1.
MARKETING
&
E-MARKETING

2.
Table of Contents
1. Definition of terms
2. What is digital marketing?
3. Advantages of Digital over Traditional
4. Digital marketing in today’s marketing plan

3.
Definition of Terms
Offline Marketing – Offline marketing also known as the
traditional marketing is used to refer to that type of marketing
strategy in which the advertisement of a product is done via the offline
channels like the television commercials, radio ads, billboards,
newspapers, flyers, etc.
E-Marketing - E-marketing is like internet marketing with a few
fun add-ons. In addition to including the internet marketing strategies
of SEO and PPC, it’s also focused more on relationship building with
customers. It includes email- marketing, gaining online reviews, referral
programs and social media marketing included here alongside in-depth
customer relationship tracking and management.
Digital Marketing - Digital marketing is the most all-encompassing
term of the three. It includes both internet marketing and e-marketing.
It’s also going to include almost any type of marketing that has anything
to do with a digital interface—everything is lumped together under this
one umbrella.

4.
What is Digital Marketing?
Digital marketing is the practical application of marketing
principles and techniques via electronic media and more
specifically the Internet.
Have you ever wondered why Google and Facebook make more money from
advertising than billboard or newspaper companies ?
THE ANSWER – DIGITAL MARKETING

5.
Types of Digital Marketing
• Online Digital Marketing
• Offline(Enhanced) Digital Marketing

6.
Types of Digital Marketing
(Online Marketing)
• Online marketing is a set of tools and methodologies used for
promoting products and services through the internet. Online
marketing includes a wider range of marketing elements than
traditional business marketing due to the extra channels and
marketing mechanisms available online.
The 7 big categories of online marketing are:
1. Search Engine Optimization(SEO) 2. Search Engine Marketing(SEM)
3. Content Marketing 3. Social Media Marketing (SMM)
5. Pay-per-click Advertising (PPC) 6. Affiliate Marketing
7. Email Marketing

7.
Types of Digital Marketing
(Online Marketing)
Search Engine Optimization(SEO):
SEO is the art of ranking high on a search
engine in the unpaid section, also known
as the organic listings. It is the process of
optimizing an online content so that any
search engine likes to show it as a top
result for searches of a certain keyword.

8.
Types of Digital Marketing
(Online Marketing)
Search Engine Marketing(SEM):
SEM (Search Engine Marketing) is the
process of gaining website traffic by
purchasing ads on search engines. SEM
leverages the power of search engines
like Google to reach potential customers
at the perfect time and place.

9.
Types of Digital Marketing
(Online Marketing)
Content Marketing:
…a strategic marketing approach focused
on creating and distributing valuable,
relevant and consistent content to attract
and retain a clearly-defined audience —
and, ultimately, to drive profitable
customer action. Content marketing is
about storytelling and humans have told
stories for as long as they could speak.

10.
Types of Digital Marketing
(Online Marketing)
Social Media Marketing(SMM):
It is the use of social media platforms
and websites to promote a product or service.
Most social media platforms have built-in
data analytics tools, which enable companies to
track the progress, success, and engagement of ad
campaigns. Companies address a range of
stakeholders through social media marketing,
including current and potential customers, current
and potential employees, journalists, bloggers,
and the general public

11.
Types of Digital Marketing
(Online Marketing)
Pay-Per-Click Campaign (PPC):
PPC is a model of internet marketing in which
advertisers pay a fee each time one of their
ads is clicked. Essentially, it’s a way of buying
visits to your site, rather than attempting to
“earn” those visits organically. PPC campaign
take in a lot to win such as researching and
selecting the right keywords into well-
organized and ad groups to setting up
optimized PPC landing pages for conversions.

12.
Types of Digital Marketing
(Online Marketing)
Pay-Per-Click Campaign (PPC):
PPC is a model of internet marketing in which
advertisers pay a fee each time one of their
ads is clicked. Essentially, it’s a way of buying
visits to your site, rather than attempting to
“earn” those visits organically. PPC campaign
take in a lot to win such as researching and
selecting the right keywords into well-
organized and ad groups to setting up
optimized PPC landing pages for conversions.

