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DIGITAL MARKETINGManohar Prasad
Agenda:
• Importance of the Internet and Digital Marketing to Business
• Where are the opportunities?
• How Digital Marketing impacts the bottom line?
• Strategic approach to Digital Marketing
• Building an Digital Marketing Strategy
• Value of Measurement and Performance Analysis
Digital Marketing by Manohar Prasad
Digital Marketing
“Internet marketing is achieving marketing objectives through applying digital technologies.”
“eMarketing is achieving marketing objectives through use of electronic communications technology.”
Digital Marketing by Manohar Prasad
Why go Digital?
• 89% of Internet users regularly use a search engine for products and services
• Usage of Internet across the world increasing exponentially
• Internet is no longer a niche marketing channel worthy of investment for the future
• Most Economical Marketing Medium to reach a large, astute and knowledgeable audience
Digital Marketing by Manohar Prasad
What is Digital Marketing?
Digital marketing involves the promotion of products and services using digital distribution channels that reach consumers in a timely, relevant, personal and cost-effective manner.
Digital channels can have several categories, such as the internet, mobile, digital outdoors, and any form of interactive digital media.
Each category has multiple digital tools / sub-channels that can support digital marketing.
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing Tactics
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
•Internet - Email, banner ads, dedicated websites, pop-up ads, sponsored content, paid keyword search, podcasts, social networks, blogs, wikis, widgets, RSS, virtual worlds, and online games.
•Mobile - SMS, Mobile web, Mobile applications, and Mobile video.
•Digital Outdoors - Video digital display, Interactive Kiosks.
•Interactive digital medium – Interactive Television Channels.
Digital Marketing by Manohar Prasad
Types of Digital marketing
Two different forms of digital marketing are:• Pull • Push
Digital Marketing by Manohar Prasad
Pull Digital Marketing
• The consumer actively seeks the marketing content, often via web searches or opening an email, text or message. •Websites and blogs are examples of pull digital marketing. • Users have to navigate to the website to view the content. • Search engine optimization is one tactic used to increase activity.
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Push Digital Marketing
•The marketer sends a message without the consent of the recipients, such as display advertising on websites and news blogs.• Email and text messaging can also be classed as push digital marketing when the recipient has not given permission to receive the marketing message.• Push marketing is also known as spam.• Push technologies can deliver content as it becomes available and can be better targeted to consumer demographics, although audiences are often smaller, and creation and distribution costs are higher.
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Additional Types of Digital Marketing
•Mass marketing is a marketing method that broadcasts a message to a large audience. The marketing message is not addressable, and is not easily tracked and measured.•Online marketing is a marketing method that uses Internet tools such as email, search engine optimization and banner ads to send marketing messages to consumers. •Mobile marketing is a marketing method that allows marketers to send marketing messages to consumers through the technologies found on a consumer’s mobile device. Consumers opt in to receive messages.•Email marketing is a marketing method that uses email to send a marketing message to a targeted audience.
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Effect on Traditional Marketing
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Who’s Using Digital Marketing?
Small to Medium Businesses increasingly rely upon online digital marketing techniques and distribution channels.
Digital communications and multimedia technologies are significantly changing the way SMBs communicate with their customers to promote products and market services.
Digital Marketing by Manohar Prasad
Where are the opportunities?
• Incremental Revenues• Reduced Cost of Marketing and Promotion• Comprehensive Exposure • Enhanced Brand Image • Better Customer Relationship Management • Better Measurement and Performance Analysis
Digital Marketing by Manohar Prasad
Incremental Revenues
• Lower cost of sales
• Easily attract new customers through very targeted and measurable marketing efforts
• Global reach is easily possible
• Segmentation and reaching Target Audience is easy and effective
Digital Marketing by Manohar Prasad
Reduced Cost of Marketing
• Digital Marketing basically requires an attractive and user friendly website
• Provides lowest cost of sales
• Enables easy reach to very large audience
• Low cost of acquisition per customer
Digital Marketing by Manohar Prasad
Brand Image and Exposure
• Improving business’s visibility to a very targeted audience for long term relationship
• Build a community around your business to improve its brand value
• Help enhance offerings and delivered value preposition
Digital Marketing by Manohar Prasad
Driving Incremental Revenue
• Various marketing opportunities available
• Advantages of each approach/tactics
• Return on Investment for various approaches
• Focusing in the right direction
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
The Marketing Opportunities
For creating an effective marketing plan, consider various stages on customer interaction in the marketing process.
