NOTEs

1. INTRODUCTION TO DIGITAL
MARKETING
By
SATYAJEET ASTHANA
SCHOOL OF MANAGEMENT SCIENCES,
LUCKNOW
MBA III SEMESTER

2. CONTENT
• HISTORY OF DIGITAL MARKETING
• DEFINITION OF DIGITAL MARKETING.
• SCOPE OF DIGITAL MARKETING.
• IMPORTANCE OF DIGITAL MARKETING.

3. HISTORY OF DIGITAL MARKETING
• Digital marketing first appeared as a term in the 1990s but, as mentioned
above, it was a very different world then. Web 1.0 was primarily static
content with very little interaction and no real communities.
• The first banner advertising started in 1993 and the first web crawler
(called WebCrawler) was created in 1994 – this was the beginning of
search engine optimization (SEO) as we know it.
• Once Google started to grow at pace and Blogger was launched in 1999
the modern internet age began.

4. HISTORY OF DIGITAL MARKETING
• Blackberry, a brand not connected with innovation any more, launched
mobile e-mail and MySpace appeared. MySpace was the true beginning of
social media as we define it today, but it was not as successful as it could
have been from a user experience perspective.
• Google’s introduction of Adwords was their real platform for growth and
remains a key revenue stream for them to this day. Their innovation,
simple interface and accurate algorithms continue to remain
unchallenged.

5. HISTORY OF DIGITAL MARKETING
• Web 2.0 was a term coined in 1999 by Darcy DiNucci but not
really popularized until Tim O’Reilly in 2004. With Web 2.0
there was no overhaul of technology as the name might
suggest, but more a shift in the way that websites are created.
This allowed the web to become a social place, it was an
enabler for online communities and so Facebook, Twitter,
Instagram, Pinterest, Skype and others were born

6. HISTORY OF DIGITAL MARKETING
• Now its an era of Big Data, Analytics and automation
in which digital marketing plays a vital role and in
future it will become a most essential thing in the
world with very vast range of utilisation.

7. DEFINITION OF DIGITAL MARKETING
Digital Marketing is the term used for the
targeted, measurable, and interactive
marketing of products or services using
digital technologies to reach the viewers,
turn them into customers, and retain them.

8. CONCEPT OF DIGITAL MARKETING
• Digital marketing is an all-encompassing term that consists of digital channels,
such as content marketing, SEO, email marketing, social media marketing,
mobile marketing and so on, to create elaborate strategies to reach and
connect with prospects and customers.
• An average user consumes content via the television, computer, tablet,
smartphone, radio, and other traditional media. This constant exposure to
various types of media has led to information overload, further complicating
the buyer’s journey. Digital marketing has allowed brands to stay relevant by
making themselves visible through different channels and touch points.

9. SCOPE OF DIGITAL MARKETING.
Digital
marketing has
exploded over
the past few
years, with 88
percent of
companies
using social
media as a
primary
advertising
tactic.