Digital Marketing Overview

What is digital marketing?

“Digital marketing” is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties.

Digital Marketing OverviewIntroduction

Plain English: Getting found online

What is Digital Marketing?

Digital marketing is marketing that makes use of electronic devices such as computers, tablets, smartphones, cellphones, digital billboards, and game consoles to engage with consumers and other business partners. Internet Marketing is a major component of digital marketing.

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. Internet Marketing is a major component of digital marketing.

Digital Marketing OverviewWhy 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

Meeting attendants Business contacts General information (maybe about you…) New employees Available jobs Etc.

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 for themselves on the web.

The web is crowded with information. If you have a website, can these people reach you that are searching the web for answers?

Digital Marketing OverviewWhy are people going online?

Over traditional marketing *

Puts the consumer in controlProvides convenienceIncreases satisfactionDrives brand loyaltyReduces the selling cycleReduces the cost of salesBuilds your brandProvides targeted resultsIt is measurable *Cost effective *

Digital Marketing Overview Benefits of digital marketing

One way to make sure you are found on the web is with an optimized digital marketing strategy. Most digital marketing strategies and campaigns have following 5 objectives.

Reaching the right audienceTo engage with your audienceTo motivate your audience to take actionEfficient spending on your campaignReturn on investment (ROI)

Digital marketing goal

Digital marketing is about generating sales and/or capturing leads from customers that are searching on the Internet for answers.

Digital Marketing OverviewDigital marketing objectives

PermissionPermission

ParticipationParticipation

ProfileProfile

PersonalizationPersonalization• collect data, quizes, games

• drop by drop• build participant

insights • link to physical channels

4 P’s of digimarketing4 P’s of digimarketing

TYPES OF DIGITAL MARKETINGTYPES OF DIGITAL MARKETING• 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

CONTD…CONTD…

• 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.

Benefits of Benefits of digital marketing –The 5S’s 5Ssmarketing – The 5Ss

Table 1.2 The 5 Ss of Internet marketingSource: Chaffey and Smith, 2008

OPPORTUNITIES OF DIGITAL MARKETING

• Incremental Revenues

• Reduced Cost of Marketing and Promotion

• Comprehensive Exposure

• Enhanced Brand Image

• Better Customer Relationship Management

• Better Measurement and Performance Analysis

Key components

Website design (user experience)Search engine optimization (SEO) *Pay per click (PPC) *Social media marketing (SMM) *Email marketingDisplay advertising (banner ads)Affiliate marketingContent marketing

Digital Marketing OverviewRecent trends in digital marketing

What Is SEO / Search Engine Optimization? All major search engines such as Google, Bing and Yahoo have primary search results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment isn't involved, as it is with paid search ads.

Website design is the act of designing and creating websites, and it is quickly becoming a modern art form. The design of a website can often be the deciding factor of whether or not visitors leave or stay.

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Pay per click (PPC), also called cost per click, is an internet advertising model used to direct traffic to websites, in which advertiserspay the publisher (typically a website owner) when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.”

Social media marketing refers to the process of gaining traffic or attention through social media sites. Social media itself is a catch-all term for sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share short messages or “updates” with others.

In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.

Display advertising is a type of advertising that is located on websites. It is represented by a wide range of different formats and contains items such as text, images, flash, video, and audio.

Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

DIGITAL MARKETING MIX

A good product, of course, is the cornerstone of all successful marketing, but it’s particularly crucial in the digital arena. A product that delivers tangible benefits and fills a real need in the marketplace – something that leaves the customer with a genuine perception of value – gives marketers the scope they need to do their job effectively.

Firstly there are clear online facts about the product you are purchasing. The buyer knows immediately about product features, the facts, not a sales persons assumptions.

www.flipcart.co.offers clear information on products and their specification, consumers know what they get if not there is a customer service number where they can find out more

E-product strategies

E-PRICE STRATEGIES

The internet has made pricing very competitive. Many costs i.e. store costs, staff cost have disappeared for complete online stores, placing price pressures on traditional retailers

The internet gives consumers the power to shop around for the best deal at a click of a button. Website such www.Amazon.com compare products from different websites informing consumers of where the best deal is. Such easy access to information helps to maintain prices within the online world.

One of the biggest changes to the marketing mix is online purchasing. Consumers can purchase direct from manufacturers cutting out retailers totally. The challenge for online retailers is to ensure that the product is delivered to the consumer within a reasonable time. Location is important within our place strategy. Online location can refer to where links are placed on other websites.

Placing a link on www.google.com home page would generate high consumer traffic for you. Knowing your customer and knowing where they visit should help you understand where to place your online links and advertisements.Eg-Through a computer, a mobile device, IPTV

E-place strategies

Promoting products and service online is concerned with a Promoting products and service online is concerned with a number of issues. number of issues.

**Having a domain name.(Website)*Banner promotions*Web public relations (WPR)*E-leaflets*Pay-per-click search advertising (PPC)*Search engine optimization (SEO)*Affiliate marketing and strategic partnerships*E-mail marketing**Customer relationship management The e-marketing mix must work together and support each The e-marketing mix must work together and support each other if the company is to have a successful online marketing other if the company is to have a successful online marketing strategy.strategy.

E-promotion strategies

The 7 C’s of Digital Marketing

The 7 C’s of Digital Marketing

Even though the format still

runs like clockwork for

advertisers, the future of

advertising is not more display

advertising, it is utilizing the

mechanics and dynamics of

the online conversation in

order to create buzz, attention

and interest in arenas where

we are not interrupting

conversations, but igniting them

The 7 C’s of Digital Marketing

ATTENTION IS…

a.becoming increasingly expensive

b.becoming increasinglydifficult to hold…SO THE TRICK IS TO

DELIVER VALUE THROUGH MARKETING BY MAKING PEOPLE’S LIVES EASIER

The 7 C’s of Digital Marketing

The ability to create tailored marketing messages or products for individual customers or a group of similar customers, yet retain the economies of scale and the capacity of mass marketing or production.

The 7 C’s of Digital Marketing

The 7 C’s of Digital Marketing

Products are just things and have no intrinsic value. It is only when they are introduced into a situation (or context) of importance to the customer that they become valuable.

It is the context surrounding the product that is important, and it’s in these situations that companies are real experts at adding great value.

The 7 C’s of Digital Marketing

Online Search & Display Ads

Social Media

New media & Widgets

Hub

Twitter, Blackberry/mobile compatible site

LinkedIn, Facebook, Ning, You Tube, Slideshare

Email Marketing

The 7 C’s of Digital Marketing- Convergence

Digital marketing technologies

6

Interactive Websites

SmartLadders

Integrated Marketing

Web Applications

Mobile Apps

Interactive Websites

Interactive Websites

8SmartLadders

Dynamicwebsites

E-commercewebsites

Productand catalogue

websites

Servicesand consulting

websites

Blogsand online

forums

Businessdirectorywebsites

Staticwebsites

Integrated Marketing

10SmartLadders

IntegratedMarketing

Searchengine

optimizationE-mail

marketing

Searchengine

marketing

PPCcampaigns

Newslettermarketing

Affiliatemarketing

Social mediaoptimization

Mobile Apps Development

10SmartLadders

Mobile AppsDevelopment

Android App

Windows App

Blackberry App

Java App

iPad Apps

Web or hybrid apps

WebDevelopment

Web Applications

7

SQL program-

ming

ContentManagement

Systems

ManagementSystems

Customi-zation

CRMSolutions and

Customi-zation

SmartLadders