DIGITAL AND SOCIAL MEDIA MARKETING
MODULE 1
Digital Marketing Concept:
Digital Marketing, also called online marketing, is the promotion of brands to connect with
potential customers using the internet and other forms of digital communication. This includes
not only email, social media, and web-based advertising, but also text and multimedia messages
as a marketing channel.
If a marketing campaign involves digital communication, it's digital marketing.
Components of digital marketing
A) Advertising
Online advertising involves bidding and buying relevant ad units on third-party sites, such
as display ads on blogs, forums, and other relevant websites. Types of ads include images,
text, pop-ups, banners, and video. Retargeting is an important aspect of online advertising.
Retargeting requires code that adds an anonymous browser cookie to track new visitors to
your site. Then, as that visitor goes to other sites, you can serve them ads for your product
or service. This focuses your advertising efforts on people who have already shown
interest in your company.
B) Content marketing
Content marketing is an important strategy for attracting potential customers. Publishing a
regular cadence of high-quality, relevant content online will help establish thought
leadership. It can educate target customers about the problems your product can help them
resolve, as well as boost SEO rankings. Content can include blog posts, case studies,
whitepapers, and other materials that provide value to your target audience. These digital
content assets can then be used to acquire customers through organic and paid efforts.
C) Email marketing
Email is a direct marketing method that involves sending promotional messages to a
segmented group of prospects or customers. Email marketing continues to be an
effective
approach for sending personalized messages that target customers’ needs and interests. It
is most popular for e-commerce business as a way of staying top of mind for consumers.
D) Mobile marketing
Mobile marketing is the promotion of products or services specifically via mobile phones
and devices. This includes mobile advertising through text messages or advertising in
downloaded apps. However, a comprehensive mobile marketing approach also includes
optimizing websites, landing pages, emails, and content for an optimal experience on
mobile devices.
E) Paid search
Paid search increases search engine visibility by allowing companies to bid for certain
keywords and purchase advertising space in the search engine results. Ads are only shown
to users who are actively searching for the keywords you have selected. There are two
main types of paid search advertising — pay per click (PPC) and cost per mile (CPM).
With PPC, you only pay when someone clicks on your Ad. With CPM, you pay based on
the number of impressions. Google Adwords is the most widely used paid search
advertising platform; however, other search engines like Bing also have paid programs.
F) Programmatic advertising
Programmatic advertising is an automated way of bidding for digital advertising. Each
time someone visits a web page, profile data is used to auction the ad impression to
competing advertisers. Programmatic advertising provides greater control over what sites
your advertisements are displayed on and who is seeing them so you can better target your
campaigns.
G) Reputation marketing
Reputation marketing focuses on gathering and promoting positive online reviews.
Reading online reviews can influence customer buying decisions and is an important
component of your overall brand and product reputation. An online reputation marketing
strategy encourages customers to leave positive reviews on sites where potential
customers search for
reviews. Many of these review sites also offer native advertising that allows companies to
place ads on competitor profiles.
H) Search engine optimization
Search engine optimization (SEO) focuses on improving organic traffic to your website.
SEO activities encompass technical and creative tactics to improve rankings and increase
awareness in search engines. The most widely used search engines include Google, Bing,
and Yahoo. Digital marketing managers focus on optimizing levers — such as keywords,
cross links, back links, and original content — to maintain a strong ranking.
I) Social media marketing
Social media marketing is a key component of digital marketing. Platforms such as
Facebook, Twitter, Pinterest, Instagram, Tumblr, LinkedIn, and even YouTube provide
digital marketing managers with paid opportunities to reach and interact with potential
customers. Digital marketing campaigns often combine organic efforts with sponsored
content and paid advertising promotions on key social media channels to reach a larger
audience and increase brand lift.
J) Video marketing
Video marketing enables companies to connect with customers in a more visually
engaging and interactive way. You can showcase product launches, events, and special
announcements, as well as provide educational content and testimonies. YouTube and
Vimeo are the most commonly used platforms for sharing and advertising videos. Pre-roll
ads (which are shown for the first 5–10 seconds before a video) are another way digital
marketing managers can reach audiences on video platforms.
K) Web analytics
Analytics allow marketing managers to track online user activity. Capturing and
analyzing this data is foundational to digital marketing because it gives companies
insights into online customer behavior and their preferences. The most widely used tool
for analyzing website traffic is Google Analytics, however other tools include Adobe
Analytics, Coremetrics, Crazy Egg, and more.
L) Webinar
Webinars are virtual events that allow companies to interact with potential and existing
customers no matter where they are located. Webinars are an effective way to present
relevant content — such as a product demonstration or seminar — to a targeted audience in
real time. Engaging directly with your audience in this way gives your company an
opportunity to demonstrate deep subject matter expertise. Many companies leverage attendee
lists in other marketing programs (email and re targeting advertisements) to generate new
leads and strengthen existing relationships.
