Digital Marketing by Prof. Vijay Tandon, Director, PGDM, Universal Business School, Most Innovative Business School in Mumbai by HRD Ministry

2. The Digital era…
Prof. Vijay Tandon
Director - PGDM/PGCM/PGPM
Universal Business School
Topic - Digital Marketing (Basics)

3. Welcome to a brave new world

4. Vijay Tandon on Digital Marketing @ UBS

5. What is
Digital Marketing?

6. What is Not Digital Marketing
“The Traditional Marketing”
What is Digital Marketing

7. What is Traditional Marketing??

8. What is Digital Marketing
Digital marketing is marketing that makes use of electronic
devices (computers) such as personal computers, smartphones,
cellphones, tablets & game consoles to engage with
stakeholders.
Digital Marketing is the use of digital channels to promote or
market products and services to consumers and businesses.
Digital marketing applies technologies/platforms - websites, e-
mail, apps & social networks.
Digital Marketing can be through internet channels like Social
Media, E-mails ads, Banner ads, etc.

9. Digital Marketing is promotion of
Products/Brands via one or more forms of
electronic media

10. Digital Marketing vs.
Traditional Marketing

11. Traditional vs. Digital Marketing
The Real difference….
Monologue Dialogue

12. Limitations of Traditional Marketing
One way communication No real time feedback

13. Traditional
Marketing
Digital
What is the impact

14. BMW M4 Series - Traditional Marketing

15. The Evolution of Marketing
(Innovation in Marketing Function)

16. Digital Media is every where

17. Marketing in the Digital age
“The Future of Marketing”

18. Digital Customer

19. Changing Consumer Behavior
The Virtual shops

20. The technology behind Digital Marketing
Opportunity
Threat
Technology - Ability to open up new markets/Shake existing ones

21. Digital Marketing - Technology/People
How to Connect with
Customers
How technology is used

22. Why do you need a
Digital Marketing Strategy

24. Why Digital Marketing Strategy?
Opportunities
Loose Business
Simple answer - Without one you will miss

25. Digital Marketing

26. What is the heart of Digital Marketing?
Internet

27. Impact of Internet?
World Digital World

28. Understanding the
Digital Consumer?

29. Why Digital Marketing Is Important
 Access to information any time & any place
 Source of entertainment, news, shopping & social interaction
 Communications - Personalized, relevant
 Consumers are no longer influenced by what you say about your brand
 Anticipated needs & preferences

30. Digital marketing is not about understanding
technology, but rather understanding people
Understanding people is the real key to
unlocking the potential of Digital Marketing

31. People connecting
with other people
Digital marketing is not about technology.
Its all about people….

32. Knowing customers is not enough
you must know them
better then anybody else

33. How to maximize
Digital footprint ?

34. Digital Marketer
Maximize foot print

35. Brands need to focus on being
Useful than on being interesting

36. Digital Marketing Tools
Digital marketing channels & methods – Marketers can Analyze marketing campaigns
What is working and what isn’t in real time

37. By using digital marketing channels &
methods - Marketers can Analyze
marketing campaigns
What is working and what isn’t in real time

38. World of Digital Media is changing
@ Phenomenal Pace
Constantly evolving technologies & way people are using them are
Transforming
 How we access information
 How we interact & communicate with one another on a global scale
 Changing the way we choose & buy our products

39. Social Media platforms
“Marketers want to learn more about”

40. Social Media Platforms

41. What makes a Good Digital Marketer?
Vijay Tandon on Digital Marketing @ UBS

42. Qualities of a good Digital Marketer
Get hands-on
Marketing experience
Know the Lingo
Nurture Your Personal
Online Presence
Let Curiosity &
Passion Drive You

43. An Ideal Digital Marketer
Comfortable With
Technology
Collecting/ Analyzing Data &
Converting It Into Actionable
Knowledge
Adaptability
Creative ThinkingIntellectual
Curiosity
Thirst for
Knowledge
3
4
26
5
17
Business
Acumen

44. The Digital Marketer
Top 5 Media Questions Marketers
want answered
 How to engage the target
audience
 How to measure ROI
 Best Social Management tools
 How to create Social strategy

45. Challenges – Digital Marketers
Big data
Intensifying
competition
Proliferation
of digital
channels

46. 3 Keys to Digital Marketing Success
 Manage complex customer relationships across a variety of channels
 Respond to and initiate dynamic customer interactions
 Extract value from big data to make better decisions faster

47. Effective Digital Marketing
Customer PsychologyElectronic Technology
Marketing that bridges

48. The New Marketing vs. Old Marketing

49. The New Marketing vs. Old Marketing

50. Conversions - Generating Business

51. Is it worth spending on TV?
The ROI
The Traditional Media
 Avoiding advertising
 Increasingly
ineffective
 Return on attention

52. Business Transformation
@ Rapid Pace

53. “You are always hitting on a
moving target”

54. What Is the key to success?
Continuous Innovation

55. Time to change
Business Model

56. Thank you….