Digital Marketing Unit-1

digital marketing
Digital marketing is the practice of promoting products or services using digital

technologies and channels. It encompasses a variety of techniques such as search
engine optimization, social media marketing, email marketing, and content
marketing.
Difference between Traditional Marketing and Digital

Marketing:
Top Advantages of Digital Marketing
1. Global Reach
Traditional marketing is restricted by geography and creating an

international marketing campaign can be hard, expensive, as well as labor-
intensive
2. Local Reach
digital marketing, it also improves local visibility, which is especially

important if your business relies on nearby customers
3. Lower Cost
Whether you want to promote your business locally or internationally,

digital marketing provides you with cost-effective solutions.
4. Easy to Learn
While there are many aspects of digital marketing that you need to learn, it
is fairly easy to get started with.
5. Effective Targeting
Even if you don’t have a clear idea of your target audience, digital
marketing enables you to extract data to see which audiences will work
best for you and optimize your campaign around them.
6. Multiple Strategies
There are different strategies of digital marketing that can be used by

different types of businesses
7. Multiple Content Types
Another crucial advantage of digital marketing is the different content types

available to showcase your brand online
8. Increased Engagement
One of the most important advantages of digital marketing is increased

engagement.
9. Analytics and Optimization
Another important advantage of digital marketing is web analytics which
measures the result of digital marketing campaigns in real-time.
Disadvantages of digital marketing

1. High competition
2. Time-Consuming
3. Security and Privacy Issues
4. Dependability on technology
5. Complaints and feedback
6. Inaccessibility
difference between inbound marketing and outbound marketing
Online marketing POEM: (Paid, Owned, and Earned Media)
POEM is an acronym that stands for Paid, Owned, and Earned Media.
These are the three categories that make up the different types of
online marketing.
1. Paid Media: This refers to any form of online advertising that a business pays
for, such as search engine marketing (SEM), social media advertising, display
advertising, and pay-per-click (PPC) advertising. Paid media allows
businesses to reach a targeted audience quickly and increase their visibility.
2. Owned Media: This refers to any online content that a business creates and
owns, such as their website, blog, and social media profiles. Owned media
allows businesses to control their brand messaging and establish a
relationship with their audience.
3. Earned Media: This refers to any online content that is created by third
parties and shared with their networks, such as online reviews, social media
mentions, and press coverage. Earned media is often considered the most
valuable type of online marketing as it is based on the reputation and
credibility of the business.
Components of Online Marketing (Email, Forum, Social network,

Banner, Blog)
1. Email marketing: This involves sending promotional messages to a group
of people via email. Email marketing is often used to build relationships
with customers, promote products and services, and increase sales.
2. Forum marketing: This involves participating in online forums related to a
business's industry or niche. Forum marketing allows businesses to build
relationships with potential customers and establish themselves as
experts in their field.
3. Social network marketing: This involves promoting a business or brand on
social media platforms such as Facebook, Instagram, and Twitter. Social
network marketing allows businesses to reach a large audience and
engage with customers in real-time.
4. Banner advertising: This involves placing display ads on websites or
mobile apps. Banner advertising allows businesses to reach a targeted
audience and drive traffic to their website.
5. Blogging: This involves creating and publishing blog posts on a business's
website or other online platforms. Blogging allows businesses to establish
themselves as thought leaders in their industry, attract new customers,
and improve their search engine rankings.
6. Video marketing: This involves creating and publishing videos online to
promote a business or product. Video marketing allows businesses to
engage with customers and showcase their products or services in an
interactive and engaging way.
7. Affiliate marketing: This involves partnering with other businesses or
individuals to promote a business's products or services in exchange for a
commission. Affiliate marketing allows businesses to reach a larger
audience and increase their sales.
8. Mobile marketing: This involves reaching customers on their mobile
devices, such as through mobile apps, SMS marketing, or mobile-friendly
websites. Mobile marketing allows businesses to reach customers on-the-
go and create more personalized experiences.
What Is Affiliate Marketing?

