DIGITAL BRANDING Scope , Challenges and Needs

ABOUT DIGITAL BRANDING? Digital marketing in a nutshell is promoting Brands using the Internet, Mobile and other Interactive channels. Internet marketing is relatively inexpensive when compared to the ratio of cost against the reach of the target audience. Companies can reach a wide audience for a small fraction of traditional advertising budgets. Digital marketing is the use of internet-connected devices such as computers, smart phones and games consoles to engage consumers with online advertising. As technology develops, more devices are able to browse the internet, increasing the scope of digital marketing Digital Marketing is the practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner. 6/19/2018 SUBHANKAR DAS, FACULTY INURTURE-TMU

DIGITAL MARKETING IN INDIA According to PepsiCo. Digital marketing innovation and a strong, direct relationship with consumers is key to successful brand building and sales force in India 40 million internet users in India or 3% of India’s population represent around 55% of household buying budgets. However, compared to the $100 million (Rs 400 crore) of digital marketing spend in India, print and TV ad spends are way higher at Rs 17,000 crores, which is 40 times that of digital ad spends. 6/19/2018 SUBHANKAR DAS, FACULTY INURTURE-TMU

SUBHANKAR DAS, FACULTY INURTURE-TMU 6/19/2018 SUBHANKAR DAS, FACULTY INURTURE-TMU

SUBHANKAR DAS, FACULTY INURTURE-TMU 6/19/2018 SUBHANKAR DAS, FACULTY INURTURE-TMU

SUBHANKAR DAS, FACULTY INURTURE-TMU 6/19/2018 SUBHANKAR DAS, FACULTY INURTURE-TMU

SUBHANKAR DAS, FACULTY INURTURE-TMU 6/19/2018 SUBHANKAR DAS, FACULTY INURTURE-TMU

SUBHANKAR DAS, FACULTY INURTURE-TMU 6/19/2018 SUBHANKAR DAS, FACULTY INURTURE-TMU

SUBHANKAR DAS, FACULTY INURTURE-TMU NEEDS FOR DIGITALITY It is not only a rapidly growing force in the current marketing playing field, it is set to be the future of marketing, and it seems likely that digital media will soon replace more traditional forms altogether. While older generations will no doubt lament the demise of paper-based newspapers, books, communication methods and traditional TV and radio broadcasts, those who have grown up with the internet and mobile phones as a God-given right are already embracing the brave new world of digital consumption. The facts are that digital methods of communication and marketing are faster, more versatile, practical and streamlined, so it is perhaps unsurprising that once the technology became available we began quickly moving into the digital age. The good news is that digital offers just as much potential to marketers as it does to consumers. 6/19/2018 SUBHANKAR DAS, FACULTY INURTURE-TMU

SCOPE OF DIGITAL MARKETING Marketing is a crucial factor in every business. Billboards on the side of the road, radio announcements, commercials, and advertisements in the mail bombard customers whether they care for it or not. The Internet is the only place where people can choose to search for the businesses they want at their own leisure and on their terms. This is just one of the reasons why digital marketing is perhaps one of the most successful forms of advertising. Digital technologies have a significant impact across all areas of business, regardless of the size, industry or scope of the business. This provides a framework for developing a comprehensive digital strategy and talks through the process of producing a strategy that will make a significant difference to your business. 6/19/2018 SUBHANKAR DAS, FACULTY INURTURE-TMU

SUBHANKAR DAS, FACULTY INURTURE-TMU 6/19/2018 SUBHANKAR DAS, FACULTY INURTURE-TMU

10 HEADS OR 10LEGS OF DIGITAL BRANDING You’re directionless. You won’t know your online market share. Existing and start-up competitors will gain market share. You don’t have a powerful online value proposition. You don’t know your online customers well enough. You’re not integrated (“disintegrated”) Digital doesn’t have enough people/budget given its importance. You’re wasting money and time through duplication. You’re not agile enough to catch up or stay ahead. You’re not optimizing. 6/19/2018 SUBHANKAR DAS, FACULTY INURTURE-TMU