CHAPTER 3

Introduction to Digital Marketing

Learning Outcomes
By the end of this chapter,students will be able to:
Understand the core concepts and principles of digital marketing.
Differentiate between traditional and digital marketing strategies, identifying their
respective featuresand benefits.

Analyze the process of transitioning from traditional to digital marketing,including

the challengesand opportunitiesinvolved.
Explore various digital marketing channels and their applications in reaching and
engaging target audiences.
Recognize the importance of understanding customer value journey and online
consumer traits in developing effective digital marketing strategies.
Gain practical expertise in implementing digital marketing strategies through hands
on exercises like case studies, research-based questionnaires, comparative analysis,
and field studies,enhancing problem-solvingabilities and strategic decision-making
skills.

3.1 CONCEPT OF DIGITAL MARKETING

Digital marketing refers to the use of digital channels, platforms, and technologies to
promote and advertiseproducts or services. It encompasses a broad range of online tactics,
including social media marketing, search engine optimization(SEO),email marketing,content
marketing,and online advertising. The primary objective of digital marketing is to connect
with the target audience through various digital mediums and influence their purchasing
decisions.

Marketing knows no geographicallimits. There are numerous avenues for business

Digital
expansion in the digital realm. With people spending vast amounts of time online andthe
diverse range of digital platformsaccessible, businessescan tap into a wide audience base. The
benefits of digital marketing for businessesinclude:
• Access to a globalmarket.
• Cost-effective reach to a larger customer base compared to traditional marketing
Catering to the growing population of mobile consumers.
Enhancing brand reputation.
30 :A PracticalApproach
Digital Marketing
of relying solel.
customer base. Instead
to increase its
wants media campaign
Example: A local
bakery social showcasing
an engaging
orders. This
digital
traditional methods like flyers, they create online strategy
and encouraging engagement through likes,
their products, offering promotions, and track customer
a wider audience
allows the bakery to reach

comments, and online orders.

3.2 BENEFITS OF DIGITAL MARKETING

to reach a global
businesses audience,.
allows
marketing
• Global Reach: Digital
barriers. demographics, interests,
breaking geographical targeting
of specific
It enables precise
Targeted Advertising: rates.
•
in higherconversion ROI compared to
and behaviors, resulting often offers better traditionl
Digital marketing allocation, and
budget measurement
• Cost-Effectiveness:
asit allows for more accurate
marketing channels,
of results. analytics, allowing
marketing provides real-time
Results: Digital
and make data-driven
• Measurable of their campaigns
the performance
businesses to track
decisions.
and other digital channalk
Through social media, email,
• Increased Engagement:
in real-time, fostering
stronger relationshins
businesses can interact with customers

and brand loyalty.

brand visibility and awarenes
marketing helps increase
• Brand Awareness: Digital
through various online channels
and strategies.
digital marketing effectively can
Competitive Advantage: Businesses that leverage
that rely solely on traditional marketing
methods.
gain a competitive edge over those

Scalability: Digital marketing campaigns

can be easily scaled up or down to
accommodate business growth or changes in marketing objectives.
• Flexibility and Adaptability: Digital marketingallows for quick adaptationto changes
in market trends, consumer behavior, and technological advancements.
Enhanced Targeting and Personalization: Digital marketing tools enable businesses
todeliver personalized content and offers to their target audience, increasing relevance
and engagement.
• Improved Customer Insights: By analyzing digital marketing data, businesses cat
gain valuable customer preferences, behaviors,and purchasing paters,
insights into
3.
allowing for better decision-making and product
development.
• 24/7 Marketing: Digital marketingoperates around the clock, allowing businesses to
reach customers at any time, regardless of their location or
F
time zone.
C
marketingoffers numerous benefits that help businesses connectwith
Overall, digital
thel
audience,drive sales, and achievetheir marketing
goals more effectively.

