Digital Marketing With Ashif & Zain
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Digital MarketingWith Ashif & Zain
MarketingMarketing is the science and art of exploring, creating, and
delivering value to satisfy the needs of a target marketing
at a profit. Marketing identifies unfulfilled needs and
desires.
- Dr. Philip Kotler
The Evolution of the Digital Age
Agriculture Age
Industrial Age
Digital Age
Speed
Scale
The Evolution of the Digital Age
Agriculture Age
Industrial Age
Digital Age
• Total cost=variable cost• Maximize resources (land & labour)• Possession Advantage
• Total Cost = fixed cost + variable cost• Maximize profits (Mp=MC)• Scale Advantage
• Total cost = Fixed cost• Maximize cash flow• Scale & speed advantage
Digital Marketing
A set of marketing processes that utilize all
available digital channels to promote a product or
service or build a digital brand.
Digital Advertizing
Internat Marketing
TV, SMS, Radio,
Billboards
•Consumers spend more time on digital media• Influencers, Engage with loyalists
Brand Engagement
•Direct sales channel•Reduce lead costsSales
• Instant feedback•Reduce online negative word of mouthFeedback
•Better understand consumption patterns, brand perceptions in social contextResearch
•Build digital brand asset for brands such as community
Brand Community
Importance of Digital Media
Web sitesSocial Media
Marketing
Banner
Advertising
Marketing
Mobile
MarketingSEO
Pay per click
CampaignsSEM
Content
Marketing
Internet marketing is a subset of digital marketing. It refers
to advertising and marketing efforts that use the Web
and email to drive direct sales via electronic commerce, in
addition to sales leads from Web sites or emails.
Internet Marketing
It Includes:
“IF YOUR BUSINESS IS NOT ON THEINTERNET, THEN YOUR BUSINESS WILLBE OUT OF BUSINESS.
- Bill Gates, Microsoft Founder
Digital 4Ps
Impact on the 4Ps of Marketing
Digitized products (banks, airlines) will have the
highest and immediate impact.
Smart Products & Services – mobile payments
Online anything – work, dating, shopping
There is an App for everything!
More Affordable & Accessible product & services
PRODUCT
Impact on the 4Ps of Marketing
Social media - Facebook , twitter
Mobile Advertising is the fastest growing medium
Convergence of Voice – Data – Video – a rich medium
Digital word of mouth influencers
When the message become the medium
PROMOTION
Impact on the 4Ps of Marketing
Global Reach – Amazon, ebay
Demand Driven Procurement – Cisco Systems, Dell
computers
Ecommerce on mobile devices
Online education & health
PLACE
Impact on the 4Ps of Marketing
Real time & dynamic pricing
Subscription based pricing
Bundling & Unbundling of offerings ( Cable TV,
Wireless & Internet services)
Globalization of pricing (less price arbitrage)
PRICE
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