0
5 Pit Stops To Your Digital
Marketing Success
Are you ready to zoom ahead full
throttle in this Marketing Grand Prix?
But before you hit the
gas let’s take you back
in time…
1
The Evolution Of Digital
Marketing
• Sudden change in society from
farming to manufacturing
• Mass production of goods
• Differentiator: Product
• Transition...
Now that we know where digital
marketing stems from…
Let’s FUEL up…
2
Digital Marketing
The CONCEPT UNLEASHED
PROMOTION of your business, organization or brand
through channels such as INTERNET, MOBILE PHONE,
TELEVISION, COMPUTER an...
Digital Marketing: What Marketing
Gurus Say
Digital Marketing
WHAT MARKETING GURUS SAY
“The Internet is becoming the town square for the global village of tomorrow.” -
Bill Gates, Founder, Microsoft
“It's hard...
Doing business without
DIGITAL MARKETING is
like winking at a girl in
the dark. You know what
you are doing, but
nobody el...
Now let the rubber hit
the road…
3
Moving on to a BIGGER picture…
DIGITAL MARKETING SERVICES
Digital
Marketing
Wheel
Pay Per Click
Advertising
Search Engine
Optimization
Online Media
Buying
E-mail Marketing
and Vira...
Pay Per Click (PPC)
Advertising
Pay Per Click or PPC is an online advertising
model, where the advertiser only pays if a w...
Search Engine Optimization (SEO)
SEO is a technique which helps
search engines find and rank
your site higher than the
mil...
Buying space on sites across the
internet or on ad networks to
place banner display ads to
promote a product, service or
b...
Display Advertising
Display advertising is a type of online
advertising that comes in several forms,
including banner ads ...
Social media marketing refers to the
process of gaining website traffic or
attention through social media sites.
Social Me...
Web development refers to building,
creating and maintaining websites.
It includes aspects such as web
design, web publish...
Mobile Marketing
Mobile marketing is simply the process
of marketing to people via their mobile
devices.
Stop, refuel, GO…
4
Understanding the CONSUMER
Awareness Consideration Purchase Retention Advocacy
PR
Radio TV Print
Word of
Mouth
Online Ads
Email
PPC
Social Ads
Review...
DIGITAL ECOSYSTEM OF AN INTERNET SAVVY CONSUMER
Stop, tyre-change, GO…
5
Digital Marketing
THE HARD FACTS
(Source - Comscore 2013, IAMAI 2013)
Your sneak peek into the Indian
Internet Growth Story
205
0
50
100
150
200
250
2010 2...
137m
URBAN
68m
RURAL
58%
Y-O-Y GROWTH
OF RURAL
INTERNET
USERS
Booming internet usage growth in
rural markets!
(Source - IA...
E-commerce expected to grow by
leaps and bounds!
16%
Total Population Vs Internet Users
Non-Internet
Users
Internet Users
...
Over
40%
of online buyers expect to increase their
online shopping budgets over the next
12-15 months
(Source - Frost & Su...
Surprise!
Smaller cities in South generate
more online revenue than metros!
(Source: Google Search Trends February 2014)
M...
$1.30
$2.00
$3.20
$5.00
$7.50
$11.20
$16.00
0
2
4
6
8
10
12
14
16
18
2012 2013 2014 2015 2016 2017 2018
Total Online Retai...
Over
67 percent
of urban Indians are influenced by social media in their
purchasing decisions.
(Source - Frost & Sullivan ...
The Multiscreen Usage
81% Indian
population uses
Mobile phone
10% use
Smartphone
9% use
Multimedia
phone
3% use
Tablets
(S...
Digital advertising is
10%
of the total advertising market in India
FICCI KPMG Media and Entertainment Industry Report
Creates
competitive
advantage
Creates
customer
centric
organization
Helps with
brand
differentiation
Builds greater
custom...
2%
22%
0%
5%
10%
15%
20%
25%
2012 2013
Percentage of marketers spending over 50% of their budgets on
digital marketing
(So...
75%
of marketers have been allocating their
digital marketing funds on content
development and performance optimization,
S...
Digital Ad growth surpasses other
mediums
Indian Digital Sector is on the rise, with 31% growth as opposed
to other media....
Percentage of internet users in India is growing and is expected to be around 343 million by June
2014.
Number of online b...
So what’s your Digital
Marketing Strategy for
2014?