i3.3.FEATURES OF.DIGITAL MARKETING

Measurabilityand Analytics: One of the key features of digital

marketing is the apu
 31
Introduction to Digital Marketing

to measure and analyze campaign performance. Digital platforms provide data and
their campaigns in real
analytics tools that allow marketers to track the successof
time. Metrics such as website traffic, conversion rates, and customer engagement can
decisions. Example: Ane-commerce
bemonitored and analyzed to make data-driven
conversion rates, and user
website uses Google Analytics to track website traffic,
successful marketing channels and
behavior. By analyzing this data, they identify
optimize their strategies.
enables businesses to target specific
Targeted Advertising: Digital marketing
can create highly targeted
demographics, interests, and behaviors. Advertisers leads
increasing the chances of converting
campaigns to reach their ideal audience, to individuals who
into customers. Example:
A fitness app targets its ads specifically
on social media. This targeted approach
have shown interest in fitness-related content
users interested in their app.
increases the chances of acquiring
digital marketing has a global
• Global Reach: With the internet as the medium, breaking down
reach. Businesses can connect
with potential customers worldwide,
bases
barriers. Thisopens
up newopportunities for expanding customer
geographical platform connects
Example: An online tutoring
and entering international markets. they reach students
Through digital marketing,
students with tutors globally. their user base.
barriers and expanding
worldwide, breaking down geographical
and engagement
Digital marketing fosters interaction
• Interactivity and Engagement: for example, allow businesses
to
media platforms,
with the audience. Social and brand loyalty.
customers,building relationships
communicate directly with their user engagement. Example:
content, such as quizzes and polls, enhances
Interactive polls, asking
through interactive Instagram
A fashion brand engages its audience feedback but also
on new designs. This not only provides valuable
followers to vote
and brand loyalty.
increases customer engagement
traditional marketing
methods like TV or print
•Cost-Effectiveness:Compared to Small and medium-sized
marketing is often more cost-effective.
advertising, digital without the hefty
digital channels to reach a wide audience
businessescan leverage
Example: A startup with
a limited
tag associated with traditional advertising. creation instead
price
through social media and
content
for digital marketing
budget opts awareness and user acquisition
traditional TV ads. They
achieve significant brand
of
at a fraction of the cost.

AND DIGITAL MARKETING

3.4 DIFFERENCE BETWEEN TRADITIONAL

Digital Marketing
Feature Traditional Marketing email
Websites,social media,
Channels TV, radio, print (newspapers, search engine
billboards,marketing,
magazines, brochures),
optimization(SEO), pay-per
mail
direct
(PPC)advertising, content
click
marketing
 Digital Marketing
:A Practical Ayproach
32

Marketing DigitalMarketing
Traditional
Feature
Targeted, based on

Reach Broad, often geographically

interests, and online demographics,
behavior
specific
Two-way communication fosters
Limited, one-way communication
Engagement interaction and community

Trackable data providesinsights

Measurement Difficult to track effectiveness,
into campaign performance and
relies on surveys and estimates
ROI

Limited targeting based onHighly targeted carnpaigns based

options,
Targeting
on specific characteristics and
demographics and broad
interests
behaviors

Cost Can be expensive, especially for TV Can be more cost-effective,

especially with targeted campaigns

and print advertising

Difficult to make changes once a Flexible, carmpaignscan be

Flexibility
adjusted in real-time based on data
campaign is launched
and audience response
Fast, results can be seen in hours or
Speed of results Slow, results may take weeks or
months to see days

Personalization Limited personalization options Highly personalized messages and

experiences can be delivered

for building brand Can build brand awareness and

Brand building Can be effective
awareness loyalty through engagement and
interaction

TVcommercials,newspaper ads, Social media posts, website

Examples
billboards, radio ads content, email marketing, search
engine results, online ads

3.5 MOVING FROM TRADITIONAL TO DIGITAL MARKETING

In thedynamic landscape of marketing businesses are undergoing a profound

transformation by shifting from traditional to digital marketing strategies. This strategic piva
is fueled by the changing preferences of consumers, advancements in technology, and the

need for more targeted and measurable marketing efforts. ILet us understand the benefits o
this transition with real-world examples.

a) Understanding the Shift: Traditional marketing, encompassing print, TV, an

radio advertisements,has long been the go-to method for reaching broad audienes
However, as consumers increasingly turn to digital platforms for information a
entertainment,businessesare recognizing the need to adapt. Example:
• Traditional:A local bakery placing an ad in a community newspaper.
Digital:The same bakerylaunching an Instagram account to showcase vvisually
appealing photos of its products and engage with a wider, more diverseaudies
 Introduction to Digital
Marketing 33

b) Embracing Platforms: Digital marketing offers a plethora

Digital
of channels, from
social media and emailto search engine
optimization and content marketing. Each
of these channels provides a
unique avenue to connect with
audiences in real-time,
fostering engagement and interactivity. Example:

