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References  Smith P R Chaffey Dave, E-Marketing Excellence: The Heart of E-Business, Butterworth Heinemann, USA.  Strauss Judy, E- Marketing, Prentice Hall, India DIGITAL MARKETING INTRODUCTION •Also referred as online marketing, internet marketing and web marketing. •Marketing of products or service using digital technologies. Digital marketing activities • SEO • Search Engine marketing • Content marketing • Influencer marketing • Content automation • Campaign marketing • E – Commerce  Marketing • Social media marketing • E mail direct marketing • Mobile phones(SMS & MMS) Advantage of Digital marketing  Able to reach vast numbers of potential consumers at one time.  Consumers are exposed to the brand and the product that is being advertised directly.  Easy to access as well it can be accessed any time any place.  Its reach is so large. Limitation of Digital marketing  Highly dependent on the internet.  Internet is subject to a lot of clutter.  Large amount of competing goods and services.  Some consumers lack trust online  Even an individual or small group of people can harm image of an established brand.  Useful for specific categories of products.  Disseminates information to the prospects who do not have purchasing power. Principles of marketing environment  Customer Value  Competitive Advantage  Concentration on customer needs Drivers of marketing environment  Market needs ...
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