Connect With Us @
https://www.facebook.com/AdGlobal360
https://twitter.com/AdGlobal360
www.youtube.com/user/AdGlobal360‎
5 pit stops to your digital marketing success
5 pit stops to your digital marketing success
5 pit stops to your digital marketing success
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5 pit stops to your digital marketing success

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The presentation takes you through the journey of digital marketing from it's inception to the present along with some insightful data points and hard facts that are a must know in case you are a marketer or a business owner or just an aspiring student.

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Transcript of "5 pit stops to your digital marketing success"

  1. 1. 5 Pit Stops To Your Digital Marketing Success
  2. 2. Are you ready to zoom ahead full throttle in this Marketing Grand Prix?
  3. 3. But before you hit the gas let’s take you back in time… 1
  4. 4. The Evolution Of Digital Marketing
  5. 5. • Sudden change in society from farming to manufacturing • Mass production of goods • Differentiator: Product • Transition from mass production to customers’ needs • Focus on delighting customers • Differentiator: Service • Proliferation of digital channels • Shift in customer’s needs from mere product to product information • Differentiator: Information 1750 Industrial Ecology 1950 Service Ecology 2000 Digital Ecology
  6. 6. Now that we know where digital marketing stems from…
  7. 7. Let’s FUEL up… 2
  8. 8. Digital Marketing The CONCEPT UNLEASHED
  9. 9. PROMOTION of your business, organization or brand through channels such as INTERNET, MOBILE PHONE, TELEVISION, COMPUTER and GAME CONSOLE in addition to using creative ONLINE ADVERTISING, VIDEO or other such methods to engage with consumers.
  10. 10. Digital Marketing: What Marketing Gurus Say Digital Marketing WHAT MARKETING GURUS SAY
  11. 11. “The Internet is becoming the town square for the global village of tomorrow.” - Bill Gates, Founder, Microsoft “It's hard to find things that won't sell online.” - Jeff Bezos, Founder, Amazon “We had invested in social media and digital experts. Now Starbucks is the number one brand on Facebook.” - Howard Schultz, Chairman/CEO, Starbucks
  12. 12. Doing business without DIGITAL MARKETING is like winking at a girl in the dark. You know what you are doing, but nobody else does!
  13. 13. Now let the rubber hit the road… 3
  14. 14. Moving on to a BIGGER picture…
  15. 15. DIGITAL MARKETING SERVICES
  16. 16. Digital Marketing Wheel Pay Per Click Advertising Search Engine Optimization Online Media Buying E-mail Marketing and Viral Videos Social Media Marketing Website Design and Development Mobile Marketing
  17. 17. Pay Per Click (PPC) Advertising Pay Per Click or PPC is an online advertising model, where the advertiser only pays if a web user clicks on their ad. Search query Your Ads will show here next to your search results Your Ads will show here next to your search results
  18. 18. Search Engine Optimization (SEO) SEO is a technique which helps search engines find and rank your site higher than the millions of other sites in response to a search query. Local Search Engine Results
  19. 19. Buying space on sites across the internet or on ad networks to place banner display ads to promote a product, service or business whether it be for direct response or branding purposes. Online Media Buying Call To Action Display ads
  20. 20. Display Advertising Display advertising is a type of online advertising that comes in several forms, including banner ads and rich media. Display advertising relies on elements such as images, audio and video to communicate an advertising message. Call To Action Display ads
  21. 21. Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social Media Marketing Convert # into INR via all India Twitter trend Your Facebook ads will display here
  22. 22. Web development refers to building, creating and maintaining websites. It includes aspects such as web design, web publishing, web programming, and database management. Website Design and Development Customized websites and landing pages
  23. 23. Mobile Marketing Mobile marketing is simply the process of marketing to people via their mobile devices.
