) software can automate much
of the tedious, time-consuming work involved in mining potential customer
data and personalizing marketing messages to meet the specific needs of the
named account that is being targeted.

Search Engines

A search engine is a software program that helps people find the

information they are looking for online using keywords or phrases.

Search engines are able to return results quickly—even with millions of

websites online—by scanning the Internet continuously and indexing every
page they find.

When a user enters a search term, the search engine looks at the website
page titles, contents and keywords it has indexed and uses algorithms (step-
by-step operations) to produce a list of sites—with the most relevant websites
at the top of the list.

Companies use search engine optimization (SEO) to help search engines

recognize their websites as highly relevant to particular searches. Popular
search engines include Google, Bing and Yahoo.

Directory Services

A directory service is a database for storing and maintaining information

about users and resources. Directory Services are often referred to as
directories, user stores, Identity Stores, or LDAP Directory, and they store
information such as usernames, passwords, user preferences, information
about devices, and more. Network and system administrators use directory
services to onboard users, manage access privileges and monitor and control
access to applications and infrastructure resources. For example, when a
user accesses an application, that application will reference the directory
service to ensure the user is legitimate and has the proper privileges to
access and use that application.

Directory services are fundamental elements of an Identity Security strategy.

Many identity and access management (IAM) solutions use directory
services in conjunction with single sign-on (SSO), multi-factor
authentication (MFA) or identity lifecycle management functionality.

Chain Letters

Chain letters are messages written to a person, that attempts to get the
person to copy the message and send it to a specified number of people, word
for word. Chain letters often include stories, jokes, poems and scary stories
and some may threaten the reader with bad luck or to be killed the same way
as a character in the story, if they do not copy the message and send it to the
specified number of people. Of course, these threats are a part of the joke,
and do not mean to truly threaten the person in any way (though some people
believe these threats). This article is by no means an article to show you how
to spam web pages or threaten people, but rather how to start one of these
chain letters.
IMPORTANT QUESTIONS

Short Questions

1) What is New Age of Information?

2) Define the Terms:

 Based Marketing

 Search Engines

 Directory Service

 Chain Letters

3) What is Charting the Online Marketing Process?

4) What is Virtual Reality and Consumer Experience.

Long Questions

1) What is Digital Marketing or E_Marketing? Write in detail

about role of E_Marketing & E_Advertising.

2) Write in detail about 5P’s of E_Commerce Marketing.