ma session 3
TRANSCRIPT
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MARKETING APPLICATION
Session 3
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Media Options for AdvertisingTRADITIONAL MEDIUMS
Print TV
Magzines-
Weekly,Monthly,Fortnightly
Hoardings, Kiosks
EMERGING MEDIUMS
Internet Advertising Mobile Advertising
Online versions of
printed magazines OoH Solutions in
bus,taxi,rail
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Major Forces Shaping the
Digital Age
Digitalization and Connectivity
The flow of digital informationrequires connectivity Intranets, Extranets, and the Internet
The Internet Explosion
Key driver of the new economy
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New Types of Intermediaries Brick-and-mortar firms often face
disintermediation from click-onlycompetitors
The click-and-mortar business modelhas been highly successful
Customization and Customerization
Major Forces Shaping the
Digital Age
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Marketing Strategy in the
Digital Age
E-business: uses electronic means and platforms
to conduct business.
E-commerce: facilitates the sale of products and
services by electronic means.
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Marketing Strategy in the
Digital Age
E-marketing: Includes efforts that inform,
communicate, promote, and sellproducts and services over the
Internet. E-commerce benefits both buyers
and sellers
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Marketing Strategy in the
Digital Age
Buyer Benefits of E-Commerce:
Convenience
Easy and private
Greater product access/selectionAccess to comparative information
Interactive and immediate
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Marketing Strategy in the
Digital Age
Seller Benefits of E-Commerce:
Relationship building
Reduced costs
Increased speed and efficiency Flexibility
Global access, global reach
http://images.google.com/imgres?imgurl=http://theinsiteonline.com/images/Marketing%2520Globe.jpg&imgrefurl=http://theinsiteonline.com/MarketingTeam.html&usg=__fLnjM6Uj8eM3pPLBkOyyY3Y8Bqg=&h=435&w=451&sz=169&hl=en&start=82&itbs=1&tbnid=610ify5NfwyZYM:&tbnh=122&tbnw=127&prev=/images%3Fq%3Donline%2Bmarketing%26gbv%3D2%26ndsp%3D21%26hl%3Den%26sa%3DN%26start%3D63 -
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Digital Media in PerspectiveDigital media refers to electronic media which works on binary
codes. Computing is based on binary codes.
Examples of Digital Mediums
Internet or World Wide Web Mobile telephone E commerce portals Online Gaming Online editions of print materials Online ticket Booking
http://images.google.com/imgres?imgurl=http://www.dmcgblog.com/storage/OnlineMarketingXSmall.jpg&imgrefurl=http://www.dmcgblog.com/journal/2009/6/4/the-role-of-online-marketing-in-btob-lead-generation.html&usg=__1048eSvRu_Wwgox2LP0b1jo2gmk=&h=282&w=425&sz=106&hl=en&start=75&itbs=1&tbnid=mNcB3e68NslAfM:&tbnh=84&tbnw=126&prev=/images%3Fq%3Donline%2Bmarketing%26gbv%3D2%26ndsp%3D21%26hl%3Den%26sa%3DN%26start%3D63http://images.google.com/imgres?imgurl=http://theinsiteonline.com/images/Marketing%2520Globe.jpg&imgrefurl=http://theinsiteonline.com/MarketingTeam.html&usg=__fLnjM6Uj8eM3pPLBkOyyY3Y8Bqg=&h=435&w=451&sz=169&hl=en&start=82&itbs=1&tbnid=610ify5NfwyZYM:&tbnh=122&tbnw=127&prev=/images%3Fq%3Donline%2Bmarketing%26gbv%3D2%26ndsp%3D21%26hl%3Den%26sa%3DN%26start%3D63 -
