What is Digital Marketing

 What is Digital Marketing

hi welcome to this module which is an

introduction to digital marketing do any

of these icons look familiar to you did

you google something today or check your

facebook maybe did you see that funny

video which went viral yesterday or did

you read the tweet by that famous

cricketer if you did then you are a part

of the digital world along with 3

billion other people which is 40 percent

of the world's population wow that's a

large number and wherever there a huge

number of people there is huge marketing

opportunity which is what digital

marketing is all about at the end of

this video you will be able to

understand what digital marketing is it

scope the channels identify the need to

go digital why companies have to include

digital marketing as part of their

overall marketing strategy and of course

the basic objectives are digital

marketing what it's used for

as I mentioned before there are three

billion people who are online today

which is close to 40% of the world's

population who are these people

what are they doing how are they doing

it we'll take a look at that

62% of these people are browsing the

internet through their computers or

desktops 31% which is again a huge

number are doing school through mobile

devices through their mobile phones the

smartphone revolution has made this

possible and 7% do so through tablets

you will be surprised to know that off

the total time spent on media on

electronic media or otherwise 54% of the

time is spent on online media

to 4% that people spend on online media

28% the social marketing which is in

most cases Facebook 13% is micro

blogging which again is about Twitter

and the rest of the activities are a mix

of updating blogs reading news watching

TV or online and other activities

what is this translate when people are

spending so much time on media there is

huge opportunity for you to reach out to

them during that time

and this is a result if you will see

this graph you will notice that budgets

for paid search advertising and display

advertising both of which are

fundamentals of digital marketing have

been increasing over the years this year

it is estimated that there will be a

spend of 126 billion dollars the

increase in digital spend is almost

three times increase in the total ad

expenditure for marketing when we spoke

about search advertising where is this

money being spent this again is related

to where is the time being spent this

graph shows you that the Google search

engine has a largest chunk followed by

Baidu and Yahoo and Bing

when people invest on search advertising

they put up ads on the search Network

I'll show you what I'm talking about

this is a Google search engine results

page for a query office box for women

you will notice that apart from the

organic stuff that you see on the page

actually which is way down the page the

ads dominate the page

these are sponsored results and you will

see a slightly yellowish orange tag

indicating that they are ads what

happens if I have found a website that I

want to go to and then I leave the

search engine page this is what happens

in this case I was looking for sites

about cakes and baking and I came to

this website but there's an opportunity

for me to see an ad here as well so

there you go how's this for intention a

as you saw in a previous slide 28

percent of your time is spent on social

media which in most cases is

predominantly Facebook but Facebook has

space for ads too in this example you

can see ads or furniture for child wear

and for sunglasses email marketing is

another important branch have you ever

got emails about luhan's or construction

of you houses or about eBay or Amazon in

a new office if you have you know what

I'm talking about

why are three billion people online what

is this thing about digital media that

is attracting everyone let's see that in

detail

or a user the digital media offers

multiple channels and devices to do what

they want to do they have a wide range

of sites the social media to connect

with to maintain relationships this

cross device integration you can start

on a desktop go through a mobile and end

on your tab

there's also better decision-making this

huge number of choices wanna buy a bag

there ten sites that'll offer you one

with five sites probably offering you

better discounts than what you can get

at the store

and of course they are easy to buy and

return you're going to come home and

deliver to you and if you want to return

it in most cases they gonna pick it up

as well and of course with one it's

another payment gateways buying online

is easier than ever before for a

marketer there are loads of reasons

relevance I will compare this aspect to

traditional advertising if you are

driving down a road and you see a

hoarding about let's say jewelry you may

or may not be wanting to buy jewelry at

that point you may not have the money

for it or may not be in a mode for it

but if you are looking online and say

want to buy your rings online I want to

buy jewelry online and you see ads that

are relevant to you from a jewelry store

that has an extremely high degree of

relevance as compared to the hoarding

that you see on the road

personalization

cases Google and Facebook and other

sites that you use collect a lot of

information about you which is legal but

they can use this information to create

a better advertising experience for you

you can even see emails where your name

is highlighted for example I see emails

that read hello Jasmine would you like a

loan today or you could see ads that

could be based on your previous browsing

history if you have been shopping for

diapers for your kid you could see ads

that say maybe you should buy a new

diaper back again

effectiveness is a big driver for

digital marketing traditional media over

time has become super expensive placing

an ad in the newspaper or buying a

holding for a month is a large outlay of

money whereas digital marketing can

probably started off with one tenth of

that investment the digital media is

also an extremely measurable medium

going back to the example of the road

and hoarding you may not have an exact

count of how many people actually saw

the ad on the touring you will not know

