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
WHY DIGITAL MARKETING???
Because IT WORKS!!!!!
A Few Examples
RELATED CASE STUDIES
CASE STUDY:POWERADE NEVER GIVE UP
SOCIAL MEDIA COMMUNITIES
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
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Challenge * The site’s approximately 400 pages were out of date, often duplicated and, in many cases, contained contradictory claims * Because different departments within En bridge controlled various sections of the site,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
* 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