MODULE - 1
INTRODUCTION TO DIGITAL MEDIA MARKETING
CONTENTS:
1. Overview of digital media marketing concepts and terminology
2. Importance of digital media in modern commerce
3. Comparison of digital media marketing with traditional marketing
4. Understanding consumer behavior in the digital age
DIGITAL MEDIA MARKETING - MEANING
Digital Media Marketing refers to the promotion of products, services, or brands using digital
platforms such as websites, social media, email, search engines, and mobile applications. It
uses technology and the internet to connect businesses with customers efficiently and
interactively.
Digital marketing is not just about selling products online. It also includes activities like
building brand awareness, engaging customers, collecting feedback, analyzing customer data,
and creating long-term relationships.
DEFINITION
Philip Kotler, known as the “Father of Modern Marketing,” defines Digital Media Marketing
as:
“Digital media marketing is the use of digital technologies, platforms and media to promote
products, services and brands to consumers through online channels.”
Overview of Digital Media Marketing Concepts and Terminology
a) Digital Media
Any media that is created, stored, viewed, or shared on digital devices.
Examples: websites, apps, videos, online advertisements, social platforms.
b) Digital Marketing
Marketing activities that use digital channels to promote products/services.
Importance of Digital Media in Modern Commerce
1. Wider Reach: Digital media allows businesses to reach global audiences instantly.
2. Cost-Effective: Digital ads are cheaper than traditional mediums like TV or
newspapers.
, 3. Measurable Results: Businesses can track:
Number of clicks
Customer demographics
Sales generated
Engagement
This helps in making better decisions.
4. Targeted Advertising: Businesses can target ads based on:
Age
Gender
Location
Interests
Online behaviour
This ensures maximum effectiveness.
5. Customer Engagement: Digital platforms allow two-way communication-
comments, messages, likes, reviews.
6. Real-Time Marketing: Brands can respond to trends, news, or customer queries
instantly.
7. Increased Sales and Conversions: Due to targeted reach and high engagement,
digital media boosts sales significantly.
8. Helps Build Brand Loyalty: Regular online interaction builds trust and long-term
relationships with customers.
COMPARISON BETWEEN TRADITIONAL MARKETING AND DIGITAL MEDIA
MARKETING
Traditional Marketing Digital Media Marketing
Uses TV, radio, print, billboards Uses websites, social media, apps
Expensive Cost-effective
Difficult to target specific audience Highly targeted advertising
Limited interaction with customers Interactive communication
Results hard to measure Easily measurable analytics
Slow process Instant delivery and feedback
One-way communication Two-way communication
Suitable for local/national markets Suitable for global markets
, SCOPE AND IMPORTANCE
Digital Marketing industry is booming not just in India but all parts of the world.The year
2016 took the industry by surprise with over 1.5 lakh job opportunities in the Digital
Marketing domain. Well, the following was a bigger surprise when only the first quarter of
2017 marked for 8 lakh job opportunities.
The surveys conducted by several forums have predicted this number to grow with
Digitalisation in the nation. Our Prime Minister has been actively promoting the idea of
Digital India. PM Modi's digital India campaign gained massive popularity.The initiative of
Government of India is aimed at providing easy services to its natives.
CHARACTERISTICS OF TODAY’S DIGITAL CONSUMERS
1. Always Connected: Modern consumers are online almost all the time. They use
smartphones for shopping, entertainment, social networking, and information.
Example: A person checks Amazon, Instagram, WhatsApp messages, and YouTube many
times a day.
Why it matters: Businesses must be active online because customers are always there.
2. Research-Oriented Buyers: Before buying anything, digital consumers do a lot of
research. They compare:
prices
quality
reviews
ratings
alternative brands
Example: Before buying a mobile phone, a consumer checks YouTube reviews, compares
prices on Flipkart and Amazon, and reads user comments.
Why it matters: Brands must provide detailed online information and positive reviews.
3. Prefer Convenience : Digital consumers want quick, simple, and comfortable
shopping experiences. They expect:
fast delivery
easy returns
multiple payment options
user-friendly websites
Example: People prefer Swiggy or Zomato because it is easier than cooking or going out.
Why it matters: Convenience decides which brand they choose.
