2. Program: Associate Degree Program Course: Digital Media Marketing Lecturer: Ayesha Nawaz

3. Lecture 1 An Introduction to Digital Marketing

4. Course Content • Introduction • Start with the customer and work backward • What are the 3i principles?

5. What is digital Marketing? • The practice of creating awareness and promoting a product or a brand online via the internet. • It is the process of generating and managing customers that is carried out through different forms of electronic media. • Includes creating different strategies, Marketing plans and campaigns for the promotion.

6. Why choose Digital Marketing? • Increased Internet Users • Accessibility availability of product • Customer Satisfaction • Builds Brand Reputation • Generates Revenue • Better ROI • Better Conversion • Cost-Effective

7. Who can learn Digital Marketing? • No specific pre-requisite • Basic knowledge of Computer and Internet • Basic skills on Microsoft office is an advantage, • but not necessary

8. Making a Career in Digital Marketing • It is all about building networks • Get notified on recent updates in Digital Marketing • Micro Study • Attend Webinars • Events related to Digital Marketing • Choose your Specialization • Be Business-oriented

9. Online Digital Marketing • The seven big categories of online marketing are: • Search engine optimization (SEO) • Search engine marketing (SEM) • Content marketing • Social Media Marketing (SMM) • Pay-per-click advertising (PPC) • Affiliate marketing • Email marketing Figure 1.1 Market Research versus Market Reality

10. Offline Digital Marketing • There are five main categories of offline digital marketing: • Enhanced offline marketing • Radio marketing • Television marketing • Phone marketing

11. Start with the customer and work backward • There are five main categories of offline digital marketing: • People Power • Market Research versus Market Reality • Let’s Make This Real! Figure 1.2 Market Research versus Market Reality

12. What are the 3i principles? • The 3i Principles — Initiate, Iterate, and Integrate — form the foundation for all DMI Methodologies and are key to any successful marketing strategy. Figure 1.3 3i principles

13. Principle 1: Initiate: • The initiate principle of digital marketing states that the customer is the starting and finishing point for all digital activities. • They set up blogs, website, and social media profiles and start publishing nonspecific content about themselves, their companies, and their products.

14. Principle 2: Iterate: • Within minutes of publishing an ad, we can see what the click-through rates, response rates, and conversion rates are. More importantly, the content or design of the ad can be changed a limitless number of times in response to user actions. • This principle emphasizes the importance of tweaking a digital marketing campaign in response to user interaction. Each digital marketing channel is most effective when you apply an iterative process, and the more iterations of the campaign you apply, the more effective each becomes. • There are some key implications of this iterative process.

15. Principle 3: Integrate : • Integrate your efforts across digital channels.- Integration across digital channels is about using information gleaned through one channel to improve the effectiveness of another digital channel. It can be as simple as sharing information learned through search engine optimization with your email marketing team. • Integrate your digital and traditional marketing efforts.-Integration of digital and traditional marketing involves using information gathered from your digital marketing efforts and integrating it into your traditional marketing strategy. • Integrate your reporting sources.- Companies who engage with digital marketing obtain an abundance of data about their customers. However, it is important to gather data in a way that allows you to make good business decisions..