1. What is marketing?

• Marketing is the activity, set of institutions,

and processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and
society at large.
 What is Digital Marketing?
• Digital marketing is the use of digital channels
—like websites, social media, email, and
mobile apps—to promote products or services
and connect with customers online.
 2. How It Works
• Businesses can target specific groups by using
data about people's interests and online
behavior, making their marketing more
effective.
• Digital marketing is measurable—companies
can track how many people see, respond, or
buy because of each campaign.
 Common Types

• Social media marketing (Facebook, Instagram,

etc.).
• Search engine marketing and SEO (Google,
Bing).
• Email marketing to connect directly with
customers.
• Content marketing: blogs, videos,
infographics, and more.
 3. Understanding Marketing Process
• The marketing process is a step-by-step
approach that businesses use to identify what
customers need, create value for them, and
build strong relationships that benefit both
the company and its customers.
 Main Steps of the Marketing Process
• 1. Understand Customer Needs and the Marketplace
• Begin with research to learn about customer needs, wants, and behaviors,
as well as what is happening in the market.
• This helps a company know who their target customers are and what
solutions they are looking for.
• 2. Develop a Customer-Driven Marketing Strategy
• Use the knowledge from research to decide how to serve the market best.
• Includes selecting which group of customers to serve (segmentation and
targeting) and how to stand out (positioning).
• 3. Design an Integrated Marketing Program
• Create the right mix of product, price, place, and promotion (the 4 Ps) to
deliver value to customers.
• This is where actual action plans and campaigns are put into effect.
• 4. Build Strong Customer Relationships
• Focus on customer satisfaction and relationship
management, turning buyers into loyal repeat customers.
• Meeting or exceeding expectations creates “customer
delight” and lasting trust.
• 5. Capture Value from Customers
• Successful marketing leads to sales, profits, and long-term
customer loyalty, which benefits the business.
• Value is captured through revenue, brand strength, and
market share.
• This cycle means that marketing is not only about selling,
but about understanding, creating, delivering, and
capturing value at every stage.
 4. Visibility
• Visibility in marketing, especially digital marketing,
refers to how easily a brand, product, or service can be
seen and found by its target audience online or offline.
• What is Visibility?
• It is about being noticed and recognized by potential
customers through various channels.
• Higher visibility means more people are aware of the
brand, which can lead to more website visits,
engagement, and ultimately sales.
• Visibility is like the "spotlight" on a business in a
crowded market helping it stand out.
 Types of Visibility
1. Search Engine Visibility
How easily a website or content appears in search engine results (Google,
Bing) when users look for related keywords. SEO is key here.
2. Social Media Visibility
How noticeable a brand is on platforms like Facebook, Instagram, Twitter
by posting regularly, engaging users, and building a following.
3. Paid Advertising Visibility
Visibility gained through paid ads on search engines, social media, or
other websites. These ads target specific audiences to boost awareness.
4. Local and Geographic Visibility
How visible a business is within a particular geographic area, important
for stores or services targeting local customers.
5. Brand Visibility
The overall recognition of a brand across multiple platforms and
touchpoints, creating familiarity and trust.
6. Influencer Marketing Visibility
Visibility through partnerships with influencers who promote the brand to
their followers.
 Examples of Visibility
• A company appearing on the first page of Google when
searching for "best running shoes" (Search Engine Visibility).
• A brand frequently posting and engaging on Instagram growing
its followers and likes (Social Media Visibility).
• Ads shown to specific audiences on Facebook or Google Ads
(Paid Advertising Visibility).
• A local restaurant listed on Google Maps and local directories,
attracting neighborhood customers (Local Visibility).
• A brand recognized instantly by its logo and tone across
websites, ads, and stores (Brand Visibility).
• A fashion brand collaborating with popular YouTube
influencers to promote its new collection (Influencer Visibility).
 5. Visitor Engagement
• Visitor engagement refers to the actions and
interactions that visitors have with a website,
