This PDF contains fundamentals of digital marketing.

1. DIGITAL MARKETING
WORKSHOP
BY ROSHNI SARAF W

2. Key takeaways: W
Things to discuss:
What is marketing?
What is marketing research?
What is a brand?
Difference between branding and marketing.
Inbound and outbound marketing.
Types of marketing
Functions of marketing
What is marketing mix?
4Ps and 7 Ps of marketing.
Marketing mix product
What is social media marketing (SMM)?
How social media marketing works?
What is the role of social media marketing?
Reasons to Adopt Social Media in B2B Marketing.
Benefits of social media marketing.

3. W
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.

4. W
Marketing research is the
function that links the
consumer, customer, and
public to the marketer
through information.
Marketing research is done
to understand the user or
customer behavior to apply
the right marketing
strategies.
what is marketing
research ?

5. W
what is a
brand?
A brand is a name, term, design,
symbol, or any other feature
that identifies one seller's goods
or service as distinct from those
of other sellers.
A brand "is an intangible asset"
that is intended to create
"distinctive images and
associations in the minds of
stakeholders, thereby
generating economic
benefit/values."

6. Branding W

7. W
Marketing involves an array
of activities carried out to
sell a product or service, that
starts from ascertaining the
customer needs to provide
them with the product
required.
Branding encompasses
activities that create a
name or an image of a
product, by occupying a
place in the consumer's
mind.
Difference between Branding and Marketing:

8. W
Can you guess these
logos?

9. Branding and
marketing are
two vital
business
function that
works together
intending to
increase
revenue.

10. W
Can you guess the
tagline of the brands?
The
happiest
place on
earth.
The taste of
a new
generation.
The best a
man can
get.
Don’t dream it.
Drive it.

11. W
just do it. think
different.
because
you're worth
it.
I'm lovin' it.
Can you guess the
tagline of the brands?

12. W
Inbound and
Outbound
Inbound and outbound
marketing are both
methods to promote your
services and products.
However, they differ in
many ways while creating
a campaign.

13. Learning the
differences between
them may help you
create a good mixture
of inbound and
outbound marketing
tactics.

14. W
Types of Marketing
Internet
marketing:
The idea of having
a presence on the
internet for
business reasons is
a type of marketing
in and of itself.
The process of
optimizing the
content on a
website so that it
appears in search
engine results.
A regularly updated
website or web
page, typically one
run by an individual
or small group, that
is written in an
informal or
conversational style.
As newspapers
print material that
businesses
sponsor articles,
photography, and
similar content in
the publications
their customers
are reading.
Search engine
optimization
Blog marketing: Print marketing

15. W
Build your brand on
social media
Search engine
marketing
Businesses can
now pay a search
engine to place
links on pages of
its index that get
high exposure to
their audience
Marketers now
put money into
creating and
publishing all
kinds of videos
that entertain and
educate their core
customers.
Businesses can use
Facebook,
Instagram, Twitter,
LinkedIn, and
similar social
networks to create
impressions on their
audience over time.
Video marketing: Social media
marketing:

16. W
1] Identify
Consumer
Needs
4] Standardization
and Grading
2] Planning
5] Packing and
Labeling
3] Product
Development
6] Branding
Functions of Marketing

17. W
7] Setting up
Customer
Support Services
10] Distribution
8] Pricing
11] Transportation
9] Promotion
12] Warehousing
Functions of Marketing

18. W
Making it big
online
Marketing Mix is a set of
marketing tools or tactics,
used to promote a product
or services in the market
and sell it. It is about
positioning a product and
deciding to sell in the right
place, at the right price, and
at the right time.

19. W
The components of the
marketing mix consist of 4Ps:
Product
Price
Place
Promotion

20. 7 P of Marketing W
What is 7 P of
Marketing?
The 7Ps model is a marketing model that
modifies the 4Ps model.
As Marketing mix, 4P is becoming an old
trend, and nowadays, the marketing
business needs a deep understanding of
the rise in new technology and concept.
So, 3 more new P’s were added in the old
4Ps model to give a deep understanding
of the concept of the marketing mix.

