Digital Marketing Strategy

Consumer Decision Journey,

Advertising, Indian Market, Skills, and
Plan
 1. Digital Marketing Strategy
Digital Marketing Strategy:
• Plan to achieve marketing goals via online
channels.
• Define goals (e.g., brand awareness, lead
generation).
• Identify target audience.
• Select channels (SEO, social media, PPC, etc.).
• Create content, analyze, and optimize
performance.
 Example: Clothing Brand Strategy
• Target audience: 18–30 years old.
• Channels: Instagram ads, influencer
marketing, SEO blog.
• Content: Weekly newsletters, discount offers.
2. Consumer Decision Journey (CDJ)
Consumer Decision Journey
The Consumer Decision Journey (CDJ) is a modern
framework that acknowledges the non-linear, complex,
and often circular path consumers take when making
purchasing decisions, especially in the digital age. Unlike
the traditional linear sales funnel, the CDJ emphasizes
multiple touchpoints, continuous engagement, and the
critical role of post-purchase experience and loyalty.

• Stages: Awareness → Consideration → Decision →

Retention → Advocacy.
• Tailor digital content to each stage.
• Use Google Ads, SEO, retargeting, email marketing
accordingly.
• Here are the typical phases of the CDJ and how digital
marketing strategies apply to each:
1. Initial Consideration (Awareness/Discovery):
– Consumer Action: The consumer recognizes a need or
desire and becomes aware of a set of potential brands or
solutions. This initial set is often influenced by past
experiences, brand reputation, and recommendations.
– Digital Marketing Strategy:
• Content Marketing: Create valuable, informative, and engaging
content (blog posts, articles, infographics, videos, podcasts) that
addresses consumer pain points and interests, positioning your
brand as a helpful resource.
• Search Engine Optimization (SEO): Optimize your website and
content to rank high in search engine results for relevant
keywords, ensuring your brand is discoverable when consumers
search for solutions.
• Social Media Marketing: Build brand presence and engage with
potential customers on platforms where your target audience
spends time. Run brand awareness campaigns.
 – Display Advertising/Programmatic: Use banner ads and video ads on websites and
apps to increase brand visibility and recall.
– Influencer Marketing: Partner with relevant influencers to introduce your brand to
their audience.
2. Active Evaluation (Research/Comparison):
• Consumer Action: Consumers actively research and compare the brands in their
initial consideration set, as well as explore new options that emerge during their
search. They consult a wide range of digital channels.
• Digital Marketing Strategy:
– Search Engine Marketing (SEM/PPC): Bid on keywords to ensure your brand appears
prominently in paid search results, capturing high-intent traffic.
– Detailed Content: Provide in-depth product pages, comparison guides, case studies,
whitepapers, and FAQs that address specific consumer questions and highlight your
unique selling propositions.
– Online Reviews and Testimonials: Encourage satisfied customers to leave reviews on
your website, social media, and third-party review sites. Actively manage your online
reputation.
– Email Marketing: Nurture leads with targeted email sequences that provide valuable
information, product comparisons, and special offers.
– Retargeting/Remarketing: Show tailored ads to users who have previously visited your
website or interacted with your content, reminding them of your brand.
– Webinars/Demos: Offer online webinars or product demos to educate potential
customers and showcase your solution's benefits.
3. Moment of Purchase (Conversion/Closure):
• Consumer Action: The consumer has evaluated their options
and makes a decision, moving to purchase the chosen
product or service. Friction at this stage can lead to
abandonment.
• Digital Marketing Strategy:
– Optimized E-commerce Experience: Ensure a seamless, user-
friendly, and secure online shopping cart and checkout process.
– Clear Calls to Action (CTAs): Make it easy for consumers to take
the desired action (e.g., "Buy Now," "Sign Up," "Contact Us").
– Personalization: Offer personalized recommendations,
discounts, or upsells based on their Browse history or cart
contents.
– Live Chat Support: Provide instant assistance to address last-
minute questions or concerns.
– Urgency/Scarcity: Use limited-time offers or stock indicators
(ethically) to encourage immediate purchase.
– Payment Gateway Optimization: Offer multiple secure payment
options.
4. Post-Purchase Experience (Experience & Advocacy):
• Consumer Action: The consumer uses the product/service,
forms opinions, and may become an advocate or a loyal
customer. This is crucial for repeat purchases and word-of-
mouth.
• Digital Marketing Strategy:
– Customer Relationship Management (CRM): Use CRM systems to
track customer interactions, provide personalized support, and
manage loyalty programs.
– Email Marketing: Send post-purchase follow-up emails (thank you,
order confirmation, shipping updates, usage tips, feedback requests).
– Social Media Engagement: Monitor social media for mentions,
respond to comments, and engage with customers.
– Community Building: Create online communities (forums, Facebook
groups) where customers can interact and share experiences.
– Loyalty Programs: Implement digital loyalty programs with exclusive
offers or early access to new products.
– Request Reviews/UGC: Actively solicit reviews and user-generated
content (UGC) like photos or videos, which fuels the "initial
consideration" phase for new consumers.
5. Loyalty Loop (Bonding & Retention):
• Consumer Action: If the post-purchase experience is
positive, the consumer enters a "loyalty loop," bypassing
some of the initial stages for future purchases. They
become repeat customers and brand advocates.
• Digital Marketing Strategy:
– Personalized Offers: Send exclusive discounts or early access
to new products for loyal customers.
– Content for Retention: Provide valuable content that helps
customers maximize the use of their product or service.
– Exceptional Customer Service: Ensure easy access to support
through digital channels (chatbots, self-service portals, social
media).
– Referral Programs: Incentivize loyal customers to refer new
ones.
– Community Engagement: Continue to foster strong
community ties and make customers feel valued.
• Digital Advertising Market in India (as of mid-2025 data/projections)
The digital advertising market in India is experiencing explosive growth, driven by increasing
internet penetration, smartphone adoption, affordable data, and a young, digitally-savvy
population. India has surpassed traditional media like television to become the largest and
most dynamic segment of the advertising industry.

