Social / Digital Media - A report on new trends in industry

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Social Media - Analysis of great social media campaigns of all time. Also a brief look on social media campaign run by Spice Mobile India. The presentation is also available for this report in my uploads.
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Social / Digital Media - A report on new trends in industry

  1. 1. Digital Marketing trends in competitive environment Dissertation Report Submitted by- Maneesh Garg (20110025) Course- MBA (Marketing) Email – manigarg21@hotmail.com Project Advisor – Prof. Sunanda Sangwan April. 2013
  2. 2. Digital Marketing trends in competitive environment Jul-13 ii Acknowledgement A Dissertation project is a synthesis of knowledge and experience of experts in their related fields. However, no project is possible without the guidelines and help that are extended by the experts to the student with the sole benevolent purpose of intellectual development. First and foremost I would like to express my gratitude and thank to Prof. Sunanda Sangwan (Professor- Market Research) who was my project advisor, for guiding me throughout the entire project period. I owe enormous intellectual debt towards her as her suggestions and guidance were invaluable and helped me throughout my project I am also thankful to Mr. Srikant Gumalla (Managing Director, Dapple Consulting Pvt. Ltd.), Mr. Yogesh (Assistant Director, Dapple Consulting Pvt. Ltd.) for guiding me and for providing fruitful insights on subject. This Report would not have completed without the inputs and the words of advice from them for which I shall always remain grateful to them. I would also like to thank all members of the Marketing & Advertising team in Dapple Consulting Pvt. Ltd. who has directly or indirectly helped in providing the information and amenities which have helped in development of this report, without such help this report would not have been possible. This project has given me the opportunity to work on one of the most important aspect of Marketing which is Digital Media. I am again Thankful to Prof. Sunanda Sangwan suggesting and providing me with this opportunity to work on this amazing topic.
  3. 3. Digital Marketing trends in competitive environment Jul-13 iii Table of Contents Acknowledgement.......................................................................................................................................................................................... ii Introduction: ................................................................................................................................................................................................- 1 - Digital Media options available for advertisement and promotion: ...................................................................................- 3 - Themes of digital media campaigns and examples of existing Social Media campaigns:..........................................- 7 - Emotions and Advertising:.....................................................................................................................................................................- 7 - 1. Volkswagen the Fun Theory..................................................................................................................................................- 7 - 2. The Blair Witch Project ...........................................................................................................................................................- 8 - Fantasy and Advertising: (Being beautiful, rich, powerful, smart, intelligent etc.).....................................................- 9 - 3. Dove Evolution (2006) ............................................................................................................................................................- 9 - 4. Old Spice "Smell Like a Man, Man.".................................................................................................................................- 11 - Activity (Customer Engagement) and digital media:..............................................................................................................- 13 - 5. Tourism Queensland | The Best Job in the World (2009).....................................................................................- 13 - Social Message and digital media: (Social Message, Social Causes etc.) .........................................................................- 16 - 6. Melbourne Transit Authority – Dumb Ways to Die:................................................................................................- 18 - Digital Media and Spice ........................................................................................................................................................................- 20 - Spice Global ..........................................................................................................................................................................................- 20 - S Mobility...............................................................................................................................................................................................- 20 - 1. Spice Mobile.........................................................................................................................................................................- 21 - 2. Spice Hotspot: .....................................................................................................................................................................- 21 - 3. Spice Digital: ........................................................................................................................................................................- 22 - Spice Mobile and Digital Media-..................................................................................................................................................- 22 - Videos uploaded-.....................................................................................................................................................................................- 25 - Popular Contests......................................................................................................................................................................................- 26 - 1. Know the Steller Pinnacle Contest-.................................................................................................................................- 26 - 2. Spice Fan of the day contest- .............................................................................................................................................- 26 - Digital Marketing Terminology:........................................................................................................................................................- 28 - Types of Internet marketing.........................................................................................................................................................- 28 - Revenue models ................................................................................................................................................................................- 29 - Works Cited ...............................................................................................................................................................................................- 31 -
  4. 4. Digital Marketing trends in competitive environment Jul-13 - 1 - Introduction: There was a time when Television was the most popular medium for Advertisers to promote, spread awareness and generate leads for their products but now the trend has changed and social media has taken its place. Now 67% of Internet consumers use smartphones, Tablets or Laptops for watching Tv and Videos. Social media is a platform where everyone is present. Customers, Competitors and Employees everyone is on social media. Not only marketing campaigns of companies but protest and politics are also becoming social and digital. Most popular celebrities and social figures are using social media and online space for spreading their message. These are some of the facts which show the popularity and place of social media in our daily lives.  3 out of 4 online Indians use social media1 platforms (Statistics, 2012)  4 out of top 10 sites in India are social networking sites (Recent Posts, 2012)  The image-based social network has grown 4,000% in the past six months, now boasts more than 4 million users (Social Media Marketing facts, 2012)  Facebook currently boast of 4m Indian users and has grown by 300% in last 8 months.  Social media is Indian women’s favorite online destination  More than 1 million websites have integrated with Facebook in various ways. (Statistics, 2012)  488 million users regularly use Facebook mobile. (Cohen, 2012)  80 percent of social media users prefer to connect with brands through Facebook. (Jorgensen, 2012)  A whopping 77 percent of B2C companies and 43 percent of B2B companies acquired customers from Facebook. (Jorgensen, 2012)  57% of companies say they generated sales through their blogs, and an identical share has closed business through LinkedIn. 48% have generated customers through Twitter and 42% through Facebook. (Nicholos, 2012) 1 Social Media includes Social Networking sites, blogging and publishing, Gaming Sites, Audio, Video and picture sharing sites and Social bookmarking sites etc.