Conversion
• Website Design
• Content
• UI
• Offerings
Acquisition
• SEO
• SMO
• PPC
• Ads
Retention
• CRM
• Customer Service
• Facilities
Analysis
• Web Analysis
• ROI
• Analytics
Digital Marketing by Manohar Prasad
Site Conversion: The Key to Success
• Perfect and Optimised Website provides better conversion
• Best Investment Scenario: Increasing the conversion ratio of visitors to customers
Conversion
Digital Marketing by Manohar Prasad
Measuring Website Conversion
Conversion
• Regular website conversion and performance
analysis to ensure optimum site performance
• Measuring Visits, Conversions and Persuasion will give an accurate picture of Returns on Marketing Investments
Digital Marketing by Manohar Prasad
Measuring Website Conversion
Conversion
Digital Marketing by Manohar Prasad
Driving Incremental Traffic
New and Incremental Customers
• SEO
• SMO
• PPC
• Banner Ads
• Listings
Existing Customers
• Email Campaign
• Newsletter
• Customer Service
• Offers
Acquisition
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
New and Incremental Customers
Search Engine Optimisation
• Improving Keyword Ranking in Search Results
• Improves the volume and quality of traffic through organic search result listings
• Most important online marketing activity
• Strategic Activity with long term benefits
• SEO can take up to 6 - 12 months to deliver significant results
• SEO is an iterative process requiring careful analysis and modifications
• Ensures high-quality, targeted and incremental traffic
Digital Marketing by Manohar Prasad
New and Incremental Customers
Pay Per Click
• Delivers targeted traffic instantly
• Delivers significant returns and quickly to become an ongoing activity
• PPC campaigns compliment SEO and SMO activities
• Running SEO and PPC ensures best returns
Digital Marketing by Manohar Prasad
New and Incremental Customers
Social Media Marketing
• Most interactive digital marketing tactics
• Creates an everlasting value preposition
• Enhances your brand value
• Develops a community closely associated with your organization and offerings
• Helps audience to communicate in a healthy way across various verticals
• Creates awareness, spread the word , improves participation, keep audience engaged and helps in getting a genuine opinion from target audience
Digital Marketing by Manohar Prasad
Existing Customers
• Never overlook existing customers in the fervour to find new ones
• Manage existing customers effectively
• Improve customer loyalty and value through long term association
• Synchronize your online proposition with your offline environment
• Regular interaction with existing customers will enhance loyalty and reinforce the brand value
Retention
Digital Marketing by Manohar Prasad
Result and Measurement Analysis
• Digital Marketing offers unparalleled ways for result measurement and performance analysis
• Measuring Visits, Conversions and Persuasion will give a better picture on returns on marketing investments
• There are three key areas to measure
Website Conversion Rate
Website Performance
ROI on Marketing Investment
Analysis
Digital Marketing by Manohar Prasad
Result and Measurement Analysis
Site Performance Analysis
Where are customers are coming from?
How long are they staying on the website?
Which keywords are driving them to website?
Which platform is delivering best traffic?
Which activity is giving better results?
Analysis
Digital Marketing by Manohar Prasad
How well defined is your plan?
Digital Marketing by Manohar Prasad
How have you assessed your capabilities?
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Are our customers different now?
11/29/2015 Digital Marketing @ maestro
Digital Marketing by Manohar Prasad11/29/2015 Digital Marketing @ maestro
New Media, Old Habits!
