Digital Marketing Full Course 2026 [FREE] | Digital Marketing Tutorial For Beginners | Simplilearn

Every day millions of people scroll, search, compare, click and buy online. The real question is when your customer is ready to take action, will they find your brand or someone else's? That is exactly why digital marketing is no longer just a nice skill to have. It has become one of the most important skills for businesses, creators, job seekers, and even entrepreneurs. Welcome to this digital marketing foundation course by simply learn. In this course, we are not just going to talk about marketing in theory. We are going to understand how modern marketing actually works in the real world. How customer behavior has changed, how brands get noticed online, and how smart marketers use the right channels, the right message, and the right strategy to grow. So whether you want to build a career in marketing, grow a business or simply understand how brands win online, this course will give you the foundation you need to know. So in this video, we are going to cover everything step by step. First, we will understand what digital marketing really is and why it has become such an important part of today's business world. Second, we will talk about how the internet, the web, and the social media changed the way brands and customers connect. Third, we'll look at how modern marketing works today through AI, personalization, PPC, and mobile marketing. Fourth, we'll be comparing traditional marketing with digital marketing so you can clearly understand what has changed and why. Next, we will break down important marketing frameworks like four Ps, 7Ps, and why customer-driven marketing matters more than ever now. Next, we'll understand how businesses identify the right audience, improve customer experience, and use modern tactics like influencer marketing and micro moment marketing. And finally, we'll be exploring practical business frameworks like SWAT, Pestl, so you can start thinking not just like a learner, but like a real marketer. Now, if you want to become a digital marketer, I highly recommend checking out this AI powered digital marketing certificate program from SPG School of Global Management and Simply Learn. This is a five-month online course that will teach you everything you need to know about modern digital marketing. And it's designed specifically for the AI era we are living in right now. And the best part is you'll be learning how to use AI tools like Chad GPD, Canva, Sembridge along with 50 other marketing tools that companies are actually using today. Now, this isn't just theory. You'll be getting live interactive classes with real professors from SPG and Global. Work on seven hands-on project with mentor support and study over 15 real world case studies. The course covers everything from SEO, social media marketing, email campaigns, analytics, and automation. What really makes this course stand out is that you'll be getting free meta and Google ad credits to practice with. So you can start running actual campaigns and see real results. So what are you waiting for? Hurry up and enroll now. The course link is mentioned below. Now before we move on, here's a quick quiz question for you. Which of the following best describes digital marketing? Your options are selling products only through TV and newspaper ads, promoting products and services through digital channels to reach and engage customers, selling products only on shopping websites, creating posters and banners for offline promotion. Let me know your answers in the comment section below. So without any further ado, let's get started. Now there are different role of digital marketing. Okay guys, uh what are those different roles? First one is we want to increase the likelihood of retaining our customers. Now what do I mean by retaining? Um okay guys do you do you all agree that uh you know nowadays as a consumer you have lot of options if you want to buy a product let's say I want to buy a top okay I have 10 different brand who are trying to sell a top to me now because a consumer has so many option as a brand it is very important for you to retain your customer retain you you want the customer to be hooked with you okay And that's what digital marketing would help you into. First thing, digital marketing will help you to retain your customer. When I say retain, you want the customer to be with you with your brand. Okay? Though there's a lot of competition in the market, there are lot of different ways through which you can retain your customer. Okay? You want to create some personal connection with your customers, you can do it with digital marketing. Hence, you have social media. Okay? with social media where a brand put across so many um real stories. Why why are they trying to do that? Because they want to create a connection with the customers out there. You want you want your brand to be presence online that is can be done with digital marketing. You want to adjust to the current marketing trends, you can do it with the help of digital marketing. You want to ensure your brand is growing economically as well, right? uh you are getting that kind of ROI can be done through digital marketing and very important you can choose what kind of result you want from digital marketing. Okay, we will go more in depth about all this but these are some basic role of digital marketing that one should know about. Now um the structure of digital marketing guys it is called something as uh rise again I mean there there are full form of this. So first one is reach. I stand for interact. C stands for convert and your E stands for engage. Okay. Now um I'll again we'll just understand this in a very layman term. Okay. Let's say um okay I have launched a electronic brand who tend to sell let's say speakers. Okay. Now as I'm a new brand in the market, what is the first thing that I would want to do? I would want to reach out to as many consumer as possible. Hence the first stage of digital marketing structure is reach where you want to reach out to the mass audience. Why? Because you want those people to let let them know about your brand. Okay. Then when it comes to interact now interact is more of at a consideration stage where now okay people got to know about your brand. Now you would want them to interact with your brand. You would want people to go to your website and check your product have some understanding of your product. Okay. The third stage goes into conversion where okay now they have checked the product. You would want them to buy your product as well. That is what we call as convert. And the last thing is called as engage. engages. Yes, the customer has converted, but now you want that customer to be there with your brand because you don't you can't miss out that customer uh with your competition, right? You can't let it go to your competitor. So, you'll have to make sure that person or that customer stay hooked with your brand. Okay, you want that brand loyalty that your customer should have that brand loyalty with your brand, right? And that is what we call as engage as well. Okay. Now this is like again there are different terminologies but this is like a basic framework that one should know about. See that structure again if you if you guys would have have you guys ever heard about this terminology called as salesfunnel. Salesfunnel looks like this. Okay like a Vshape. Okay the at start you have something called as awareness. You want to reach out to as many people as possible for let them know about your brand. Then you take the user to a consideration stage where you want them to engage with your brand. Check your different kind of product and services. Then you have a purchase stage where you want the consumer to buy your product. And lastly, then you have something called as a retention or an engage stage where you want people to be hooked with your brand. Again all these four stages are very important and you can do all these four stages like you can do marketing for all these four stages with the help of digital marketing and it will be very cost effective as well. Let's go to the next part now. Types of digital marketing. This is very interesting and this is where I would want to give my personal um how should I say experience because I've worked with all this domain that you could see on your screen. Okay. Now um these are all different departments of digital marketing you can say. Okay you have content marketing, social media marketing, search engine marketing, email marketing and pay-per-click. Okay. Um let me just explain each of these department in a layman term. Okay. We will start with um content marketing. Now content marketing is something you all would have checked any brand that you follow on social media guys follow and you have to see what good brands are doing when it comes to their social media game because you get lot of inspiration you get of like you get a lot of ideas from there okay now I'll tell you one of my favorite social media pages brand pages okay I'm not talking about influencer zumato swiggy trust me their content is uh topnotch you Check Zeppto, you check blanket. Okay, now these are all food but um there are you know other um other pages as well. You have cred, okay? You have um you can follow some uh D2C brand like Mocobara. There there are a lot of brands, okay? Now, why do I really follow them? Because try to understand I want to know me as a digital marketer, I should really know what all these top brands are trying to do in the market, what kind of content they are posting, what kind of ideas they are generating. Okay? And as a digital marketer, you should be on your toes when it comes to stalking your competitor. Even if they are not your competitor, okay, you should at least know what they are doing. Coming back to my point of content marketing, content marketing is nothing but those ress, those post that you see, the idea behind that is been done by a content