Transcript Digital Marketing An introduction

Digital Marketing
What is Digital Marketing?
Applying digital technologies which
create online communication
channels to market
What is Digital Marketing?
Web
Email
Databases
Mobile / wireless
Digital TV
Blogs
Feeds
Video / Podcasts
Social Networking
Digital Marketing
For a business, the sole purpose is to increase
sales and profitability
One of the greatest example in
recent times is
A
B
Paper &
Pen
Communication
Brand
Power
Face to
Face
Brand Power
Brand Power
Paper &
Pen
Digital Marketing
Communication
Brand
Power
Face to
Face
Marketing has changed.........
for good!
Benefits of Digital Marketing
PROVIDES NEW CHANNELS OF
COMMUNICATION
(CREATE A DIALOGUE)
What is it? From this....
Digital Eco System
Social Media
Quiz
Can you ignore power of Facebook, YouTube /
Vimeo and Twitter? Do you think
organizations have
separate marketing budgets for the same?
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Other Benefits of Digital
Marketing
Cost Effective
Fast
Flexible
National and International
Retain Customer Loyalty
Direct, there does not have to be a
connection to third parties
• YOU CAN MEASURE ITS IMPACT!!
Digital Marketing Mix
E-Business
E-Marketing
Communications Tools
Product
1.
Search Marketing
Partnerships
2.
Online PR
Price
6.
Tracking & Analytics
Place
COMPANY
WEBSITE
5.
Permission Based
Email Marketing
Promotion
3.
Online Partnerships
4.
Viral Marketing
Measurement
Eyes and
Ears
Processes
Level of
Intensity
Four Key Stages of Customer Relationship by
Level of Intensity
Intensity
Awareness
Exploration
Commitment
Dissolution
Stages of Customer Relationships
Internet Marketing Mix
Branding
Product
Pricing
Communication
Community
Distribution
Impact of the 2Is on the Internet Marketing
Mix
Interactivity
Branding
Product
Pricing
Communication
Individual
Community
Distribution
The Marketspace Matrix
Relationship Stages
Awareness
Exploration
Commitment
Dissolution
Categories of Levers
Product
Price
The 2Is should influence
the design of each cell in
the matrix
Communication
Community
Distribution
Branding
Branding can also
accentuate (or lessen)
the impact of the levers
in each cell
Critical Success Factors for Internet
Marketing Executives
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The willingness to understand customer needs
and provide added value to each customer
interaction
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The ability to have a holistic view of the
customer and the enterprise in order to create
a uniquely advantaged strategic plan
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Being able to understand the dynamic tension
between one-to-one marketing and mass
marketing and being able to strike a strategic
balance between them
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The willingness to change the status quo, take
chances and use “bleeding edge” tools to lead
teams to success
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The ability to manage marketing campaigns in a
more uncertain, dynamic environment, with a
new set of tools that often have few records of
successes, failures or best-practices
Customer Advocacy and Insight
Integration
Balanced Thinking
Passion and
Entrepreneurial Spirit
Willingness to Accept
Risk and Ambiguity
The New Rules of Marketing for the Global
Digital World
• The New Rules
1. Target segments of one, and create virtual communities
2. Design for customer-led positioning
3. Expand the role of branding in the global portfolio
4. Leverage consumers as coproducers through customization
5. Use creative pricing in the Priceline.com world
6. Create anytime/anyplace distribution and integrated supply chains
7. Redesign advertising as interactive and integrated marketing, communication,
education and entertainment
8. Reinvent marketing research and modeling as knowledge creation and
dissemination
9. Use adaptive experimentation
10. Redesign the strategy process and supporting organizational architecture
Company Website
• Hub of your online marketing activity
• Planning is critical – your site should have clear goals that are
measurable
• Content is King – know your audience and keep them in mind when you
write
• Constantly Review your Page Quantity and Content
• Plan your structure - don’t make them think!
What elements improve your chances of success?
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Professional, promotes and enhances brand/company values
Appears current and up to date
Content rich
User-centric – not supplier-centric
Well structured and search engine friendly
Quick to download
Interactive, enable two-way communication
Has a clear communication plan behind it
Viral Marketing
SUGGESTED STEPS TO A SUCCESSFUL CAMPAIGN
BLOGS
MESSAGE BOARDS
INDUSTRY FORUMS
VIDEO CLIPS
FLASH GAMES
TRADE ASSOCIATIONS
Use of Social Media Networking sites
Survey till 2010
Description
Facebook
MySpace
Twitter
LinkedIn
Generation Z
[13-14]
61%
65%
9%
0%
Generation Y
[15-29]
65%
75%
14%
9%
Generation X
[30-44]
76%
57%
18%
13%
Baby Boomers [45-64]
73%
40%
13%
13%
Silver Surfers [65+]
90%
23%
17%
4%
Key Social Media Tools
Blogs
Squidoo Lens
Flickr
A blog (short for web log) is a type of
website usually maintained by an
individual with regular entries of
commentary, descriptions of events, or
other material such as graphics or video.