11/29/2015 Digital Marketing @ maestro
Do you have the right resources?
% of marketing headcount who are digital specialists?You: (a) 0-20% (b) 20-40% (c) >40%Research: 1 in 3Ratio:
2 Acquisition: 4 Conversion: 2 Retention:8 IT
Digital Marketing by Manohar Prasad
Do you have the right team structure?
“No perfect way to organise structure. A single team has benefit they’re 100% digital, breathing digital, risk is there is disconnect
with offline world”
Campaign
manager
(Email & DM)
Database
Executive
Customer
Development
Customer
Acqusition
Search
engine
marketing
Partner
marketing
& advertising
Customer
experience
& merchandising
Content
& creative
Web
Sales
Sales or web
Analyst
IT
Director
Finance (& IT)
Director
Buying &
merchandising
Operations
(incl service)
Managing
Director
Sales and
marketing
Director
Example of team structure for small-medium retailerDigital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Resources needed for large digital team!
Digital Marketing by Manohar Prasad
How automated is your optimization? Web analytics (WA)
Purpose: Analyse customer
website behaviour and marketing
outcomes related to referrer
segments
Vendors:Google Analytics,
Omniture,Visual Sciences,
Webtrends
Email Service ProvidersPurpose: ESPs broadcast and
track emails as part of campaigns
or automated contact strategy
Vendors:Email Reaction, Email
Vision, Exact Target Silverpop,
Responsys, Vertical Response
Website experimentationPurpose: AB testing and
multivariate testing of alternative
pages and journeys
Vendors: Google website
Optimizer, Maxymiser,
Offermatica, Omniture and
Optimost
Website personalisationPurpose: Automated and rules-
based recommendations and
merchandising based on referrer,
products browsed and/or
customer data
Vendors: atg, Fredhopper,
Omniture Touch Clarity and
Wunderloop
Ad tracking & optimisationPurpose: Serve display ads and
optimise yield for advertisers and
publishers. Also track other
media channels such as affiliate
and search to understand
customer journeys
Vendors: Atlas, Doubleclick Dart
plus WA vendors
Behavioural ad targetingPurpose: Serves relevant ads
based on content consumed and
audience profile. Also re-
targeting of ad viewers potentially
on advertisers site.
Vendors: Advertising.com, Blue
Lithium, Revenue Sciences,
Tacoda
Enterprise analyticsPurpose: Provide analysis tools
for creating dashboards and in-
depth analysis
Vendors: Business Objects and
Cognos plus WA vendors e.g.
Omniture Discover
Paid search optimisationPurpose: Serves relevant ads
based on content consumed and
audience profile. Also re-
targeting of ad viewers potentially
on advertisers site.
Vendors: Atlas Search, Efficient
Frontier, Google conversion
optimizer, Search Works
Marketing OptimisationPurpose: A hub to manage and
automate performance
improvements across customer
contacts of acquisition,
conversion and retention. Provide
integration with E-CRM systems
Vendors: Omniture, Web
Trends, Visual Sciences.
Digital Marketing by Manohar Prasad
How refined is your SEM capability?
Digital Marketing by Manohar Prasad
Analytics capability maturity
Digital Marketing by Manohar Prasad
How refined is your site conversion optimization ?
Digital Marketing by Manohar Prasad
How refined is your email marketing capability?
Digital Marketing by Manohar Prasad
Why Use Digital Marketing?
Digital Marketing by Manohar Prasad
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Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
•Digital marketing methodology is designed to drive company’s online success.
•We start by understanding what winning means to your business and where your current challenges lie.
•Our approach is customized to bring together the power of Search Engine Optimization (SEO), Pay Per Click (PPC) advertising, and Social Media Marketing (SMM) to create remarkable, results-driven marketing programs.
Conclusion !
Digital Marketing by Manohar Prasad
Thank You !
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