Intro.pdf

Marketing in the Digital era Digital Marketing 1 About Me Laxminarayanan G 2  To connect with me for any...

Marketing in the Digital era Digital Marketing 1 About Me Laxminarayanan G 2  To connect with me for any queries during this course LinkedIn Profile 3 What we plan to cover in this course? Online Customer Introduction to The World of Google Ads and and Content Digital Marketing Search Engines Tools to help you Marketing Connecting the Social Media Social Media Influencer and dots – Digital Strategy Campaigns Viral Marketing Marketing Strategy 4  Pedagogy Theory + Class Discussion Activities based Exposure to tools Strategy driven Loads of online material for you to learn more (beyond text books and classrooms) 5 Introduction to Digital Digital Marketing Marketing 7  We live in SMAC Era Everything has moved online! 8 Socialnomics 9  “Digital” + “Marketing” 18 19  Class Discussion Can you identify How Digital fits in across these steps in the Marketing planning process? 20 21  Evolution of Web Digital Marketing 22 Web 1.0 – Static Web Between 1993 and 1996, web gained commercial recognition and every organization started establishing presence on the World Wide Web. Companies started to have a ‘face’ on the web and used web to share data, news and information with its many stakeholders. 23  Web 2.0 – Collaborative Web Collaborative version of the internet, coined by Tim O’ Reilley in 2005 Collection of open-source, interactive and user controlled online applications expanding the experiences, knowledge and market power of the users as participants in business and social processes Personal Directories CMS (Wikis) websites (Blogs) (Tagging) 24 Blogs Online YouTube Communities The Advent of Web Web 2.0 Podcasts 2.0 Wikis Facebook Twitter Pages 25  Semantic/Sentient web Provides common framework that Web 3.0 allows data to be shared and reused across applications, enterprises and community boundaries 26 To Summarize 27  To Summarize 28 WEB 1.0 WEB 2.0 WEB 3.0 Mostly Read-Only Wildly Read-Write Portable and Personal Company Focus Community Focus Individual Focus Home Pages Blogs / Wikis Live-streams / Waves Owning Content Sharing Content Consolidating Content Web Forms Web Applications Smart Applications Directories Tagging User Behaviour Page Views Cost Per Click User Engagement Banner Advertising Interactive Advertising Behavioural Advertising Britannica Online Wikipedia The Semantic Web HTML/Portals XML / RSS RDF / RDFS / OWL Differences 29  Evolution of Marketing 30 Evolution of Marketing 2010 - Present Social/Mobile Marketing Era 1990-2010 Relationship Marketing Era 1960-1970 Marketing Company Era Marketing 1940-1960 Department Era 1920-1940 Sales Era Marketing evolution towards more & more 1860-1920 Production Era customer orientation 18th Century Simple Trade Era 31  Evolution of Marketing 32 33 34 Evolution of Marketing – Traditional to Digital 35 36 37  Traditional Marketing Traditional marketing is a type of marketing that is hard to ignore and includes the traditional ads we encounter daily. Many of the common and most tried offline marketing tactics come under the following five major categories: Print (magazines, newspapers, etc.) Broadcast (TV, radio, etc.) Direct Mail (catalogues, postcards, etc.) Telephone (telemarketing, sms marketing, etc.) Outdoor (billboards, fliers, etc.) 38 39  How Traditional and Digital Media Differ The best digital strategies integrate with, and complement, the messages sent through traditional media and channels to form a unified experience. Traditional Media Digital Media A campaign is generally a Message A campaign is a Conversation Marketers control message length Visitors use exact search terms Data is collected long afterwards Campaigns tweaked instantly with immediate feedback Costs are relatively high Costs are relatively low 13 40 41 42 Why choose Digital Marketing? 43  Traditional marketing doesn’t allow direct interaction with customers, whereas digital #1: Higher marketing offers a higher level of engagement and interaction. Level of Whether it is through social media comments or email messages, your target audience is Customer instantly connected with you through various digital marketing channels. Engagement Digital marketing lets you do that as you can engage with customers and solve their issues/problems without wasting time. 44 #1: Higher Level of Customer Engagement 45  When you give away brochures, distribute fliers or advertise in magazines, you don’t know how far your marketing is going to be successful. You may be headed in #2: Ease of the wrong direction, but there’s no way to tell. Unlike traditional marketing, digital marketing lets you Measuring measure results. It allows you to play a clear-sighted marketing game, rather than a blind one. You have access to a ton a information about your Results prospects and customers to help you understand where you are going. Right from how many people are visiting/leaving your website to what percentage of them are converting. Imagine the level of tweaking/testing you can do with digital marketing, which is literally absent in traditional marketing. 