Traditional:A car dealershipdistributing printed

brochures at a local event.
Digital: The dealership investing in a
comprehensive online presence, including
a user-friendly website, social media profiles, and targeted Google Ads to reach
potential car buyers.
c) Targeted and Personalized Approach: One of the significant advantages of
digital
marketing lies in its ability to target specific demographics and personalize content.
Data analytics enable businesses to understand customer behaviors,
tailoring
marketing messages to resonatewith individualpreferences. Example:
Traditional:A clothing retailer sending the same catalog to all households in a
neighborhood.
The retailer utilizes email marketing to send personalízed
Digital:
recommendations based on customer purchase history arnd preferences.
d) Measurable ROI and Analytics:Unlike traditional methods, digital marketing allows
for precise measurement of Return on Investment (ROI). Analytics tools provide
insightsinto the performance of campaigns, enabling marketers to refine strategies
based on real-time data. Example:
Traditional:A an ad in a magazine without clear metrics.
local restaurant placing

Digital:The restaurantrunning a Facebook Ads campaign with detailed analytics,

tracking clicks, impressions,and conversion rates, allowing for continuous
optimization.
e) Cost-Effectiveness:Digital marketing often proves to be more cost-effective than
traditional methods. With options like pay-per-click advertising and social media
promotion, businesses can optimize their budgets formaximum impact. Example:
Traditional:A small business investing in a costly TV commnercial with limited

reach.
Digital:The same business leveraging targeted Facebook Ads to reach a specific
local audience at a fraction of the cost.

f) Global Reach and In the digital realm,geographicalboundaries become

Accessibility:

less restrictive. Businesses can expand their reach globally, connecting with audiences

around the world, regardlessof physical location. Example:

Traditional: A regional tourism agency promoting local attractions through
regional radio.
website
• Digital: The same agency uses social media platformsand a user-friendly
updates.
to attract international tourists with engaging contentand real-time
with the
8 Real-Time Engagement: Digital marketing fosters immediate interaction
allow businesses to respond to customer
audience.Social media platforms, for instance,
in real-time. Example:
inquiries, gather feedback, and build a community
customer
• Traditional:A retail store holding a one-time event with limited
interaction.
 Digital Marketing :A Practical Ayproach
34

mediato host live Q&A sessions, polls, and

• Digital: The store uses social
contest,
ongoing basis.
actively engaging with customers on an
be adjusted switl..
h) Agility and Adaptability: Digital marketing campaigns can
consumer behaviors. This agility is crucial in afast,
respond to market trends and
environment. Example:
paced, ever-changing business
A fashionbrand planning a print catalog months in advance.
Traditional:
The same brand running social media campaigns, adapting conten
Digital:
to emerging fashion trend
based on real-time feedback and quickly responding
email campaigns, socis
i)Enhanced Customer Relationship Management: Through
content, businesses can cultivate stronger an
media interactions, and personalized
customers, fostering loyalty and brand
more meaningful relationships with their

advocacy. Example:
on in-store promotions.
• Traditional: A retail storerelying occasional

Digital: The store customer loyalty program through a mobile app

implements a
exclusive content.
personalizeddiscounts, early access to sales, and
) offering

Educating the Team: Transitioning from traditional to digital marketing requires

shift in mindset and skill set. Providing training
and education to the marketing team
is essential for a smooth and successful transition. Example:

Traditional: A marketing team primarily skilled in designing print materials.

• Digital: The team undergoing training programs in SEO, social medi.

management, and data analytics to adapt to the demands of digital marketing

CASE STUDY
TITAN COMPANY LIMITED
Traditional Marketing Approach: Historically, Titan has relied heavily on
traditional marketing methods such as print advertisements, television commercials,
and retail store promotions to market its watches, jewelry,and eyewear.

Transition Marketing: In recent years, Titan has embraced digital

to Digital

marketing a wider audience and engage with customers more effectively. They
to reach

have invested in creating a robust online presence through e-commerce platforms,

social media channels,and their official website.

Digital Marketing Strategies: Titan utilizes social media platforms like Instagram
and Facebook to showcase their latest collections, engage with customers, and run
targeted advertisingcampaigns. They also leverage influencer marketing to promote
their products and connect with younger demographics.
Impact of Transition:Theshift to digital marketing has enabled Titan to
reach new
customer segments, particularly the younger generation who are more
active online.
It has also allowed them
to track and analyze consumer behavior
more effectively
leading to data-driven marketing strategies
and improved ROI.