13.
Types of Digital Marketing
(Online Marketing)
Affiliate Marketing:
Affiliate marketing is a type of performance-
based marketing in which a business rewards one
or more affiliates for each visitor or customer
brought by the affiliate's own marketing efforts.
Affiliate marketing is different from referral
marketing though they both drive sales through
third-parties while affiliate marketing relies purely
on financial motivations, the latter relies on trust
and personal relationships.

14.
Types of Digital Marketing
(Online Marketing)
Email Marketing:
Email marketing is the practice of sending
various types of content to a list of
subscribers via email. This content can serve
to generate website traffic, leads, or even
product signups for a business. It's important
that an email campaign's recipients have
personally opted in to receive this content,
and that each newsletter offers something of
value to them

15.
Types of Digital Marketing
(Offline Marketing)
According to Internet World Stats, 78% of the population in
the U.S is online and 73 percent access Facebook at least
once a month. That still leaves nearly 70 million Americans
who can’t be reached through online marketing efforts.
And while 92 percent of Americans are aware of Twitter, only
8 percent actually use it. This creates a world of
opportunities for advertisers to reach out through offline
media channels.

16.
(Offline Marketing)
Types of Digital Marketing
• Offline marketing strategies utilize offline media channels to
create awareness of a company’s products and services.
These campaigns can include radio and print advertising –
including billboards, signs and pamphlets – telemarketing,
and television ads
• Offline marketing refers to any type of marketing that does not
involve online marketing (website, social media, email, pay-per-
click, blogging, press releases). Effective offline marketing can be a
great complement to your online marketing strategies

17.
(Offline Marketing)
Types of Digital Marketing
Most common and effective offline marketing strategies include:
1.Cold calls, direct mail, flyers, print publications
2.Physical advertising: billboards, posters, signs, TV ads, digital signage,
radio
3.Trade shows, local festivals, speaking engagements, networking
events
4.Touting your brand’s swag - making sure employees/influencers are
promoting you with T-shirts, mugs, stickers, other goodies
5.Remember! Word-of-mouth is 9x more effective than traditional
advertising - millennials trust people far more than the brands
themselves

18.
Digital Marketing or Traditional Marketing
Digital Traditional

19.
Advantages of Digital Marketing over
Traditional Marketing
Marketing via digital
platforms offers a more
affordable alternative to the
traditional method. They
create as much impact yet
costing way less. With just a
few bucks you can subscribe
to an email marketing
provider and send
transactional or direct
emails to thousands of
customers on your mailing
list.
With Digital marketing, you
can reach an
enormous audience in a
way that is both cost-
effective and measurable
far better than a local radio
ad that plays in one
location: your city or region
or mailbox flyers sent to
households in a certain
suburb or city.
The success or otherwise
of a digital campaign can
easily be ascertained.
Compared to traditional
method where you have to
wait weeks or months to
evaluate the veracity of a
campaign, with a digital
campaign you can know
almost immediately how
an ad is performing.
Target AudienceLow Cost Easy to Measure

20.
Advantages of Digital Marketing over
Traditional Marketing
• Businesses can use their
digital platforms to build
their company’s
brand and reputation. A
well-developed website,
a blog featuring quality
and useful articles, a
social media channel
that is highly interactive
are some of the ways by
which a business can
build its brand
• Social media platforms usually
possess a very smart algorithm
that studies and collates user
preferences. Such that specific
ad campaigns are shown only to
users with a specific inkling.
This helps to increase the
likelihood of sales as well as
further cut down on the cost of
marketing unlike the spray and
pray method where an ad runs
over a platform with substantial
reach with the hope that a few
people will love what they see,
hear or read.
• The success or
otherwise of a digital
campaign can easily be
ascertained. Compared
to traditional method
where you have to wait
weeks or months to
evaluate the veracity of
a campaign, with a
digital campaign you
can know almost
immediately how an ad
is performing.
Precise TargetingBrand Development Easy to Measure

21.
Digital Marketing Strategy
“A Digital marketing strategy is the series of actions that
help you achieve your company goals through carefully
selected online marketing channels. These channels
include paid, earned, and owned media, and can all
support a common campaign around a particular line of
business.”

