Digital Marketing Overview

Digital Marketing components

Digital Marketing Vs

Digital Internet Marketing

Various forms of Traditional Marketing

• Word of mouth• Newspaper advertisements• Door to door marketing• Banner Advertisements• Magazines• Newsletters• Brochures• Pamphlet distribution and • All other forms of printed material for the

awareness distribution.

• Digital marketing is used for the marketing of products or providing digital services via an electronic media whereas the Digital internet Marketing is used for running promotional campaigns via an electronic media using online Internet services.

• Digital marketing is used for the marketing of products or providing digital services via an electronic media whereas the Digital internet Marketing is used for running promotional campaigns via electronic media using online Internet services.

• In both types of marketing, advertisements play the most vital role. Advertising is a broader term and it goes along till you are in business. Advertising of a product could be done well in advance before its actual production

• Toolkit:-• 1. Rumours are a type of advertising and mainly

used for the branding purposes.• 2. Promotion is done for a short time period.

Whenever you want to strongly attract any customer. In a promotion of a product, one offers:-

• Discounts• Freebies• Exchange offers• And it starts when the product is actually available.

Top 20 most important Marketing Strategies:

1. Scarcity Marketing

• It is a target oriented marketing in which the products are accessible to few customers. at first the demand of the product is created among the audience and when they get desperate to buy it, then the product is finally released in a a limited quantity. This is just a brand value stunt.

• Objective of Scarcity Marketing:• To provide very high in-demand quality product to the target audience.• Example:• Rolls Royce “Phantom” (limited edition) when launched, was priced

much more than other luxury cars. But it was sold very quickly because here the scarcity of the product drives the desire and the price.

• Toolkit:• works on basis of creating aggressive demand and short-supply, in order

to establish the Brand more and more.

2. Viral Marketing

• It refers to the marketing/promotional technique, carried out via a very wide social networking or a well established network platform used for the promotion of a product or creating its brand awareness.

• Objective of Viral Marketing:• Is to create the Brand awareness and further establish

an aggressive demand of the product.• Example:• Promotion of a new released song on a very well

established YouTube channel.• Toolkit:• Rumours is another kind of brand awareness stunt.

3. Relationship Marketing

• It focuses mostly on long term customer engagement rather that a short term customer acquisition and individual sales. The customer, who is happy with a brand and satisfied with its services, will definitely buy again from the same source. The rate of buying stuff online through mobile, laptops and other digital internet media is almost six times higher than the customer buying offline from a shopping store. In short, the Relationship Marketing emphasises on Customer Retention and selling stuff to the same customer again and again rather than focussing on one time individual sales.

• Objective of Relationship Marketing:• Is to provide services for the customer retention.• Example:• Dell online store and special customer care was established for high value

corporate customers i.e. rather than focusing on a specific ad or single campaign, they catered to every need of their potential customers.

• Toolkit:• CTA’s (Call to action) tabs are most popular for the customer engagements.

4. Call to action Marketing (CTA):

• It is used to instruct the user to perform an immediate action on a webpage by the use of very catchy hyperlinked verbs such as “call now” “Quick respond” etc i.e. clicking a button and entering a different page, being redirected to a target location.

• CTA Marketing uses a very clever marketing strategy.• Objective of a CTA Marketing:• is to drive potential traffic to a final Landing Page.• Example:• While buying a shoe from Amazon, the customer is asked to

input the desired colour, size etc and the 3D view of the shoe give its complete outlook and its awesome presentation compels the customer to buy the product.

• Toolkit:• CTA marketing is the main ingredient of a funnel system of sale.

5. Transactional Marketing

• Is a type of marketing in which the companies run different promotional offers in order to get interested customers into their stores and buy products from them.

• Transactional Marketing focuses on two things, namely:-• Boosting the individual sales and• Maximizing the efficiency of total sales.• Objective of Transactional Marketing:• Is to lay emphasis on selling of the product and not developing any

kind of relationship with the consumer.• Example:• A phone call made to the doctor in order to get

recommendations .• Toolkit:• Promotions and offers attract customers almost six times from

normal sale.

6. Seasonal Marketing

• Focuses on the sale of products during a particular season or a particular festive time. Here the marketing strategy is regular and very much predictable. Here seasonal refers to the stage which repeats itself after a period of one year.

• Objective of seasonal marketing:• Is focusing on the product or the service which becomes very

much popular over a particular period or season of the year and after that the demand decreases gradually.

• Example:• Valentines day candy, gift cards, teddys etc.• Summer clothing• Halloween costumes etc.• Toolkit:• Seasonal Marketing repeats itself after a period of one year.

7. Public relations Marketing (PRM)

• Is one of the most important marketing strategy which focuses on Steps:-

• 1. Spreading information among the individual and the organization.• 2. Creating awareness about the product.• 3. Cause engagement.• 4. Which may cause lead generation.• 5. Finally result into sales conversion.• Objective of PRM:• Is to creating a strong relationship with the clients and creating

coverage for the clients for free.• Example:• when a business enterprise reach out to its potential customers in order

to solve any issues raised by them.• Toolkit:• Public Relation marketing uses the concept of sales funnel.

8. Word of mouth Marketing

• It is an evergreen method of Traditional marketing. It focuses on the promotion of a product of the services to each and every individual via the word of mouth conversation. Its success totally depends on the marketing individual as how effectively he converts his conversation into cover-sensation and successfully sells his product.

