An overview of digital and social media marketing with preference to KTU MBA, DIGITAL AND SOCIAL MEDIA MARKETING UNIT 1 includes evolution, benefits, web1.0, web2.0 & web3.0, web marketing, web marketing team, digital marketing plan, a key performance indicator, & digital marketing channel

1. Digital Marketing
RESHMA RAMESH

2. What is Digital Marketing ?
“Digital marketing” is the process of building and maintaining
customer relationships through online activities to facilitate the
exchange of ideas, products, and services that satisfy the goals of
both parties i.e., marketer & customer.

3. Evolution of Digital Marketing
• Trade era: products were handmade; hence, supply was limited
• Production era: products were mass produced and consumers focused on
features like low cost and availability
• Product era(1860’s-1920’s): focus moved from quantity to quality and
consumers laid more emphasis on quality, performance and innovative
features
• Sales era (1920’s-1940’s): with increasing competition companies were
compelled to emphasize on aggressive selling and promotion,
commoditization of products, leading to saturation of consumer demand

4. Evolution of Digital Marketing
• Marketing era(1940’s-1990’s): marketing emerged as a practice as
consumers started demanding better products; differentiation like pricing,
distribution, and promotion became important
• Relationship era(1990’s-2010): customers started getting valued to build
a long-term orientation
• Digital era(2010-present): also called the social/mobile era, the focus is
on real-time and social exchange based marketing where communication
and social interactions play a prime role.

5. Evolution of Digital Marketing

6. Benefits of Digital Marketing
• Cost-efficient: You can easily plan a successful online marketing strategy within
your budget by the use of digital marketing that offers an inexpensive technique
in comparison to other advertising channels such as radio, TV and more. A well-
panned and well-managed digital marketing campaign can each a large audience
at a lower cost than the traditional marketing methods.
• Save Time: Digital marketing provides real time results within no time. Time is
precious for all of us, so why waste even a Nano second. Digital marketing gives
you an opportunity to see the number of visitors to your site, what is the
conversion rate, what is the peak trading time, how many subscribers have added
you in a day and more.

7. Benefits of Digital Marketing {cont.…}
• Social currency: Digital marketing gives you a chance to create engaging
campaigns using different types of media. These campaigns can go viral on social
platforms, passing on from one person to another, hence gaining social currency.
• Brand Building: Brand building is what every business tries to accomplish
and digital marketing helps develop your brand by promoting it on several
platforms, the more viral your brand goes, the more reputation your brand will
earn in the eyes of search engines as well as users.
• Better exposure: Reach numerous prospects by switching to a digital marketing
campaign within a small investment. Be found where your audiences are looking
for you. You will notice long term results by using digital marketing.

8. Traditional Marketing vs Digital Marketing

9. Web 1.0 web 2.0 & Web 3.0

10. Web Marketing
• Also known as Internet marketing or Online marketing
• The process of promoting a brand, product or services over the internet
• It board scope includes email marketing, electronic customer relationship
management and any promotional activity done via wireless media.
• Web marketing is used by companies to selling goods and services directly
to consumers as well as those who operate on B2B model

11. Types of Web Marketing

12. Types of Web Marketing
• Search Engine Marketing (SEM):
A type of web marketing which promotes websites by increasing visibility
in search engine results pages through search engine optimization as well as
through paid advertising, strategic content marketing and social media
networking.
• Search Engine Optimization (SEO):
A refinement of SEM, improving the ranking or visibility of a web page in
search engine search result. SEO programs work to move targeted search
results higher in ranking when results are presented to users of search
engines such as google, Bing, yahoo and others. The higher the ranking
results are displayed consumers are to be click on link and go to targeted
website.

13. Types of Web Marketing
• Pay Per Click Marketing (PPC)
Advertising which is presented on webpage by the web publisher
such as a search engine result page or a home page on a web browser
which only charges the advertiser for the number of times someone
click on the add to go to the targeted website, not on number of
viewers of the advertisement.
• Blogging
A blog is a type of website or part of a website. Blogs are usually
maintained by an individual with regular entries or commentary
about a particular subject matter. Most blogs are interactive, allowing
visitors to leave comments.

14. Types of Web Marketing
• Pay Per Click Marketing (PPC)
Advertising which is presented on webpage by the web publisher
such as a search engine result page or a home page on a web browser
which only charges the advertiser for the number of times someone
click on the add to go to the targeted website, not on number of
viewers of the advertisement.
• Blogging
A blog is a type of website or part of a website. Blogs are usually
maintained by an individual with regular entries or commentary
about a particular subject matter. Most blogs are interactive, allowing
visitors to leave comments.

15. Web Marketing Team
CEO

16. Roles of Managers
Digital
marketing
manager
• Lead the department and business process management
• Marketing strategy development: positioning, targeting, buyer persona
and so on (or participation in the process).
• Manage and control of SEO processes and PPC advertising, efficiency
analysis
• Deal with media buying, social networking and search engine
optimization to maintain a client base and seek new clients.
• They must develop an online marketing plan, conduct research and utilize
the most current strategies in order to position the brand in the
marketplace.
• Other tasks include supervising search engine marketing campaigns,
tracking results, analyzing statistics and working with clients.

17. Roles of Managers
SEO Manager
• Keyword research
• Websites administration, posting of content
• On-page SEO optimization
• Keep pace with SEO, search engine, social media and internet marketing
industry trends and development
Content
marketing
manager
• Write fresh content or article
• Strategic thinking
• Publishing videos and blogs on clients website and social media channels
• Content development specialist

18. Roles of Managers
Social Media
marketing
manager
• Register and complete information fulfilment of Social Media
profiles
• Posting, sharing, notifications about news in blogs
• Create and develop public groups, increase amount of followers
(including development of promo actions)
• Manage Ads (post boosting, page promotion and so on), budget
optimization
• Comment (answers, all kind of reaction, initiation of discussions
“trolling” as well), find new topics for further content
• Analyse posts’ popularity and level of engagement

19. Digital marketing Plan Stages
PLAN

20. Digital Marketing plan components
• Media channel
• Media vehicle
• Media audience
• Media schedule
• Media budget
• Media delivery

21. Digital Marketing plan (strategy)
REAN MODEL

22. Key Performance Indicators
Key performance indicators (KPIs) are business metrics used by corporate
executives and other managers to track and analyse factors deemed crucial to
the success of an organization. Effective KPIs focus on the business
processes and functions that senior management sees as most important for
measuring progress toward meeting strategic goals and performance targets.

23. Value Creation Process

24. Digital Marketing Channels