establishment, or brand, such as clicking
links, commenting, staying on-site, or
participating in activities. It involves actions
that indicate interest and connection, making
it a crucial indicator of how involved and
attentive visitors are during their experience.
 Why Is Engagement Important?
• Boosts conversions and profitability: Engaged visitors are
more likely to convert—making purchases, signing up, or
returning—directly increasing sales and loyalty.
• Enhances visitor experience: Strong engagement means
visitors are satisfied, find value, and form positive
memories, leading to repeat visits and recommendations.
• Improves marketing effectiveness: High engagement
signals quality to search engines, improves brand recall, and
increases the spread of recommendations via social sharing.
• Enables measurable feedback: Metrics such as time on site,
page views, session duration, and conversion rates help
organizations refine and optimize visitor experiences and
outcomes.
 Examples of Engagement
• Online: Clicking internal links, browsing multiple pages, watching
videos, sharing content, filling out forms, using chat, or leaving
comments.
• Physical spaces (e.g., museums or experience
centers): Participating in guided tours, using interactive displays
(AR/VR), joining in gamified challenges or quizzes, providing
feedback, or making repeat visits.
• Brand/community interaction: Engaging with brand touchpoints
such as personalized recommendations, responding to surveys or
polls, attending events, or interacting with staff and digital kiosks.
• E-commerce: Adding items to cart, wishlisting, subscribing to
newsletters, asking product questions, and completing purchases .
 6. Bringing Targeted Traffic
• Bringing targeted traffic means attracting
visitors who have a specific interest or intent
that matches what a website, product, or
service offers. These are people most likely to
become customers or engage with the
content, making targeted traffic much more
valuable than general, random visits.
 Importance of Targeted Traffic
• Higher conversion rates: Focused visitors are far
more likely to make purchases, sign up, or take
desired actions, directly improving ROI.
• Better brand reputation: Satisfied, interested
visitors lead to repeat business and positive word-
of-mouth.
• Lower acquisition costs: Marketing budgets are
used efficiently, reducing spending on uninterested
audiences.
• Increased engagement: Targeted visitors interact
more with content, boosting on-page metrics and
 How to Bring Targeted Traffic
• Search Engine Optimization (SEO): Drive organic, relevant
visitors by optimizing for keywords that match user intent.
• Paid Advertising: Use search and social ads to reach
people with specific needs or interests.
• Content Marketing: Create valuable blog posts, videos,
and tutorials to educate and attract the right audience.
• Backlink Building: Gain referrals from reputable sites in
relevant niches.
• Social Media Targeting: Run targeted ads, participate in
groups, and use influencer collaborations in your niche.
• Email Marketing: Engage previous visitors and segment
lists to reach high-intent audiences directly.
 Traditional Marketing
• Channels: Print (newspapers, magazines), TV,
radio, billboards, flyers, events.
• Approach: One-way communication → brand
sends a message to a wide audience.
• Reach: Local to mass-market but often limited to
geography.
• Measurement: Hard to track results accurately
(e.g., how many people saw your billboard?).
• Cost: Usually high (TV ads, print ads, hoardings).
 Digital Marketing
• Channels: Social media, search engines (Google),
websites, email, mobile apps, YouTube ads.
• Approach: Two-way interaction → customers
can like, comment, share, and engage.
• Reach: Global, targeted (based on age, interest,
location, etc.).
• Measurement: Easy to track (clicks, conversions,
impressions, analytics).
• Cost: Can start small (e.g., Facebook ads for
₹100), scalable depending on budget.
 Why the Difference Matters
• Targeting & Personalization – Digital allows you to reach
exactly who you want (e.g., 18–25-year-olds interested in
gaming). Traditional is broader but less precise.
• Cost-effectiveness – Small businesses can afford digital ads,
while traditional ads are often expensive.
• Engagement – Digital enables direct interaction with
customers, building relationships. Traditional is one-way.
• Measurable Results – Digital gives real-time analytics;
traditional relies on estimates.
• Speed & Flexibility – Digital campaigns can be changed
instantly; traditional campaigns (like print/TV) take time and
money to modify.
 Difference Between Traditional Marketing and
Digital Marketing
Aspect Traditional Marketing Digital Marketing

