DIGITAL MARKETING

•Also referred as online marketing, internet marketing and web marketing.

•Marketing of products or service using digital technologies.
Digital marketing activities
• SEO
• Search Engine marketing
• Content marketing
• Influencer marketing
• Content automation
• Campaign marketing
• E – Commerce Marketing
• Social media marketing
• E mail direct marketing
• Mobile phones(SMS & MMS)
Advantage of Digital marketing
 Able to reach vast numbers of potential consumers at one time.
 Consumers are exposed to the brand and the product that is being advertised directly.
 Easy to access as well it can be accessed any time any place.
 Its reach is so large.
Limitation of Digital marketing
 Highly dependent on the internet.
 Internet is subject to a lot of clutter.
 Large amount of competing goods and services.
 Some consumers lack trust online
 Even an individual or small group of people can harm image of an established brand.
 Useful for specific categories of products.
 Disseminates information to the prospects who do not have purchasing power.
Online Vs Offline Channels

Digital marketing is the umbrella term for all advertising delivered through electronic devices.
When people hear digital marketing, it’s true that most identify it with channels such as email,
social media, website, and search engines; basically, anything connected to the Internet via your
smartphone, tablet, laptop, or PC. However, digital marketing can occur both online and offline.

Offline Digital Marketing

You’ve encountered offline digital marketing before and didn’t realize that’s what it was. Radio
and TV marketing are categorized as offline digital marketing because they involve an electronic
device, yet the connection to the Internet is not necessary.

Then there’s enhanced offline marketing; if you’ve ever been in a restaurant and ordered your
meal using an electronic tablet, then you’re no stranger to offline marketing. It is an enhanced
offline marketing experience with a digital device. Electronic billboards are a great example of
enhanced offline digital marketing.

Lastly, there’s phone marketing otherwise known as cold calling. Many people believed that cold
calling was dead, mainly since people now screen their calls. However, cold calling and
telemarketers still exist and surprisingly, even bring in sales.

Online Digital Marketing

Online marketing is referred to as online advertising or Internet marketing. The following seven
are the major types of online digital marketing:

1. Search engine optimization (SEO) – SEO is the process of optimizing your content so
that it ranks higher in search engine results pages so that you drive more traffic to your
website.
2. Search engine marketing (SEM) – With SEO, you’re using best practices to make
traffic to your site organically. With SEM, however, you purchase ad space in paid search
platforms such Google AdWords.
3. Content marketing – Content marketing involves content creation and distribution
across all your online channels such as your blog, website, or social media. The content
you create is not meant to be promotional but instead, stimulate interest and ultimately,
improve brand awareness.
4. Social Media Marketing (SMM) – Facebook, Twitter, Instagram, YouTube, and
LinkedIn are some of the most prominent social media platforms. And social media
marketing involves gaining traffic and attention from these channels.
5. Pay-per-click advertising (PPC) – If you’ve noticed those ads that appear alongside
your search results, then you’ve encountered PPC ads before. PPC is a model of online
marketing where advertisers pay a fee each time a person clicks their ad.
6. Affiliate marketing – Affiliate marketing is a commission-based arrangement typically
between an online retailer and an external website. The purpose is to generate traffic and
sales through referrals.
 7. Email marketing – Email marketing is a type of direct marketing that uses emails to
deliver marketing messages to its audience.

Cost-per-click, backlinks, influencer marketing, and blogging - these are just some of the digital
marketing terms that continue to confuse traditional marketers. While these practices have been
around for more than a decade, in the last few years more and more industries, have discovered
that they deserve a slice of the digital pie.

And in recent years, the manufacturing sector has also recognized how valuable digital
marketing is to their overall marketing plan. Therefore, diving deeper into each of these
strategies is worthwhile.