how many people went into your store

because of that wording and you will

never know how many people bought that

particular item because of what they saw

on that particular Road unless of course

that was the only marketing media that

you were using at that point of time but

digital media you can track this to the

very last click you will know how many

people came to your site from where they

came what they saw on your site and what

they bought what was the value of that

purchase and will they come back again

you can track that as well

Digital campaigns are extremely scalable

campaigns if I create a campaign for the

US today I can easily replicate it for

India tomorrow there is no permissions

involved there's no time involved it's

all done within a few clicks how engaged

can you be with the holding on the road

can you talk to it and you change it you

can't but you can be super engaged with

an interactive ad that you see on a

website we will see examples later where

you can actually make the ad work for

you you can make characters in the ads

do different things by clicking a mouse

around that is engagement what do I mean

by a level playing field if I were a

small little business obviously I will

not have the monies involved to compete

with a large player a national player

but you can do so in digital marketing

you can actually decide where your ads

will show to how many people they will

show and if your ads are of high quality

you might actually end up paying lesser

then the bigger players in your market

and of course there is the ability to go

viral

how many of your friends ever passed

down a paper cutting to you and said wow

look at this ad not likely but a lot of

them must have shared a wonderful ad on

their Facebook profiles and that

multiplies that is free advertising

let's look at the objectives of digital

marketing

driving sales and leads this is direct

response marketing where your campaigns

will get people to buy something from

your website in some cases they may not

want to buy something but probably

convert to a lead where they will sign

up or a coat or sign up for a

subscription if you're a small brand

that nobody knows about

or if a huge plan but introducing a new

product a new addition to your product

line and you want to increase brand

awareness digital marketing is the

answer for businesses that are not

really selling a product and don't need

sales or leads or not advertising a

product but just want people to come to

this site could be a new site could be a

blog about cooking could be something

about the environment that you want to

talk about basically you're driving

people to your site and this can be done

to digital marketing user behavior is an

important factor in advertising there is

a difference between how it is treated

in traditional media and digital media

let's look at a few factors that matter

in digital marketing

page of results there's a funny quote

that I read the other day that the best

place to bury somebody is on the second

page of results because they're never

going to be found if you are not in the

first page of a search engines results

nobody is ever going to click in and see

your ads so it's important to be in the

midst of action which is on the first

page

first fold is that part of the website

that you see without scrolling down

again most people are not involved

enough to scroll down and therefore if

you want your message to be heard it's

important to be in the first fold

we need a right mix of text and images

too much text will make it look like a

newspaper too bookish too much images

will look like clutter in fact there's a

term called banner blindness where the

brain is attuned to tuning out stuff

which looks like too much of ads so you

need to have the right mix of text and

images clarity of content somebody who

comes to your website needs to

understand what your website is all

about he shouldn't have to be clicking

through five or six links to get a gist

or what your site is about it needs to

be there upfront clear and easy to

understand a call to action is a signal

to the user about what he has to do what

do you want people to do when they come

to your site do you want them to buy

something do you want them to sign up

somewhere do you want them to give them

your email id what do you want them to

do unless you tell them clearly they are

not going to be able to understand quick

and easy navigation is very important

fact have you ever been to websites but

you try hitting the back button and you

come back out of the site if you have

that's terrible is it it a user needs to

understand how he can move from one page

on the site to another

a prominent back button a home button

all this will help

security security is a major concern

because there's lots of commercial

transactions happening on the web you

put in your credit card details you

don't want to be fished but you don't

want to end up spending a lot of money

unintentionally the security is

important in US resources in creating a

secure atmosphere for your users

responsiveness in this world of social

media but people expect you to talk back

to them brands have a very important

responsibility of responding back to the

user if somebody posts on a brand's page

that I didn't get this product or it was

bad it becomes important for the brand

to respond back and say we're sorry we

will look into it if you don't that

leaves a very bitter taste in the users

mouth so watch out for responsiveness

that brings us to the end of this model

let's take a look at what we learned

we learned that exponential growth and

digital highway or the digital world is

a huge opportunity for marketers users

can be reached in various channels

search display social media email

marketing and more

the benefits of digital marketing are

numerous of your important ones are

relevance measure ability and

scalability the main objectives

additional marketing and driving sales

and leads clicks to your site or

increasing brand awareness and finally

we learned about how user behavior in

the digital world is different from the

traditional world and what this sets

expectations for what factors are

important when you look at a digital

marketing campaign

thank you