Digital marketing utilizes various digital channels like websites, mobile apps, and social media to promote products and brands, allowing for multidirectional communication compared to traditional unidirectional marketing, and its effectiveness can be easily measured. The document outlines what digital marketing is, compares it to traditional marketing, discusses why people use the internet and the digital marketing framework involving discovery, analysis, building campaigns, implementing, measuring, and managing results.

1. DIGITAL MARKETING
THE FUTURE JOB GENERATOR
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Sumeet Kaur Chadha

2. Overview
•What is Digital Marketing?
•Digital Marketing vs. Traditional Marketing
•Why people go online ?
•Digital Marketing Framework
•Benefits of Digital Marketing
•Digital Marketing Pillars:
• Content Marketing
• SEO (Search Engine Optimization)
• PPC (Pay per click), SEM, Adwords
• Display Advertising
• Social Media Marketing
• Email Marketing
• Mobile Marketing
• Google Analytics
• Lead Generation

3. What is Digital Marketing?
In a simplistic term, digital marketing is the "promotion of products
or brands via one or more forms of electronic media(digital
channels). "
Digital marketing applies technologies or platforms such as websites,
e-mail, mobile apps and social networks. Digital Marketing can be
through Non-internet channels like TV, Radio, SMS, etc or through
Internet channels like Social Media, E-mails ads, Banner ads, etc.
The term 'Digital marketing' has grown in popularity over time,
particularly in certain countries. In the USA 'online marketing' is still
prevalent, in Italy is referred as 'web marketing' but in the UK and
worldwide, 'digital marketing' has become the most common term,
especially after the year 2013.
In Plain English : GETTING FOUND ONLINE !!

4. Digital vs. Traditional Marketing
As the Internet continues to shift the way we seek information,
technology is working equally as hard to change the way we
consume that information. Change is difficult; people don’t like to
adapt, whether to a new house or a different smartphone. As hard
as it is for people to face change, we now live in a digital world.
And in this new world, traditional forms of advertising don’t work as
well as they used to.
Specifically, digital marketing is similar to traditional advertising, but
using digital devices.
Over the last year or so traditional marketing had fallen nearly 160%
while in the same time frame expenses for digital marketing
increased over 14%. Lets see the differences between the two :-

5. Digital vs. Traditional Marketing
Traditional Marketing Digital Marketing
Includes Print Media, Broadcast media,
Direct mail, Telemarketing etc
Includes electronic devices such as Websites,
social networking sites, Content, Video
Marketing etc
Unidirectional (one to many) Multidirectional (Many to Many)
During Working hours, Location Specific Permanent(24/7), General, higher audience
reach
Results are not easily measured, and in
many cases cannot be measured at all.
Digital tools make it easy to measure the
effectiveness of your campaign. It increases
satisfaction.
Selling Cycle is long. Reduces the selling cycle.
Not very cost effective. Cost effective form of Marketing
Static which means there is no way to
interact with the audience.
Direct contact between the audience and the
business which means that the business can get
some very valuable consumer feedback.The
consumer is in control.

6. Why people go online ?
✓For information on a new product, service or location
If they have a question
If they are looking for help
If they want more information on certain individuals or
organizations
Meeting attendants
Business contacts
General information (maybe about you…)
New employees
Available jobs
With the constant growth of the web, and more people getting
connected every day, digital marketing has become a necessity for
many organizations. This also includes small businesses that wants to
trade online and make a name for themselves on the web. The web
is crowded with information. If you have a website, can these people
reach you that are searching the web for answers.

7. Digital Marketing Framework
The framework is a six-step process, made up of
the following phases:
1.Discovery
2.Internet Business Analysis
3.Build
4.Implement
5.Measure
6.Manage Results.
Courtesy: WSI (2013-07-31).
Digital Minds

8. Digital Marketing Framework
Discovery:
The core components of Discovery include identifying goals and
objectives, selecting strategies and tactics, exploring new
opportunities, and setting metrics and targets.
Internet Business Analysis:
Now that your goals and objectives have been identified, the next
step is researching how best to implement a digital marketing
strategy. There are three specific tasks that will yield valuable
information: market segmentation, persona development and
competitor analysis.

9. Digital Marketing Framework
Build:
The Build phase is where the strategic development of a digital
marketing plan shifts into resource planning and allocation. Build
phase is where you’ll set up or modify your digital assets, which are
things like your website, social media profiles and the development
of any other digital campaigns.
Implement
Following Build is the Implement phase. During this period all of the
digital assets and campaigns tasked throughout Build need to be
scheduled for launch and subsequently activated.
Measure :
Measure phase of the digital marketing framework is what enables
you to determine which strategies work best and enhance those that
are generating a positive ROI with your marketing budget.

10. Digital Marketing Framework
Manage Results
The monitoring of digital
marketing efforts allows you to
make ongoing adjustments and
rapid improvements to
campaigns. The Manage Results
phase is the key to more efficient
digital marketing and could be
the competitive edge your
business is lacking.

11. 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 following 5 objectives.
Reaching the right audience
To engage with your audience
To motivate your audience to take action
Efficient spending on your campaign
Return on investment (ROI)
Digital marketing Goal :
Digital marketing is about generating sales and/or capturing leads
from customers that are searching on the Internet for answers.

12. Scope & Career Opportunities
Businesses are using digital more than ever,
and opportunities in the sector are
excellent. It has huge potential for anyone
who is considering a career in the industry,
and it is never too soon to start preparing
for your future career.
Digital marketing is a job where every day is
different. The industry is changing all the
time, meaning you will constantly be
learning. For those who are committed and
passionate about the industry, it is a career
with excellent long-term prospects.
Courtsey:
http://www.smartinsights.com/