  24. 24. Stop, refuel, GO… 4
  25. 25. Understanding the CONSUMER
  26. 26. Awareness Consideration Purchase Retention Advocacy PR Radio TV Print Word of Mouth Online Ads Email PPC Social Ads Reviews Blog Media Direct Mail Email Ecommerce Store Website Community Forum FAQ Knowledge Base Promotions Blog Social Networks Newsletter INFLUENCING THE CONSUMER THROUGH INTERNET MARKETING
  27. 27. DIGITAL ECOSYSTEM OF AN INTERNET SAVVY CONSUMER
  28. 28. Stop, tyre-change, GO… 5
  29. 29. Digital Marketing THE HARD FACTS
  30. 30. (Source - Comscore 2013, IAMAI 2013) Your sneak peek into the Indian Internet Growth Story 205 0 50 100 150 200 250 2010 2011 2012 2013 Internet Population (in Million) 2662 583 279 105 0 500 1000 1500 2000 2500 3000 Global China United States India Japan Internet Population (in Million) by 2015 343 Million internet users by 2014
  31. 31. 137m URBAN 68m RURAL 58% Y-O-Y GROWTH OF RURAL INTERNET USERS Booming internet usage growth in rural markets! (Source - IAMAI 2013)
  32. 32. E-commerce expected to grow by leaps and bounds! 16% Total Population Vs Internet Users Non-Internet Users Internet Users 14% Internet Users Vs Online Buyers Internet Users Online Buyers 28 128.5 0 20 40 60 80 100 120 140 2014 2018 Online Buyers Population (in million) Online Buyers Population (Source -: IAMAI 2013, Frost & Sullivan 2013, Forrester 2013)
  33. 33. Over 40% of online buyers expect to increase their online shopping budgets over the next 12-15 months (Source - Frost & Sullivan, 2013)
  34. 34. Surprise! Smaller cities in South generate more online revenue than metros! (Source: Google Search Trends February 2014) Meghalaya Goa Odisha Puducherry Cities spending more than Metros Coimbatore Top spenders in South India Vishakhapatnam Thiruvananthapuram Thrissur
  35. 35. $1.30 $2.00 $3.20 $5.00 $7.50 $11.20 $16.00 0 2 4 6 8 10 12 14 16 18 2012 2013 2014 2015 2016 2017 2018 Total Online Retail Spending in India (in US$ billions) Source - Forrester Research Online Retail Forecast, 2013 to 2018 (Asia-Pacific)
  36. 36. Over 67 percent of urban Indians are influenced by social media in their purchasing decisions. (Source - Frost & Sullivan 2013) 50% of young urban Indians spend more than 2 hours on social media sites daily. Social Media as the GAMECHANGER
  37. 37. The Multiscreen Usage 81% Indian population uses Mobile phone 10% use Smartphone 9% use Multimedia phone 3% use Tablets (Source: Neilson 2013)
  38. 38. Digital advertising is 10% of the total advertising market in India FICCI KPMG Media and Entertainment Industry Report
  39. 39. Creates competitive advantage Creates customer centric organization Helps with brand differentiation Builds greater customer affinity and attachment 100% Marketers believe so 45% marketers believe DIGITAL MARKETING Your friend with benefits (Source - Adobe APAC Digital Marketing Performance Dashboard 2013)
  40. 40. 2% 22% 0% 5% 10% 15% 20% 25% 2012 2013 Percentage of marketers spending over 50% of their budgets on digital marketing (Source - Adobe APAC Digital Marketing Performance Dashboard 2013)
  41. 41. 75% of marketers have been allocating their digital marketing funds on content development and performance optimization, SEO and SEM, social and email
  42. 42. Digital Ad growth surpasses other mediums Indian Digital Sector is on the rise, with 31% growth as opposed to other media. Ad Revenues in India, by Media, 2011-2016 Billions of Indian Rupees 2011 2012 2013 2014 2015 2016 CAGR Print 139 154 172 193 215 241 11.5% TV 116 130 148 170 197 230 14.7% Out-of- home 18 20 22 24 26 29 10.0% Digital 15 20 26 34 44 57 29.9% Radio 12 13 16 20 24 30 20.7% Total 300 337 384 440 506 586 14.3% (Source: emarketer 2013)
  43. 43. Percentage of internet users in India is growing and is expected to be around 343 million by June 2014. Number of online buyers in India will increase to 128.5 million in 2018 from 39.1 million in 2014. Smaller states will become hub for digital marketers as they spend more than Metros. Over 67 percent of urban Indians are influenced by social media in their purchasing decisions. Cost-efficiency, effectiveness of online channels and their ability to deliver better ROI is considered the top driver for the adoption of digital marketing. Marketers will increase their digital advertising budgets. India’s Digital Advertising industry is growing @ 31% which means increase in the internet usage for e-commerce activities. Data Hotspots
  44. 44. So what’s your Digital Marketing Strategy for 2014?
  45. 45. Connect With Us @ https://www.facebook.com/AdGlobal360 https://twitter.com/AdGlobal360 www.youtube.com/user/AdGlobal360‎
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