1. introduction to digital marketing

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Digital Professional with Experience

Introduction to Digital Marketing



Content

I. Key Elements of Digital Marketing

II. Digital Mediums vs. Traditional Mediums

III. Indian Market Scenario for Digital T



I. Key Elements of Digital Marketing



1.Key element of Digital Marketing

Websites

Search Engine

Online Advertising

Social media

Email



1.What is Digital Marketing ?

When the word come to our mind “Digital “ Seems like something technical.

“Digital marketing is marketing that makes use of electronic devices (computers) such as personal computers, smart phones, cell phones, tablets and game consoles to engage with stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail, apps (classic and mobile) and social networks. Social Media Marketing is a component of digital marketing”.



Websites

A website is basically a blank canvas that you can use to represent what you do and to add information that your customers might be interested in. Ideally a Website will act as a hub for every other activity you do online.

The key to a great website is to keep it: •User friendly •Aesthetically pleasing •Engaging



•User friendly - Make key information on your website easily accessible to visitors . Visitors Love to find the right pages with maximum 3 clicks

•Aesthetically pleasing - Avoid adding two many colors and buttons. Your website should be clutter free

•Engaging - Add “call -to-actions” on every page. ( Call-to –actions –are buttons like Share Us, Like us, know more )

“Visitors love websites where required information is available within maximum 3 clicks”



Search Engine

A search engine is a web based tool that gives you results for your queries from sites available across the web . Since we all are digital consumers today and prefer to search for a product or a service on web before we start buying, Hence Search engine can send us a traffic that is relevant and highly interested in information available at our site.



Online Advertising

Online Advertising includes various paid measures that we can use to acquire traffic to our website. It majorly includes:

Text Ads: Text Ads are text based links placed on sites to acquire traffic through them. You might have noticed them a lot on search engine’s top or side ads.

Display Ads: These are one of the most prevalent forms of advertising online that most of us are familiar with. Good thing about them is, better visibility than text ads. There are many variants of display ads such as banner, video, pop up’s, pre-roll etc.



Social Media

People believe more on reviews from friends rather than company statements for products and services they wish to Buy, hence social media is a great way to: •Create brand advocates online •Get reviews for products •Understand customers better

72% of all internet users are now active on social media



Email

Emails still count for one of the cheapest methods available for customer acquisition online. Good thing about email programs available today is that they can be run on auto responders and have option of segmenting traffic based onto reader’s actions.

Advantages: •Ability to target-customizable and personal

•Supported by data – who received it, who opened it, who clicked and who forwarded it



Digital Over Traditional Mediums



Advantages: Digital Over Traditional Mediums

1. Convenience: Good thing about digital mediums are that you can work whenever and wherever you want. From home, travelling or while holidaying. Whether it’s night or day… you can target your customers even when you are sleeping. It makes your work flexible both time & location wise



2. Reach By marketing on the Internet, you can overcome barriers of distance. You can sell goods in any part of the country & abroad without setting up local outlets, widening your target market.

3. Tracking: This is where Digital completely takes over traditional mediums. Here you can track impressions, clicks and after click behavior of a user on your website. Whereas its not possible to track effectively in traditional marketing platforms.



4. Cost effective: Digital mediums are cost effective i.e. whether you have small, medium or huge promotional spends digital offers You a level playing field with options like cost per click, cost per impression or even performance based ads.

5. Personalization Internet marketing enables you to personalize offers to customers by building a profile of their purchasing history and preferences. By tracking the web pages and product information that prospects visit, you can make targeted mails and offers.



Indian Market Scenario for Digital Marketing



Facts and Figures

In past 5 years Digital Marketing has grown manifolds in India. With Indians being world’s second fastest growing online population with 31% Year over Year Growth. Let’s start with understanding, why it’s the best time to Learn digital ?



Facts and Figures

At 73.9 million home and work internet users, the Indian online population currently ranks as the 3rd largest in the world after China and the U.S.



Facts and Figures

With 75 percent of its internet users under the age of 35, India has the youngest skewing online population among BRIC countries. The Indian blogging audience grew 48 percent in the past year to 36 million visitors, while 26 percent of category traffic comes from mobile phones and tablets.



Facts and Figures

Across all age and gender groups, Women between the ages of 35-44 are the heaviest internet users in the Indian market.



Facts and Figures

54 million internet users in India watched online videos on their computer, representing a 27-percent increase over the past year.



Facts and Figures

The Indian blogging audience grew 48 percent in the past year to 36 million visitors, while 26 percent of category traffic comes from mobile phones and tablets.



India: Digital Marketing Trends



1.Ecommerce In India India's e-commerce market grew at a staggering 88 per cent in 2013 to $ 16 billion. India's e-commerce market, which stood at $2.5 billion in 2009, reached $8.5 billion in 2012 and rose 88 per cent to touch $16 billion in 2013. The survey estimates the country's e-commerce market to reach $56 billion by 2023, driven by rising online retail.



2.Indian online spends increase by 54 % last year. As of March 2012, the industry was worth Rs 2,851 crores in annual revenue and will further grow to Rs 4,391 crores by March 2013, the IAMAI



3.The number of social media users showed growth of 17 per cent to reach 91 million in urban India by December 2013, on the back of rising Internet penetration due to increasing affordability of Smartphone and availability of cost effective data plans India: Digital Marketing Trends Introduction to Digital Marketing 16


4. Entertainment Industry In India Indian Music & Entertainment Industry has used digital big time in past 3 years . Kolaveri Di was first Indian music video to go viral. 3 idiots and Ra-One raised good amount by online promotions. Since then every movie, Film star, video artist has made digital a vital part of their promotion . Alok nath Jokes have spread into media all thanks to digital only.



5. Online Political Promotions Every Indian Political party is present on social media. Social media has played huge role in Narendra modi’s nomination as NDA’s PM candidate and Aam Admi Party’s government in Delhi. As a result every party is spending great amount on digital promotions creating more job opportunities.

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6. Causes From Nirbhaya’s Justice petition to Lifebuoy’s Hand wash Ad corporate and Ngo’s are using this medium heavily to make emotional appeal to masses.

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1. introduction to digital marketing

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