What is Digital Marketing & Why is Digital Marketing Important?

 What is Digital Marketing? & Why is Digital Marketing Important?

Video Transcription

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Hi everyone.

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Welcome to a session of introduction to digital marketing.

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In this particular session we will be talking about what is digital on marketing differences between digital

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and Internet marketing and why digital marketing is so relevant today.

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Starting from introduction to digital marketing as you can see I've created a slide over here which

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have a lot of icons related to digital marketing and I hope all of you identify most of these icons even

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if you don't.

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I am going to take you to each of these icons one by one the first two icon over here is a icon of digg

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It's a social bookmarking Web site than there is your hash tag which is just opposite to your I alphabet over there

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T is for Twitter.

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@ symbol the locator icons which you can very prominently see on google maps

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There is a snapchat icon.

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Again @ icon reddit another very famous social bookmarking Web site.

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The share icon which is used to share your article or blog or anything on different mediums

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etsy

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It's a very prominent e-commerce Web site Tumblr.

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It's a blogging platform.

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In linkedin and Google Plus moving forward.

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Let's talk about what is digital marketing now digital marketing comprises of two words call as digital and marketing.

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so if I have to talk in layman terms it's something like you know promoting a products using a digital

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platform as per Wikipedia digital marketing.

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Also knows as data driven marketing is an umbrella term for the marketing of products or services using

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digital technologies mainly on the Internet but also including mobile phones display advertising and

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any other digital medium.

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Again simplifying it further the marketing of products or services using digital channels to reach consumers

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is called as digital marketing.

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Now see these are two very simple definitions of Digital Marketing Digital Marketing is a little different

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from what is internet marketing.

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If I have to speak about internet marketing So lets talk about what is Internet marketing now.

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Most of the people you know who come to our training sessions they have this confusion.

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You know in between what is digital marketing and what is Internet marketing infact most of them use

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both the words but there is a very slight difference over here and the difference as you can see over

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here.

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These are your digital platforms.

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They are powered by Internet.

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And when we do marketing on them it becomes internet marketing or it is also called as online marketing.

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Now you if you have to see the difference over there it was just digital platforms and marketing now that

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comprises a lot of digital marketing.

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So digital marketing is more or less like you know an umbrella come under which Internet marketing is

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one of the branches moving forward

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So why is everyone talking about digital marketing to understand the same first of all we need to look

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at what is marketing what is marketing.

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So marketing is more or less you know a method used to promote or introduce your product or services

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to a customer.

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so right.

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Why do we need marketing.

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You know we have our product and services.

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we have our customer and at the end of the day we have to introduce our product or service to the customers.

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And then we have to promote it to them.

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So the methods the different techniques that we used for promotions for introduction of our product

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and services to prospective customers.

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This is why we need marketing and If i talk about digital marketing.

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It is just another new line of marketing which relies on digital platforms.

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So what is digital marketing so popular now see earlier  the traditional methods of promotions you know like television

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radio newspapers cold calling and exhibitions.

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they have been there for years.

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They are still you know quite prominently seen in our day to day lives. Marketing is still not day you know traditional

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methods of marketing are still there but why they were so famous for so long is because they were able

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to grab the eyeballs.

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They were able to help us reach the prospective customers and how do you reach the prospective customers see

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at the end of the day if I have a huge budget to spend on marketing and sales I'll go and speak to all

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these people you know who are marketing representatives of these different mediums like say television

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you know radio and newspaper etc. etc..

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So I going to tell them that you know I want to reach so many people in a single day.

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So you know a newspaper might tell me that see our readership is this much television is going to tell me that you know

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our TRP for this particular program is this much.

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And they are going to me charging me based on of their readership or the viewership.

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Now obliviously they have had a huge readership and viewership for years.

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And that is why they're demanding the lion's share of marketing.

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But then you know with time the readership and viewership has shifted to different medium and it has

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gone on internet as they say than Internet happen.

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So according to the Tim bernlee compared even to the development of the phone or tv the web developed very quickly.

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The penetration Internet has today.

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It is everywhere everywhere.