22.
Why Do you need a Digital Marketing Strategy
• Direction
Having a clear digital strategy for what you
want to achieve with your online marketing in
terms of gaining new customers or building
deeper relationships with existing ones. For
example, if you should set your goals using the
SMART digital marketing objectives to reach
your defined goals and evaluate through
analytics whether you’re achieving those goals or
not.

23.
Why Do you need a Digital Marketing Strategy
• Knowing your Audience & Market share
In order not to underestimate the demand from
customers, a proper digital marketing strategy helps you
specifically understand areas to intensify focus based on
different customer profile and behavior, competitors,
propositions and options for marketing
communications. This helps you understand how
interested people are in your products or services and
how best you can deliver to them in exchange for
money.

24.
Why Do you need a Digital Marketing Strategy
• Huge Return on Investment
Nothing matters more to a business than the
return on the investment it makes. Digital
marketing offers a substantial return on small
investments. Email marketing or running
advertising campaigns on social media platforms
cost little when compared to traditional
marketing techniques.

25.
Why Do you need a Digital Marketing Strategy
• Brand Development
Digital marketing allows ad campaigns to be
visible in any part of the world. This gives small
start-ups the rare opportunity to go global via the
immense exposure provided. The internet abounds
with stories of start-ups that became hugely
successful over a small period due to the
opportunities created thanks to the global nature
of marketing via digital platforms.

26.
Why Do you need a Digital Marketing Strategy
• Going Global
Businesses can use their digital platforms
to build their company’s brand and reputation.
A well-developed website, a blog featuring
quality and useful articles, a social media
channel that is highly interactive are some of
the ways by which a business can build its
brand.

27.
Digital Marketing in today’s business

28.
Digital Marketing in today’s business(Case study)
CASE STUDY
“According to a research conducted by Infusionsoft, most small business owners are
using social media content in order to generating more sales. And 3/4 of respondents
said Facebook is an integral part of their social media marketing strategy”

29.
Digital Marketing tactics in today’s business
• Tactic #1 - Get shareable content
Creating good content is a thing, getting your contents
shared but the right people to other people that trust
them is another thing. While creating any content, make
sure:
1. It helps your business reach its marketing goals and
grow its reach
2. It helps your audience with the needed answers and
encourages them to share it
3. Aim at producing content that brings out an emotional
reaction from your audience, because many times
people share content for emotional reasons.
4. Look into what your competition is creating in terms of
content that is getting shares and produce something
on the same lines

30.
Digital Marketing tactics in today’s business
• Tactic #2 - Optimize for Both Mobile &
Desktop Marketing
If you want to get the most out of your small
business digital marketing efforts, you need to
achieve a better understanding of how both work.
And more importantly, how people are going to
engage with your brand on them.
As a small business, the most important thing to
figure out is how you can get more prospects to
convert into customers. Which means you cannot
ignore neither desktop marketing nor mobile
marketing. Both are equally important to help you
reach your marketing goals

31.
Digital Marketing tactics in today’s business
Tactic #3: Focus on Organic Social Media
Investing in social media marketing is a no-brainer for
any small business that wants to extend its reach.
Almost 70% of consumers like to use social media for
customer support and 33% prefer social media over the
telephone.
The fact is, social media is being used by every brand
that cares about its audience and wants to be a part of
healthy competition. If your prospective customers
don’t find your presence of social media, it’ll not only
create a poor impression but they may also choose to
reach out to your competitors who are using social
media.

32.
With Digital Marketing
FROM
YOUR
ELECTRONIC
DEVICE

33.
Thank You

34.
References
1. https://prowly.com/magazine/advantages-of-digital-marketing-over-traditional-
marketing/
2. https://www.lyfemarketing.com/blog/small-business-digital-marketing/
3. https://www.lyfemarketing.com/blog/role-of-digital-marketing/
4. https://www.lyfemarketing.com/blog/digital-marketing-vs-traditional-
marketing/
5. https://searchengineland.com/guide/what-is-sem
6. https://www.quora.com/What-is-offline-marketing-1
7. https://neilpatel.com/what-is-seo/
8. https://en.wikipedia.org/wiki/Social_media_marketing
9. https://www.wordstream.com/ppc
10. https://neilpatel.com/what-is-digital-marketing/