Digital marketing utilizes electronic devices and platforms like websites, apps, and social media to promote products and services online. There are 5 components of a digital marketing strategy: know your business, know your competition, know your customers, know your goals, and know your results. Compared to traditional marketing, digital marketing allows you to reach a much larger potential customer base worldwide in a more engaging, two-way communication.
2. What is digital marketing?
Digital marketing is marketing that makes use of
electronic devices like desktops, laptops, phones
and tabs.
Digital marketing applies technologies or
platforms such as websites, e-mail, apps and
social networks.
4. Digital MarketingStrategy
There are 5 components of Digital marketing
strategy:
1. Know your business
2. Know the competition
3. Know your customers
4. Know what you want to achieve
5. Know how you’re doing
5. Why Digital marketing ?
More Than 800 million internet users in the
world , thus a great potential to reach
throughout the world.
300 million Internet users in India: the third
largest user base in the world having 14%
growth every year comprising around 9 %
share of World’s internet users.
Thus , compare to traditional
marketing the customer database is very large
and also its reach.
11. Extendedconsumer BuyingCycle –7 stage
pathway
What does
it do for me
Is it for
me ?
Which
one ?
This one
This is
just what I
wanted
They
care
about
me
These are
great .
You
should
get one
12. WebsiteDeveloping
“First impression is the last impression” , as it is said and thus
it’s very important in this case too. Your website is
the home to your customers , it represents you ,
your company and more important your products.
If the website is good i.e. having good content ,
creative arts and easy to understand than the
customers will easily comfortable with your
product . The website should easily be
understandable i.e. it should not have lot of
multimedia images and text which affect the
showcase of your content.
15. Traditional planningaround the consumer buying
Cycle
Awarenes
s
involvem
ent
Active
consider
ation
Purchase
(conversi
on)
Consum
ption
Relationshi
p building
Advocac
y
Television
Press
advertorial
s
Directorie
s
POS*
coupon
s
After sales
program
Loyalty Program
* POS:-Point of Scale
16. Traditionalmarketing
Outbound Marketing
One way communication
Customers are sought out
No added value
Repetitive and boring
Result :
86% people skip Television Ads
44% of direct mail never opened
17. Needof the hour
In bound Marketing
Two way communication
Customer seeks you out
Added Value – education entertainment
18.
19. Opportunity
Growth rate of digital media – 30%
Growth rate of traditional industries – 5-10%
Internet penetration in India – 20 % ( 450 million
by Oct 2015)
In absolute number this coverage is 10 times the
population of Australia
Internet penetration is expected to be around 343
million by mid 2015
Mobile internet users in India – 213 million
(approx.)
Mobile internet users in Rural India – 25 million
Facebook users in India – more than 100 million
source IAMAI and IMRB reports
21. Integrated planning with new
media
Awarenes
s
involvem
ent
Active
consider
ation
Purchase
(conversi
on)
Consum
ption
Relationshi
p building
Advocac
y
Television
Press
advertorial
s
Directorie
s
POS
coupon
s
After sales
program
Loyalty Program
Online Banners /
Video Marketing
Search Engine Optimization/ Search Engine
Marketing
Social Media – FB , twitter
22. Types of Digital Marketing
Search optimization
Online Marketing
Mobile Marketing
Viral Marketing
Email Marketing
Social Media marketing
23. SEO :Search EngineOptimization
SEO means optimising your website so that it
is found on search engines
The website should be aligned with the search
phrases of the audience to get high ranking in
the organic listing of search engine results
SEO is an ongoing dynamic process with
goals action, review and iteration
25. SEM : Search Engine Marketing / PPC
SEM or Search Engine Marketing is also
known as pay-per-click advertising. It refers to
paid marketing to achieve search placements.
26. Online marketing
Banner (display) ads and contextual ad units
typified by search engine pay-per-click
advertising. Banner ads are generally created
as flat image file (GIF, JPEG or PNG) or a
multimedia object (using technologies like
JAVA , flash or AJAX to combine text
,animation, sound , interactivity
28. Online DisplayAd formats
Rich Media Ads : These ads feature an
opportunity for the viewer to interact with the
communication. They generally incorporate
such as sound , video, or flash animation.
30. Online DisplayAd formats
Trick Banners : Banners designed to look like
operating system or browser dialogue boxes
rather than ads , complete with buttons .
31. Online DisplayAd formats
Polite ads : A large ad that downloads in
sections rather than all at once , thereby
minimizing the disruption of the viewing
experience for the user.
32. Online DisplayAd formats
Pop-up ads : A new window displaying the
advert that opens ups in front of the current
page.
33. Online DisplayAd formats
Pop –under ads : Similar to pap-up but the
advert opens behind the active window and
won’t be seen until user closes the window.
34. Online DisplayAd formats
Leaderboard ads : These are the horizontal
banners located at the top of a page. Given
their prominence and large area, these tend to
be the first ads to hit the reader’s eyeballs.
Leaderboard offers plenty of space for eye-
catching graphics and with their prominent
placement are the most popular and therefore
expensive.
35. Online DisplayAd formats
Big Box ads : These are located on content
pages where readers spend large amount of
time reading full – length articles. This is also
among the largest display ad formats
available, and offers the broadest scope for
getting creative with your marketing message.
36. Email Marketing
Creating an email campaign to target new
customers , increase consumer loyalty or increase
consumption of your product. It is low cost and
potentially high-yield option . Email marketing
consists of following steps
Data collection – creation of subscribers list including
the email numbers
Design – creation of an email campaign including the
lay out , structure , design , content etc
Delivery – refers to the mechanism used for email
marketing .
Reporting – tracking and analysis of the recipients'’
interaction with the emails .
37. Content Sponsorship
You could choose to sponsor a section of a
popular website whose content is likely to
appeal to your target audience. Sponsorship
can be costly , so far it to be worthwhile you
need to be sure that the site in question
attracts significant traffic and that it has
particular appeal tom your target market.
38. ViralMarketing
Viral marketing is all about harnessing online
word of mouth to pass on your digital
marketing message. Seeding specially tailored
a viral content on social media sites , when
you get it right , can result in a dramatic ripple
effect , as your content is picked up and
passed from friend to socially connected friend
across the web.
39. 6 principles of Viral Marketing
Identify the goal & cause.
Make it funny & easy.
Add immediacy
Understand the power of multiplication
Share on many platforms
Give participants a chance to feel good
40.
41. Mobile Marketing
Types of Mobile marketing
1. SMS
2. MMS
3. QR codes
4. Pay per call
5. Voice marketing
44. Social Media Marketing
Social networking sites are essentially online
communities of people with shared interests
and activities. The most popular sites are
facebook, twitter, LinkedIn etc. These all
facilitate online social interaction between
people.
One can build
relationship with the customers using social
media and also able to get feed back on the
expectation of the customers
The evolution of online interaction and web
places the User Centre stage and increasingly n
45. Analytics
Analytics refers to measuring and monitoring
customer activities on any of the digital
marketing campaigns .
Gives key insights into the volume and type of
actions that customer carry out online
Ex: Google analytics
46. Guidelines
One should be aware of the laws regarding
privacy , data protection , copy right and
accessibility with regard to DM
Some of the common electronic privacy
characteristics are
Option to opt out at data collection point
Subscriber should be informed about the purpose of
information collection
Email only about a similar product
Option to opt out on every email
Opt In only valid for 12 months