Many blogs provide commentary or
news on a particular subject; others
function as more personal online diaries.
Squidoo is a publishing platform and
community that makes it easy for users
to create "lenses" online. Lenses are
pages, similar to flyers or signposts or
overview articles, that gather everything
you know about your topic of interest-and snap it all into focus.
Online photo management tool – share
photos and video privately or publish
publicly for everyone to view.
Facebook
Social Book marking Sites
Article Sites
Facebook is a free-access social
networking website that is operated and
privately owned by Facebook, Inc
Facebook's mission is to give people the
power to share and make the world
more open and connected.
Millions of people use Facebook
everyday to keep up to date with friends,
upload photos, and share links and
videos.
(Delicious, Stumbled Upon, Digg)
Submit content to Article
Submission Sites
Online tools for storing your bookmarks
online instead of in your browser.
Social book marking services let you
keep links to your favourite web
destinations in one location that's
accessible from any computer on the net
– some have the ability to share your
favourite web destinations and search
through other users' bookmarks to
discover new sites.,
Persuading other web sites to link to
your own could be one of the cleverest
pieces of marketing you do - it's low cost,
highly effective at driving traffic and it
can have a dramatic effect on your
search engine ranking. Links are one of
the most popular ways for people to find
new sites and so the more quality sites
that link to you the better.
Key Social Media Tools Contd.
MySpace
YouTube
PR Sites
MySpace is social networking site
Popular video sharing website that
preceding Facebook and Twitter. The
contains user-generated video content:
online community shares photos, journals movie clips, TV clips, music videos, home
and interests with the network of mutual
video, etc. Content is uploaded by both
friends. Each user creates a profile - the
individuals (majority) as well as media
Your Space on the Web, invites friends.
corporations or business companies.
MySpace
YouTube
PR Sites
The target group is mostly young people
Video length is limited to 10 minutes
and
although MySpace connects a wide
a file size to 2 GB.
variety of groups interested in online
networking: families (Family Tree
mapping), single people, politicians,
business people, and classmates. Main
competitor: Facebook.
Nowadays, online ‘PR’ is an integral part
of corporate marketing strategy. It
includes using a wide range of online
communications tools to communicate
with - including search engines, blogs,
internet forums, press releases, and social
networks to manage online public
relations.
LinkedIn
Twitter
SlideShare
Professional Network - business-oriented
SlideShare enables the upload and sharing
social networking site for past and present of PowerPoint presentations, Word
LinkedIn
Twitter
colleagues
and classmates. The key idea ofSlideShare
documents and Adobe PDF Portfolios.
LinkedIn is to stay in touch and to create a SlideShare is not primarily targeted to
network of trusted professionals (based
entertain but to inform, to present ideas
on second-degree and third-degree
and to share slideshows either publicly or
connections). LinkedIn creates
privately. Great learning resource and
opportunities to find (a job, business
information sharing tool.
opportunity, expert advice, potential
business partner) and to be found.
Online social tool that helps to spread short
messages to friends - or in Twitter terms
to ‘followers’. The follower follows chosen
individuals or groups in order to find out
what is happening right now. The text
based posts/updates are limited to 140
characters and appear in user’s profile
status and can be sent via the web or
mobile texting. The self-promotional
potential/merit of Twitter as an online
communication tool is widely exploited by
individuals, institutions, politicians and
celebrities.
Social Networking Tools
Advantages & Disadvantages
Tool
Advantages
Disadvantages
Blogs
Fast, simple to create
Easily findable via RSS
Search Engine Friendly
Promote ongoing conversations with
readers
Can be unorganised
Hard to keep up over time
Easily spammed
Useful for quick customer support
A bit of marketing e.g. special offers
Listening to customers
Link Sharing
Not good for having proper discussions
Can be used for:
• collaboration
• marketing & focus groups
• recruitment
• prospecting
• brand enhancement
• company intranet
Access to and control of content often very
limited
Backup and restore can be lacking – so
potential to lose data
Needs resources & commitment to ensure
effectiveness
Wikis
Easy for everyone to view, create and
edit postings
Can be hard to organise
Offer limited display options
Many require user training to maximise value
Can lack a controlling voice
Discussion
Forums
Remain popular & powerful
Perfect for “many to many” conversations
Can be structured hierarchically
Great for Q & A sessions
Not well suited for multiple person editing
Blogger.com
Wodpress.com
Sixapart.com
Micro-Blogs
Twitter.com
Public Networks
Facebook.com
Linkedin.com
Myspace.com