Hence, moving from traditional to digital marketing is not just a trend; it's a straes
imperative for businesses seeking to stay relevant and
effective in the modern marketplac
 Introduction to Digital Marketing 35

While methods still have their place, integrating digital strategies empowers
traditional
businesses connect with their target audience in more meaningful and efficient ways. By
to
understandingthenuances of both approaches,businessescan create a harmonious marketing
strategy that leverages the strengthsof each method for optimal results.

3.6 DIGITAL MARKETING CHANNELS

Intheever-evolvingrealm of digital marketing,navigatingthe diverse landscapeof channels

is for businesses aiming to establish a robust online presence. Digital marketing
essential
channels refer to the various online platforms, tools, and methods used by businesses to
reach and engage with their target audience.These channelsserve as avenues through which
companies can promote their products or services, build brand awareness, and ultimately
drive conversionsand sales in the digital space. The key digital marketing channelsare Intent
Based, Brand-Based,Community-Based, and other digital marketing channels (Figure 3.1),.
Each digitalmarketing channel has its unique characteristics, target audience,and strategies

for effective implementation. By leveraging a combination

of these channels, businesses
specific goals and
can create comprehensive digital marketing campaigns tailored to their
The choice of digital marketing channels depends on factors such as the nature of
objectives.
the business, target audience demographics, budget, and overall marketing objectives.

DIGITAL MARKETING
CHANNELS

Intent-Based Brand-Based Community-Based Others Channels

Channels Channels Channels

Social Media
SearchEngine Affiliate Marketing
DisplayAdvertising Marketing
Optimization (SEO)

Online Forums and

VideoMarketing Email Marketing
Search Advertising Communities

Influencer
Branded Content ContentMarketing
Marketing

Mobile Mlarketing

Figure 3.1: Digital Marketing Channels

Let us discuss each one of them in detail.

 Digital Marketing :A Practical Approach
36

3.6.1 Intent-Based Channels

refer to
and platforms that focus on underrstanding
strategies
Intent-based channels chan
user's online actions. These
and

intent or purpose behinda

addressing the specific needs and intentions, allowing businesses todelive
efforts with the user's
to align marketing value to users bac
primary goal is to provide
more relevant and targeted content. The channels:
and queries. The types of intent-based
their expressed interests
(SEO)
Search Engine Optimization
a website's content, structure, and other
eleme
Meaning: SEOinvolvesoptimizing
in search engine results for specific
keywords or phrases.
to improve its visibility
or needs, SFo
to search engines with specific queries
Intent Focus: Users often turn higher fo
by ensuring that a website ranks
aims to understand and cater to this intent
relevant search queries.
businesses optimizin
Example: If user searches for "best budget smartphones,"
a
to provide valuable information
on affordab
their content for this keyword aim
smartphone options.
Search Advertising
involves placing paid advertisements within seard
Meaning: Search advertising
o
like Google Ads, where businesses bid
engine results, typically through platforms
keywords to display their ads.
searching for specific products o
Intent Focus: Advertisers target users actively
the attention of users with immediate needs an
services. The intent is to capture
guide them to relevant offerings.
athletic shoe brands ma
Example: user searchesfor "running shoes", ads from
If a
user to click on the ad and explor:
appear at the top of thesearch results, directing the
their products.

Therefore, intent-based channels leverage the knowledge of user intent to enhance the
relevance of marketing efforts. By aligning content and promotions with what users ar:
actively seeking,businesses can increase the likelihood of engaging with
a receptive audience
This approach not only improves the user experiencebut also contributesto higher conversior
rates and customer satisfaction.

3.6.2 Brand-Based Channels

Brand-based channels refer and platforms that focus on building and

to strategies

promoting a brand's identity, awareness, and image. These channels aim to create a strong
and recognizablebrand presence in the digital space, fostering trust and loyalty among thh

target audience.The types of brand-based channels:

Display Advertising
Meaning: Display advertising involves the creation and placement of visual adso
websites, apps, or social media platforms to promote a brand, product, or service.
Brand Focus: Display ads are designed to showcase a brand's visual identy
messaging, and unique selling propositions.These ads contribute to brand awarenes
by reaching a wide audience and creating a visualimpact.
 Introduction to Digital Marketing
37

Example: An e-commerce brand may use display ads featuring high-quality images of
products, along with the brand logo and tagline, to capturethe attention of potential
its

customers on various websites.