marketer. Okay. So if you see any real on you see any brand reel on social media, the concept, the ideation part is done by a content marketer. I hope you understood now what exactly a content marketer does. Yes, basically they are the one who create this idea who think okay what kind of content we should post who think about the concept who think about at what platform we should post whom should we collab with the whole ideation part is done by a content marketer okay now I'll give you two pages that I want you guys to follow now from now onwards okay there's something called as mad over marketing guys okay and then there's something called as social samosa Okay, you have to swear by to two of these pages. They are they have their website as well. They are there on Instagram as well. They are there on LinkedIn as well. Now, why I'm asking you guys to follow these two pages? See, you can't uh follow each and every brand on social media, right? I mean, it will be very difficult like imagine on your Instagram feed, you are just seeing some content by brands. Now if you don't have that kind of time that I'll follow all this 10 20 brands on social media to see what they're doing. If you follow Maddo marketing and social media social samosa even that is okay. What exactly these two com two companies do? They try to feature brands who have created some really good content who have created some really good commercial who have created some really good campaigns out there. So you have social samosa they have their website as well. Okay guys, and if you go they have like if you see their page is all about marketing and how brands are trying to create different content related to marketing. Okay. And they only feature some top brands out there. So it's not that you are seeing some very bad content. It is this is like your times of India for digital marketing I would say. Okay. You will see all the industry update. You will see some good campaign features. When they say campaign they mean some good commercial, some good video, some good content that a brand has published. Okay, you will see some uh you know case studies if they have some event against platform update. So now why there why platform update guys try to understand in digital marketing things would keep on changing it won't remain the same. When I say it won't remain the same today what you are saying on meta next two years you'll see the meta UIUX might be changed there would be a lot of features added so they also have a section where though I teach you today but I won't again you have to do some self-arning as well right you should you should go and check what are some different updates on a platform and that's where such kind of portals comes into picture I hope you are able to understand similarly you have a same page called as mad over marketing okay either if you are not on Instagram you you can follow their website as well even that would work. So we all are clear what exactly do I mean by content marketing. Now what does a social media marketer do this? So people get there there's lot of confusion between a content marketer and a social media marketer guys. Okay. Uh see a content marketer imagine okay it's I'm a content marketer and let's take example of Maha Lakmi. She's a social media marketer. Now how our roles are different? Me as a content marketer I'll do a lot of brainstorming on what kind of content needs to be posted. Okay. What are different ideas? What are different kind of formats that we can post on? Mahalakshmi as a social media marketer would do a lot of execution over there. Okay. She's the one who would find out okay in which month we should do this what platform we should publish. She's the one probably who will publish that content on the platform. She would analyze how did that content perform. So let's say me and Mahal Lakshmi are working for Zumato. Okay. And for this month, for the month of September, I have planned, okay guys, we have Navatri for 9 days. I want to um I want my now this is the idea that I'm pitching as a content marketer that all nine days we will create reals on uh uh you know what does the day stand for and what kind of food you should consume. Okay. Now this is my content idea. Who would execute it and who would help with the execution part? It's the social media marketing team. So now Mahalakshmi will have to talk to a uh you know a content writer who will write that content. She'll have to talk to a video video creator who will create that video. Once she gets the content she's the one who publish it. She'll see how this content has performed over the time period. Right? I hope you're able to understand sometime it's getting it it it the content marketer job and the social media marketer got social marketing people's job overlaps a little bit because they both are working probably on the you know on on the same thing that posting content creating content but yes the jobs description are bit different you won't just look after the content which is there on social media you have to look after the content which is there everywhere when I say everywhere you have to look after blogs you have to look after articles the webinars like everything social media person will only look after the social media part but you as a content marketer it is not when I say we want to put across content it is not just there on social media you have blogs you have article you have newsletters you have email you have 10 other things where you put content so as a content marketer your job is to look after all the platforms I hope now you understood the key difference between both of them and this two department social media and content marketers again the social media person will have to do lot of influencer uh uh how should I say coordination as well see the social media person will have to find out who are the right influencer we should collab with okay they are the one who will reach out to them do the dealing how we should pay them if there's it's a b deal or are we paying them something right so there other roles and responsibilities as well but uh as a content marketer as a social media marketer one thing that you should have is you should be creative enough. You should be a creative person as well. Okay? You need lot of creativity if you're part of this department. It is not something you read it and you copy paste. If you have to be successful, okay, you want to just become you want to do an average job, you can do an average job in any any department. But when when I say you should have this skill, I mean you want to go to that level as well. You want to become the director of a brand in future. You should have that creativ creativity within you. Now how do you get that creativity once you when you see what other brands are doing creativity there's one that it comes instinct you know you have that instinct you have that knowledge but you when how do you get that knowledge when you see what other brands are doing when you're doing lot of research right I was never a creative person creativity didn't came to me as say like I I used to do lot of research I used to see what other brands are doing I used to follow them I used to understand the concept so we are clear with content and social. Now uh you have search engine marketing. Now search engine marketing is okay I'll just show you uh what do I mean by SEM. Okay now SEM has ideally two part one is your SEO section. Now what exactly is SEO? See this right now I'll search for a query. Um okay imagine guys I want to buy a health insurance. You go to Google. Whenever you want to do a research, you go to Google or any other search engine, right? What are search? Like unlike Google. Google is the most popular search engine that we all are aware about. But you have other search engine as well like you have Yahoo, you have Microsoft, Bing. Uh if you're if you're in China, you might be using BU. Okay. Some of the the are some of the popular search engines that we have. But the most popular one Google over here. Hence, I'm referring to Google. Now whenever I search for any query on my Google, okay, you would see two kind of results. Can you see the sponsored results? These are nothing but your ads. Okay, all this HDFC Argo, ICIC, Lombard, Care Health Insurance and Policy Bazar. All this website have been shown by running some ad. These are not appearing organically. Okay. And if you see below that policy bazar. Now below your hide sponsor result section which is this one. These are all your organic ranking of a website which we call as SEO. Okay. So basically on a search engine. Now please kind of you'll have to mug up some terminologies. This page is called as search engine result page. First thing okay there are two kind of results that we all could see. One is organic, one is sponsored. Right? Now sponsored is this. I have tried to hide it. And the below part is organic. Right? So the organic part is called as SEO. When I say organic, policy bazar basically is not paying any money to Google to show their website over here. Okay. Uh basically then on what basis Google is trying to show policies bazar's website over here. uh they have created a really good website. The content is great and hence Google is trying to give preference to them. No money has been paid by policy bazar to Google to show their website at this first place. But in the sponsored result part, HDFC, ICSL, Ombad, care they all have paid money to Google to show their website at the top SEO. Now, so your search engine result page has two kind of result. One is organic, one is paid. Paid means you are paying money to Google. This is not just on Google. This is there on Yahoo as well on Bing as well. You will no matter what are what search engine you guys are using. You will see two kind of results guys. Paid for paid you are paying money to that platform to show your website and in organic you are not paying any money to that platform to show their website. Okay. Now um