Social Media, Websites, Email, Search

Channels TV, Radio, Newspapers, Magazines, Billboards, Flyers
Engines, Mobile Apps

Communication One-way (brand to customer) Two-way (brand ↔ customer interaction)

Global, targeted (specific age, location,

Reach Mostly local or regional, some mass-market
interests)

Cost High (TV ads, print ads, hoardings) Flexible (can start with very low budget)

Targeting Broad audience Highly specific and personalized

Easy with analytics (clicks, conversions,

Measurement Difficult (estimates, surveys)
ROI)

High (likes, comments, shares, direct

Engagement Limited (customers can’t respond immediately)
messages)

Speed & Flexibility Slow, hard to modify once launched Instant changes possible in real-time

Both small & large businesses,

Best For Building broad awareness, big established brands
performance-driven campaigns
 Benefits of Traditional Marketing
• Wide Reach for Mass Audience
– TV, radio, and newspapers can reach millions at once.
– Great for products/services targeting all age groups (e.g., FMCG like soaps, toothpaste).
• High Credibility & Trust
– Ads in newspapers, magazines, or TV are often seen as more trustworthy and official.
– Older generations especially value print and TV.
• Tangible & Long-Lasting
– Flyers, brochures, magazines, and billboards stay physically with people.
– Unlike digital ads that disappear in seconds, a magazine ad may stay in homes for weeks.
• Better for Local Targeting
– Local businesses (restaurants, coaching centers, shops) benefit from local newspapers, radio, and
hoardings.
• Creates Strong Brand Awareness
– TV and billboard ads are memorable because they repeat often and reach a broad audience.
– Example: Coca-Cola, Amul, or Surf Excel still use traditional ads for brand recall.
• Easy to Understand
– No need for technology or internet access.
– Even people without smartphones or internet see TV, newspapers, or billboards.
• Good for Big Events & Launches
– Sponsorships, trade shows, and TV launches create hype and prestige that digital sometimes can’t
match.
 Downsides of Traditional Marketing
• High Costs
– TV, radio, and newspaper ads are expensive.
– Not affordable for small businesses with limited budgets.
• Difficult to Measure
– Hard to know exactly how many people saw your billboard or TV ad.
– ROI (Return on Investment) is unclear compared to digital analytics.
• Limited Targeting
– Reaches everyone, not just your ideal customer.
– Example: A baby product ad in a newspaper also reaches people with no children → wasted reach.
• Slow & Inflexible
– Once printed or aired, ads cannot be changed easily.
– Digital allows instant editing; traditional does not.
• Geographic Limitations
– Mostly local or regional (e.g., city billboards, local newspapers).
– Not effective for reaching global audiences.
• Less Engagement
– It’s one-way communication → no direct feedback.
– Customers can’t like, comment, or share.
• Declining Effectiveness
– Younger generations spend more time online than reading newspapers or watching TV.
– Traditional ads may miss a large part of the modern audience.
 Benefits of Digital Marketing
• Cost-Effective
– Can start with a small budget (e.g., ₹100 Facebook ad).
– Much cheaper than TV, radio, or print advertising.
• Global Reach
– Reach audiences worldwide instantly.
– No geographic restrictions like traditional ads.
• Targeted Advertising
– Ads can be shown to specific groups (age, gender, interests, location).
– Increases efficiency and reduces wasted budget.
• Measurable Results
– Easy to track clicks, conversions, sales, and ROI in real time.
– Tools like Google Analytics, Facebook Insights, etc.
• High Engagement & Interaction
– Customers can like, comment, share, and message.
– Builds stronger relationships between brands and consumers.
• Flexibility & Speed
– Campaigns can be started, paused, or edited instantly.
– Perfect for testing strategies (A/B testing).
• Better Personalization
– Content can be customized for different audiences.
– Example: E-commerce sites showing product recommendations.
• Viral Potential
– A creative post or video can go viral and reach millions at almost no cost.
• 24/7 Availability
– Your website, ads, and social media pages are always active.
– Customers can interact with your brand anytime.
• Data-Driven Insights
 Why Digital Marketing Wins Over
Traditional Marketing
• Cost Efficiency
– Digital ads can start with very low budgets, while traditional ads (TV, print) are expensive.
– Small businesses can afford digital but often can’t afford TV or newspaper ads.
• Precise Targeting
– Digital lets you target based on age, location, interests, and behavior.
– Traditional marketing shows the same ad to everyone, even if they’re not your customer.
• Measurable Results
– With digital, you can track impressions, clicks, leads, and sales in real time.
– Traditional ads rely on estimates (e.g., how many people might have seen a billboard).
• Global Reach
– Digital marketing connects you with audiences worldwide instantly.
– Traditional is limited to local or regional reach unless you spend millions.
• High Engagement
– Digital allows two-way communication (likes, shares, comments, direct chats).
– Traditional is one-way → customers just watch or listen, no interaction.
• Flexibility & Speed
– You can edit or stop a digital campaign immediately.
– Traditional ads (print, TV) are fixed once launched.
• Better ROI (Return on Investment)
– Because digital is cheaper, measurable, and targeted → businesses often get higher returns.
• Adapts to Modern Consumers
– Today, people spend more time online than watching TV or reading newspapers.
– Digital meets the audience where they already are — on social media, search engines, and apps.