  5. 5. Digital Marketing trends in competitive environment Jul-13 - 2 -  34 percent of marketers have generated leads using Twitter. (Digital Buzz, 2012)  In 2012, 1 million accounts are added to twitter every day. (Blog.sironaconsulting, 2012)  43 percent of people prefer Pinterest to associate with retailers or brands; 24 percent chose Facebook (Lafferty, 2012)  48 percent of fortune global 100 companies are now on Google+. (Social, 2012) Social media simplified and revolutionized marketing. To reach your target audience just give people something nice to do or talk about and you are done. The most popular social networking sites are Facebook, Twitter, LinkedIn, Orkut, Instagram, YouTube, Pinterest and Google+ In today’s times it has become crucial for small and medium enterprises to have an online marketing strategy for Effective presence on online space. Mass marketing companies may have advantages but may not essentially have time and infrastructure to cater to the different and unique needs of their target customers. Reaching such customers, helps small companies to stand apart in the market despite the competition from big players and this can better be done through effective internet/online marketing.
  6. 6. Digital Marketing trends in competitive environment Jul-13 - 3 - Digital Media options available for advertisement and promotion: Social Networking Sites- Selling through only the traditional methods is past now. With the grown popularity of social media in recent time, every business wants some space on Facebook, Twitter, Linkedin and other social sites. Earlier, Banner and Television ads were considered to be the only option to promote your product or get the attention of your prospective customers. Now, with a whole bunch of social sites having millions of active Internet users within a country, it has become imperative for a business to grow and prosper by engaging online population through competitions, polls, games, utilities and apps to capture the market leader’s share of the market within the industry. Brand value, brand recognition have become more important factors than actually selling a product. Engaging the users on a public portal, helps companies and brands to connect and understands the needs of their consumers. Mobile Phone: Mobile has also gained popularity as a medium of social media marketing. Social networking apps, other mobile apps, and SMS are the mediums used for digital advertising. Most of the cellphones have social networking capabilities. Social networking has become very important attribute for smartphone category. It just works as a smaller version of computer. Individuals get real time information about the happenings on social media from their cell phones. This constant connectivity to social networking sites helps companies to remind their customers about the new product launches, advertisements, offers and discounts etc. which eventually get converted into sales numbers. Mobile applications are another important and very effective medium for social media marketing. The advertisements are shown as a Pop-up on top or bottom of the application. And hence the product is being advertised. Whereas mobile apps were originally offered as productivity and information retrieval tools such as calendars, e-mail, stock market and weather information, the market has rapidly expanded due to
  7. 7. Digital Marketing trends in competitive environment Jul-13 - 4 - public demand and availability of developer tools. Currently, some of the most popular app categories include gaming, entertainment and education. Chart showing popularity of mobile apps and download statistics Source- http://www.statista.com/statistics/176732/download-numbers-of-mobile-app-stores-worldwide-since-2009/ Recognizing this potential more and more digital media marketers are moving towards mobile app as a medium of digital advertising. Blogs: In the recent time Blogs have become very popular mean of digital media advertising as a company or individual can involve in faith formation process through continuously engaging readers. Blog is also a popular mean of digital media because on blog one can express their personal opinion about something or update people about the latest happening and reforms in the company. Not only small companies but big players like Facebook, Google etc. also use blog as an effective medium to update people about latest happening and new trends and keep them engaged.
