Digital marketing
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Digital marketing

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    Digital marketing Digital marketing Presentation Transcript

    • DIGITAL MARKETING 1.MOHD ARIF 2.BUSHRA ZAHIR KHAN 3.HIRAK CHATTERJEE 4.ARTI YADAV 5.ABHISHEK BISWAS 6.PARUL GUPTA
    • DIGITAL MARKETING Whats the fuss all about???
      • Promoting of brands using all forms of digital advertising channels to reach consumers
      • Providing the same method of communicating with an audience but in a digital fashion
    • TYPES OF DIGITAL MARKETING 1.Pull:directly select (or pull) the content, often via web search. 2.Push:involve both the marketer (creator of the message) as well as the recipients (the user). Email, SMS, RSS are examples of push digital marketing
    • DIGITAL CHANNELS
    • WHY DIGITAL MARKETING???
      • Because IT WORKS!!!!!
    • A Few Examples
    • WEB ADVERTISEMENT
    • BLOGS
    • RELATED CASE STUDIES
    • CASE STUDY:POWERADE NEVER GIVE UP
    •  
    • ONLINE STRATEGY
      • VIRAL VIDEO
      • MOTIVATED/ EDUCATE
      • BLOG
      • SOCIAL MEDIA COMMUNITIES
      • ONLINE PR
      • BANNER ADS
    •  
    • RESULTS :YEAR 1
      • POWERADE BECAME THE FASTEST GROWING SPORTS DRINK IN THE IRISH MARKET
      • 43,000 SEPERATE CONSUMERS VISITED “NEVER GIVE UP”.
      • 21,116 VIEWED THE POWERADE TV ADS ON YOU TUBE ,BEBO AND MY SPACE
      • A CLIENT MEASURED A 625% RETURN ON INVESTMENT
    • YEAR 2 RESULTS
      • POWERADE RECORDED A 24% INCREASE IN SALES IN 2008
      • POWERADE HAS INCREASED ITS MARKET SHARE BY 6% TO 27.5% MARKET SHARE
      • ONLINE ADVERTISING DROVE A TOTAL OF 7,685 VISITORS THROUGH TO THE WEBSITE WHILE SEARCH MARKETING DROVE 10,547 VISITORS
    • CASE STUDY:i Crossing
      • Largest global independent digital marketing company, working with clients such as The Coca Cola company, Bank of America, Toyota and Channel 4.
      • The company has 13 offices worldwide and 620 employees, 120 of whom operate from the UK across two offices
    • i-Crossing
    • The campaign Phase 1 : The initial focus for the PR campaign was two-fold: firstly to build Spanner works’ awareness and position it as the lead search marketing and social media specialist in Europe. Secondly to reposition digital as a strategic part of the marketing mix. Phase 2 : The re-brand of Spanner works to i Crossing UK in January 2008 introduced a new challenge for the PR team in the form of expanded messaging and communications strategy.
    • Enbridge gas distribution
    • Challenge * The site’s approximately 400 pages were out of date, often duplicated and, in many cases, contained contradictory claims * Because different departments within En bridge controlled various sections of the site, the content’s lack of cohesion made for a choppy and often frustrating user experience * The content, much of which had been written by industry experts without adherence to usability guidelines and web-writing best practices, lacked a consistent overall theme and voice * Many of the site’s pages were poorly optimized for search—both through external search engines and within the site itself
    • SOLUTION
    • * P erformed a detailed content analysis of Enbridge’s site, covering such areas as search engine optimization and web-specific readability * T argeted customer persona, research-based keywords, and a consistent tone for the site * O btaining legal approval, staging, proofing and publishing * C reated a collaborative environment for collecting internal stakeholder opinions and suggested wording
    • FUTURE OF DIGITAL MARKETING
    • Future of digital marketing 1. total internet subscription by 3% and now stand at 1.3m 2 .broadband is continues to grow-growth rate is 6% per quarter and the total subscriber 1.1 m(81% of total internet subscription) 3 .Total mobile subscriptions are now 268705. 4 .WiFi access points now total 3,293. 5 .Mobile phone penetration is at 121%
    • Digital recession 1 .Follow your customers--- they are online 2 .Need of ROI and accountability measurability 3 marketing managers are increasing online investments
    • 3 key aways 1 .technology is always improving e.g ease of bringing internet on phone 2 .Internet usage is increasing 3 .Recession demands results based marketing
    • Any questions??