what what about this department? So SEO if you want to work in SEO okay it's a very slow process okay it's a very how should I say you can consider SEO is one is one of the department in digital marketing where the job is bit chill because it takes time for your for your website ranking to improve let's say um uh Jonas uh thought of okay I want to I'm starting a brand Jonas created a website of electronics let's say okay he's trying to sell electronics now automatically Jonas website won't rank organically high on any of the search engine result page. He'll have to do a lot of work on his website to make sure his website ranking improves and that takes time. It doesn't happen overnight. So SEO as a process is a very slow process and hence if you work in this department it's a chill job because it takes time for the website to rank. the client also understand that thing right but it is very important because you would want your website to be seen on the search engine result page this department won't go anywhere right whereas the ad part where a brand is paying money to the platform to show their website at the top okay that happens o overnight let's say how does that work is there's a platform called as Google ads let's say if I want to show my ads on Google there's a platform called as Google ads where I pay amount to Google and they show my website at the top and I can instantly see what kind of results I've got. So the ad the ad part of digital marketing is a very uh how should I say a demand job a very high demand high growth job. Why I would tell you this? So all the forms of digital marketing that we have guys right now in the market all of social media takes time to grow right SEO takes time to grow. The only department which can give you some quick results is the ads department which we call as pay-per-click or performance marketing. Now again there are different terminologies nowadays we call this as performance marketing. If you ever heard this term called as performance marketing basically in performance marketing you work you run ads on different platform. You might have seen so many ads on YouTube right when you see a video you see an ad to skip or not skip that is run by a performance marketer. When you are scrolling on your Instagram, you see so many ads coming up. That is run by a performance marketer. Right? Now when I searched on Google about health insurance, the starting ads that I could see that is also run by a performance marketer. Right? I hope you're able to understand this guys. So as a performance marketing one of the department the most high growing department in digital marketing right now is performance marketing because every brand really want to quickly grow their business and the only way for them to do it quickly is the is with the help of performance marketing. SEO will take time. Social media organically will take time. Right? What are you left with? You're left with the ads part. Basically, you're paying money to Google ads, meta ad, whatever platform you want to run ads on, you have to pay money to that platform, show your ad and get quick results. But now, when it comes to performance marketing, one thing that you should be good with is numbers. You should wear numbers because daily you will see numbers only. You're running ads, you will see how it's performing. It's all about a number game. When it comes to performance marketing guys, you should have that business mindsets within you. Okay? You should know what product will do well, what product we should push. It's all number game. So if you're good with numbers or you are comfortable with numbers, performance marketing is a department that one should go ahead with. A high demanding job. So it is a high paying job but with lot of uh how should I say lot of work as well. this department pays you really well but you have to do that kind of work as well. So that's where your pay-per-click uh and search engine marketing like part comes into email marketing. You all would know uh in a layman term all the emails that you see coming into your Gmail section that is email marketing. But nowadays okay earlier back in the days guys we used to have a separate department of email marketers. Now a day a performance marketing person only does this job. You will rarely find any organization who would just ask you to do email marketing because there's lot of automation that come came into picture into email marketing. Few years back yes there was a specific department for this but because of automation because of lot of tool integration email marketing is something that a performance marketer also does that work. Okay. So I'll just try to summarize to all of you guys. Let me open my uh Excel and I can put it over there. So you can use both. See the major departments. Okay, you have your social media marketing. When I say social media marketing guys, this is all organic. Okay? Because on social media also you see some organic content and you see ads. Organic for organic there's a different department. and they don't look after the ads part. So all the content that you see posted on any page that is a part of social media marketing organic but when you're scrolling and you see some ads coming between that there's a separate department for that. Okay. Then you have a performance marketing department guys who look after the ads part. Now when I say ads they look after ads of every platform. So that includes your search engine, that includes your social platform. I'll give an example over here. So when I say search engine, I mean Google, Bing, etc. When I say social media, I'm trying to say you have um Meta, Snapchat, Pinterest. Right? Apart from that, you also see ads on the e-commerce platform. Right? Have you have I hope you guys would have seen some ads on Amazon, Flipkart, Myntra. Let's say I want to search for um I don't know. Yeah, let's say I want to buy a backpack right now. I can't see a sponsor that. Okay, there are times when I can't see the ads, but in like when you're scrolling to the product, somewhere in the middle, you might see sponsored mentioned. Okay, right now again, I'll have to scroll either one. Can you see this one? Now, can you see how difficult it is to understand which is a sponsored and which is an organic ad. But this is your sponsored. It will mention wherever wherever you see words like sponsored promoted ad that means it's an ad. They are paying money to the platform to show their product or service. Okay. So you have your Amazon Flipkart. Again guys not just this you run ads on PM. Um again there are many like you have Google uh pay I can keep on taking the platform name OTTS guys all those ads that you can see running on your hot star Z5 this are also been handled by a performance marketer only now in performance marketing sometime okay you can call like there is a different department of this but we also have something called as programmatic advertising okay now what is programming Programmatic advertising basically you run ads okay you in this as well uh sometime you as a performance marketer would also do some programmatic advertising or sometime you'll have a different department here you run ads but through I could call them as a premium platform but there are lot of um now why why do I why do I call them as a premium platform I'll talk about it uh I don't know TTDA there are many Let's take an example of uh Google ads. Okay, Google ads is a platform which is available for all the marketers. If you are a small business, big business, medium-sized business, everyone can run an ad with the help of Google Ads platform. Now, what Google did is yes, this platform is for everyone. But now Google also know that there are many big brands in the market who can really pay well, right? So, they created some premium platform for them. So now the name that I mentioned over here which is DV3 SA3 360 these two platform are by the way created by Google itself Google is the one who owns this platform okay DV3 SA 360 but who can use this platform those brand now Google ads pay let's say guys if even if you have 50 rupees you can run an ad but with 50 rupees you can't run ads on DV3 and SA 360 so basically Google what did yes Google ads is a mass platform every any any The business can use small, mid, big. But if you're a big brand, a premium brand and you have that kind of money and you want to show your ad on some premium inventories, okay, premium website, premium apps, you can use DV3, SA 360 and all. Okay. So, programmatic advertising is more cing towards for the premium brands I would say. Let me give an example. Okay. We'll we'll talk about DV3 and Google ads. Okay. So, you have Google ads. Okay. Okay. And then you have DV36. Okay. Both the platforms are owned by Google. Okay. This both of them are owned by Google. But then what makes them different then? Okay. This is for all kind of advertiser and your ad would be shown on some common website common apps. When I say common website, common app, I mean true caller. Let's say if you want to show ad on true caller, you can do it with Google ads. You want to show your ads on any normal website, you can do it with Google ads. But now let's say you want to show your ad on Z5 any OTT, you can do only with DV3. Google ad doesn't allow you to do that. I hope you understood what I'm trying to say. So programmatic advertising platforms are more towards the premium inventory that we have in the market. When I say premium inventory, the OTT apps, some premium websites, right? all of them that you can't do with the help of Google ads a good growing department and the good thing about this department is guys there's lot of um demand but there's less supply okay there's a lot of demand but there is less supply why is that so because the platform that I've mentioned over here in performance marketing you guys can access it you can access Google ads you can access bing ads you can access meta ads you can learn you can do practical work