• Key Trends and Figures (Based on 2024 data and 2025 projections):
• Dominant Growth: Digital advertising revenue in India saw robust growth in 2024, with
various reports pegging it between INR 45,292 crore to INR 70,000 crore (approximately
USD 5.4 - 8.4 billion). Projections for 2025 continue this strong upward trend, with some
forecasting it to exceed INR 50,000 crore and account for over 50% of total ad spending.
• Internet User Base: India boasts a massive and continuously expanding internet user base,
exceeding 800 million individuals, representing over 55% of the total population. This
provides a vast audience for digital advertisers.
• Smartphone Dominance: Smartphones are the primary device for internet access in India,
making mobile advertising a critical component of digital strategies.
• Key Ad Formats Driving Growth:
– Video Advertising: Continues to be the largest contributor to digital ad spend (around 27% in
2024), driven by platforms like YouTube, Instagram Reels, and short-form video apps. Connected
TV (CTV) advertising is also growing rapidly.
– Social Media Advertising: Shows the highest growth rates (around 21% in 2024, contributing 23-
30% of digital ad spend). Platforms like Facebook, Instagram, and rapidly growing regional social
media apps are key.
– E-commerce Advertising: Experiencing impressive growth (around 50% in 2024), as more
consumers shop online and brands leverage e-commerce platforms for direct advertising.
– Search Advertising: Remains a significant contributor (around 18% of digital ad spend), with
Google Ads being dominant.
CDJ Example: Buying a Smartphone
• Awareness: Sees Instagram ad for Samsung.
• Consideration: Watches YouTube reviews.
• Decision: Purchases on Flipkart.
• Retention: Receives follow-up offers.
• Advocacy: Posts positive review on Twitter.
 3. Digital Advertising Market in India
• Rapid growth: ₹70,000+ crore in 2025.
• Popular platforms: Google, Meta, YouTube,
Amazon.
• Ad formats: Video, display, search, influencer
marketing.
 Examples: Indian Brands Using Digital
Ads
• Zomato: Google Ads for food delivery.
• Myntra: Instagram Reels and influencer
promotions.
 4. Skills in Digital Marketing
• SEO, Google Ads, PPC.
• Content marketing, email marketing.
• Analytics (Google Analytics, SEMrush).
• Graphic design, video editing, CRM tools.
 Example: Travel Agency Marketer
• Writes blogs on travel destinations.
• Runs Facebook ads for packages.
• Tracks campaign results using Google
Analytics.
 5. Digital Marketing Plan
• Business objectives, audience, channels.
• Budget allocation, content calendar.
• Tools and platforms, KPIs to measure success.
 Sample Plan: Fitness Brand
• Goal: Increase sales of online fitness courses.
• Audience: Urban, 20–40-year-olds.
• Channels: Instagram Reels, YouTube, SEO.
• Budget: ₹1 lakh/month (ads, content,
influencers).
• KPIs: Website visits, engagement, email sign-
ups.
 Summary
• Strategy: Roadmap for digital goals.
• CDJ: Tailor content for each stage.
• India Market: Booming digital ad space.
• Skills: SEO, content, analytics, social media.
• Plan: Structured approach with KPIs and
budget.