Now let’s go through the 8-step process of crafting your digital marketing strategy:
Step 1: Awareness: Before someone can buy from you, they have to realize you exist—right?
Well, that’s Step 1 in the Customer Value Journey. This step is pretty self-explanatory: It’s
where the person becomes aware of you. After all, nobody is born knowing who Apple or
Amazon are. At some point they have to become aware of these companies if they are to become
a customer. The same thing is true of your company.
Examples of Marketing that Generates Awareness :There are number of ways a prospect could
become aware of your company, products, and services. Here are three possible scenarios:
• A father of two sees an advertisement for a new children’s summer camp on Facebook.
• An office manager searches Google to find a new coffee supplier.
• A college student watches an Instagram video of her friend raving about a new brand of noise
canceling headphones.
Digital Marketing Disciplines That Create Awareness :
• Digital Advertising
• Search Marketing
• Content Marketing
• Social Media Marketing
• Community Management
• Copywriting
Step 2: Engagement: Your prospect is now aware of you—they know who you are—but you’re
still in the early stages of a relationship with them. They don’t yet know you, like you, or trust
you. So the next step is to start developing relationship with your prospect.
Step 2, Engagement, is where you start conversing with your prospects. You engage them
through some form of content that provides entertainment, information, or both. Engagement is
something that must continue throughout the Customer Journey. It’s not something you do once
and move on.
Examples of Marketing That Generates Engagement Engagement typically comes in the form of
content or community. Here are a few examples to get the ideas flowing for your company:
• A grandfather of five receives an email newsletter from his financial advisor detailing several
ways to save for a child’s college tuition while reducing taxes.
• The owner of a boutique wine store becomes active in a Facebook community for wineries and
other wine retailers.
• A new mother watches a YouTube video from Johnson & Johnson showing her how to give her
baby a bath.
Engagement often occurs through valuable, relevant content.
Digital Marketing Disciplines That Create Engagement:
• Content Marketing
• Social Media Marketing
• Email Marketing
• Community Management
Step 3: Subscribe : At this point, your prospect knows who you are and has engaged with you in
some way or another. However, if you failed to get that person’s contact information, odds are
high you’ll never hear from them again. Why? Because people today are inundated with
marketing and content, creating a scarcity of attention. Just because someone reads one of your
blog posts today does NOT mean they’ll remember to revisit your site in the future. Instead, you
need to get that person to progress to Step 3 in the Value Journey, which is to subscribe. Here,
the person gives you their contact information and, in doing so, grants you permission to contact
them again in the future. Most often, this transaction is an exchange, sometimes referred to as an
“ethical bribe.” You promote a valuable offer, but instead of asking for money, you ask for the
prospect’s contact information. And when they give it to you, not only do you give them access
to the content, product, or service you promised, you also add them to your subscriber list.
Examples of Marketing That Generates Subscribers: The biggest criteria for your free offer is
that your target audience finds it valuable. Here are some examples from a variety of industries:
• A young professional signs up for a webinar presented by a local realtor about the best
practices of purchasing a first home.
• A college girl fills out a form on a blog to receive a free sample of a new face cream.
• The Human Resources manager at a mid-sized accounting firm signs up for a demo of a new
application he can use to manage the hiring of new employees.
 In each case, the prospect fills out a form, provides their contact information, and is sent
information about how to access the offer.
• The young professional is sent the time and URL of the webinar.
• The college girl is sent a thank-you email telling her the face cream is in the mail.
• The manager is contacted to schedule his demo. But it always starts with a form.
Digital Marketing Disciplines That Generate Subscribers to get more subscriptions for your
company, the digital marketing tactics you need to master or hire include:
• Content Marketing
• Email Marketing
• Digital Advertising
• Community Management
• Conversion Rate Optimization
• Copywriting
Step 4: Convert: If the subscribers you gain in Step 3 of the journey remain engaged, some of
them will be ready to increase their level of commitment. They like the information you share
and have begun to trust you, so they’re ready to invest in one of two ways: either with time or
