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I know of no bigger karma than the knowledge of truth.
Gian Dhyaan Kich Karam Na Jaana
(Shri Guru Granth Sahib - Page 750)
UNIT III DIGITAL MARKETING PLANNING AND SETUP
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Preface
Digital marketing is all about the challenge of balancing both the sides of the marketing wheel while walking tightrope on the rim. On one side lies any marketer’s owned media (websites, apps, social media pages) while the other represents the ever-changing demands and perceptions of his target customer. And this is just the start of the balancing act; one which extends across an advertiser and a publisher’s needs, between CPM (Cost per mile) and CPC (Cost per click) and extends to measuring data and managing privacy concerns. The list is endless and so are the solutions available in the market.
It is these complexities and choices that make digital marketing unique and render a distinct flavor to this field of study. This book aims at helping both digital marketing enthusiasts and practitioners discern such nuances to make informed decisions right from digital marketing environment assessment and strategy development to marketing operations till refinement.
One of the key endeavors of authoring this title was to develop a textbook on Digital Marketing in India which starts from base zero and explains the key fundamentals to those new to the subject. This book will act as a primer not only for management students but also media professionals, marketing managers, brand marketers, budding entrepreneurs and even individuals looking to create a personal brand online and understand the basics of digital marketing concepts, tools, and techniques from grounds-up.
So why should you consider this text for academic, corporate, or personal needs? While there are many international texts available on multiple constituent areas of digital marketing like search, social, display, mobile, video marketing, etc., a need was felt for an India-specific standard text which lays the foundation for the genesis of digital marketing, explains the transition from traditional ‘E-marketing’ to ‘Digital Marketing’ and presents an integrated digital marketing framework to move step by step towards creating a digital presence, and finally benefitting from it.
Fundamentals of Digital Marketing provides unique features along the following lines:
• Outlines the move from ‘E-marketing’ to ‘Digital Marketing’: This is one of the first marketing titles in India which moves beyond the ‘E-marketing’ plank to cover the new digital paradigm which is in essence a movement from:
(a) ‘Traditional Channels’ marketing to purely ‘Digital Channels’ marketing
(b) ‘Supply Orientation’ marketing to ‘Personalized Consumer’ marketing
(c) ‘Product or Service’ marketing to ‘Digitized (Hybrid) Offerings’ marketing
• Underlines a practically-oriented digital marketing model (ASCOR Framework): This is one of the first Indian marketing texts which has a ‘Digital Marketing’ specific Framework: ASCOR (Assessment, Strategy, Channel and Communication, Operations and Refinement) that forms the backbone for the entire ecosystem of digital marketing activities and concepts.
• Provides a detailed orientation to Digital Transformation: To understand ‘digital’ as a concept and establish its importance for marketing, in the beginning of the textbook itself (Chapter 2) we have provided an extensive orientation to ‘digital transformation’ to help students/ business owners/entrepreneurs realize how they can best digitize any traditional business at hand through ‘Digital Marketing Models’ and identify key ‘Digital Value Elements’
• Showcases industry deployable frameworks: This title has been written in a manner which would help readers to deploy digital marketing concepts across each aspect of their industry, and be realistically ready to market each product digitally.
• Details concepts through topical Case Studies of Indian businesses: Each chapter starts with a case study on a prominent India-born or global India-based business, traverses through the company’s growth in digital marketing, key challenges faced and lessons the reader can learn from their business story.
• Includes Digital Application exercises on Indian brands: At the end of each chapter, application exercises on key digital marketing concepts (pertaining to each chapter) have been provided, for students to self-assess their concepts and also apply them to brands which they have seen around/grown with in India since the last decade.
• Devotes a complete chapter to careers in digital marketing: The last chapter of the book is devoted specifically to the kind of jobs available in the market and how to approach those career tracks. Once the reader has mastered the concepts in all preceding chapters, he/she would know exactly the areas where he can look to be employed across digital marketing.
Coming to the structure of the book, this book has been covered across eleven chapters which form a part of five core units as follows:
• UNIT I (Basics of Digital Marketing): The first part introduces the reader to the basics of digital marketing, its underlying technologies and frameworks and establishes the ASCOR digital marketing framework. It further delves into defining the concepts of value chain digitisation and digital marketing models creation. It also touches upon consumer behaviour aspects for digital marketing including consumer demand management and Integrated Marketing Communications (IMC) for digital platforms.
