hi welcome to this module which is an introduction to digital marketing do anyof these icons look familiar to you did you google something today or check your facebook maybe did you see that funny video which went viral yesterday or didyou read the tweet by that famous cricketer.
if you did then you are a partof the digital world along with 3 billion other people which is 40 percentof the worlds population wow thats a large number and wherever there a hugenumber of people there is huge marketing opportunity.
which is what digitalmarketing is all about at the end of this video you will be able tounderstand what digital marketing is it scope the channels identify the need togo digital why companies have to include digital marketing as part of theiroverall marketing strategy and of course the basic objectives are digitalmarketing what its used foras I mentioned before there are three billion people who are online todaywhich is close to 40% of the worlds population.
who are these peoplewhat are they doing how are they doing it well take a look at that 62% of these people are browsing the internet through their computers ordesktops 31% which is again a huge number are doing school through mobiledevices through their mobile phones the smartphone revolution has made thispossible and 7% do so through tablets you will be surprised to know that offthe total time spent on media on electronic media or otherwise 54% of thetime is spent on online mediato 4% that people spend on online media 28% the social marketing which is inmost cases Facebook 13% is micro blogging which again is about Twitterand the rest of the activities are a mix of updating blogs reading news watchingTV or online and other activities what is this translate when people arespending so much time on media there is huge opportunity for you to reach out tothem during that time and this is a result if you will seethis graph you will notice that budgets for paid search advertising and displayadvertising both of which are fundamentals of digital marketing
havebeen increasing over the years this year it is estimated that there will be aspend of 126 billion dollars the increase in digital spend is almostthree times increase in the total ad expenditure for marketing when we spokeabout search advertising where is this money being spent this again is relatedto where is the time being spent this graph shows you that the Google searchengine has a largest chunk followed by Baidu and Yahoo and Bingwhen people invest on search advertising they put up ads on the search NetworkIll show you what Im talking about this is a Google search engine resultspage for a query office box for women you will notice that apart from theorganic stuff that.
you see on the page actually which is way down the page theads dominate the page these are sponsored results and you willsee a slightly yellowish orange tag indicating that they are ads whathappens if I have found a website that I want to go to and then I leave thesearch engine page this is what happens in this case I was looking for sitesabout cakes and baking and I came to this website but theres an opportunityfor me to see an ad here as well so there you go hows this for intention aas you saw in a previous slide 28 percent of your time is spent on socialmedia which in most cases is predominantly Facebook but Facebook hasspace for ads too in this example you can see ads or furniture for child wearand for sunglasses email marketing is another important branch have you evergot emails about luhans or construction of you houses or about eBay or Amazon ina new office
if you have you know what Im talking aboutwhy are three billion people online what is this thing about digital media thatis attracting everyone lets see that in detailor a user the digital media offers multiple channels and devices to do whatthey want to do they have a wide range of sites the social media to connectwith to maintain relationships this cross device integration you can starton a desktop go through a mobile and end on your tabtheres also better decision-making this huge number of choices wanna buy a bagthere ten sites thatll offer you one with five sites probably offering youbetter discounts than what you can get at the storeand of course they are easy to buy and return youre going to come home anddeliver to you and if you want to return it in most cases they gonna pick it upas well and of course with one its another payment gateways buying onlineis easier than ever before for a marketer there are loads of reasonsrelevance I will compare this aspect to traditional advertising.
if you aredriving down a road and you see a hoarding about lets say jewelry you mayor may not be wanting to buy jewelry at that point you may not have the moneyfor it or may not be in a mode for it but if you are looking online and saywant to buy your rings online I want to buy jewelry online and you see ads thatare relevant to you from a jewelry store that has an extremely high degree ofrelevance as compared to the hoarding that you see on the roadpersonalization cases Google and Facebook and othersites that you use collect a lot of information about you which is legal butthey can use this information to create a better advertising experience for youyou can even see emails where your name is highlighted for example I see emailsthat read hello Jasmine would you like a loan today or you could see ads thatcould be based on your previous browsing history
if you have been shopping fordiapers for your kid you could see ads that say maybe you should buy a newdiaper back againeffectiveness is a big driver for digital marketing traditional media overtime has become super expensive placing an ad in the newspaper or buying aholding for a month is a large outlay of money whereas digital marketing canprobably started off with one tenth of that investment the digital media isalso an extremely measurable medium going back to the example of the roadand hoarding you may not have an exact count of how many people actually sawthe ad on the touring you will not know how many people went into your storebecause of that wording and you will never know how many people bought thatparticular item because of what they saw on that particular Road unless of coursethat was the only marketing media that you were using at that point of time butdigital media you can track this to the very last click you will know how manypeople came to your site from where they came what they saw on your site and whatthey bought what was the value of that purchase and will they come back againyou can track that as well Digital campaigns are extremely scalablecampaigns if I create a campaign for the US today I can easily replicate it forIndia tomorrow there is no permissions involved theres no time involved itsall done within a few clicks how engaged can you be with the holding on the roadcan you talk to it and you change.