• Objective of Word of mouth Marketing:• Is to reach out to every individual with a goal to establish a

brand awareness and sell a product.• Example:• Door to door marketing.• Toolkit:• It will always be an important method of marketing

9. Diversity Marketing

• Is done to perform successful marketing among various religious groups or individuals belonging to different sects. It is also known as in-culture type of Marketing technique in which different strategies are developed to connect with a very large and Diverse customer base.

• Objectives of Diversity Marketing:• To create Brand awareness.• To create exposure for the company.• To understand the values, beliefs and life choices of people.• Example:• Different services provided to people with diverse needs and

choices.• Toolkit:• Caters to the variety of groups in a unique manner.

10. E-mail Marketing

• Is a digital internet marketing technique in which the marketing is done totally via the e-mails. Every email done to a customer could be considered as email marketing. It is a modern marketing technique and it focuses on the target audience.

• Objectives of Email marketing:• Building relationship with the potential customers• Remarketing and• Establishing a sense of royalty among them.• Example:• The promotional email everyone of us receive in our inbox.• Toolkit:• Email marketing is the everlasting backbone of the Digital

Internet Marketing.

11. Evangelism Marketing

• It focuses on establishing a supreme brand value in order to increase their fan following and establishing many Brand Advocates. These Brand Advocates further represent the product as a part of their own identity.

• Objective of Evangelism Marketing:• Establishing Brand Advocates.• Example:• A very famous one is Amazon’s Kindle e-reader.• Toolkit:• Establishing Brand advocates is a very popular and

smart way of Marketing

Proximity Marketing

• Also known as event marketing is a localized marketing technique and it uses wireless technology for the marketing of products in the localized area. The customers on which the proximity marketing is done have the necessary equipment or mobile devices for receiving ads.

• Objective of Proximity Marketing:• Distribution of media or advertisements that is timely,

relevant and personal, at various concerts, events, Games etc.

• Example:• A person receiving notifications of various offers, once he

enters into his favourite shopping store.• Toolkit:• It has emerged from the PR Marketing technique.

13. Niche Marketing

• Is focused on satisfying the needs of a particular market group. It caters for a group searching for well defined specific keywords in the SERP (Search Engine Result Page). Here the services are provided on demand and supply basis. It is like being a big fish in a small pond.

• Objectives of Niche Marketing:• Is to focus on providing specialized services to the target

audience.• Example:• Searching in-demand keyword and then using it to do

Marketing.• Toolkit:• Keyword research plays a very significant and important role in

it.

14. Social Media Marketing

• Commonly known as SMM is the very trending and popular Marketing technique in the world. Social networks are very easy to create and needs easy and consistent effort for its growth and establishment. Here marketing of a product is done through very vast and well established social networks. It is a very easy and a cost effective method of marketing.

• Objective if SMM:• To create and establish a brand value through social media

networks.• Example:• Marketing done on Facebook’s wide and very vast network.• Toolkit:• Social Media Marketing is extremely cost effective.

15. Inbound Marketing

• Is a type of marketing done by publishing content of interest to the consumer. It involves promotion of a product through blogs, podcasts, e-books, newsletters etc. in which the target audience by itself goes to the business owners for availing the service.

• Objective of Inbound Marketing:• To compel and attract the consumer to avail the service.• Example:• When an employee calls his bank to check for the balance

in his account, he is more likely to purchase another service from then to secure his interests.

• Toolkit:• Inbound marketing is more effective in sales conversion.

16. Outbound Marketing

• Is a type of Traditional marketing in which the consumer finds you through various promotional and brand awareness campaigns regarding the existence of the product. Here, the business owner goes to the consumer for availing the service.

• Objective of Outbound Marketing:• To reach out to wide consumer base so that the

interested can avail the service.• Example:• getting a call from the bank, informing about the new

schemes to avail.• Toolkit:• Less cost effective and probability of conversion is less.

17. Direct Marketing

• It is a type of marketing in which the businesses approach directly to the public through various media i.e. email, telephone, newsletters, text message, online advertisements, catalogue distribution, pamphlet distribution etc.

• Objective of Direct Marketing:• Selling product directly to the public.• Example:• Getting a cell from the business enterprise regarding a

new product launch.• Toolkit:• It gets more effective if used with an efficient sales funnel.

18. Indirect Marketing

• It is a type of marketing in which there no direct communication between the business owners and the consumer. Focus is mainly laid on the brand awareness of the product.

• Objective of indirect Marketing:• Retention of the potential customers.• Example:• Seeing a banner of a product on the thank you

page of any website.• Toolkit:• Effective and successful method of marketing.

19. Search engine Marketing (SEM)

• Is a marketing technique which is used to drive more and more traffic in your websites or blogs by purchasing ads on Search engines.

• Objective of SEM:• To drive more and more traffic and increase credibility

of our website/blogs.• Example:• Purchasing ads on the Google SERP(Search engine

result page).• Toolkit:• It is used to increase rankings on SERP (Search engine

result page).

20. Alliance Marketing

• Is very similar to the joint venture marketing where two or more business organizations, having a mutual goal, join together to share their marketing and promotional strategies. This type of marketing is successful when the business organizations have a same goal/target to achieve. This type of marketing is also used where group of companies, trying to sell a new technology, come together for funding purposes.

• Objective of Alliance Marketing:• Ease of promotional efforts.• Example:• Re-tweets of twitter and facebook shares.• Toolkit:• Alliance marketing is powerful example of combined effort.