21. W
7 P of
Marketing
People in
Marketing Mix:
Process in
Marketing Mix:
Physical Evidence
in Marketing Mix:

22. Marketing Mix Product
W
Intangible products:
These are items that have no
physical presence but can be felt
indirectly.
Online items such as software,
applications, or even music and
video files are also intangible
products.
02
Tangible products:
These are items with an actual
physical presence such as a car, an
electronic device, and an item of
clothing or a consumer good.
01 Services:
Services are also intangible
products but they are the result of
an economic activity that does not
result in ownership.
It is a process that creates benefits
for customers.
Services depend highly on who is
performing them and remain
difficult to reproduce exactly.
03

23. W
The term social media marketing (SMM)
refers to the use of social media and
social networks to market a company's
products and services.
Social media marketing provides
companies with a way to engage with
existing customers and reach new ones
while allowing them to promote their
desired culture, mission, or tone.
Social media marketing has purpose-
built data analytics tools that allow
marketers to track the success of their
efforts.
What Is Social
Media Marketing
(SMM) ?

25. Key takeaways: W
Things to discuss:
Social media marketing uses social
media and social networks to market
a company's products and services.
It allows companies to engage with
existing customers and reach new
ones as they promote their culture,
mission, or tone.
Sites like Facebook, Twitter, and
Instagram are commonly used to
execute social media marketing.

26. W
How Social Media
Marketing (SMM)
Works
Social media websites allow
marketers to employ a broad
range of tactics and strategies to
promote content and have people
engage with it.
Many social networks allow users
to provide detailed geographical,
demographic, and personal
information, which enables
marketers to tailor their messages
to what is most likely to resonate
with users.

28. W
5 Key Pillars
There are five
key pillars of
social media
marketing:
Strategy:
Planning and Publishing:
Listening and Engagement
Analytics and Reporting
Advertising

30. W
Social media
does have a role
in marketing,
but that role
depends on your
business and
how it best fits
the needs of
your business.
It also depends
on the effort
you are willing
to put forward
when it comes
to social media.
Understanding the
Role of Social
Media in Marketing

31. W
Adopting social media marketing has been difficult for the
B2B business.
A 2008 study revealed that 69% of B2B buyers use social
media to assist them in business development and decision
making.
Can B2B companies afford to continue to dismiss social
media marketing techniques as an effective way to get the
word out about their products and services?
Reasons to Adopt
Social Media in B2B
Marketing.

33. W
WebSites
Instagram
Social Marketing via
Facebook
twitter
YouTube

34. W
The Benefits of Social
Media Marketing.
You can use social media to define your brand identity
and the products or services that you offer.
Social media allows you to create relationships with
people who might not otherwise know about your
products and services or what your company represents.
Social media can make you "real" to consumers. If you
want people to follow you, don't just talk about the latest
product news, but share your personality with them.
You can use social media to associate yourself with peers
that may be serving the same target market.
Social media makes it easy to communicate and provides
the interaction that consumers look for.

35. Social media
collaboration:
a step-by-step
process
W
Step 1: Define roles and assignments
Step 2: Establish social media processes and
guidelines
Step 3: Create a social media style guide
Step 4: Set up your social media calendar
Step 5: Arrange regular check-in meetings
Step 6: Arrange check-in meetings with
stakeholders.
Step 7: Choose the best social media
management tools
Step 8: Choose the best communication tools
Step 9: Choose the best project management
tools
Step 10: Choose the best document and file
sharing tools
Step 11: Choose the best design tools.

36. Bibliography: W
Tips for social media collaboration
https://www.investopedia.com/terms/s/social-media-
marketing-
smm.asp#:~:text=Social%20media%20marketing%20%28
SMM%29%20is%20the%20use%20of,and%20promote%2
0their%20desired%20culture%2C%20mission%2C%20or
%20tone.
https://www.webhopers.com/social-media-marketing-
company-delhi
https://www.ama.org/the-definition-of-marketing-what-
is-marketing/
https://keydifferences.com/difference-between-
marketing-and-branding.html
https://www.cognism.com/blog/difference-inbound-
marketing-outbound-marketing
https://www.thebalancesmb.com/why-is-branding-
important-when-it-comes-to-your-marketing-2294845

37. Bibliography: W
https://www.thebalancesmb.com/understanding-
the-role-of-social-media-in-marketing-2296140
https://www.thebalancesmb.com/social-media-
marketing-put-it-to-work-for-you-2295379
https://blog.hubspot.com/marketing/what-is-
marketing
https://byjus.com/commerce/marketing-mix/
https://www.toppr.com/guides/business-
studies/marketing/functions-of-marketing/
http://smartsitestrategies.com/super-simple-
inbound-vs-outbound-marketing-infographic/
https://www.thebalancesmb.com/best-social-media-
marketing-books-4161114
https://startbloggingonline.com/what-is-a-blog-
definition/
https://blog.hootsuite.com/social-media-
collaboration/

38. W
- Tom Fishburne
“The best marketing
doesn't feel like marketing.”