over there and you can learn it but you can never access this platform as an individual. Let's say when I learned like if I want to learn DV3, SA3, I could only learn this when I'm working with a brand or I'm I'm working with a big agency. So that's why there's lot of demand but the supply is less because this are premium platform. It is not available to single learners out there. Right? So a very how should I say a unique department uh unique more than unique this is a growing department that would never uh you know you would never see this department depreciating because there are a lot of premium brands and the good thing is you get an opportunity to work with big brands right like right now I work for Adobe because I work for Adobe I can use all this programmatic platform because they had kind of money to show their ads on let's say if you work with a small Indian brand Okay. Um I don't know any small Indian brand that you would want to think of. They can't afford programmatic advertising because the inventory is so premium. So you can't even learn the platform. Now because I worked with Adobe and some premium brands out there, I could learn this platform. If I would have been working with small brands, even I would have never got an opportunity. And this platform you can only learn when you work with big brands or with a bigger agency. Make sense? And it's a very I mean in lacks in lacks I would say so it is uh in India also guys if you check we have lot of digital marketing agencies in India if you know oh I'll just tell you what is digital marketing agency. So see digital marketing is a very big department as a brand you can't work entirely on digital marketing. So all the brand they outsource their work to a digital marketing agency. Now in India there are a lot of digital marketing agency but not every agency would have access to this premium platform. I can take probably max 10 name of agency who would have access to this platform. Right? So again a good I mean if you your vision is to work with big brands um you know you you want that exposure and you want to learn this platform this even for me if I want to teach you this platform guys I can only teach you the theory part I can't teach you the practical part why because the platform access is of Adobe I can't show you the Adobe access platform right it is unethical to show any client's platform so I can teach you the theory part of programmatic advertising but I can't teach you the practical part of it because the problem is with the inventory and the premium feature of the platform which is only available for some agencies and some brands out there in in in India. I hope you understood this. So a very good department I kind of vouch for this because good lot of demand but supply is less. Okay. Then you have your SEO which I've already talked about. Okay. Then you have your content marketing team separately. uh content marketing team will again do this content ideation part and all of that by the way email market for email marketing you don't have any uh rarely you'll see a department so hence I'll write email marketing as part of performance marketing only and you have a team of analytics basically because digital marketing is all about numbers guys you are getting all the data online right it is it is the promotion is online the date there's a lot of data so there's a specific team of analytics who use different analytical platform to analyze how your website is performing, how your brand is growing. Okay, again this is also number heavy. So if you're if you are really want get into number business analytics, this is also number related uh department. This is also number related department. This is more towards the creative side of the business. SEO is mix of both. Content marketing is also uh creative. This is like creative plus number I would say. Now here you use lot of analytical tool. You have Google analytics, you have Adobe Analytics. There are a lot of tools in digital marketing that you guys would be learning. Uh you would have um I don't know you have Microsoft clarity many many many tools that we have in picture. Okay. So the are your major departments. Apart from this you won't find any other department. Nowadays we also have one more uh department again but not you can't you can't find it everywhere. Something called as retention marketing department. So they also they work on very specific tools which are used for retention marketing. But again you won't find it everywhere. Um some of big brands would have this department otherwise otherwise again retention marketing is done by a performance marketer. Right? So if you see performance marketing and programmatic advertising is where you're working on you're working on every platform and this is one of the department um you know how should I say you get off if if you're someone who gets really bored by you by doing one thing you would never get bored if you're into performance marketing or programmatic advertising because every other day you're learning a new platform like it's been seven years but I I'm still not able to cover all the platforms that are there in the market. there are one or two platform that I still have to learn because there are so many platform to get get used to it right you work with different brand different targeting so it's a very how should I say new adventure every day if you're in this department SEO as I said a chill job uh social media content marketing creative you get you get to talk with influencer you also get involved with the shooting part and all there would be times if you are working with a big brand guys you would be taken to those outdoor shoots as Well, so if you're someone who's more interested toward that side of marketing, then the social media and content marketing is for you. Like you want to you want you really like that influencer thing, those events, right? Uh brand shoot. So that's where the social media and the content marketing team would get involved into. Um let's go to the next part. As I uh we we'll talk about what are what are the skills needed. As I said competency in data research because you are doing promotion online you should be good with data analysis number crunching uh uh a daily job like my day starts with number ends with number okay when I say number you are seeing business number you are not seeing in saying seeing some random figures you are seeing actually how your marketing efforts are growing that business and that is very interesting okay you should have a knowledge of social media I mean very obvious effective communication very important because on daily basis you'll talk to your client do you know this in digital marketing uh if you work on an agency side there is specific department who just looks into client communication their work is only to talk with one so this is not on the brand side but on an agency side okay try to understand I'm a performance marketer I'm so much busy with my dashboard work and all I really don't have that kind of time to go and talk to my uh you know uh brand the brand that I'm looking after every time to talk to my client on daily basis. So in agencies we have a department who who only looks into if you work if you go and work with bigger agencies they will have a specific department just for the communication people who would talk on your behalf to the client because daily basis your client would ask you for update. It will there will be lot of client communication I mean and not just client communication you have to talk from one department to another another department as well for example let's say um one of you is working for a social media marketing department now you'll have to talk to a video editor to edit that video you'll have to talk to a video shooting person to shoot that video you'll have to write uh you'll have to talk to a content writer who will write that script for you so you're you're also working cross department as well so obviously effective communication ation is very important. Right. Um now uh steps involved in digital marketing. These are very basic steps guys. Obviously it has lot of um how or should I say in-depth uh meaning to it which we will cover in the upcoming uh session. But whenever you do digital marketing the first thing is you should know who is your TG basically your target audience or target group whom you want to show your advertisement. Okay. Then you have to work on your strategy because you have to strategize. It is not that okay today I'll come and I'll say I'll shoot this real. No, I do my planning one month before. All those social media marketer and content marketer they do let's say now we have October month coming right the entire month of October the the entire planning of October month is done in the month of September only. So there's lot of strategy involved. Okay. You should also be good with uh analyzing and examining your customers and your competitors. Okay? You should be good with content strategy. You should know what are correct channel where I should do advertising because right now I told you right there are so many channels to advertise on. You should find the best channel for your brand. Right? Because you are paying money, right? Imagine I give you,000 rupees and I want you to give me the best result. So you should choose should you do that advertising on Google or Meta or Snap or Pinterest. So you should know which are the right channels right and you should keep and you keep on adjusting and changing your campaign. So for example guys let's say right now I decided as per my experience that we will do our advertisement on Google ads. There's a good chance it won't perform well. Okay in in in digital marketing there's no how should I say even with so much of years of experience things keeps on changing. So you have to be someone who's very quickly adaptable as well. Okay. You can't be a stubborn person who will say okay what I've decided it should work because