.Video Marketing
Meaning:Video marketing involvescreating and sharing videos to promote a brand,
tell its story, or showcase products and services.

Brand Focus: Videos provide an immersive way to convey a brand's personality,

values, and offerings. Whether through storytelling or product
demonstrations,video
the brand and its
marketing aims to strengthen the emotional connection between
audience.
videos demonstrating the use of its
Example: A beauty brand might create tutorial
connect with the brand's expertise and
skincare products, allowing customers to
personality.
• Branded Content
to content created by or for a brand, often in
Meaning: Branded content refers

with influencers, publishers, or content creators, to reach and engage a

collaboration

target audience.
into valuable
Brand Focus: Branded contentintegrates a brand'smessaging seamlessly
by associating the
and entertaining content. This approach helps build brand
affinity

brand with positive and relevant experiences.

with a fitness influencer to create
Example: A sportswear brand may collaborate
using the brand's products during a workout,
content showcasing the influencer
aligning the brand with a healthy and active lifestyle.

channels are crucial for establishing a brand's identity,

Therefore, brand-based
competitivedigital landscape. By consistently delivering
a
differentiation, and visibility in the
can foster brand loyalty and
compelling brand message across various platforms, businesses

influence consumer perceptionspositively.

3.6.3 Community-Based Channels

with online
Community-based channels revolve around engaging and interacting
advocacy. These channels focus on
communities to build brand awareness, loyalty, and
forums where people with shared interests or affinities
leveraging social platforms and online
gather. By participating in these communities,
brands aim to establish a meaningful connection
channels in digital marketing:
with their target audience. Here are key community-based

• SocialMedia Marketing
platforms such as Facebook,
Meaning: Social media marketing involves using social
an audience, share content, and
Instagram, Twitter, and LinkedIn to connect with
promote products or services.
share user-generated
Community Focus:Brands actively participate in conversations,
posts to build a community around their brand. Social
content, and create engaging
a sense of community and
media enables direct interaction with followers, fostering
connection.
 Digital Marketing
:A Practical
Ayproach

where users can discuss

38
a Facebook group centered aro
might create
creating a
company community
Example: A tech
and ask questions,
trends, share tips,
industry
mutual interests. with
and Communities where users shared
Online Forums are platforms
and communities
Online forums various topics.
Meaning: valuahl
questions gather to discuss forums by providing
or with relevant
interests
Brands can engage helps in buildine
This approach
Community Focus: sharing expertise. voice.
questions, and brand as an
authoritative
insights, answering and establishing
the
travel tips,
and
specifficniches offering
forums,
trust within in travel customere
agency may participate with potential
Example: A conversations
travel in
and engaging
destination
recommendations,

seekingadvice.
who have a
Influencer Marketing with individuals
collaborating
marketing involves niche or community.
Meaning: Influencer within aparticular
and influence their existing
communities,
significant following to tap into
influencers share
Brands leverage can create content,
Community Focus: shared interests. Influencers
with
reachinga wider audience to their engaged
followers.
promote products artist on Instagram,
experiences, and with a makeup
might collaborate and reviews
brand
Example: A beauty the brand'sproducts in
their tutorials
to showcase
allowing the artist the influencer's
community.
beauty enthusiasts within interactions
the importance of genuine
reaching

community-based channels emphasize to relevant online

Therefore,
participating in and contributing
By actively content, and
and relationship-building. a sense of belonging,
encourage user-generated
communities,brands can create brand visibility but also
base. This approach not only enhances
establish a loyal customer
within specific communities.
strengthens the brand's reputation

3.6.4 Others Channels

• Affiliate Marketing to earn a commission

allows individualsor companies
Meaning: Affiliate marketing through unique affiliate links.
This

someone else'sproducts or services

by promoting a
both parties involved.
symbioticrelationship benefits or entities to promote
partnerships with individuals
Focus: Focuses on forming desired actionssuch as
with commissions for driving
products, rewarding affiliates
sales or leads.
commission for each sale
a product and earning a
Example: A blogger promoting
made through the affiliate link they shared.
• Email Marketing
communication.
Meaning: Email marketingremains a potent tool for personalized
offpeople
Email marketing involves sendingtargeted messages via email to a group
the audiene
Itis used for building relationships, promoting products, and keeping
informed.Brands utilize it for lead nurturing,updates, and product promotions.
 Introduction to
39
Digital Marketing

Focus: To nurture leads, engage subscribers, and drive desired actions, such as
conversionsor brand loyalty, through strategic and personalized emailcommunication.
Example: An e-commerce company sending newsletters with product updates,
promotions, and personalized recommendations to its subscribers.

