1. Evolution, Need, Role and Relevance
Digital Marketing
Evolution, Need, Role and Relevance

2. Topics Emergence and evolution of digital marketing
The need and relevance of digital marketing
Advantages and pitfalls of digital marketing

3. Evolution of Internet
Evolved from the ‘highway’ of telegraphy and telephony to the ‘super highway’ of internet (a game of bandwidth)
Technically, it represents ‘transmission of digital packet- based information over a network of (powerful) computers’
Driven by the need for ‘instant communication’ - the need to ‘stay connected’ conveniently

4. Important Milestones 1969 Originated as ARPANET 1971
Connection of two computers between University of California and Stanford Research Institute
1971
as the 1st net application
Advent of symbol in the ids
1974
Coining of the term ‘Internet’
By US computer scientist Vinton Cerf (referred to as the ‘father of the internet’) – 46 interconnected institutes by now
1983
System of domain names came in
.com, later followed by .org, .net,……
1989
Concept of www by Tim Berners-Lee
World Wide Web - the idea of linking documents stored on different computers across the now rapidly growing internet
1991
The 1st web page went online
Beginning of the world of web browsers, web servers and websites as we know them today
1990’s
Text & Graphic websites mushroomed
1998
Launch of Google Search
Internet advertising bloomed
Google AdWords, AdSense and Ad Networks start emerging
Early 2000’s
Broadband internet begins
High-speed 24*7 connectivity and audio-visual content
2004-5
Social Media & Videos emerge
Facebook and Youtube launched
Today
Audio-visual and Mobile driven
World of videos, apps, sharing, social media,………
Near Future
AI/AR and Touch & Gesture driven
Eventually
One ‘converged’ interactive digital medium across multiple digital devices

5. Impact of Internet on Marketing
More integrated and interconnected markets
Triggering a more on-the-move and digital lifestyle driven consumption world
From communication led to interactivity and engagement led marketing
The ‘individualized’ mass medium of marketing
Communication + MarComm + Marketplace

6. Evolution of Digital Marketing
First glimpses around 1995 (20,000+ active websites). In India,
Modern ‘digital marketing’ avtaar in with emergence of Google
TV took 22 years to reach 50 mn households, internet took just 5
Early popular digital brands - Yahoo, Hotmail, AOL, Google, Amazon, eBay,….
Dot Com ‘boom’ in late 1990’s, followed by ‘bust’ from late

7. Evolution of Digital Marketing
Has evolved from only a ‘marketing communication’ medium to a ‘marketing communication’ cum ‘consumer engagement’ (CRM/CEM) medium as well as a ‘marketplace’.
Communication + Direct Marketing + Retailing

8. Evolution of Digital Marketing
Content Marketing
Websites, Portals, Vortals
Search Marketing
SEO +
SEM (AdWords, AdSense)
Display Ads
Ad Networks
Ad Marketing +
Affiliate Marketing
Links
Engagement Marketing
Social media, Videos,….
Product Marketing
e-Commerce +
Information Communication Engagement Buying

9. Technology Power - Cost Theory
Growth Drivers
ing
Search Engines
Broadband
Games, Videos
Mobile tech integration
E-commerce
Social Media
Internet usage
Technology cost
Technology Power - Cost Theory
Network Theory

10. Digital Marketing - Role and Relevance
The ‘medium of choice’ of the new generations  'The’ medium for building tomorrow’s brands
The ‘individualized mass marketing medium’ and the mass marketplace of tomorrow
Making marketing a more ‘micro’ level game rather than a ‘macro’ level one (also making it more measurable)
Making marketing more ‘engagement’ driven (interactive) rather than ‘communication’ driven (passive)

11. A Marketing Medium-cum-Marketplace
Communicate
Share - Promote
Interact
Engage
Search - Shop
Transact (buy-sell)
Re-engage (feedback/remind/build loyalty)

12. Key Advantages
It is the only medium with the ability to inform, interact, engage, persuade, convert and re-engage with consumers – a truly end-to-end marketing medium (enabling both ‘pull’ and ‘push’).
Has lowered the ‘cost of entry’ of marketing noticeably.
Provides a technology-enabled platform to undertake marketing in a more automated, individualized, faster, direct and interactive/engaging manner.

13. Key Challenges Brand building ability (especially for offline brands)
Authenticity of content
Ability to (damage) control
Short life cycles – rapidly changing technologies
Profitability

14. Pitfalls of Digital Marketing…
Too much focus on ‘lead generation’ – used more as a tool of direct marketing/selling rather than marketing
Lack of brand building initiatives, especially in communication – product pushing more than consumer pulling
Still viewed and used as a ‘text’ medium rather than an ‘a-v’ medium – lacks larger than life impact/punch as of now

15. Difference from Conventional Marketing
More technical and complicated
More measured and rational
More direct and conversion driven
It is like playing T20 vis-a-vis Test Cricket!