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Digital Marketing Essentials Overview

This document provides an introduction and overview of digital marketing. It discusses how digital marketing has become necessary for organizations to reach their target audiences online. The key components of a digital marketing strategy are to reach the right audience, engage with them, motivate them to take action, and generate a return on investment. Digital marketing consists of outbound marketing like display ads and email marketing, as well as inbound marketing techniques such as search engine optimization, pay-per-click ads, and retargeting. Social media marketing and mobile marketing are also discussed.

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4 views7 pages

Digital Marketing Essentials Overview

This document provides an introduction and overview of digital marketing. It discusses how digital marketing has become necessary for organizations to reach their target audiences online. The key components of a digital marketing strategy are to reach the right audience, engage with them, motivate them to take action, and generate a return on investment. Digital marketing consists of outbound marketing like display ads and email marketing, as well as inbound marketing techniques such as search engine optimization, pay-per-click ads, and retargeting. Social media marketing and mobile marketing are also discussed.

Uploaded by

pritha.roy.iitkgp
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Digital Marketing

Introduction
VGSOM IIT KGP
Prof. Saini Das
Setting the stage-Breaking the ice

 Come prepared with cases/readings.


 Additional readings (e-mail/Hard copy) will be provided
 Groups (?? groups)
Evaluation Components

Components Weightage
Quiz 15%
Assignment 20%
Mid Term 25%
End Term 40%
Why do people go online?

✓ For information on a new product, service or location


✓ If they have a question or are looking for help
✓ When they want to network
✓ If they want more information on certain individuals or organizations
✓ Business contacts
✓ New employees
✓ Available jobs
✓ General information (maybe about you…)

 With the constant growth of the web, and more people getting connected
every day, digital marketing has become a necessity for many organizations to
reach their target audience. This also includes small businesses that want to
trade online and make a name for themselves on the web.
Digital Marketing??

 DM is the process by which organizations build and maintain


relationships by communicating with, engaging and influencing
consumers through their online activities.

 Advantages over traditional marketing:

✓ Usually puts the consumer in control


✓ Provides convenience
✓ Better segmentation and precise targeting
✓ It is measurable
✓ Easy to adjust
✓ Cost effective
Digital Marketing Objectives

One way to make sure you are found on the web is with an optimized digital
marketing strategy. Most digital marketing strategies and campaigns have the
following objectives:

✓ To reach the right audience


✓ To engage better with your audience
✓ To motivate your audience to take action
✓ To generate required Return on Investment (ROI)

Digital marketing goal

Digital marketing is about generating sales and/or capturing leads from customers
that are searching for answers on the Internet.
Types of Digital Marketing
What does digital marketing consist of?

❑ Outbound Marketing : Ways that firms engage to reach out to target


consumers
✓ Display advertising (banner/video ads)
✓ Generic email marketing
❑ Inbound Marketing : Ways in which companies ensure that they can be
found when consumers search for a service or product on the Internet
✓ Search engine optimization (SEO)/organic/unpaid *
✓ Pay per click (PPC)/paid *
✓ Retargeting (email/display ad)

❑ Social Media Marketing

❑ Mobile Marketing

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