.
Content Marketing
Meaning: Content marketing revolves around creating valuable and relevant content
to attract and engage the target audience, ultimately driving profitable customer

action. Blogs,videos,and infographicsare common

mediums.
Focus:To provide or educational
informative,entertaining, content that addresses the
and long-term relationships with
audience's needs, builds brand awareness, fosters

potential customers.
videos, and
Example: A brand publishing regular blog posts, creating informative
sharing engaging infographicsto provide
value to its audience.
Mobile Marketing
target audiences through
Meaning: Mobile marketing involvesreaching and engaging
various channels like apps,
mobile devices, such as smartphones and tablets, utilizing

SMS, mobile-optimized websites, and in-app advertisements.

or advertisements
Focus:To deliver relevant and location-based content, promotions,
taking advantage of the unique capabilities and
to users on their mobile devices,

personal nature of mobile technology.

SMS to customers who have opted in
Example: A restaurant sends mobile coupons via

to receive promotions.
amalgamation
In essence, a successful marketing strategy encompasses a strategic
digital

of these channels. The selection of channels

hinges on factors such as business goals, target
or service. By comprehending the nuances
of
demographics, and the nature of the product can craft a
overarching marketing objectives, businesses
each channel and aligning them with
strategy poised for success.
comprehensive and effective digital marketing

3.7 CUSTOMER VALUE JOURNEY

framework that outlines the stages a customer
The Customer Value Journey is a strategic
to becoming a loyal
a brand, from initial awareness
goes through in their relationship with for customers,guiding
a seamless arnd engaging experience
advocate. It focuseson creating
them through various touchpoints.
journey (Figure3.2) are:
The 5A's framework of customer value
• Awareness
Appeal
Ask
• Act, and
• Advocacy
 Digital Marketing
:A Practical Approach
40

Ask Act
Appeal Advocacy
Awareness

Figure 3.2: 5A's Customer Value Journey

each one of them:

Let us explore where the primary goal is to make
is the stage
Awareness: Awareness
or product.This involves capturingtheir
a) potentia
of the brand
customers aware idea is to create aattention
has to offer. The
ang

introducing them to what your brand too learn more

memorab
that prompts individuals about your
and positive firstimpression social media brand
A beauty brand launches a captivating campaign
Example: contentand targeted
introducing
visually appealing
its new skincare line,
utilizing advertisernent

to reach a broad audience.

the brand or product
stage that focuses on making
Appeal: Appeal is the
mot
b) Brands utilize
its unique value proposition. storytelling
appealing by highlighting to enhance
content, visual aesthetics
and appeal. Testimoniak
user-generated
role in conveying the value and benek
reviews, and demonstrations play a crucial
of the product, fostering a deeper connection
with potential customers. Examnl.
products
The beauty brand creates engaging tutorial videos featuring the skincare
showcasing their benefits and how they address specific skin concerns,enhancing
th

brand's appeal.
c) Ask: Ask is the stage that encourages the audience to take a specific action, such a

signing up for newsletters, surveys, or expressing interest. It ofter

participating in

involves creating interactive elements, such as quizzes, surveys, or calls to action

ir
marketing materials. By asking for participation, brands not only gather
valuablk

data but also deepen the engagement and commitment of the audience. Example: The

beauty brand invites website visitors

subscribe to its newsletter, offering exclusie
to

beauty tips, product updates, and special promotions in exchange for their emai
addresses.
d) Act: Act is the stagethat drives theaudience to make a significant commitment, usual

in the form of a purchase. It aims to convertengaged leads intopaying customerSana s

often a critical metricforbusiness success.Example: The beauty brand offers a limitet
time promotion on its skincareproducts,encouraging those who have engaged wit
the brand to make a purchase and experience the products firsthand.
e) Advocacy: Advocacy is the stage that involvesturning satisfied customers into bran
advocates who actively promote and endorse the brand. It involves creating a posti
post-purchaseexperience, encouraging customers to share their experienceson s
who
media, leave reviews, and participate in referral programs.
Example: Customers
have had positive experiences with the skincare line share their before-and a
photos on social glowing reviews, and
media, write sreferral
the brand's
participate in
program, becoming advocates.
Therefore, the 5A's of the customer value journey is that guides
a holistic approach
Customersthrough a series of well-defirned stages, each serving in building
a specific purp0Se
 Introduction to Digital
Marketing 41

Lrand awareness, engagement, and loyalty. By

understanding and strategically addressing
businesses can create a seamless and
each stage, impactful customer experience that goes
a single transaction, fosteringlasting
beyond relationships with theiraudience.