platforms keeps on changing. Today I start running my ads on Google and I see it's not performing. I should be quick enough and I should be adapt adaptable enough to change it to meta. Right? So you have to be adaptable. You should keep on adapting. You should keep on changing. You have to keep your eye. You have to be on your uh how should I say? You have to be on your toes. Right? You can't just see that okay this is what I've strategized trust me 100% of your strategy probably 70 would work 20 would fail and that you have to sit and fix that 20% as well right and it takes a lot of time it takes experience to work on it even like with seven years of experience I also have not what I've decided would work the way I would want it to work right so the one thing that will save me over here is I'm adaptable I know if not this I have a backup plan I have B CDE E out there. So the last slide for with respect to this lesson is related to how do you build a digital marketing strategy. Okay. So as I I think I've clearly mentioned what exactly you have to look after. Who is your TG? Who's your audience whom you want to show your advertisement to? You have to measure your goal basically track are you able to achieve the results that you want. Okay. For example, I I'll just take an example. Ma um owns a e-commerce brand. Now for her she know who's her TG but she'll also have to measure once she shows her advertisement to that target group is she able to get those uh numbers that she wants. So for example for her her goal could be asking as many people as possible to purchase the product. So can she see that kind of purchase? Can she see that kind of revenue? Is it increasing or not? Right? So that is what I mean by goals. Okay. You have to decide you have to work on your funnel. When I say funnel that the the right thing that we discussed reach, awareness, engagement, right? So basically uh you decide at what stage of journey you are as a brand awareness, consideration, purchase or retention and then find out the right channel where you would want to do your advertisement because this is very important. Imagine your brand is Gen Z brand. Okay. But you're showing your ads on Facebook. Would that work? It won't. Right? So you have to find out right channel as well. Right? That makes your digital marketing strategy well constructed. Okay? Now in lesson number two guys, we would discuss how your digital marketing is different than your traditional marketing. Okay. Uh so we will understand some concepts of traditional marketing, the pros and cons of traditional marketing. We'll understand some strategies which can help a company to promote their service and build a network and then we'll evaluate some right marketing strategy for a brand. Okay. Starting with traditional marketing. So we all might have heard about traditional marketing but it is nothing but you try to um you know it's more of like the offline marketing thing that you do. Okay. It is a strategy which has lot of different kind of approaches but it is nothing but you are trying to offer some personalized service to your customer where you want to transform the consumers into a marketer. But again um here the how should I say the the marketing that you are trying to do is offline. It is not online. What what do I mean by offline? Right? It is nothing but your te television commercial the ads that you see. Okay. um in in your TV, the cold calling that you do, the celebrity endorsement that you try to try try to do, the word of mouth that you try to do is all the billboard that you see, the advertising on newspaper that you try to see, uh radio, all of these are part of your traditional marketing. Okay. Um back in the days traditional marketing used to be very uh that was only marketing way but now if you see any brand and the amount of money that they spend in marketing 70% and this is the minimum that I'm trying to say 70 to 60% of their budget is into traditional and they might give 20 10 30 depends on how much budget they have to the traditional marketing part. So nowadays when you talk marketing it is your uh digital only okay I mean traditional would be rarely be done and if they it would be done it would be done by a bigger brand because the costing differs a lot okay so let's try to discuss what are some advantages and disadvantages of your traditional marketing guys advantages you reach out to a wider audience yes you do because let's say if I put a billboard on the most uh I reside in pun Pune. So the most busy area in Pune, if I put a billboard, there'll be a lot of people who might see that billboard. If I put my advertisement on newspaper, yes, it will reach out to a lot of audience. Traditional marketing, great way to do some brand awareness activity. You can only focus on brand awareness because ideally you can't track how many people have purchased after doing your traditional marketing ideally. So that's why I just mentioned brand awareness. It gives you some credibility. Okay. uh credibility is more of like you know vouching for your brand u and then it also helps you to attract customer obviously it will help you to attract customer if you are doing some brand awareness but the disadvantages are lot now again whatever disadvantage that you listen about traditional marketing those are the advantages of digital marketing ideally okay first one high investment cost it is like if I have to put a billboard god knows it will in lakhs probably in kors depends on which area I want to put my billboard but as I said I want to run a ad on meta I can start with as low as 500 rupees per day or 100 rupees per day okay even 50 rupees per day if I would want to if I want to run ad on Google ads right so digital marketing doesn't have that high investment cost the way we have for traditional marketing okay that's first thing the ROI measurement is difficult. I clearly told you right when I was talking about the advantages like how can you actually track that how many people have s checked my billboard let's say if I put a billboard of a real estate company how would you understand that the person has converted after seeing that billboard you can't track that right how how can you track that after seeing your t newspaper commercial a person is able to went and bought your product you can't track that but digitally I can track all of Okay. And how do we track this? Let me tell you. Okay. Very very fascinating part of digital. Uh have you heard about cookies everyone? And if you go to any website, it also asks you we will track your data. So that is one way we can track what exactly correct the website cookies out there right Jonas. Again that helps you with tracking. Apart from that guys, apart from that all the platform that I was discussing, Google ads, meta ads, whatever ads that we run, all this platform have their codes. Okay, basically codes you know what is code, right? To create a website you do coding. So all this Google ads let's say let's say let's take an example of metal. Let's talk about Instagram. Okay, if you're running ad on Instagram and then you want to track what did the user do after seeing your ad. Let's say the user saw the ad, they went to the website, what exactly did they do? How would you track that? So all this platform like Meta, Google, they have their codes and those codes are something that a brand will place on a website to track what you guys are doing. Okay. Uh example of this is let's say have you guys ever experienced this? when you so imagine Mahalakmi right now she goes to Myntra's website she really liked her bag she add that product to the cart but she didn't purchase it because she's waiting to get more discount right after that wherever Maha Lakmi would go whether she's going to true caller any news website she would see that same bag ad being shown to her wherever she go online let's say right now you see any product on Amazon you add to cart but you don't buy it and now wherever you go you'll see that same product has been bombarded to you. Right? You might have experienced that. Everyone should have experienced that. That is what I mean by tracking. Okay? So all this platform Amazon, Flipkart, you you talk about whatever platform you would want to this platform have their specific codes that a brand tend to place on the website and now those code exactly track what you guys are doing. Okay. Uh why exactly? Okay, can anybody tell me why a brand would want to track you guys? What's the point of tracking you guys on? So let's say why I want to track what Mahal Lakmi is doing once she goes on my web. See the main part of tracking is to if if the person doesn't end up buying. We would want to track where did the person stop and we'll try to show them the product again. Yes. Also to understand the user behavior. I all this brand Zeppto and all the brand that you guys know they tend to track that um you know at what stage of user journey you guys are again it helps you to do remarketing as well. Remarketing is nothing but that you experience every day. You see a product, you add to cart, you don't buy it. You see those ads being shown to you wherever you go. That is called as remarketing. Okay, that why one of the reason to put the code on the website is to do remarketing to keep you guys pushing to add the product uh you to buy the product to see your behavior. Okay, let's say imagine what do I mean by behavior? Imagine guys Mahal Lakshmi is someone who usually goes to Amazon but she's someone who really buy products which are high in price right she doesn't buy cheap products she always buy a product which are higher in price so the remarketing or the next product that I'll try to push to Mahalakmi would be something which has higher price right so this is what I mean by user behavior when we say user behavior I'm trying to track and understand what is the purchasing way of that particular consumer do they buy low-end product or do they buy high-end product? Okay, what kind of product