1 introduction to digital marketing
TRANSCRIPT
10/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 2
Topics Covered
1) What is Digital Marketing2) Overview of Digital Marketing3) Why Digital Marketing is important in Indian Context4) How Marketing is changed with Digital Marketing5) Key Metrics and Trends of Digital Marketing
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Let’s Understand why Digital Marketing is important
Why are people going online?
For information on a new product, service or location
If they have a question
If they are looking for help
If they want more information on certain individuals or organizations
With the constant growth of the web, and more people getting connected every day,digital marketing has become a necessity for many organizations.
This also includes small businesses that wants to trade online and make a name forthemselves on the web.
The web is crowded with information. If you have a website, can these people reach youthat are searching the web for answers?
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Website design (user experience)
Search engine optimization (SEO)
Pay per click (PPC)
Social media marketing (SMM)
Email marketing
Display advertising (banner ads)
Affiliate marketing
Content marketing
Online reputation management (ORM)
Overview of Digital Marketing
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Over traditional marketing * Digital Marketing is MORE BENEFICIAL
Puts the consumer in control
Provides convenience
Increases satisfaction
Drives brand loyalty
Reduces the selling cycle
Reduces the cost of sales
Builds your brand
Provides targeted results
It is measurable
Cost effective
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Why Digital Marketing is important in Indian Context
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Because People have changed!!!
You might think that the basic rules of marketing don’t need to change because people don’tchange. But people have changed. In three significant ways, your potential customers aredifferent.
First, they don’t see themselves as passive consumers. They don’t expect to call your toll freehelp line and be placed on hold forever. They expect to get the attention of someone on Twitteror Facebook NOW. And if not, they will get the attention of plenty of others about theirproblems.
Second, their attention spans are shorter. Attention marketing is where there is hope. Youcan’t just be providing a wonderful product anymore. You have to use your platform as a businessto make their lives more meaningful.
Third, they don’t see themselves as the targets that marketing people have traditionally seenthem as. They see themselves as people with innumerable options. They’ll call you when theydecide.
How Marketing is changed with Digital Marketing
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Even the Four P’s of marketing have changed
Brian Fetherstonhaugh of Ogilvy One has spoken and written about howmarketing is no longer about Product, Place, Price and Promotion
But it is about
Experience
Everyplace
Exchange
Evangelism
Well, if the Four Ps of marketing have changed, then the textbooks need to berewritten.
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When we started using the phone instead of the letter, or mobilephone instead of the land line, our lives changed in significantways
New communication tools have meant lost industries and jobs aswell as new opportunities
The same is and will be true in marketing so we should not denythe major changes that face us
How Marketing is changed with Digital Marketing
So are you feeling dejected, No you should not
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Digital Marketing Trends - 2014
Location-based MarketingMakes use of GPS technology to deliver multimedia content tailored to the geographicallocation straight to the potential customer’s mobile device.
Social Media DiversificationIt’s no longer only Facebook, Twitter, YouTube, and LinkedIn. Though these are the mostpopular, networks such as Pinterest, Google+, and Instagram are on the surge too.
Content CurationData is filtered and customized information platforms are curated by users according to their needs.
More Video MarketingVideos can convey a message ten times more powerfully than text content, though persuasivecontent is in a much higher league. Video marketing is already popular but it will get more soin 2014.