Consumer Buying Cycle Awareness Interest Desire Action

Extended consumer Buying Cycle – 7 stage pathway What does it do for me Is it for me ? Which one ? This one This 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 involvement Active consideration Purchase (conversion) Consumption Relationship building Advocacy Directories Television Press POS advertorials coupons After sales program Loyalty Program

Traditional marketing Outbound Marketig One way commmunication 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 entertaintment

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

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

Integrated planning with new media Awareness involvement Active consideration Purchase (conversion) Consumption Relationship building Advocacy Directories Television Press POS advertorials coupons After sales program Online Banners / Video Marketing Loyalty Program Search Engine Optimisation/ Search Engine Marketing Social Media – FB , twitter

Traditional Vs Digital Marketing 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 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 Marketing Digital Marketing Broadcast Interactive Message Driven Consumer Driven Didactic Listening Constrained Unconstrained Calendar and budget bound Open ended Power retained by Media owner Power 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 Email Marketing Digital Display advertising Social Media Marketing Mobile Maketing 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

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

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 , email , office applications , social media and gaming , all come together in one device

Social media marketing SMM refers to engagement with your target audience throgh 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 nline interaction and web places the user centre stage and increasingly n control

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 analyticG

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 thepurpose of information collection Email only about a similar product Option to opt out on every email Opt In only valid for 12 months

Group Discussion Relevance and scope of digital marketing in India Post