do they buy? Because accordingly, I'll strategize for them. I hope you're able to understand. So, everything that you do once you go to a website is getting tracked with the help of lot of codes that have been placed. We will discuss about this later. But this terminology in future uh that you see is called as remarketing. Okay. Now because you are a digital marketer you should know this is called as remarketing. If you see that same product being pushed to you wherever you go it's called as remarketing. Why are they trying to do it? Because they want the you to buy the product and they'll do one more thing over there. Have you ever seen whenever you see that same product being shown to you that it will show some discount 10% discount 5% discount the price has decreased a little bit. Have you ever even observed this? like next time when you see that ad you won't see the same price there'll be some difference with the pricing as well why because again they want you to buy the product so they'll do whatever they could so as I said we were talking about ROI measurement difficulty now that's not the case with digital you can track everything try to understand guys I can also track so let's say when you hover on a website okay you do hover on a website and I can exactly track where Rahul is spending his time on the website I can track that as well so let's Say let's say I observe that Rahul when he's scrolling he usually spend lot of time in the middle section I can track that as well. Don't you think it is fascinating that you can track at that that deeper level? Correct. So I mean don't you think it's very interesting that I can really find out where you're spending and accordingly I'll make changes to my website. That is what our thinking process is right. Why I want to track where Mah Mahalakshmi it's a page right? How does it matter where Mahalaki is spending his time? Because accordingly I'll understand her pattern right? Not just on what page she's visiting on one page also if she's spending her time in on one banner. I can understand her her her her behavior over there. Right? So that's the minute level of tracking that we do. we we go as minute as possible great so that is not possible in traditional how would I understand in traditional that okay on the billboard what is that one part where I'm paying attention to you can't do that right so hence I've mentioned that ROI measurement difficulties uh limited interaction again it is not a two-way interaction as well in most of the cases the way we have two-way interaction in digital marketing right uh lack of timely update Again um uh it is a standard way of doing advertising and God knows who nowadays read a newspaper or listen to audio advertisement out there or not audio but the radio advertisement out there right and again difficulty in targeting specific audience this is very important okay in digital marketing guys okay imagine if I just want to show ad to people who are residing in my pin code I can do that leave city we can do country city state targeting as well but I'm talking about the area let's say I just want to show ad to those people who are residing in my area my pin code I can do that with digital marketing so when I run ad and I've done this okay I'm not I'm just not just saying this verbally I'll give you an uh one of the example so I used to work with a brand who was into um medical manufacturing devices okay so they were they used they were manufacturer who used to um create this they used to manufacture medical devices now medical devices do you guys agree who are the buyers of medical devices the hospital do you guys agree with me on this now I can't show ad to the entire city right can do is it is it does it make sense if I show ad to the entire city no what I did on meta was uh so in India all the tier one cities that we have so the brand just wanted to target the tier one cities like Bangalore, Mumbai, Pune, you know what what we did was we select we find out the cities we found out what are the prime hospitals in those cities and we found out the pin code of those prime hospitals and we just targeted those pin codes that's it I'll tell you one more thing that we did over there now again okay I targeted the pin code of that area where that hospital reside but again in that pin code as well. There'll be some general audience also who would see my ad, right? Not everyone is a doctor. Not everyone is the owner of that hospital. So we did one more filter where I just targeted people who are doctors, surgeons, MDs and all. That that's that is the level of targeting that we can do in digital. I can target people based on their profession as well. I can target people based on where they work as well. I hope you're able to understand. So my targeting was that niche because my product was that niche. It was not a mass product that I have to show it to everyone. Right? I hope you're able to understood. So my targeting was those pin code plus people who are there in that pin code with the designation of doctor MDs or the owner of that hospital so on and so forth like whoever is a decision maker. Ideally, I don't want to show ad to someone who can't take that decision because someone if if if someone has to buy a medical device, I should show up my ad to a decision maker, right guys? Would I show it to every other person who's there in that hospital? I hope you're able to understand from what uh concept I'm coming from. Do you guys agree when I say this that I don't want to show my advertisement to everyone who's there in that hospital? They are patient as well. What would they do by seeing that ad? So I just want to show my ad to a decision maker. Hence I had added a filter people based on their job titles. Yeah. So that's how niche that you guys can go. So and you have to pay only that much. You are not paying to show. So basically you are just paying your money or you are just doing advertisement to showing the ads to those TG who really matters not every other person out there you know like we can also target H&I audience with digital marketing. HNI is high netw worth individual let's say my product is premium it is not made for masses I can do that as well because again it's digital everything gets tracked you the kind of pages you visit the kind of content you watch everything gets tracked so your behavior is been segregated and based on that I can target who are H&I audience who are non-HNI audience I can also target people who use iPhone or Android you're understanding this everyone one. So that's the level of targeting that we do in digital which you can never do in traditional make sense. Um now the difference between your digital and traditional I think whatever negative point I spoke about traditional marketing those are all how should I say pros of your uh digital marketing. Okay, as I said the target audience, it's very in-depth. You can do a lot of tracking. Uh you can just optimize your campaign for what you want. You want engagement, you can get engagement. You want leads, you can get leads. You want sales, you can get sales. Whatever whatever sales funnel the user is into, you can track them accordingly. You can target them accordingly. And the good thing I mean the audience is there. you you choose what platform you would want. Okay. So whatever negative point I spoke about traditional marketing that is your positive point for digital marketing ideally. Okay. Now but with traditional marketing again as I said um now one thing about traditional marketing that many people vouch for is in you can target some mature audience or local market. I can do that with digital as well. I have done this. Okay. So uh there was a brand who which was a massi brand okay now I'll give an example now people say local market right we can do that as well let's say you have a massi brand and if you know I I'm I'm now right now I'm talking with respect to India as a location in India if everyone knows and if doesn't know every state has a different language that we communicate do you guys agree right every state has their own language everyone yes now don't you thing if it's a mass product the communication you should also use your local communication and you can do that as well through digital so what I did was of there's a brand called as bank of boda okay it's a it's a bank it's a banking brand and for this brand because banks is the bank is a available everywhere in that in India right we were promoting our ads in four states okay what we did was and this was the ad on YouTube. So we just not did we we we created our video content not just in English but also the regional language that has been used in that particular state. So we created a commercial in Marathi. Let's say if I'm doing promotion in Maharashtra for example or in Hindi for that matter right and this is not just for India you can do for other countries as well. If you are a country where um you know region by region the location or the language keeps on changing you can show your ad in that regional language as well. So that is a fascinating thing again and trust me most of the time the regional language performs better than English because people can relate to it. I hope you're understanding guys. Do you guys agree that you relate more to your regional language compared to let's say obviously if your if your language is English that would work but let's say you have another your main language your mother tongue is anything apart from English and if I show you an advertisement in that in that mother tongue don't you think you'll be able to relate to it more and that's what we can do in digital as well I've done it so many times it has always outperformed English correct so that's the granularity that I can do which can you do it on traditional yes you can but the tracking part will be difficult. So the thing that you can do in traditional we can we are anyways able to do it in digital as well is what I'm trying to say. So the local