Introduction to Digital Marketing in 40 Characters

Introduction to Digital
Marketing

Index
1 Understanding Digital Consumer
Behaviour
2 How Digital Marketing helps
Business
3
Understanding various Objectives
of a Website
4
Role of a Digital Marketer
5
Introduction to Online Advertising
6 Building an Effective Digital
Marketing Plan
7
Conducting Competitive Analysis

Understanding Digital Consumer Behaviour
1

Confidential Customized for Lorem Ipsum LLC Version 1.0
1.Need
Recognition
2.Information
Search
3.Evaluation of
Alternatives
4.Purchase
Decision
5.Post-Purchase
Behaviour

How Digital Marketing Helps Business
2

Disseminating
Information about
the Brand
Virality of the
Brand Content
Getting to the
Right Audience
Return on
Investment

Disseminating Information about the Brand
○ Digital Marketing helps your brand communication reach the relevant
audience.
○ This communication can be about increasing the awareness about your brand;
or generating new leads for new business; or for generating sales; or getting
your promotional schemes out; for any kind of communication!

Confidential Customized for Lorem Ipsum LLC Version 1.0Increasing Sharing and Engagement about the Brand: Virality
○ Digital Marketing calls for content driven marketing.
○ Content can be in form of text, image, video or even an app.
○ This content is made keeping in mind the relevance and importance of the
content for the audience, rather than advertising angle.
○ If the audience finds it relevant and starts sharing it with their peers, it
creates a ripple effect throughout the online community. This helps in
increasing your brand awareness on a magnificent scale, which in turn helps
you in generating business.
○ Such kind of content is called ‘Viral’ Content. The most recent example can be
that of fidget spinner. The market for fidget spinner saw an amazing boom in
late 2017.

ROI: Making every single penny count, and tracking ROI
○ Unlike traditional marketing, it is possible to make every single penny count in
the digital arena.
○ It is also possible to track where the money has been invested, and what are
the kind of returns provided by it in turn.
■ This further helps in identifying non-performing assets, pain points and
best performing assets. This information can then be used to optimize the
marketing resources.

Targeting the Right Audience: With a great degree of specification
○ You can target a person of
■ a certain age group,
■ geographic/demographic location,
■ buying habits,
■ hobbies,
■ likes/dislikes,
■ marital status and the likewise.

Understanding Objectives of a Business
Website
3

● Website is your sales force
○ Your website is the ‘go to’ place every time somebody wants to
buy a product from you.
○ If your website appears in someone’s search organically, having a
messy/unorganised website might repel the prospective
customers.
○ On the other hand, having a clean and well organised website can
even help you get your competitors’ customers!

● Content is the King
○ Your website is the ultimate storehouse of all kinds of content you
push out, through all your channels.
○ Any kind of information/communication that you have to give
out, has to be on your website.

● Needless to say, your website is your organisation in the world of
internet!
● Everything done here makes an impression and defines a facet of its
persona, just like every single act of yours defines your personality.
● This makes it imperative to have a good website, with good reach.
If you are not on the first page of the Google search, you don’t exist to
the user.
● So to improve the search result rankings, we will be looking at a few
tools
○ SEO
○ SEM
○ SMO etc.

● There is a multitude of software/websites available that help in proper
functioning of websites, and we will be having a look of some of these
functionalities:
○ Wordpress
○ Various Plugins
○ Google Webmaster

Understanding
Online Consumer
Behaviour
Effective
Campaign
Management
Analysis
Presentation
Optimization

Understanding Online Consumer Behaviour: What makes them tick? When do they purchase
the most? What are their interests, likes/dislikes? What kind of messaging and communication
will convince them?
Effective Campaign Management: Is the ROI Good enough? Is the messaging reaching the
appropriate audience? Is there any excess expenditure? Is there an area that still needs to be
tapped?
Analysis: Analysis of the campaign, its effectiveness, flaws, benefits and pain points
Presentation: Presentation of the analysis in comprehensible terms for the client to understand.
Optimisation: Implementing the correct measures to improve future performance

Building an Effective Digital Marketing Plan
5

Using various channels/tools:
○ SEO: Does the brand need a better online presence and
awareness?
Use mainly for Pull Strategies
○ SMM: Is the target audience present mainly on Social Media
Can the product be sold over Social Media
Can be both Push and Pull
○ SEM: Is a direct call to action (CTA) needed on a Google Search
○ Email Marketing: Does the product require a lot of follow up and
persuasion
Mainly Push
○ Affiliate Marketing: Identifying relevant affiliates
Mainly Push
○ Influencer Marketing: Will this work better than other tools?
Mainly Pull

Conducting Competitive Analysis
6

Case Study
As the newly appointed Head of Digital Marketing, you have been given the task for planning and
budgeting the online marketing spends for the next year. The target you have been given is to
generated Rs 1 Cr of sales in the next year. What is known to you is the following -
Average ticket size - Rs 250/-
Traffic Split via Channels -
• 25% - Organic
• 15% - Direct
• 25% - CPC
• 20% - Social
• 15% - Referral
You check with your website team and find that the conversion rate of the existing website is 1%.There
is scope to improve on this, however conversion rate optimization takes time and this learning curve
needs to be incorporated in your plan. What is immediately required is the budgeting and plan for each
of the online marketing channels. What are the next steps you should be taking?

Introduction to Digital Marketing in 40 Characters

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