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You can see Internet something you know which is there on every mobile phone  today smartphone every one has

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a smartphone.

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This is where the penetration of Internet has reached the level.

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You can't even imagine.

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And as Internet came into existence the majority of population started going on it.

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Here's a graph that shows world population versus Internet population versus social media users.

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Now if you look at the graph very carefully the bars that you see over there these these bars show the

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world population from year 2010 to 2017.

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So you know roughly the population of the world was less than 7 billion approximately

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the year 2010.

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And in the year 2007 it's around 7.5 billion now compared with Internet population in the year 2010.

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The Internet population was roughly around  2 billion.

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Now as we are any year 2017 we are approaching the fag end of 2017.

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The population has crossed the internet publishing has crossed to three billion users.

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And that's a huge number.

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Now if you look at the social media users and year 2010 you know the number of social media users were

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1 billion.

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Today they are roughly around 2.5 billion.

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So there are a few trends which we can determine from this graph.

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it took me a lot of time to do this graph I gather data from different sources combine them into a single

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graph so that I could show you something how Internet has been growing so strongly

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over the last 10 years and then Internet has been growing strongly  and social media it is taking a majority of share of Internet

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users.

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So as you can see from the graph from 2010 to 2017 the world's population grew only by 8.5 percent.

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while the Internet users increased by 79.7% that's roughly 80 percent and that's 

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a huge number.

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And social media users they grew by 153 % which is again an astronomical figure.

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you know the social media users they more than doubled in last 10 years if you talk about current years

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that is 2017 more than 45 % of world's population is on internet more than 30% of world's population is

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on social media and around 69 % that's roughly around 70 % of Internet users are on social media.

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Can you agree on social media.

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No you can't you can even ignore Internet.

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So what is happening now is the user base which was earlier on you know mediums like television and

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newspaper and everywhere these guys have come on social media today.

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They have come on Internet.

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So they're browsing the internet from morning to evening.

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They are posting updates on social media.

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So any marketing campaign the budget is allocated based on where the viewership is where the majority of users

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are there and they are on Internet.

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They are on social media moving forward.

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This is a very interesting graph that we are seeing over here.

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And on the left hand side as you can see the average individual spends only one hour and 58minutes

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per day watching television compared to 5 hours and 4 minutes accessing the internet from a PC or

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tablet each day you can look at the difference you know television .

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earlier I remember when we were kids in television were the only medium of entertainment we had  and television was able 

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hold our attention for a very long time.

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Fast forward to today and you will see television is roughly taking around you know two hours of our time

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every day.

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Internet.

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It takes a few five hours of our time.

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So time spend that is being utilized by us is on internet every day.

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Now if you look at the graph on the right hand side it shows the time that we've been spending on social

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media and messaging daily from 2012 to 2016.

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So you see in year 2012 the time was roughly around say 1.5 Hr.

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So Time starts increasing gradually over the years and in 2016 it has crossed more than 2hrs.

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So every day we are spending close to five hours on Internet and we are spending more than two hours

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daily on social media.

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That's a lot of time.

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So if I speak from marketing perspective any Marketer what would be an ideal platform to promote their

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product.

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I mean they want to reach their target base they want to reach out in the minimum time frame possible

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So I think there are two important factors for any marketer is the number of users.

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What they you use to call viewership or readership and the time spent on each medium.

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a marketer would not want to spend a majority of its budget on a medium you know which has a maximum

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number of users but not readership.

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So that is what makes Internet the darling of masses today

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The user base is huge.

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It makes a positive combination for marketers to spend their budget wisely on Internet.

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And what is the method to reach this target audience on internet.

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It is something called as Digital Marketing the increase in time span time by an average user of Internet plus

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a growing number of users on internet makes Internet.

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A perfect platform for marketers to reach their target audience.

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Now you know they have a platform where they have a majority of their users you know spending their

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time over there.

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They have a platform which has a huge number of user base over there.

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So how do they reach this target base.

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The simplest method to reach this target base is through digital marketing.

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In our next session we were talking about different methods of digital marketing. I will see you there.