market thing yes it's there in traditional but there in digital as well right you rely again on local magazine TV TV radio ads right you try to influence some certain segments of society but that can be done now in digital as well it requires some significant investment of time yes it does digital also needs time where because you have to do lot of research you have to create content you have to find TG whatever kind of marketing that you guys do it needs time okay but when I take a time to launch that particular advertisement or to launch that particular marketing. You'll have to do a research. It won't happen overnight. Okay. So digital also needs a preparation but I would say traditional needs more more preparation than digital out there. Okay. And one thing that in traditional the two-way communication is very difficult which is possible in our digital way. Okay. So whatever I have just discussed right now it's it's it's the same thing used in the slide. I don't think there's point of me repeating that same line again and again and again. But did you understood the difference between both? As I said, digital is cost effective but traditional is expensive. Digital you have a large number of audience. In traditional there's a limited audience. Digital you can measure your result. In traditional you can't. Digital you can create some immediate communication. In traditional you can't do that. Make sense everyone? So I hope you understood the pros and cons between the both right and this is the fact if you work with a bigger brand guys 70 to 80% of their marketing spend is digital now 20 to 30 might be into traditional okay so you can clearly see the stats and I can see probably in the upcoming future it might go to 100 as well I know many small and so see a bigger brand can afford traditional marketing hence they spend whatever 20 30% they would want to but imagine you are a small business brand right uh let's say imagine again one of you mega or someone has started a small business brand can she ideally afford traditional no so 100% spend will go to digital only so if I talk about the small or the midsize brand for them their spend is dig digital 100% digital for a bigger brands yes they will focus on their uh uh some part into traditional advertisement Make sense everyone? So now when I talk about marketing strategies, digital and traditional marketing strategies are more effective when combined. Yes, it does. But it is as I said practically when you'll try to do this, let's say you are working with a midsize brand, you will say we have a five lakh monthly budget. uh the brand would focus pro they might only spend entire five lakh on digital and because first traditional is expensive probably they might not get anything for that five lakh in traditional two because a midsize and a small size company are very ROI focused they want to spend that money accordingly right so then then the big show would would not come into picture but yes you have a budget of crows million and all again I don't know billion million then yes you can probably integrate this. So how do you spend and how much money you have that comes into picture with this particular strategy tracking as I said in digital you have to track the campaign you can track the campaign ROI very easily traditional you can't do that you have to wait for some negative feedback and you have to pay to get to to to do that research but in digital you'll quickly know what how did it perform let's say you post one reel today you will clearly see the way people are commenting you'll understand how how good real you have created. Okay, I ask you guys go create a poster for your brand and post it. There and there you'll understand by how people are commenting, reacting, engaging. You'll understand did it perform well or not, right? Does it take time? No, not at all. Email marketing guys um as I spoke uh email marketing is good because I'll tell you few things that are really good about email marketing apart from what's wrote in the slide. It goes to users DM. If you know unlike dig unlike normal marketing uh like let's say imagine guys you are just seeing some ads when you're scrolling it is ideally not personalized but email marketing can be personalized right don't you think so have you got you might have you might have got lot of personalized email from brands right guys I get a lot of personalized email from lot of b uh brands that is only possible with email marketing not possible with any other way of digital Right? Yes, you can do personalization but not at that scale the way we can do it in email marketing. In email marketing, my email will start with personalizing with your name, right? Last thing that you did, a special offer for you. There's lot of personalization that we do in email marketing which is not possible in any other way of digital side. I would say it is but not to that level. I hope you're able to understand and email marketing is really great to keep your customer engaged with your brand because you can send them notifications, email about some new product launch, new offer, new offer that you have created for them specifically, right? Lot of personalization that you can keep on doing and keep on sending them across to keep them hooked with your brand. I can probably um so if I go to my Gmail can you see I get so many promotion thing over here. Now there is some personalization that this people can you see this guru gi thing dear Jigisha again Tata click there are so many brand this are all very personalized email that they're trying to send it across to me okay I mean perpix lity uh loom master union you know delt online there's so many indigo they they send all those personalized email to me like indigo keep on sending because I'm I'm the customer who have used their um or should I say uh uh to do flight booking and all of that they you can do all this kind of personalization not possible with other brands other platforms right like I do get a lot of uh Canva is trying to do this with me Meta again there are so many brands so this is not possible in uh in any other form of digital I would say that is a USP of your email marketing okay we'll go to lesson number three guys now four P's of marketing. Okay? Right? Which is nothing but product place, price and promotion. This is basic of marketing. Not just digital but this is basic of your marketing overall. Okay? So let me cover some part over here. Okay. Uh four Ps of marketing or digital in general. We all know place, promotion, price and product very important. Okay. Starting with product and place. Okay. uh you should know what product you are promoting but you should also know a place where would you promote the product okay so first thing now how do you decide the place it depends on who is your TG as I told you I gave you a classic example if you are a brand is Gen Z brand but you are showing your advertisement sorry one second but if you're showing your advertisement on Facebook it won't work so to find out the place you should know the ti right so first thing to find your place recognize who is your customer exam try to examine your customer's requirement right you have to fulfill now once you exam once you understand who's your TG where they are you can find out the place now you'll also understand what they need and based on that you'll pick up the product as well right so when you examine your customer's requirement you can understand what they need and similarly you'll push the product right the alignment should be there right And then you'll choose the platform as well where would you want to market correct? So this both things are again interlink to each other. Then you when then it comes to your price and promotion, right? Again, a very important role because uh you have to find out um how should I say you have to do some pricing strategy as well which can help you to maximize your profit and reduce your cost and you have to do some promotion as well which will help you to attract your customer. I'll give a very classic example of pricing. Okay. Um have you has anyone experienced this? Okay. Uh, all of you might have used Amazon. Okay. Let's say right now, I'm not sure if I can do this right now on Amazon on or if I'm able to find it, but let let me try doing this and I can show it to you rather than saying this verbally. Um, I don't know what do I need. It's I want a iPhone. Okay. Let's see if we could see that. I'm not sure right now, but I can quickly check. Okay. Yeah. Can you see this guys? I hope you're able to see this. So, I think the product that I tried opening was I Apple iPhone 15 128GB. When I scroll down, what they're trying to do, they're trying to show me the upgraded version of iPhone. Yes, everyone. You might have seen this everywhere whether what e-commerce website you are on right you buy you you see one product but when you scroll down they will show you plus plus plus additional product this is what a pricing strategy I mean this is what we call as cross-selling and upselling what right now Amazon is trying to do is do upsell upsell is nothing but if you are buying like they'll try to sell you the premium version of the same product right now I'm trying to buy iPhone 15, but they're also trying to push iPhone 16 to me, the premium version. This is what we call as upselling. Now, imagine instead of iPhone 16, if they would have shown me to buy a AirPod or a iPhone case, that would have been cross-selling. Basically, you're trying to um ask your consumer to buy the complimentary products along with your original product. Make sense? Now this is a pricing strategy don't you think so make sense? Again promotion every brand does that with promotion you don't buy the product you go further for remarketing 5% off 10% off um and when I say promotion guys promotion is not only about price okay mind you guys this promotion also means the freebies that they give you. Have you ever got a freebie? Whenever you buy a