2. Consumer Buying Cycle
Awareness
Interest
Desire
Action

3. 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

4. Marketing Strategy – Yester Years

5. Marketing Strategy Of Yesteryears
News
paper
Radio
Directories
Flyers TV

6. 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

7. 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

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

9. 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

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

11. 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

12. 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

13. 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

14. 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 Maketing
Analytics

15. 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

16. SEO
SEM
SEO

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

18. marketing
marketing is advertising the service through to the customers
marketing consists of following steps
Data collection – creation of subcribers 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 .

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

20. 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

22. 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

23. 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

24. 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
only about a similar product
Option to opt out on every
Opt In only valid for 12 months

25. Group Discussion
Relevance and scope of digital marketing in India Post