money. This is a critical stage in the Customer Journey and one that frustrates many business
owners. The key to success in this stage is to employ what we call “entry-point offers.” These
offers are designed to give the new prospect tremendous value without forcing them to put too
much “skin in the game.” At this stage, to ask for a significant investment in a complex product
or service would be asking too much, too soon. You’re still in the early stages of relationship. In
fact, it’s too early even to concern yourself with profitability. That’s right: in this stage of the
Customer Journey, you might lose money on the prospects you acquire as buyers. This is,
perhaps, the most important lesson you must learn so it bears repeating:
The Convert stage of the Customer Value Journey is about acquiring buyers or ramping
up the commitment level of the leads you already have. It is NOT about profitability.
The most valuable businesses in the world all understand that the costliest marketing activity
your business undertakes is customer acquisition. It’s the reason Sprint is willing to buy you out
of your Verizon cell phone contract and give you a free phone. It’s the reason GoDaddy offers
domains for $2.95, and it’s the reason VistaPrint will sell you 500 business cards for $9. The
goal is to acquire a new customer. Profits come later.
Examples of Marketing That Generates Conversions. There are two types of entry-point offers:
those that require a commitment of time, and those that require a commitment of money. Here
are some examples:
• The VP of Operations at a large company purchases a high-dollar management consultant’s
book for $8 on the consultant’s website.
• A daughter of elderly parents schedules a walk-through visit at the local retirement home.
• A man takes advantage of a $20 teeth whitening service at his local dentist.
Notice the price point of each of these offers: from $8 to $20. Your goal here is not to make a
huge profit. It’s to get customers, to shift the relationship between you and your subscribers.
Because, as you’ll see, once someone is a customer, it’s much more likely that person will
purchase higherticket, more complex products and services and do it more frequently.
Remember, one of the costliest (in time, money, resources) marketing activities your business
will undertake is the acquisition of customers. The good news is that once you’ve acquired them,
you don’t need to pay to acquire them again.
Digital Marketing Disciplines That Generate Conversions to improve conversions in your
company, the digital marketing tactics you need to master or hire include:
• Digital Advertising
• Content Marketing
• Copywriting
• Email Marketing
• Search Marketing
Step 5: Excite: At this point, your new customer has had a transaction with you. A small
transaction, sure, but a transaction nonetheless. Your job now is to make sure the transaction is a
good one, that the excitement of the purchase develops into good will and trust. The reason for
this is simple: if the person doesn’t get value from this transaction, they won’t move on to the
next stage and purchase more expensive things from you. So, how do you make sure your
customers have a good experience? First, we assume that whatever the prospect purchased or
gave up valuable time for is outstanding. Great marketing will only increase the speed at which
your business fails if you don’t have outstanding products and services. Second, the prospect
must get value from their last transaction with you. The Excite stage of the Customer Value
Journey is something you must return to again and again. And every time, it should create
excitement. That being the case, whenever a customer or prospect does what you ask them to do
(attend this webinar, buy this product, hire me for this service), you should engineer your
marketing to maximize the chances they’ll get tangible value from the experience.
Examples of Marketing That Creates Excitement : Your goal in the Excite stage of the Customer
Value Journey is to make sure your customer gets value from their transaction. Here are some
examples:
• A married couple buys a Keurig (coffee maker) and uses the free coffee servings and Quick
Start Guide to have an amazing cup of coffee within minutes of opening the box.
• A new user of the Spotify music streaming app goes through an instructional walkthrough
teaching her how to build a playlist of her favorite songs.
• A young man reads through 3 eye-opening blog posts recommended via email by his newly
hired Life Coach in advance of their first coaching session.
This stage is all about ensuring that your marketing is giving your customer opportunity to get
value from doing business with you—and to enjoy that value right away.
Digital Marketing Disciplines That Create Excitement To improve consumption in your
company, the digital marketing tactics you need to master or hire include:
• Email Marketing
