Mumbai

University

Nalanda Education Foundation

SANCHALIT

Dr. Babasaheb Ambedkar College Art’s, science,

commerce and self Finance and PG

Project Topic: Digital marketing

Submitted by

Khan sameena Ayub

M.Com Part:2 Sem:3

2023-2024

Under the guidance of: prof.

(HOD Department)

Prof. Diksha jadhav

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INTRODUCTION

Digital marketing is often confused with online marketing. Digital

marketing is the process of promoting a brand, service or product on the
internet. Put simply, Digital marketing differs from traditional marketing
in that it involves the use of online channels and methods that enable
businesses and organisations to monitor the success of their marketing
campaigns, often in real time, to better understand what does and doesn’t
work.

The 21st century has witnessed the developing a web presence in most
companies. E-mail was commonplace and there was technology allowing
people to manage this fairly easily. Customer relationship management
(CRM) systems had been in place for some time to manage databases.
Some companies were placing banners on websites with a similar
approach to press advertising. Forward- thinking companies were working
on their search engine strategy and even working with some affiliates. All
of this was online marketing and, in time, online marketing teams and
specialists would begin to appear. (Kingsnorth, 2016).

The most common form of digital marketing is the website of the

organisation and the epicentre of all its online activities. In order to drive
qualified traffic to a website, or encourage repeat visitors and sales, savvy
marketers include a combination of email marketing, search engine
optimisation (SEO), pay-per-click (PPC) advertising and social media in
their strategy.

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Figure 1.1

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1.3 WHAT IS DIGITAL MARKETING?

The first approaches to digital marketing defined it as a projection of

conventional marketing, its tool and strategies, on Internet (Otero and
Rolan, 2016). Satya (2015) defined it as ‘online marketing’, ‘web
marketing’ or ‘internet marketing’. The term digital marketing became
popular overtime, especially 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.

Digital marketing is an umbrella term for the marketing of products or

services using digital technologies, mostly on the Internet, but also
including mobile phones, display advertising and any other digital terms.

1.4 HOW HAS DIGITAL MARKETING EVOLVED?

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 Figure 1.2: Digital Marketing History Graphic Guide
\

So what has changed? The social media revolution has completely

changed the internet and consumer behavior. The penetration of board-
band has increased speed, internet usage and user expectation with over 40
per cent of the world now online and over 90 per cent in many countries
(Internet World Stats, 2015). Analytics has grown to the level where we
can understand our consumers’ behavior in real time, including just not
their usage statistics but also their demographics and even interests.
Mobile has gone smart and tablets have stormed onto the scene and both
of these changes have brought along apps. Touchscreen is becoming
increasingly common across all devices. Google has become an enormous
organisation and owns search globally. TVs have gone smart and
Bluetooth opens up another level of possibilities. With a naturally ageing
population there is now only a very small percentage who are
technophobes simply due to age.

Definition of digital marketing

The marketing of products or services using digital channels to reach
consumers. The key objective is to promote brands through various forms
of digital media.

Digital marketing extends beyond internet marketing to include channels

that do not require the use of the internet. It includes mobile phones (both

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SMS and MMS), social media marketing, display advertising, search
engine marketing, and any other form of digital media.

Most experts believe that 'digital' is not just yet another channel for
marketing. It requires a new approach to marketing and a new
understanding of customer behaviour. For example, it requires companies
to analyse and quantify the value of downloads of apps on mobile devices,
tweets on Twitter, likes on Facebook and so on.

Example of a successful digital marketing campaign

One successful digital media campaign was by Pizza Hut, which created
an app that allowed customers to create their own pizza by dragging their
chosen toppings onto a graphical pizza base. The iPhone would then
determine which of the chain's thousands of locations the customer
happened to be nearest. The company advertised the new app online, in
print, and on television - even winning a placement in Apple's own iPhone
commercial.

Within two weeks, the Pizza Hut app was downloaded 100,000 times and
within three months iPhone users ordered $1m worth of pizza. The app
now has millions of users across the iPhone, iPad, and Android platforms.
1.5 DEFINITION OF DIGITAL MARKETING

Digital marketing is basically applying all marketing techniques to digital

channels. Different sources can be used to promote services and products
like SMS, search engines, email, websites, social media and mobile
devices. The digital nature of this marketing method makes it a cost-
effective means of promoting one’s business.

The use of digital marketing depends on the organisation’s marketing

objective. It could be that the organisation wants to generate more leads,

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build their brands, increase sales or improve brand engagement. Digital
marketing means more than just having a website. The website needs to
be aesthetically pleasing and easy to navigate, and also needs to have
quality content to reflect the nature of the business.

Search engine optimization (SEO) is an important factor as well. Search

engines need to read and index the website properly. There are content and
SEO specialists who can help organisations to design websites which are
responsive and accessed through all devices.

Digital marketing also involves managing the organisation’s social media presence
and interacting with fans as well as marketing the business across major social
media channels.