INTRODUCTION TO DIGITAL MEDIA MARKETING
CONTENTS:
1. Overview of digital media marketing concepts and terminology
2. Importance of digital media in modern commerce
3. Comparison of digital media marketing with traditional marketing
4. Understanding consumer behavior in the digital age
DIGITAL MEDIA MARKETING - MEANING
Digital Media Marketing refers to the promotion of products, services, or brands using digital
platforms such as websites, social media, email, search engines, and mobile applications. It
uses technology and the internet to connect businesses with customers efficiently and
interactively.
Digital marketing is not just about selling products online. It also includes activities like
building brand awareness, engaging customers, collecting feedback, analyzing customer data,
and creating long-term relationships.
DEFINITION
Philip Kotler, known as the “Father of Modern Marketing,” defines Digital Media Marketing
as:
“Digital media marketing is the use of digital technologies, platforms and media to promote
products, services and brands to consumers through online channels.”
Overview of Digital Media Marketing Concepts and Terminology
a) Digital Media
Any media that is created, stored, viewed, or shared on digital devices.
Examples: websites, apps, videos, online advertisements, social platforms.
b) Digital Marketing
Marketing activities that use digital channels to promote products/services.
Importance of Digital Media in Modern Commerce
1. Wider Reach: Digital media allows businesses to reach global audiences instantly.
2. Cost-Effective: Digital ads are cheaper than traditional mediums like TV or
newspapers.
, 3. Measurable Results: Businesses can track:
Number of clicks
Customer demographics
Sales generated
Engagement
This helps in making better decisions.
4. Targeted Advertising: Businesses can target ads based on:
Age
Gender
Location
Interests
Online behaviour
This ensures maximum effectiveness.
5. Customer Engagement: Digital platforms allow two-way communication-
comments, messages, likes, reviews.
6. Real-Time Marketing: Brands can respond to trends, news, or customer queries
instantly.
7. Increased Sales and Conversions: Due to targeted reach and high engagement,
digital media boosts sales significantly.
8. Helps Build Brand Loyalty: Regular online interaction builds trust and long-term
relationships with customers.
COMPARISON BETWEEN TRADITIONAL MARKETING AND DIGITAL MEDIA
MARKETING
Traditional Marketing Digital Media Marketing
Uses TV, radio, print, billboards Uses websites, social media, apps
Expensive Cost-effective
Difficult to target specific audience Highly targeted advertising
Limited interaction with customers Interactive communication
Results hard to measure Easily measurable analytics
Slow process Instant delivery and feedback
One-way communication Two-way communication
Suitable for local/national markets Suitable for global markets
, SCOPE AND IMPORTANCE
Digital Marketing industry is booming not just in India but all parts of the world.The year
2016 took the industry by surprise with over 1.5 lakh job opportunities in the Digital
Marketing domain. Well, the following was a bigger surprise when only the first quarter of
2017 marked for 8 lakh job opportunities.
The surveys conducted by several forums have predicted this number to grow with
Digitalisation in the nation. Our Prime Minister has been actively promoting the idea of
Digital India. PM Modi's digital India campaign gained massive popularity.The initiative of
Government of India is aimed at providing easy services to its natives.
CHARACTERISTICS OF TODAY’S DIGITAL CONSUMERS
1. Always Connected: Modern consumers are online almost all the time. They use
smartphones for shopping, entertainment, social networking, and information.
Example: A person checks Amazon, Instagram, WhatsApp messages, and YouTube many
times a day.
Why it matters: Businesses must be active online because customers are always there.
2. Research-Oriented Buyers: Before buying anything, digital consumers do a lot of
research. They compare:
prices
quality
reviews
ratings
alternative brands
Example: Before buying a mobile phone, a consumer checks YouTube reviews, compares
prices on Flipkart and Amazon, and reads user comments.
Why it matters: Brands must provide detailed online information and positive reviews.
3. Prefer Convenience : Digital consumers want quick, simple, and comfortable
shopping experiences. They expect:
fast delivery
easy returns
multiple payment options
user-friendly websites
Example: People prefer Swiggy or Zomato because it is easier than cooking or going out.
Why it matters: Convenience decides which brand they choose.
