digital marketing

DIGITAL MARKETING

S.No Name Registration No

1 Ahongsangbam Robot R11I700100186

2 Renu Kumari R11I700100171

3 Shrikant Ambilwade R11I700100180

4 Ruhi Deo R11I700100170

5 Pradip Dum R11I700100188

CONTENTS :IntroductionDefinitionObjectives of Digital MarketingTypes of Digital MarketingTechnology used in Digital MarketingBenefits of Digital MarketingDrawbacksImpact of Digital MarketingConclusion

INTRODUCTION Digital Marketing is the promoting of brands using all forms of digital advertising channels to reach consumers. This now includes Television ,Internet ,Mobile and any other form of digital.

` While digital marketing does include many of the techniques and practices contained within the category of Internet Marketing, it extends beyond this by including other channels with which to reach people that do not require the use of The Internet. As a result of this non-reliance on the Internet, the field of digital marketing includes a whole host of elements such as mobile phones, sms/mms, Display Digital Marketing, Banner ads & Digital outdoor.

DEFINITIONMarketing: The process of planning and executing the conception, pricing,

promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

Digital Marketing: Digital Marketing is the promoting of brands using all forms of digital

advertising channels to reach consumers. This now includes, internet ,mobile and any other form of digital media.

OBJECTIVESDigital marketing objectives can be

operationalised in three ways:TransactionalTransitionCommunication

TRANSACTIONAL OBJECTIVESDirectly related to increasing sales.

Transactional websites rely on repeat business. Their objectives focus on customer retention and development, as well as acquisition.

TRANSITIONAL OBJECTIVE

Transitional objectives typically relate to an organization's ability to:

• Generate increased leads• Move customers closer to the point of purchase• Close the transaction

Transitional objectives aim to increase the visitor’s involvement with digital media provision (primarily web-based) with the intention of completing a sale.

COMMUNICATION OBJECTIVESCommunications objectives relate to:

•       Increasing awareness•         Stimulating interest and curiosity•         Encouraging trial•         Promoting purchase•         Diluting post-purchase dissonance

TYPES OF DIGITAL MARKETINGThere are two types of digital marketing: PUSHPULL

Push: Push digital marketing technologies

involve both the marketer(creator of the message) as well as the user. E.g. Email, SMS,etc.

PROS: Faster delivery- push technologies can deliver

content immediately as it becomes available. Better data- it allow marketers to see

information such as user name as well as demographic data etc.

Cons:Higher cost- less popular platforms may have

higher implementation costs.

Pull: Pull digital Marketing technologies involve the user having to seek out and directly select(or pull) the content by web search. E.g audio and video streaming etc.

PROS: No advance technology is required to sent static

content only to display it.

The size of the content is generally unlimited since request are inherently option.

CONS: considerable marketing effort required for user

to find the message/content.Some types of marketing content may be blocked

due to flash blocker(flash animation).

SOURCES OF DIGITAL MARKETINGTELEVISION : Human beings are televisual creatures

and there is a vast body of research to support the proposition that when it comes to the delivery of key product or service and the definition of a brand, video has no equal.

RADIO: The main advantage of radio is that it is

accessible to even remotest areas since radio frequency is available everywhere there is deep penetration.

INTERNET:Internet marketing, also referred to as i-marketing, web-

marketing, online-marketing or e-Marketing, is the marketing of products or services over the internet.

The Internet has brought media to a global audience. The interactive nature of Internet marketing in terms of providing instant responses and eliciting responses are the unique qualities of the medium

MOBILE: The phone is becoming the Swiss-army knife of

communication. That means it remains primarily a tool for individuals to communicate to other individuals by voice or text.

ADVANTAGESDigital marketing has proven recession-proof in the

times of global economic slowdown. Digital marketing strategies gave a respite to marketing companies during recession when traditional marketing tools proved helpless.

Digital media marketing strategies are far more cost-effective than the traditional marketing media tools.

Online marketing strategies don't require long-standing commitments. Instead, online media marketing tools like Product Promotion channel ads can be changed on a daily basis.

Digital media marketing has transformed the marketing industry. Online marketing includes use of mobile phone and internet technology provides a cheap medium to establish direct contact with the customers.

Digital media marketing tools are more accessible. Therefore, the rate of response is far higher in comparison to the traditional media.

Focused digital media marketing campaigns most likely attract the prospects that later convert into leads.

DISADVANTAGES1.Limited scope 2.Can’t see the physical product3.Can’t judge the quality4.Customer can’t cancelled the order5.Can’t trial the product6.Time between placing the order and

getting the order is more.

IMPACT OF DIGITAL MARKETINGTECHNOLOGICAL IMPACT: Due to increase in competition in the

field of technology as well as easily available of software there is a huge impact in society over digital marketing.

IMPACT OF DIGITAL MEDIA ON TRADITIONAL ADVERTISING METHODS:

In order to cut of huge losses and less measurable traditional method many companies have wisely turned to digital media for adversiting which have direct response.

CHANGE IN CUSTOMER BEHAVIOUR: Consumer become more sensitive now to

digital media because they have started to spend more time on the internet etc upgrading themselves about new product in market.

CHANGE IN MARKET: With increase in use of technology it

became easy to boost sale volume creating a huge impact on hospitality industry, restaurant industry, shopping malls, etc.

CONCLUSION

From the above points we can conclude that Digital Marketing simply means promoting of brands using different channels likes internet, mobile, etc. It is proved to be cost effective than traditional one. with it new technology use it transformed the market making easily accessible to all.