1.6 HISTORY AND EVOLUTION OF DIGITAL MARKETING

Digital marketing first appeared as a term in the 1990s but, as mentioned

above, it was 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 (Kingsnorth, 2016).

Once Google started to grow at pace and Blogger was launched in 1999
the modern internet age began. Blackberry, a brand not connected with
innovation any more, launched mobile email 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 and ultimately that is what led to its downfall.

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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. Cookies have been a key development in
delivering relevant comments and therefore personalising user experience.

“One of the technologies which really brought information revolution in

the society is Internet Technology and is rightly regarded as the third wave
of revolution after agricultural and industrial revolution” (Gangeshwer,
2013 )

The first search engine started in 1991 with a network protocol called
Gopher for query and search. In 1993, the first clickable banner went live,
after which HotWired purchased a few banners ads for their advertising.
This marked the beginning of a new era, the digital era of marketing.
Because of this gradual shift, the year 1994 saw new technologies entering
the digital marketplace. The very same year, Yahoo was launched.

1998 saw the birth of Google. Microsoft launched the MSN search engine
and Yahoo brought to the market Yahoo web search. In 2000, the internet
bubble burst and all the smaller search engines were either left behind or
wiped out leaving place for the giants. Then in 2006, digital marketing
world saw its first steep surge. At that time, search engine traffic already
grown to about 6.4 billion in a single month.

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Soon, Google began to expand and along with this social networking sites
began to emerge. Myspace was the first social networking site followed by
Facebook. With this, companies realized that all these new sites are
opening new doors of opportunity for them to market their products and
brands.

1.17 DIFFERENT PLATFORMS FOR DIGITAL ADVERTISING

1. Display Advertising

Based on your audience profile and your products, select ad space in specific
websites from where you can get good traffic. Display ads can be anything from
the banner ads to videos. In the online world, it is considered as one of the most
effective ways of digital branding. Instead of developing text-based
communication, create interesting videos or images that will speak on behalf of
your brand. Also, take time to follow your targets and wisely choose the websites,
which in turn are followed by your audience group.

2. Search Advertising

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While your visitors enter certain search keywords, specific to your brand and
business; you can take this opportunity and promote your ad through the search
engines. To do so, you have to coin down certain keywords, with which you shall
sync your advertising message.

With this, your business or company might not have a good rank in the search
engine pages, yet you will expose your audience to your brand. Often, search
engine ads can give you better leads since people eye-witness a solution that they
are just looking for. It also saves their research time. You can also consult with
any SEO Company for getting good position in Search Advertising.

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3. Mobile Advertising

Mobile-centric ads are the current trend. From the in-app messages to the videos,
mobile advertising is the most effective way to promote your brand. With the
entire world going mobile, developing short and crisp communication targeting
the mobile users is the best practice. As people carry their mobiles your brand
communication stays in their mind, for a longer time.

While developing mobile ads, ensure that it fits the screen sizes of all hand-held
devices. In this way, your message will be clear and you shall successfully
position your brand name in the minds of your targets.

4. Social Advertising

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Social media sites mostly Facebook, Twitter, LinkedIn, Instagram and other
similar platforms provide lucrative opportunities to promote your brand. The best
thing about social ads is that you know your targets well and can propose your
brand message.

Also, based on certain audience profile, you can personify your advertising and

suit to the specific needs, interests and desires of your large target audience. If

strategically done, social ads can also bring leads which are sure to land into sales.

5. Video Advertising

Contrary to texts which lack visual appeal, video ads serve as effective stimulant
that influences your audience to try you out. Video ads can be placed in any
platforms- mobile, website, social media sites. Just like television ads, online
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video ads quickly hit your targets and with frequent exposure can enable them to
purchase your product or avail your service.

6. Cross-Channel Advertising

Another new-age form of digital advertising, cross-channel advertisement is an

intelligent way to follow your online visitors and track their interests and desires.
With the help of cross-channel ad software, you shall become aware about the
digital journey of your target audience.

Accordingly, you can choose specific online platforms and promote your brand
only in those spaces and reach individual audience. It is the best way to develop
personal communication and have better connect with your target group.

7. Demand-side Platforms

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Last but not the least, DSP or Demand-side platforms allow you to manage
multiple ad exchange and various data exchange accounts, using only one
interface. With DSPs, you can track real-time bidding, optimize algorithms and
get maximum value from each audience. In milliseconds, the search engines try
to determine the value of prospective impression and places a bid accordingly.
Using DSPs, you can also integrate ads with third-party vendors and ensure more
impressions from various sources.

With all the above digital advertising platforms, you must also realize that not all
are required for your business. Based on your communication objective, purpose
of advertising, nature of product, and target audience profile, you must choose the
most suitable platforms that will provide maximum reach and exposure to your
brand. Such decisions are time-consuming, and with adequate time and in-depth
research and analysis; you can arrive at the right online destinations.

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