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Internet & Mobile Applications
are gaining prominence Increased Penetration of computing device
Infrastructure Improvement (Broadband &
Better Connectivity) Very high penetration of mobile phones
Masses as well as Classes (316 Mn)
Internet is global medium, hence fasteracceptance
Usage of internet on rise
http://images.google.com/imgres?imgurl=http://static.mobile-weblog.com/mobile-weblog.com/imgname--mobile_banking_usage_still_below_20---50226711--mcommerce.gif&imgrefurl=http://www.mobile-weblog.com/50226711/mobile_banking_usage_still_below_20.php&usg=__HmBU44phLtLT7FZ1e1wNbr2J1Lc=&h=383&w=450&sz=78&hl=en&start=47&itbs=1&tbnid=sbAx2ZuR39DFKM:&tbnh=108&tbnw=127&prev=/images%3Fq%3Dm%2Bcommerce%26gbv%3D2%26ndsp%3D21%26hl%3Den%26sa%3DN%26start%3D42 -
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World Wide Internet Users
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Global Internet Penetration
http://images.google.com/imgres?imgurl=http://farm4.static.flickr.com/3044/2757849221_df10ca0c78.jpg&imgrefurl=http://www.toprankblog.com/2008/08/visualizing-search-marketing-blogs/&usg=__6ypj0OTS2du3tGbpfNOcUkBR9vM=&h=258&w=500&sz=101&hl=en&start=43&itbs=1&tbnid=r47NW9WPWUfvHM:&tbnh=67&tbnw=130&prev=/images%3Fq%3Donline%2Bmarketing%26gbv%3D2%26ndsp%3D21%26hl%3Den%26sa%3DN%26start%3D42 -
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Purpose of Internet Usage
Emails
General Information Chatting & Social Networking
Online Gaming
Online Jobsites Financial Info
Ticket Booking
http://images.google.com/imgres?imgurl=http://www.bruces-goldengoosemarketingblog.com/wp-content/uploads/2009/10/internet-marketing-strategy.gif&imgrefurl=http://www.bruces-goldengoosemarketingblog.com/tag/affiliate-internet-marketing/&usg=__3-7_NqdaveuxGtnnHkNsKpdgJZ4=&h=379&w=375&sz=38&hl=en&start=84&itbs=1&tbnid=Ze9EKDHjghKTNM:&tbnh=123&tbnw=122&prev=/images%3Fq%3Dmarketing%2Bstrategies%26gbv%3D2%26ndsp%3D21%26hl%3Den%26sa%3DN%26start%3D63http://images.google.com/imgres?imgurl=http://farm4.static.flickr.com/3044/2757849221_df10ca0c78.jpg&imgrefurl=http://www.toprankblog.com/2008/08/visualizing-search-marketing-blogs/&usg=__6ypj0OTS2du3tGbpfNOcUkBR9vM=&h=258&w=500&sz=101&hl=en&start=43&itbs=1&tbnid=r47NW9WPWUfvHM:&tbnh=67&tbnw=130&prev=/images%3Fq%3Donline%2Bmarketing%26gbv%3D2%26ndsp%3D21%26hl%3Den%26sa%3DN%26start%3D42 -
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Indian Internet User Profile
14%
23%
28%
17%
9%
9%
School Kids (Age 12-17)
College Students (Age 18-
23)
Young Men (Age 24-34)
Older Men (Age 35-58)
Working Women (Age 18-
45)
Non-Working Women (Age
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Internet Users Region Wise
North,
21%
East ,
15%
West,
31%
South,
33%
Regional Penetration of Internet in India
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Internet Access by Time
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Positives of DigitalAdvertising
Interactive
Cost effective
Measurable
Customization to the user profile
Low spillage
Database creation
Global Medium
