Digital Marketing

What is Digital Marketing

• Digital Marketing is the promoting of brands using the Internet, mobile and other interactive channels.

• Digital Marketing is the practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner.

- Wikipedia

Why Digital Marketing???

THE WORLD IS CHANGING

My in-laws are 60. They use email to reach me!

My nephew is 11. He plays golf & races cars…online!

My brother saw his dates after 3-4 meetings…online!

My husband hasn’t been to a bank in 4 years!

Traditional Approach to Communication

One way communication

Auto-Communication -WOM

Perceived, rather than real, customer feedback

Today’s Communication

Perceived, rather than real, customer feedback

The new marketing paradigm

Some Interesting Facts

• There are more addresses than there are people on Earth. The current global population stands at more than 6.7 billion.

• There are about 150 web addresses per person in the world.

• If you spent just one minute reading every website in existence, you’d be kept busy for 31,000 years. Without any sleep.

• 28.9% percent of total time spent online in India was spent on Google Sites,

What is On-Line Marketing ?

“Marketing the products using Internet (Web + WAP)”

Emails

Games

Websites

SMS

SEM

Viral ElementsMobile Phones

Social Media

Banners

Blogs

Video

Digital Channels

Lets Explore Internet

Journey So Far

“Internet today has become part of every day lexicon. It is the new nervous system of mother earth linking up any amounts

of facets of humanity with a highlight of Information Technology and Business becoming extremely interwoven ”

INTERNET: THE FIFTH LARGEST MEDIUM GLOBALLY

• The internet breaks the double digit market share barrier in UK (12.9%) and Sweden (10.5%) reports Zenith Optimedia global ad tracking study

• The medium overtakes outdoor as the fifth largest ad medium is closing in on radio’s fourth place position

• The other key markets of internet domination include Japan, Australia, Israel, Norway, South Korea and Taiwan

• Internet also supports small time advertisers globally for whom the mass media campaigns would be too expensive and have too much wastage.

• It therefore encourages these advertisers to spend more than they would otherwise have done

INDIA ONLINE : THE EARLY DAYS

• Online Advertising as well as e commerce was also slow in picking up due to limited audience and poor user experience on the sites

• Though e mail & chat were the prime reason for adoption (and continues to be), lack of proper access also curbed the growth

• Then the dot com bubble burst happened in 2000 which further reduced the marketer’s confidence in the medium

And then the saga changed…

THE LAST 4 YEARS

• After a steep decline in spending on internet for the next two years, it was in 2003 that the medium saw “The Light”

• After coming out of the depression, the internet has shown high growth rate both in terms of internet adoption and market confidence

• In India the government loosened its knots on access and the private players drove in penetration

• The current online population in the country crossed the 50 million mark

• India is the fourth largest Internet population in the world

GROWTH IN THE ACTIVE USER BASE IN INDIA

Data Source: I-Cube 20081 conducted by IMRB International

ONLINE DISPLAY ADVERTISING MARKET

Data Source: I-Cube 20081 conducted by IMRB International

SPENDING TIME ON THE INTERNET ACROSS THE DAY

THE EVOLVING TRENDS

“Old media divides the world into producers or consumers, author or readers, Broadcasters or viewers, entertainers or

audiences…

Internet, by contrast, gives everybody a chance to speak as well as listen”

THE EFFECTIVENESS OF ONLINE

Thank you