Common Digital Marketing Terminology
SEO (Search Engine Optimization)
SEO is about improving a website so it appears higher in unpaid (organic) search results.
Example:
If someone searches “best running shoes” and your sports website shows up on the first page
without paying for ads, that’s SEO.
SEM (Search Engine Marketing)
SEM involves promoting websites using paid ads on search engines like Google.
Example:
A shoe store pays Google to show its website at the top when people search “buy running shoes
online.”
PPC (Pay-Per-Click)
PPC is a type of SEM where advertisers pay only when someone clicks their ad.
Example:
If an ad costs $0.50 per click and 100 people click it, the advertiser pays $50.
CTR (Click-Through Rate)
CTR measures how many people click an ad or link compared to how many see it.
Example:
If 1,000 people see an ad and 50 click it, the CTR is 5%.
Engagement
Engagement shows how users interact with content.
Example:
Likes, comments, shares, time spent on a page, or watching a video till the end all count as
engagement.
Conversion
A conversion happens when a user completes a desired action.
Example:
Buying a product, signing up for a newsletter, or filling out a contact form.
Digital Marketing Trends
1. Short, DIY videos
2. Tell a real story
3. Focus on your audience
4. Privacy, transparency and trust-building
5. Personalization
6. Content segmentation
7. Conversational marketing and quality interactions
8. Artificial intelligence in digital marketing
9. NFTs and crypto in social media ecommerce
Need and Scope of Digital Marketing:
Need:
Digital marketing plays a valuable role in shaping consumer behavior in today’s world. Using
this marketing strategy we can increases speed of buying and sealing. We can spread out
maximum viewers or customer with the help of digital marketing and the same can be
performed in a easy way. It certainly plays a important part in current commerce system. This
method makes our business more fast and accurate. Digital marketing is extremely more
reasonable than traditional offline marketing approaches. But one of the main advantages of
digital marketing is the ease with which results can be traced and observed.
Scope:
The scope of Digital Marketing provides some of the most powerful techniques of marketing where
traditional modes of marketing fail.
As the scope of digital marketing technologies evolves, companies are staying current by adding
online components to their brick-and-mortar stores or combining various digital marketing
strategies to create an internet presence.
Because most consumers use smart phones and research products online before buying, digital
marketing strategies are crucial to businesses. But companies across the globe also employ
digital marketing to more easily target their audiences online and via mobile devices — and
many are seeing a significant return on investment (ROI) because of these efforts.
Digital marketing is not a new word for all those who are active on the internet. It has changed
the way people who view the advertisements. It has taken the world of marketing by a storm
and going by the analytics, there doesn’t seem to be any stoppage for this shortly. In digital
marketing, we have many different types of specialization jobs for start your career in different
options like SEO executive, Web Analyst, Social Media specialist and many other posts.
Benefits of Digital Marketing:
Global online reach and visibility
Effective targeting
Increases results of offline marketing tactics
Cost
Variety in digital marketing strategies
Multiple content types
Increased engagement
Speed
Analytics and optimization
Easy to start
Digital marketing platforms and strategies
Platforms are tools that provide multiple business or technology capabilities. While there
are tools to address specific functions within one business need, such as a single tool to
schedule social media updates alone, platforms support multiple functions across these
needs. Platforms typically enable a more extensive set of functions with APIs,
integrations, and partnerships with other applications or data sources.
8 common platforms for digital marketing include social media, influencer marketing,
content marketing, email, search engine optimization (SEO), pay-per-click (PPC),
affiliate, and mobile.
Digital marketing strategy involves an assessment of specific goals that are achievable
through online channels.
Comparison of Digital Marketing and Traditional Marketing
Traditional Marketing: Traditional marketing is the old way of marketing Technique. It refers
kind of promotion, advertisement, includes flyers, billboards, TV ads, radio ads, print
advertisements, newspaper ads, etc. in which companies used to market their products. The
four phases of Traditional Marketing are Interest, Awareness, Desire, and Decision.
Digital Marketing: Digital Marketing is modern way of marketing Technique in which we
promote, sell products and services by online marketing. It also refers to the Marketing of any
kind of business through digital media and through social media platforms such as, Facebook,
Instagram, YouTube etc. the four phases of Digital Marketing are Planning, Conversation,
Content, and Sequels.
Traditional Marketing Digital Marketing
The promotion of product and services The promotion of product and services
through TV, Telephone, Banner, Broadcast, through digital media or electronic medium
Door to Door, Sponsorship, etc like SEO, PPC, etc.
Traditional Marketing is not cost effective. Digital Marketing is more cost effective.
It is not so efficient for Brand building. It is efficient and fast for brand building.
Traditional Marketing is difficult to Digital Marketing is easy to Measure with
Measure. the help of analytics tools.
Classroom Activity
1. Discuss how a local business uses digital platforms to sell products.
2. Students conduct a short survey on online buying behavior and present findings.
3. Traditional vs Digital Debate.