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 :
Introduction
Definition
Objectives of Digital Marketing
Types of Digital Marketing
Technology used in Digital Marketing
Benefits of Digital Marketing
Drawbacks
Impact of Digital Marketing
Conclusion
 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.
DEFINITION
Marketing:
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.
 OBJECTIVES
Digital marketing objectives can be operationalised in
three ways:
Transactional
Transition
Communication
TRANSACTIONAL OBJECTIVES
Directly 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 OBJECTIVES
Communications objectives relate to:
•       Increasing awareness
•         Stimulating interest and curiosity
•         Encouraging trial
•         Promoting purchase
•         Diluting post-purchase dissonance
TYPES OF DIGITAL MARKETING
There are two types of digital marketing:
PUSH
PULL

 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 MARKETING
TELEVISION :
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.
ADVANTAGES
 Digital 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.
DISADVANTAGES
1.Limited scope
2.Can’t see the physical product
3.Can’t judge the quality
4.Customer can’t cancelled the order
5.Can’t trial the product
6.Time between placing the order and getting the
order is more.
IMPACT OF DIGITAL MARKETING
TECHNOLOGICAL 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.