• UNIT II (Digital Marketing Strategy Development): This part begins with an elaboration of the Assessment stage of ASCOR Framework which covers the Ecosystem for Digital Marketing, key elements of Digital Marketing Assessment and Digital Marketing Objectives Planning. It is followed by an exploration of the Digital Marketing Strategy stage which includes developing an understanding of the Digital Marketing Mix elements and a deep-dive into the 6S Digital Marketing Implementation Stages.
• UNIT III (Digital Marketing Planning and Setup): In the third part we cover the planning and setup stages of the ASCOR Framework including Digital Marketing Communications and Channel Mix and Digital Marketing Operations Setup. It starts with the coverage of Digital Media Planning stages and provides an introduction to all key digital marketing channels. Apart from this it also covers the basics of conversion marketing, web development and management along with developing an understanding of User Experience, Usability and Service Quality Elements.
• UNIT IV (Digital Marketing Execution): The fourth part drills deep into the basic elements of digital campaigns and their execution across all key Digital Marketing Types (Search, Display, Social, Partner, Direct, Content, Platform marketing). It completes the ASCOR Framework stages with coverage of Digital Marketing Measurement and Refinement. This part concludes with a full chapter on Digital Marketing Execution Elements including Digital Marketing Revenue, Service Delivery & Payment, Security & Privacy Concerns, Legal and Ethical Issues.
• UNIT V (Digital Business-Present & Future): This last part sheds light on key present and future aspects of Digital Marketing starting with the latest trends in digital business to covering the rise of E-commerce along-with discussing emerging digital business models. The book ends with a dedicated chapter on emerging career opportunities for digital professionals which will help readers of the book decide on career tracks they could follow being digital marketing professionals.
This book comprises insights gained from my years of corporate work experience and industry interactions with clients/workmates across multiple sectors, domains and geographies, which I have aimed to transform into practical and actionable frameworks and models. The title has been authored keeping in mind the needs of students, faculty, corporates, entrepreneurs and individuals who want to master the core concepts of digital marketing. I believe the title will best equip readers to begin a career in digital marketing and use the concepts as a launchpad to venture into specific channels, platforms and techniques as they discover them during their digital marketing careers.
And as is beautifully put in the parting words of the iconic and inspiring Pixar animation ‘Ratatouille’, I hope that with the knowledge gained from this book, you don’t just ‘Inspire Others’ but regularly ‘Surprise Yourself’ in the true moments of exhilaration this journey presents!
We, at Pearson, wish you all the best for these digital expeditions.
Puneet Singh Bhatia
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Acknowledgments
Among the many endeavors of marketing is to make its way into one’s subconscious. And that is what this field of study probably did to me through mediums unknown and ways unsaid. The thrill of being able to reach out and influence even strangers through the written word and associated imagery is probably one of the most lucrative aspects of a marketing career (the ability to make a real dent in sales for business being the other).
It is between these traverses that one finds the inspiration and influence to write a book on marketing. And in this journey there are many who inspire you with their passionate conversations and those who make it real with their practical insights. From those who let marketing run breathlessly to those who let it tiptoe with a strict bridle, a marketer gets shaped through interactions across such multiple extremes. And it is these exchanges that have manifested themselves in the form of the text laid out in front of you right now.
From academic influences including Prof. Simran Singh (Simran Singh & Associates) who taught me the basics of Retail Marketing at NIFT, Delhi to Prof. Ramesh Kumar (IIM, Bangalore) who reiterated the fact that each word in Marketing had a meaning (to quote one of his most popular comments ‘There is a difference between Marketing and English and you should know when you are speaking what!’) to corporate gumption exemplified by Ganesh Venkataraman (AVP, Cognizant Technology Solutions), I have both been impressed and blessed to be associated with media, marketing and digital professionals who have shaped my understanding of the subject and brought me closer to viewing it through the lens of a regular observer (which has been my attempt in writing this book).