it you cant but you can be super engaged withan interactive ad that you see on a website we will see examples later whereyou can actually make the ad work for you you can make characters in the adsdo different things by clicking a mouse around that is engagement what do I meanby a level playing field if I were a small little business obviously I willnot have the monies involved to compete with a large player a national playerbut you can do so in digital marketingyou can actually decide where your ads will show to how many people they willshow and if your ads are of high quality you might actually end up paying lesserthen the bigger players in your market and of course there is the ability to goviral
how many of your friends ever passeddown a paper cutting to you and said wow look at this ad not likely but a lot ofthem must have shared a wonderful ad on their Facebook profiles and thatmultiplies that is free advertising lets look at the objectives of digitalmarketing driving sales and leads this is directresponse marketing where your campaigns will get people to buy something fromyour website in some cases they may not want to buy something but probablyconvert to a lead where they will sign up or a coat or sign up for asubscription if youre a small brand that nobody knows aboutor if a huge plan but introducing a new product a new addition to your productline and you want to increase brand awareness digital marketing is theanswer for businesses that are not really selling a product and dont needsales or leads or not advertising a product but just want people to come tothis site could be a new site could be a blog about cooking could be somethingabout the environment that.
you want to talk about basically youre drivingpeople to your site and this can be done to digital marketing user behavior is animportant factor in advertising there is a difference between how it is treatedin traditional media and digital media lets look at a few factors that matterin digital marketingpage of results theres a funny quote that I read the other day that the bestplace to bury somebody is on the second page of results because theyre nevergoing to be found if you are not in the first page of a search engines resultsnobody is ever going to click in and see your ads so its important to be in themidst of action which is on the first pagefirst fold is that part of the website that you see without scrolling downagain most people are not involved enough to scroll down and therefore ifyou want your message to be heard its important to be in the first foldwe need a right mix of text and images too much text will make it look like anewspaper too bookish too much images will look like clutter in fact theres aterm called banner blindness where the brain is attuned to tuning out stuffwhich looks like too much of ads so you need to have the right mix of text andimages clarity of content somebody who comes to your website needs tounderstand what your website is all about he shouldnt have to be clickingthrough five or six links to get a gist or what your site is about it needs tobe there upfront clear and easy to understand a call to action is a signalto the user about
what he has to do what do you want people to do when they cometo your site do you want them to buy something do you want them to sign upsomewhere do you want them to give them your email id what do you want them todo unless you tell them clearly they are not going to be able to understand quickand easy navigation is very important fact have you ever been to websites butyou try hitting the back button and you come back out of the site if you havethats terrible is it it a user needs to understand how he can move from one pageon the site to another a prominent back button a home buttonall this will helpsecurity security is a major concern because theres lots of commercialtransactions happening on the web you put in your credit card details youdont want to be fished but you dont want to end up spending a lot of moneyunintentionally the security is important in US resources in creating asecure atmosphere for your users responsiveness in this world of socialmedia but people expect you to talk back to them brands have a very importantresponsibility of responding back to the user if somebody posts on a brands pagethat I didnt get this product or it was bad it becomes important for the brandto respond back and say were sorry we will look into.
it if you dont thatleaves a very bitter taste in the users mouth so watch out for responsivenessthat brings us to the end of this model lets take a look at what we learnedwe learned that exponential growth and digital highway or the digital world isa huge opportunity for marketers users can be reached in various channel ssearch display social media email marketing and morethe benefits of digital marketing are numerous of your important ones arerelevance measure ability and scalability the main objectivesadditional marketing and driving sales and leads clicks to your site orincreasing brand awareness and finally we learned about how user behavior inthe digital world is different from the traditional world and what this setsexpectations for what factors are important when you look at a digitalmarketing campaign thank you.
What is digital marketing?
Digital marketing is advertising delivered through digital channels. Channels such as social media, mobile applications, email, web applications, search engines, websites, or any new digital channel.
What is digital marketing?
Digital Marketing is a broad term that encapsulates all marketing channels and methods you can use to promote products or services on the Internet but also on electronic devices such as TVs, mobile phones and electronic billboards.
What's the future of digital marketing?
The offline and online world are colliding. Traditional devices such as fridges, ovens and even billboards will all be modernized to leverage digital media.
Why digital marketing matters?
Google and Facebook generate more revenue than any traditional media company because they control more eyeballs. That's why digital marketing matters, it is where the attention is.
What channels make up digital marketing?
Search engines, social media, blogs, online ads, affiliate marketing, emails, and mobile apps.