46 Analytics – All data in one place! Good or bad? 47  Traditional marketing is limited in many ways, but one of the biggest restriction that comes with it is the inability to go beyond a regional or local audience. #3: Bigger Your business may not be geographically-bound, so why limit your reach? Audience Using digital marketing, you can create a highly customized campaign and widen your reach to different cities or even Range different countries. So say goodbye to the blanket approach that traditional marketing takes and say hello to digital marketing that lets you alter your campaign based on how far you want to go. 48 When it comes to spending money on marketing, your return on investment decides whether your campaign was successful or not. #4: Less Expensive & There’s no surprise that digital marketing fetches you a better ROI because it’s cheaper than More traditional marketing/advertising in more than one way. Effective Digital marketing allows you to spend less while gaining more. For many businesses, it’s a no brainer. 49 50 Digital Channels Ways of reaching customer 51 52 Digital Marketing Channels 53  What is Digital Marketing? Digital Marketing Email Search Social Network Mobile Affiliate Marketing Marketing Marketing Marketing Marketing Search Engine Social Media Optimization Optimization Search Engine Social Media Marketing Marketing 54 Heard of ROPO? ROPO models highlight consumer behaviour in the consumer phone market 55  ROPO ROPO (‘Research Online Purchase Offline’) is a term coined to describe research published by Google (2010). This study reviewed the role of the Internet in the decision process for mobile and broadband contracts involving the Vodafone website and stores in Germany based on a panel of 16,000 web users and questionnaires about their intent and purchase. The matrix presented is a good framework for evaluating and summarizing multichannel behavior since it also shows the situation where research is offline and purchase occurs online. This behavior is particularly common where products such as in this case, handsets, where consumers want to evaluate their purchase online. 56 Types of Media 57  Paid media These are bought media where there is investment to pay for visitors, reach or conversions through search, display ad networks or affiliate marketing. Offline, traditional media like print and TV advertising and direct mail remain important, accounting for the majority of paid media spend. 58 Owned media This is media owned by the brand. Online this includes a company’s own websites, blogs, email list, mobile apps or their social presence on Facebook, LinkedIn or Twitter. Offline owned media may include brochures or retail stores. It’s useful to think of a company’s own presence as media in the sense that they are an alternative investment to other media, and they offer opportunities to promote products using similar ad or editorial formats to other media. It emphasizes the need for all organizations to become multichannel publishers. 59  Earned media Traditionally, earned media has been the name given to publicity generated through PR invested in targeting influencers to increase awareness about a brand. Now earned media also includes word-of-mouth that can be stimulated through viral and social media marketing, and conversations in social networks, blogs and other communities. It’s useful to think of earned media as the sharing of engaging content developed through different types of partners such as publishers, bloggers and other influencers including customer advocates. Another way of thinking about earned media is as different forms of conversations between consumers and businesses occurring both online and offline. 60 Digital Marketing of IPL Choose an IPL team of your choice Research and find out how your favourite IPL team uses Digital Platforms 61 62 Digital Marketing Radar 63 64 Email Marketing Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send advertisements, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Marketing emails can be sent to a purchased lead list or a current customer database. 65 66 Search Marketing Search Marketing is a tactic used to gain online presence and traffic via paid and unpaid strategies on search engines such as Google, Bing, and Yahoo. 67  Search Marketing Search Marketing is divided into two main categories: SEO (Search Engine Optimization): Gaining search engine listings via unpaid tactics. SEM (Search Engine Marketing): PPC (Pay-per-click or paid advertising); Gaining search engine listings via paid tactics. 68 69  Social Network Marketing Social network marketing is a way for businesses to interact with their target markets over the internet via various social media platforms such as Facebook, Pinterest, Twitter, and Instagram (to name just a few) Source: https://www.thebalancesmb.com 70 71  Mobile marketing is a multi- channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps. Source: https://www.marketo.com 72 73  Affiliate Marketing Put another way, affiliate marketing connects a business that has a product to sell with a marketer who can sell it. Affiliate marketing is performance based. Advertisers only pay when affiliates deliver a specified customer action. In the ecommerce context, this action is typically an online purchase, which makes affiliate marketing very cost effective. Source: www.practicalecommerce.com 74 How Affiliate Marketing Works? 75 76