digital marketing
DESCRIPTION
Digital marketingTRANSCRIPT
DIGITAL MARKETING
OBJECTIVEThe main objective of this presentation is to understand the concept of digital marketing along with understanding the scope of digital marketing and how it integrates with overall business and marketing strategy
The study has been structured along the following lines: Introduction
Overview
Major Channels and Players
Marketing Strategy
DIGITAL MARKETING – An Introduction
OVERVIEW‘Digital marketing is marketing that makes use of electronic devices such as
computers, tablets, smart phones, cell phones, digital billboards, and game consoles to engage with consumers and other business partners’ - Wikipedia
Leveraged traditional marketing areas such as direct marketing by providing the same method of communicating with an audience but in digital fashion
Leveraged traditional marketing areas such as direct marketing by providing the same method of communicating with an audience but in digital fashion
Promoting products and services using digital distribution and social media channels to reach consumers in timely, relevant, personal and cost effective manner
Promoting products and services using digital distribution and social media channels to reach consumers in timely, relevant, personal and cost effective manner
Delivered via internet, mobile text messaging, display/banners ads and digital outdoor signage Delivered via internet, mobile text messaging, display/banners ads and digital outdoor signage
Digital Marketing
WHY USE DIGITAL MARKETING ….(1/2)
• Increase website traffic
• Increase brand recognition
• Improve search engine rankings
• Generate leads
• Increase online sales conversions
• Improve Internal communications
WHY USE DIGITAL MARKETING ….(2/2)
DIGITAL MARKETING- PUSH AND PULL CONCEPT
• Digital Marketing is a combination of Push and Pull Internet technologies used to execute marketing campaigns.
• Digital marketing provides for immediate reporting and feedback while using the internet to both Push and Pull marketing content
PushDigital
Marketing PullTexting on Mobile, and
Voice Broadcast are used to push a message
Banner ads and Pay Per Click (PPC) searches
Pull viewers
DIGITAL MARKETING- ASSOCIATED COSTS
IMPORTANT DIGITAL MARKETING CHANNELS
iPhone Apps Proprietary Website
Facebook Linkedin
WordPress MediaWiki
Campaign-Focused Marketing Pages
MAJOR VENDORS BY KEY PROCESS
HOW IT DIFFERS FROM TRADITIONAL MARKETING
Traditional Digital
Uses established market research (focus group and samplings)
Business models and demographics are fluid
A campaign is generally a Message A campaign is generally a Conversation
Campaigns not optimised immediately Sponsored searches has +-70 clicks to entice click through
Marketers controls message lengths Visitors uses exact search items
Data is collected long afterwards Campaign tweaked instantly with immediate feedback
Costs are relatively high Costs are relatively low
Digital Marketing - Strategy
DIGITAL MARKETING - STRATEGY
• Clarify and finalize Campaign objectives
• Define the target audience(s)
• Identify the online and Mobile channels available and appropriate
• Develop a strategy with unique tactics for each digital asset
• Maximise SEO and Audit Page Tags to maximize the number of viewers
• Define success through industry specific and relevant metrics
• Know the landscape and benchmark results against competitors
STRATEGY - A RATIONALIZATION
DIGITAL MARKETING- FOUR BROAD PHASES
“Strategy is an important step across every phase of a campaign. Phases are not always sequential and may
be iterative as content is tweaked. “
• Scoping
• Plan on how content stays current and accurate
• Develop appropriate technology or solutions
• Integrate online digital data
IMPLEMENT
BENCHMARKS
OPTIMIZE
• Define key performance indicators
• Customize visitors Engagement Measurements by Industry
• Facilitate reporting and Distribution of data & Analytics
• Use behavioural targeting of potential viewers
• Analyse Digital Campaign to remain relevant & engaging
• Convert website visitors into customers more quickly and at a relatively lower costs
THANK YOU !!!