3.8 OZONE 03 CONCEPT

There are three primary sources of influence that mnarketers can leverage.
Consumers
decisions throughout the 5 A's of the customer value journey are
typically shaped by a
combination of their own influence,others'influence, and outer influence.This combinatíon
is referred to as the '0
Zone(03) as shown in Figure 3.3.

1
+ +
OWN OTHER OUTER

Figure 3.3: Ozone O3 Concept

a) Own Influence: This relates to the

control a business has over its own offerings,

products, or services. It involves shaping and managing elements that directly

affect

the customer experience.Example: A software company influencesits own product by

consistently enhancing features, refining user interface design, and introducing new
functionalities to address changing customer preferences.
b) Others' Influence: This relates feedback, preferences, or actions of customers
to the

and other stakeholders.It entails adapting and enhancing the customer journey based
refine its website based on
on externalinputs.Example: An e-commerce platform may
could involvestreamlining
customer feedback, preferences,and behavior analytics. This
common
the checkout process, improving product recommendations, or addressing
pain pointsexperienced by users.
the brand, such as
c) Outer Influence: This relates to the external factors that impact
It entails actively engaging with
market trends,industry shifts, or global occurrences.
and adaptable.Example: A fashion
the broader external environment to stay relevant
collaborate with influencers, and
brand might actively monitor industry
trends,
the fashion
to stay attuned to the external forces shaping
participate in fashion events

landscape.
 Digital Marketing :A Practical Approach
42

3.9 TRAITS OF ONLINE CONSUMERS

behaviors exhibi
various characteristics and
The traits of online consumers encompass
decisions. The key
traits are
space, influencing their purchasing
in the digital
by individuals
The
is a significant
factor for online consumers.
Convenience-Seeking: Convenience rathe
the comfort of their homes,
prefer the ease of
browsing and shopping from
busy professionals may appreciate
the

physical stores. For example,

than visiting
them delivered to their doorster
online and having
convenienceof ordering groceries
the store themselves.
rather than going to devices and navigating
Online consumers are adept at using digital
• Tech-Savvy: comfortable using mobile
apps fo
platforms. For example, they are communicatio
various online and social media for
streaming services for entertainment,
shopping,
and networking. online consumers ofter
Before making purchasing decisions,
• Research-Oriented: compare prices acros
research. They read product reviews, example.a
conduct extensive trusted sources.For
and seek out recommendations from websites
different websites,
a new smartphone
may read reviews on tech
in buying platform
consumer interested prices on e-commerce
YouTube, and compare
watch unboxing videos on
apurchase.
before making and actively seek ou
Online consumers are often price-conscious
•Price-Conscious: different online
retailen

and promotions. They compare prices across buy ane

deals, discounts, a consumer looking to
for their money. For example,
to find the best value price or wait for sales events lik

multiple websites to find the best

laptop may browse
Friday to make their purchase.
Black of onlineconsumers
role in thelives
Connected: Social media plays asignificant Instagram
Socially
influencers, and peers
on platformslike Facebook,
with brands,
share their experiences, and
They engage discover new
They seek recommendations,
and Twitter. may follow fashion blogger
media. For example, a consumer
products through social recommendations.
inspiration and product
on Instagram for style and tablets, onlin
prevalence of smartphones
• Mobile-First: With the increasing mobile devices for browsing and shopping.
The
using
consumers are increasingly
for mobile use, with responsive
desig

websites and apps to be optimized

expect app
a consumer might use a mobile shopping
and fast loading times. For example,
commute or while waiting in line.
browse for clothes during their
concerned about their prva
• Privacy-Conscious: Online consumers are increasingly
online. They look
for trusted websites with secu
and security when shopping information.For examp
to protect their personal
payment options and encryption a secure HTTPS connectionand d
may choose to shop on a website with
Consumer
entering sensitive information
on unsecured websites.