product, you might have seen a brand giving you some free minis and all. Nowadays, there are many uh skincare brand who does that. Anyone who has experienced that. So, let's say if I'm trying to buy a face wash of let's say big brand, I don't know any any it could be anything, they'll try to give me some freebies with with it. Okay? Have you ever experienced that So when I say promotion, I don't only mean that pricing would be less. They'll give you 500 off or 50% off. I also mean in promotion, it's also giving freebies is also a promotion that they're trying to do right now how that would help why why they give you freebies guys. Correct. Mama also give you okay AliExpress I I've never used AliExpress Jonas but as if you're saying I'll agree with what you're saying. Now why do they do that? Can anybody tell me why why a brand give you freebies? What's the point of giving you freebies? So you have to now start noticing if you know this is what you notice. You get all this insights when you notice all this. And I want you guys to notice each and every nitty-gritty from from today onwards at least. Okay. Whatever brand you are using see how do they do it? What do they do it to make you keep on buying that product. Okay. Now uh again the use of this four P is first one you are trying to produce your product and service to be sold on any platform. It helps you to determine the correct price of a product or the service and which will obviously impact your consumer and you can showcase and promote the product or service on online or the offline platform. Now this four PS have evolved now. Now that four piece has become seven PS. Okay. This is more of like an extended marketing mix which will help the marketer design some good strategies. Okay. Now what are those new Ps that we have? So you have people, you have process, you have physical evidence. Okay. But we will I should at least you should know now that apart from four Ps now we we have seven Ps. Okay. And what are the remaining three Ps? People, process and physical evidence. Okay. Um because again user human behavior will impact your campaign. Right? Hence these three Ps are been involved. This will help you to understand the human behavior. Now let's just quickly go to some significance significance of your four Ps of marketing guys. Um try to understand your four Ps of marketing will really help you to create some good effective marketing strategies. As I told you, all the strategies that I told you was because of the four Ps that I knew, right? Whether you are trying to identify a product or a service, this four Ps, if you think you brainstorm, you can clearly create a good unique marketing strategy that no one would have ever thought of. Okay. Again, this four Ps will help you to find out who's your TG, where do where are they basically where are they located and how do you segment them, how do you divide your users? because user to user your promotion would also differ, right? The communication that you will use for an HNI audience might not be used for a mass audience out there. Okay. Now we have the new four Ps in marketing that we were discussing. Uh so in this particular lesson we'll just go to what are those new four Ps and what exactly do they mean. Okay. Now the new four Ps of digital marketings again it is more about some fresh approach to address to kind of address what your customer would need and you are trying to just personalize your messaging to your audience. So what are those four Ps new four Ps it is nothing but your process the platform the people and the performance. Okay now again the terminologies have changed guys. Honestly this is um this is more towards a theory but when you practically apply it it you know the theory would also help you out. Okay. Now u it is this four PS are more of like a component of your traditional and the new marketing mix which will interact with you know one another and we'll go one by one. Okay. Uh so your four Ps, the new four Ps that we spoke right now, they kind of focus more on uh you know the product aspect that you have some specification rather than just focusing on some differentiators and the value you're trying to deliver. Okay. Now what what exactly do we mean by that? Okay. Um this again your framework the new four fe the new the new fourpiece framework that we have or the new four piece that we have it is more advanced and it is very customer ccentric why customer centric because as I told you there's lot of competition in the market whatever marketing approach that you create has to be customercentric you can't create now uh you can't follow what was following back in the days right so this new four piece will help you to attract some prospects convert your prospects into your customer when I say prospect they are the people who are at the stage to buy your product or service not necessary they have bought it okay so it it will really help you to produce some valuable and some sharable content which is more aligned with the customer journey okay now this particular save framework that we have okay it is clearly related to the current marketing environment and the full form of save goes to you ideally you don't have to mug up this no one I don't think no one would ask you save full form and all of that but basic you should know okay so save stand for solution access value and education okay when I say solution you are trying to solve your customer's problem access is nothing but where your product is available value and so value and education are very related to each other because see nowadays um if you would have seen a social media page of any brand. Now this is where I'll give you an example. They they create lot of content which is more towards educating you guys. Have you ever observed this for example? Okay, imagine guys there's a skincare brand. Okay, I'll go back to a skincare a men's specific skincare brand. Um now let's say if you're launching a very new age skincare brand don't you think because nowadays the market there are so many option it is very important for you to educate your customer. Do you guys agree with me on this? When I say this, you have range of products, right? I I'll give you a classic example. When I say uh educate your customer, okay, see this um I'll I'll So there is this um I'm not sure if Amazon is writing any blogs, but uh again there's this brand called as um Nika. Okay. So, Nika is like your Sephora and all who sell uh beauty products, skincare, they have ideally everything. Now, now they have a section of blog and in this blog they educate customer all about skin care, makeup, clothing and 10 other things. Why do they do that? What's the point of doing this? Right? They just educate. The point is not educate. See, because the customer has so much option, they are confused. If I ask you guys right now, okay, right now I'll tell you I want to let's say you know I've just discovered um I need a sunscreen because I'm getting tan and I go on Google and I see there are 20 50 sunscreens in the market. Which one should I buy? How would I understand? That's when a brand has to educate the customer. Right? I hope you're able to understand and if you would see this happening you go and check the social media pages of brands out there they create so much content just related to educate their customer right because now there are so many option back in the days where you just had two or three brands in the market to use a sunscreen I didn't had to worry so much I could have just picked any one but now I have 20 option which one should I use 50 plus 40 plus I don't know 10 other ingredients how How would we know? Do you guys agree with me when I say this? So, education is very important when when we talk about uh you know that's where the safe framework came into picture because that e of education is very important and this is not just to skincare and cosmetic this is applicable for education. This is applicable for real estate. This is applicable for I don't know any other industry out there because there are so many option the customers right now are very much confused uh compared to what they were in back in the days you guys agree with me on this yes I hope you're able to understand with what I'm trying to say so the same framework education is very important content creation education is a a kind of content type that we have educational content it is part of a content type that we have as a content marketers Now right so as I said solution product that a consumer would select and they should get satisfied and they should be satisfied by getting that solution access basically you have to emphasize your access to reach a broader customer base basically it should be available in the remote area as well that's what I mean by access right not just tier one probably tier two tier three whatever cities that you have or the locations you have value Are you able to create a high value product and education? Because you have to create a bond with your consumer when you're trying to promote a product or brand or a product for that matter. Okay, I hope we all are clear over here. So when you do your marketing, it should be solutionbased marketing. This is your consumer guys. Your marketing strategy always focuses on your consumer, the end user benefit and the product sector. You have to create your marketing in a way where you are providing that solution as well. I'll give you one more example. Okay, something that you'll be able to relate to. So there is this company called as hostel. Okay, they are basically a chain of hostel for backpackers and they have some really good properties right now. They also have a blog section. Now what do they create a blog on? Very interesting. They create blogs on different locations, places. Now they're only there in India's but they they talk about place again Airbnb might be doing this. I'm I I guess Airbnb might also have blogs and all. I'm…

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