DIGITAL MARKETING

OBJECTIVEThe main objective of this presentation is to understand the concept of digital marketing along with understanding the scope of digital marketing and how it integrates with overall business and marketing strategy

The study has been structured along the following lines: Introduction

Overview

Major Channels and Players

Marketing Strategy

DIGITAL MARKETING – An Introduction

OVERVIEW‘Digital marketing is marketing that makes use of electronic devices such as

computers, tablets, smart phones, cell phones, digital billboards, and game consoles to engage with consumers and other business partners’ - Wikipedia

Leveraged traditional marketing areas such as direct marketing by providing the same method of communicating with an audience but in digital fashion

Leveraged traditional marketing areas such as direct marketing by providing the same method of communicating with an audience but in digital fashion

Promoting products and services using digital distribution and social media channels to reach consumers in timely, relevant, personal and cost effective manner

Promoting products and services using digital distribution and social media channels to reach consumers in timely, relevant, personal and cost effective manner

Delivered via internet, mobile text messaging, display/banners ads and digital outdoor signage Delivered via internet, mobile text messaging, display/banners ads and digital outdoor signage

Digital Marketing

WHY USE DIGITAL MARKETING ….(1/2)

• Increase website traffic

• Increase brand recognition

• Improve search engine rankings

• Generate leads

• Increase online sales conversions

• Improve Internal communications

WHY USE DIGITAL MARKETING ….(2/2)

DIGITAL MARKETING- PUSH AND PULL CONCEPT

• Digital Marketing is a combination of Push and Pull Internet technologies used to execute marketing campaigns.

• Digital marketing provides for immediate reporting and feedback while using the internet to both Push and Pull marketing content

PushDigital

Marketing PullTexting on Mobile, and

Voice Broadcast are used to push a message

Banner ads and Pay Per Click (PPC) searches

Pull viewers

DIGITAL MARKETING- ASSOCIATED COSTS

IMPORTANT DIGITAL MARKETING CHANNELS

iPhone Apps Proprietary Website

Facebook Linkedin

WordPress MediaWiki

Campaign-Focused Marketing Pages

MAJOR VENDORS BY KEY PROCESS

HOW IT DIFFERS FROM TRADITIONAL MARKETING

Traditional Digital

Uses established market research (focus group and samplings)

Business models and demographics are fluid

A campaign is generally a Message A campaign is generally a Conversation

Campaigns not optimised immediately Sponsored searches has +-70 clicks to entice click through

Marketers controls message lengths Visitors uses exact search items

Data is collected long afterwards Campaign tweaked instantly with immediate feedback

Costs are relatively high Costs are relatively low

Digital Marketing - Strategy

DIGITAL MARKETING - STRATEGY

• Clarify and finalize Campaign objectives

• Define the target audience(s)

• Identify the online and Mobile channels available and appropriate

• Develop a strategy with unique tactics for each digital asset

• Maximise SEO and Audit Page Tags to maximize the number of viewers

• Define success through industry specific and relevant metrics

• Know the landscape and benchmark results against competitors

STRATEGY - A RATIONALIZATION

DIGITAL MARKETING- FOUR BROAD PHASES

“Strategy is an important step across every phase of a campaign. Phases are not always sequential and may

be iterative as content is tweaked. “

• Scoping

• Plan on how content stays current and accurate

• Develop appropriate technology or solutions

• Integrate online digital data

IMPLEMENT

BENCHMARKS

OPTIMIZE

• Define key performance indicators

• Customize visitors Engagement Measurements by Industry

• Facilitate reporting and Distribution of data & Analytics

• Use behavioural targeting of potential viewers

• Analyse Digital Campaign to remain relevant & engaging

• Convert website visitors into customers more quickly and at a relatively lower costs

THANK YOU !!!