Digital Marketing Digital marketing is marketing that makes use of electronic devices such as personal computers, smartphones, cellphones, tablets and game consoles to engage with stakeholders.personal computers smartphonescellphonestabletsgame consoles Digital marketing applies technologies or platforms such as websites, , apps (classic and mobile) and social networks. Social Media Marketing is a component of digital marketing.social networksSocial Media Marketing Many organizations use a combination of traditional and digital marketing channels.

Why digital marketing? 1 billion internet users in 30 aspiring countries-half of the global tally of internet users 120 million Internet users in India: the third largest user base in the world Across seven aspiring countries the average number of Internet users for every 100 people is 34 compared to 10 in India

Why digital marketing? The average number of fixed broadband subscribers for every 100 people across the seven aspiring countries is 7 compared to 1 in India 1.9% average contribution of the Internet to GDP across all aspiring countries, versus 3.4 % in developed countries 1.6% contribution of the Internet to India’s GDP, amounting $30 billion

Impact of internet on India India’s base of about 120 million Internet users is currently the third-largest in the world. India is likely to have the second-largest user base in the world, and the largest in terms of incremental growth, with 330 million to 370 million Internet users in 2015 India has the potential to double its economic contribution from the Internet in the next three years, from 1.6 percent of GDP at present to 2.8 to 3.3 percent by 2015.

Consumer Buying Cycle AwarenessInterestDesireAction

Extended consumer Buying Cycle – 7 stage pathway What does it do for me Is it for me ? Which one ? This oneThis is just what I wanted They care about me These are great. You should get one

Marketing Strategy – Yester Years

Marketing Strategy Of Yesteryears News paper Radio Directories Flyers TV

Traditional planning around the consumer buying Cycle Awareness involveme nt Active considera tion Purchase (conversio n) Consumpt ion Relationship building Advocacy Television Press advertorials Directories POS coupons After sales program Loyalty Program

Traditional marketing Outbound Marketing – One way communication – Customers are sought out – No added value – Repetitive and boring Result : 86% people skip Television Ads 44% of direct mail never opened

Need of the hour In bound Marketing – Two way communication – Customer seeks you out – Added Value – education entertainment

Opportunity Growth rate of digital media – 30% Growth rate of traditional industries – 5-10% Internet penetration in India – 15-16% ( 200 million by Oct 2013) In absolute number this coverage is 10 times the population of Australia Internet penetration is expected to be around 243 million by mid 2014 Mobile internet users in India – 110 million Mobile internet users in Rural India – 25 million Facebook users in India – more than 82 million source IAMAI and IMRB reports

Definition of DM Use of Digital Channel to promote or Market Products and services

Integrated planning with new media Awareness involveme nt Active considera tion Purchase (conversio n) Consumpt ion Relationship building Advocacy Television Press advertorials Directories POS coupons After sales program Loyalty Program Online Banners / Video Marketing Search Engine Optimisation/ Search Engine MarketingSocial Media – FB, twitter

Traditional Vs Digital Marketing Traditional Broad Cast – Push outbound forms of Communication Message driven- by brand, features, benefits etc Didactic- tells explain, elaborate, instruct Constrained – marketing content should fit in with program schedules, print schedules, geographic boundaries etc Calendar and budget bound- fixed start – end points Power – Power and influence with traditional media is retained by the media owner and advertiser Digital Interactive – Push and Pull approach- interactive engagement, focused approach to customers Consumer – driven : DM is in terms of consumers interest and preference Listening – two way communication- listen engages and shares Unconstrained from schedules and geographic limitations Open ended – launch, review, adjust and relaunch Power – In DM control and influence is with the customer

Traditional Vs Digital Marketing Traditional MarketingDigital Marketing BroadcastInteractive Message DrivenConsumer Driven DidacticListening ConstrainedUnconstrained Calendar and budget boundOpen ended Power retained by Media ownerPower with consumer

Digital Channels DM tools refers to the application of relevant digital channel to achieve the marketing goals The primary channels are – Search Optimisation – Search Marketing – Marketing – Digital Display advertising – Social Media Marketing – Mobile Marketing – Analytics

Search Engine Optimisation SEO means optimising your website so that it is found on search engines The website should be aligned with the search phrases of the audience to get high ranking in the organic listing of search engine results SEO is an ongoing dynamic process with goals action, review and iteration

SEO SEM SEO

Search Engine Marketing SEM refers to paid advertising to achieve search placements – Pay per click

marketing marketing is advertising the service through to the customers marketing consists of following steps – Data collection – creation of subscribers list including the numbers – Design – creation of an campaign including the lay out, structure, design, content etc – Delivery – refers to the mechanism used for marketing. – Reporting – tracking and analysis of the recipients'’ interaction with the s.

Digital display Marketing Digital display marketing refers to advertising by placing the graphically rich advertisement on selected websites

Mobile marketing Mobile marketing refers to applying a range of digital marketing activities through mobile devices You can connect with the customers irrespective of their location Mobile provides a means of convergence. Functionalities such as SMS, camera, music, phone browser, GPS, , office applications, social media and gaming, all come together in one device

Social media marketing SMM refers to engagement with your target audience through social network. One can build relationship with the customers using social media and also able to get feed back on the expectation of the customers The evolution of online interaction and web places the User Centre stage and increasingly n control Eg: Facebook, Twitter

Video-Kolaveri D Kolaveri Di

Analytics Analytics refers to measuring and monitoring customer activities on any of the digital marketing campaigns. Gives key insights into the volume and type of actions that customer carry out online Ex: Google analytics

Guidelines One should be aware of the laws regarding privacy, data protection, copy right and accessibility with regard to DM Some of the common electronic privacy characteristics are – Option to opt out at data collection point – Subscriber should be informed about the purpose of information collection – only about a similar product – Option to opt out on every – Opt In only valid for 12 months