Affiliate marketing is a performance-based marketing strategy where
businesses partner with affiliates to promote their products or services in
exchange for a commission. It is a cost-effective way to reach a wider
audience and increase sales.
Three different parties must be involved:
1. Seller and product creators.
2. The affiliate or advertiser.
3. The consumer.
What is Viral Marketing?
A marketing technique that encourages individuals to share a company's
message, product, or service with their network, resulting in exponential growth
in visibility and reach.
What is Influencer Marketing?
A type of marketing that uses endorsements and product mentions from
individuals who have a significant following on social media or in their niche to
promote a product or service.
Types of Influencer Marketing
• Social media takeover
• Affiliate marketing
• Sponsored content
• Unboxings
• Brand ambassador programs
What is Referral Marketing?
A marketing strategy that incentivizes customers to refer others to a business's
products or services, often by offering rewards or discounts to both the referrer
and the referred.
Email Marketing:-
Email marketing is a digital marketing strategy that involves sending promotional
messages, newsletters, or other marketing materials to a group of subscribers
via email. It is often used to build relationships with customers, promote
products and services, and increase sales. Email marketing campaigns can be
automated, targeted, and personalized, and they offer businesses a cost-
effective way to reach a large audience and track the performance of their
campaigns.
Types of EM:-
Newsletter emails:
These are regular emails that are sent to subscribers with updates, news, and
information related to a business or industry. They are often used to build
relationships with customers and provide value beyond just promotional offers.
Dedicated Email:
Also known as “sponsored email” or “email list rental.” A dedicated email is
generally a commercial message promoting a product or service.
Email Sponsorships:
These are also known as email drops, where brands and businesses can borrow
or rent an email address that is already connected to many contacts
Transactional Email:
If you have an online store, you may want to send your contacts transactional
emails with information about their purchases and account activity
Social Media Marketing :
Social media marketing is a digital marketing strategy that involves creating and
sharing content on social media platforms to achieve marketing goals such as
increasing brand awareness, driving traffic to a website, and generating leads or
sales. It involves building and engaging with a community of followers and using
social media tools and analytics to measure the success of campaigns.
different types of social media marketing:
1. Facebook marketing: This involves creating and sharing content on
Facebook to achieve marketing goals such as increasing brand awareness,
driving traffic to a website, or generating leads or sales. It can include
organic posts, paid advertising, groups, and events.
2. LinkedIn marketing: This involves using LinkedIn to promote a business, its
products or services, and its employees to a professional audience. It can
include organic posts, sponsored content, LinkedIn Groups, and LinkedIn
Ads.
3. Twitter marketing: This involves using Twitter to reach a large audience and
engage with followers through tweets, retweets, hashtags, and mentions. It
can include organic tweets, paid advertising, Twitter chats, and Twitter
influencers.
4. Video marketing: This involves using video content on social media
platforms such as YouTube, Facebook, and Instagram to engage with
followers, increase brand awareness, and drive traffic and conversions. It
can include explainer videos, product demos, video ads, and live streaming.
5. Instagram marketing: This involves using Instagram to showcase products
or services, build brand awareness, and engage with followers. It can
include organic posts, Instagram stories, Instagram Live, Instagram TV, and
paid advertising.
6. Social media advertising: This involves using social media platforms to
place ads and reach a specific target audience based on factors such as
demographics, interests, and behaviors. It can include Facebook Ads,
LinkedIn Ads, Twitter Ads, and Instagram Ads.

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digital marketing

Digital marketing is the practice of promoting products or services using digital

Difference between Traditional Marketing and Digital

Traditional marketing is restricted by geography and creating an

digital marketing, it also improves local visibility, which is especially

Whether you want to promote your business locally or internationally,

There are different strategies of digital marketing that can be used by

Another crucial advantage of digital marketing is the different content types

One of the most important advantages of digital marketing is increased

Disadvantages of digital marketing

3. Security and Privacy Issues

5. Complaints and feedback

Components of Online Marketing (Email, Forum, Social network,

What Is Affiliate Marketing?

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