From ideation to the ink on this page there are special mentions which I have for Pearson India team whose support has been highly instrumental in bringing forth this book. I would like to thank Varun Goenka for believing in my idea and the need for a comprehensive India specific title on Digital Marketing. A big word of thanks to Jubi Borkakoti for making sure that not only do we have the best edited text at hand but also supporting introduction of new ideas and features and for the relentless hours of discussions, at times on just a single image or an inverted comma. My gratitude also goes out to Priyankita Dey and Anumeet Kaur from the Rights and Permissions team at Pearson for their painstaking work on obtaining the rights for each image along-with Neha Nupur and team for all her efforts on the marketing of the title. I am also deeply thankful to Vikram Singh (DGM Product & Senior Managing Editor, Pearson) for providing me this opportunity to convert and present my experiences in the form of this title. And finally coming to those who lay right to the major share of my gratitude: Family. My biggest indebtedness to my parents, especially to mom who taught me how to burn the brightest even when situations seemed tough- her strength and wisdom will always be the backbone for each of my endeavours. I also owe a lot to the endless technical and data related discussions with my brother (Avneet Bhatia) and content related feedbacks from my partner (Manpreet Kaur) both of whom have been my constant support throughout this extensive undertaking.
My final acknowledgment to the light of my life, my daughter Aarza, who lovingly (and unknowingly) gifted a lot of her hours which went into the making of this title for which I am obligated forever.
I hope that this edition provides you (the reader) the most simple yet practical way of learning digital marketing concepts from scratch and really helps in developing your knowledge to emerge as a strong digital marketing professional in future. Request each of you to share feedback and suggestions on topics you would like to extend or change in the book and I would try my best to include the same in forthcoming editions.
Thanks again for providing an opportunity for us to learn this wonderful and emerging area together.
Let’s be in touch at:
Email:connect.fodm@gmail.com
Skype ID: puneet.bhatia75
Puneet Singh Bhatia
About the Author
Puneet Singh Bhatia is a digital marketing and media professional with over 13 years of experience in providing marketing consulting, operations and delivery services for prestigious international and Indian clients including Google, Viacom, RTL Group, Wiley, New York Times, Apple, Twitter, Reliance, Hindu, Hindustan Times, Anand Bazaar Patrika, among others. Throughout his career, Puneet has led digital marketing projects across social, search, display, mobile, video, programmatic among other areas of digital marketing.
During his corporate stint, Puneet has been responsible for creating marketing strategies, developing digital domain and process transformation frameworks, and executing thought leadership in multiple positions he has held at Patni Computers (now CapGemini), Cognizant Technology Solutions, and Axtria Inc. At Axtria, he presently holds a leadership position at one of the fastest growing big data and decision sciences company serving global clients across sales and marketing functions.
Puneet has completed his Post Graduation from IIM-Bangalore, with a specialization in marketing. His interests include tracing the shifts in digital marketing landscape especially in upcoming areas including data-driven marketing, experiential marketing, conversion optimization, marketing automation, etc. He is a regular participant at key digital marketing forums and has been a guest speaker across major Indian campuses, promoting digital marketing knowledge and concepts. ‘Fundamentals of Digital Marketing’ is Puneet’s second book title. Prior to this, in 2015, he has adapted an academic textbook on ‘E-Marketing’ for Pearson India.
In recognition of his efforts across digital marketing, in 2016 he was cited with the ‘100 Most Influential Marketing Tech Leaders Award’ by World Marketing Congress and CMO Council.
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Fundamentals of Digital Marketing
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CHAPTER
1
Introduction to Digital Marketing
LEARNING OBJECTIVES
After studying this chapter, you will be able to:
• Explain the evolution of digital marketing
• Define digital marketing and differentiate it from traditional ‘e-models’ like e-business and e-commerce
• Outline the underlying technology and frameworks within which digital marketing operates and gain an understanding of digital transformation models
• Describe the structure of digital marketing, opportunities, applications, business modes and challenges
• Understand key components and application of ASCOR Digital Marketing Framework across multiple stakeholder scenarios
CASE STUDY flipkart: heralding indian E-commerce
Flipkart, the poster boy of digital entrepreneurship and flagbearer of e-commerce in India, has had multiple firsts to its credit which has given it a distinctive advantage as well as a good positioning in India’s rapidly evolving digital marketing landscape. With the expected valuation of Indian e-commerce industry estimated to be $100 billion by 2020 (at currently $17 billion), Flipkart has undoubtedly showed stellar growth from being an exclusively online bookselling portal to garnering a valuation of $15 billion (figures as per May 2015 last fundraising round). According to Forbes.com, the e-commerce platform lists 30 million products, ships eight million packages a month, and has 45 million registered users (as declared on 18 May 2015). Flipkart delivers in over 1,000 Indian cities and towns. Flipkart began its operations in 2007, with the company’s founders Sachin Bansal and Binny Bansal (alumni at the prestigious Indian Institute of Technology (IIT), Delhi) pooling in ` 2 lakh