• Content Marketing
• Copywriting
Step 6: Ascend : At this stage of the Value Journey, you’ve sunk time, money, and resources
into acquiring leads and customers and making sure they get value from doing business with you.
It’s entirely possible that, until this stage, you have yet to turn a profit. In fact, if you’re in a
competitive market (and who isn’t?) you may be losing money on the front end of this process to
acquire customers. That’s perfectly acceptable, and here’s why: You’re investing in your future
profits. Always remember that it costs more to acquire a new customer than to sell to an existing
one. That first sales isn’t about profits. It’s about converting a prospect to a customer, so you can
begin a long (and profitable) customer relationship. Buying customers on the front end is just
shrewd business, but only if you can monetize those customers on the back end. The Ascend
stage of the Value Journey is where your customer will be ready to buy more and more often. If
your business has a core offer, this is the place to make that offer. Then once your customer
purchases that core offer, it’s time to present them with other relevant offers. You’ll notice that
the Value Journey worksheet represents the Ascent stage as a ladder. That’s no accident. This is
really a ladder that will hopefully lead to multiple purchases over time.
Examples of Marketing That Creates Ascension:
• A dating couple rent a convertible in San Diego and pay extra for satellite radio and GPS.
• A new dad buys a digital camera for $2,495 and adds a lens kit, camera bag, and tripod to his
purchase for a bundle price of $699.
• A woman with a brand new Mercedes buys an unlimited car wash package for $40 per month
instead of paying for each car wash individually.
Digital Marketing Disciplines That Create Ascension To improve ascension in your company,
the digital marketing tactics you need to master or hire include:
• Email Marketing
• Copywriting
• Digital Advertising
• Content Marketing
Step 7: Advocate : You now have a happy customer who has made several profitable purchases
from you. The next stage in the Value Journey is to create marketing that encourages your most
loyal customers to advocate for your business. An advocate is someone who speaks positively
about your brand. An advocate is what you might call a “passive promoter.” They won’t
necessarily promote your business in an active way, but when asked about you, they will respond
favorably.
Examples of Marketing That Generates Advocates These final two stages (Advocate and
Promote) are often thought to be outside of the control of marketing, but that simply isn’t true.
You can create marketing that intentionally generates more advocates and promoters. Here are a
few examples:
• A woman enters a contest to win a new lip gloss from a beauty company by shooting a video
review detailing how much she loves one of their lipsticks.
• Upon request, the Warehouse Manager at a produce supplier company writes a glowing review
of the local courier service she uses to transport fruits and vegetables locally.
Digital Marketing Disciplines That Generate Advocates Getting advocates is important because
it helps generate awareness, trust, and credibility with a wider audience—which helps you to get
more customers and grow your business. To get more advocates in your company, the marketing
efforts you need to work on include:
• Social Media Marketing
• Email marketing
• Search Marketing
Step 8: Promote: Promoters differ from advocates in that they are actively seeking to spread the
word about your brands, products, and services. In some cases, the promoter simply had a great
experience with your company and wants to share their story with friends and family. In other
cases, they promote because you’ve created an incentive for them to do so. This puts your
message in front of a new audience, the fans, followers, and friends of the promoter. And
because this new audience is hearing about you from a trusted source who they already know,
they’re much more likely to become customers themselves.
Examples of Marketing That Generates Promoters Intentionally creating more promoters is
important because it creates an army of paid or unpaid salespeople spreading the word about
what you sell.
Here are a few examples:
• A man who runs a podcast about fishing earns a 20% commission every time one of his
listeners buys fishing equipment using his affiliate link.
• A woman attends a conference for free because she arranged for 5 of her colleagues to go as
well.
• A marketing agency partners with a marketing automation software company to resell their
software for a commission. As you can see, promoters help you get more customers at a lower
cost. So even when you reward promoters, it’s a win-win.
Digital Marketing Disciplines That Generate Promoters To get more promoters in your company,
the marketing efforts you need to work on include:
• Email Marketing
• Copywriting