http://images.google.com/imgres?imgurl=http://www.fastcompany.com/files/imagecache/multimedia_image/files/digital%2520marketing.jpg&imgrefurl=http://www.fastcompany.com/blog/jonathan-salem-baskin/bright-light-or-dim-bulb/digital-marketing-enough&usg=__Ko-nKFwP1KhwCWGn24TjsLUECi0=&h=242&w=480&sz=13&hl=en&start=24&itbs=1&tbnid=b-HidCkEjO0pfM:&tbnh=65&tbnw=129&prev=/images%3Fq%3Ddigital%2Bmarketing%26gbv%3D2%26ndsp%3D21%26hl%3Den%26sa%3DN%26start%3D21http://images.google.com/imgres?imgurl=http://www.expertbusinesssource.com/articles/blog/1260000326/20091206/online-marketing1.gif&imgrefurl=http://www.expertbusinesssource.com/blog/1260000326.html%3Fstarting%3D13&usg=__-dkyt27oCe13N7JI2k9YZpdLcGA=&h=365&w=468&sz=85&hl=en&start=1&itbs=1&tbnid=sidxyikEIB7L9M:&tbnh=100&tbnw=128&prev=/images%3Fq%3Donline%2Bmarketing%26gbv%3D2%26hl%3Den -
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Digital Ad Options
Banner ads
Scrolling ads
Pop Ads
Search Engine optimizationGoogleSearch
-Through text Search
- Through Placement
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Banner & Scroll Ads
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Banner & Scroll Ads
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Google Search
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Google Search
Paid ListingNatural Search Results
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10 C`s of Internet Marketing
Competition
Communication
Consistency
CreativeContent
CustomizationCo-ordination
Control
CorporateCulture
Convenience
Customer
http://images.google.com/imgres?imgurl=http://www.chaaban.info/wp-content/uploads/2009/11/internet-marketing-strategies.jpg&imgrefurl=http://www.chaaban.info/2009/11/06/how-to-create-an-internet-marketing-strategy-and-apply-secrets/&usg=__uJc0g1JhYNzp1xhqn1dfgYSu8tM=&h=300&w=400&sz=42&hl=en&start=17&itbs=1&tbnid=ei5w3Jb2sX0seM:&tbnh=93&tbnw=124&prev=/images%3Fq%3Dmarketing%2Bstrategies%26gbv%3D2%26hl%3Den -
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Web marketing Tasks
Strategy & business plan
Setting up IT infrastructure
Getting high traffic Making site interactive
Keeping site updated
Making site user friendly Creating a system for delivery of products
http://images.google.com/imgres?imgurl=http://www.businessmarketingblog.org/wp-content/uploads/2009/09/marketing-strategy.jpg&imgrefurl=http://www.businessmarketingblog.org/essential-online-marketing-strategies/&usg=__YpMJG0ybU1FM3PiXzx566Hq3-x4=&h=579&w=829&sz=423&hl=en&start=73&itbs=1&tbnid=YhoysNCATynOAM:&tbnh=101&tbnw=144&prev=/images%3Fq%3Dmarketing%2Bstrategies%26gbv%3D2%26ndsp%3D21%26hl%3Den%26sa%3DN%26start%3D63http://images.google.com/imgres?imgurl=http://www.chaaban.info/wp-content/uploads/2009/11/internet-marketing-strategies.jpg&imgrefurl=http://www.chaaban.info/2009/11/06/how-to-create-an-internet-marketing-strategy-and-apply-secrets/&usg=__uJc0g1JhYNzp1xhqn1dfgYSu8tM=&h=300&w=400&sz=42&hl=en&start=17&itbs=1&tbnid=ei5w3Jb2sX0seM:&tbnh=93&tbnw=124&prev=/images%3Fq%3Dmarketing%2Bstrategies%26gbv%3D2%26hl%3Den -
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Promise and Challenges of E-
Commerce
The Promise of E-Commerce The future of B2B E-commerce is
bright
A few click-only companies may
succeed Most companies will integrate online
marketing into the marketing mix
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Promise and Challenges of E-
Commerce
Challenges: The Webs Darker Side Few B2C companies are profitable
Limited exposure, skewed demographics
Navigating the web is often problematic
Challenge: Legal and Ethical Issues Online privacy and security concerns
Internet fraud, the digital divide, accessby vulnerable or unauthorized groups