Fundamentals of Digital
Marketing
Key Concepts, Evolution, Trends, and
Strategies
Presented by: [Ms. Y. P.Warke]
Fundamentals of Digital Marketing &
Its Significance
• Promotion of products/services via digital
channels
• Use of internet, mobile devices, social media, SEO,
etc.
• Significance:
• - Cost-effective
• - Global reach
• - Real-time analytics
• - Personalization and targeting
Traditional Marketing vs Digital
Marketing
• Traditional Marketing vs Digital Marketing
• Traditional: Print, TV, Radio | Digital: Social media,
Email, SEO
• Traditional: Expensive & slow feedback | Digital:
Cost-effective & instant
• Traditional: Limited interaction | Digital: High
engagement
• Traditional: Hard to measure ROI | Digital:
Measurable analytics
Evolution of Digital Marketing
• 1990s: First clickable web ad
• 2000s: Rise of SEO, Email marketing
• 2010s: Social media boom, mobile-first
strategies
• 2020s: AI, automation, influencer marketing,
personalization
Digital Marketing Landscape
• SEO (Search Engine Optimization)
• SEM (Search Engine Marketing)
• SMM (Social Media Marketing)
• Content Marketing
• Email Marketing
• Influencer Marketing
• Mobile Marketing
• Analytics and Data Science
Key Drivers of Digital Marketing
Growth
• Smartphone & internet penetration
• Affordable data in India
• Social media usage boom
• E-commerce growth
• Changing consumer behavior
The Digital Users in India
• Over 800 million internet users
• Among top 3 countries with highest online
population
• Rapid growth in Tier 2 & Tier 3 cities
• Mobile-first user base
• High engagement on WhatsApp, Instagram,
YouTube
Digital Marketing Strategy – Consumer
Decision Journey
• Awareness → Interest → Consideration →
Purchase → Retention
• Strategy must align with user intent at every stage
• Tools:
• - SEO & Ads for awareness
• - Retargeting for consideration
• - Email/SMS for retention
Digital Advertising Market in India
• Valued at INR 21,000+ crores and growing
• Fastest-growing segment in advertising
• Popular platforms: Google, Facebook,
Instagram, YouTube
• Dominant formats: Video ads, display ads,
search ads
Skills Required in Digital Marketing
• SEO & SEM
• Content Creation & Copywriting
• Social Media Management
• Data Analytics
• Email Marketing
• Tools: Google Analytics, Meta Ads Manager,
Canva, Mailchimp
Digital Marketing Plan
• 1. Define goals – awareness, leads, sales
• 2. Understand audience – persona, behavior
• 3. Choose channels – SEO, social media, PPC
• 4. Content strategy – blogs, videos, ads
• 5. Budget allocation
• 6. Monitor & optimize with analytics
Conclusion
• Digital marketing is essential in today’s
business environment
• Offers flexibility, reach, and measurable
impact
• Strategic planning and right skills = success