  8. 8. Digital Marketing trends in competitive environment Jul-13 - 5 - http://googleblog.blogspot.in/ http://blog.facebook.com/ http://blog.pinterest.com/
  9. 9. Digital Marketing trends in competitive environment Jul-13 - 6 - Videos- Videos are most effective way of digital media communication. Video is mostly one way, but great for short lists, updates, entertaining and conveying personality. It is easy to record and upload, easy to find, download and watch. YouTube is main website which is widely used for video sharing, download and upload. Podcasts- A podcast is a type of digital media consisting of an episodic series of audio radio, video, PDF, or ePub files subscribed to and downloaded through web syndication or streamed online to a computer or mobile device.2 Email- Email is useful, but overused and increasingly ineffective medium for digital media communication. It used to be a great idea. In corporations and business now, it’s a pain in the neck because too much of it is flying around for the wrong reasons. Email is useful for one-to-one or small group communication if the information is non-contentious, truly informative, concise and clear.3 2 http://en.wikipedia.org/wiki/Podcast 3 http://www.ehow.com/way_5180797_effective-communication-mediums.html
  10. 10. Digital Marketing trends in competitive environment Jul-13 - 7 - Themes of digital media campaigns and examples of existing Social Media campaigns: Emotions and Advertising: (Fun, Fear, sadness, love, affection, cheerful, relaxed etc.) Consumers' emotions have a significant influence over consumer behavior. So it is the favorite choice of digital media marketers while making a digital media campaign. By capitalizing on these and similar past experiences through the firm's advertising efforts, the marketer of confections can either attempt to alleviate negative, or accentuate positive emotional feelings directed toward the brand or product class. Example: 1. Volkswagen the Fun Theory Objective- To be at TOM of the consumer and making it fun experience for people to use stairs. They wanted to see if making things more "fun" would influence consumer behavior. Methodology- They tried to get more people to choose the stairs by making it fun to do? Results- 66% more people than normal chose stairs over the escalator Fun can obviously change behavior for the better. This is called Fun theory YouTube Views- 14535 (on 4/2/2013)
  11. 11. Digital Marketing trends in competitive environment Jul-13 - 8 -
  12. 12. Digital Marketing trends in competitive environment Jul-13 - 8 - 2. The Blair Witch Project This is considered the best-ever social media campaign and one of the first viral marketing efforts. The marketers behind this horror flick were able to generate big buzz for a movie with a very small budget by using Web sites and message boards to stoke interest in the flick months before its release in the summer of 1999. Methodology- The Blair Witch Project was the story of young documentary makers lost in the woods. Fake newspaper clippings about the disappearance of the movie's main characters and police photos of their missing car were posted. The Blair Witch project really pioneered the viral marketing campaign by using a series of social web sites and message board posts to create a massive media buzz. Results- Movie site Box Office Mojo reports that the film made more than $29 million during its first week of wide release. It has generated about $249 million to date worldwide at the box office, making it one of the most successful independent films of all time.
  13. 13. Digital Marketing trends in competitive environment Jul-13 - 9 - Fantasy and Advertising: (Being beautiful, rich, powerful, smart, intelligent etc.) Advertising reflects our dream life. It is a little simple because advertisements do more than just reflect; they create our dream life. They translate our real desires for love, family, for friendship, for adventure, and sex. They translate those desires into our dreams. Advertising is actually sort of like a fantasy factory, taking our desires for human social contact, and reconceiving it, re-conceptualizing it, connecting it with the world of commodities, and then translating it into a form that can be communicated. (Jhally, 2005) So this is natural for a thing being so popular which is connected to our dreams or desires about the things we want to own, or the personality trait which we want to have. The digital media is taking full leverage of this. Example: 3. Dove Evolution (2006) This is a great example of a corporate brand using the web to gain the trust of consumers. Taking internet users behind the scenes of the fashion industry allowed Dove to occupy the moral high ground. Objective- To create engagement through inspiring people to take part in the “dove real beauty workshop for girls” Methodology- They chose normal looking women in the advertisement and did her make over. After the makeover her image was edited and photoshoped and advertised on a bill board at the corner street. The purpose was to inspire and engage public to take part in Dove Real Beauty workshop for girls. Results- YouTube Views- 15,626,863 (on 4/2/2013) and 25,184 people liked it.
  14. 14. Digital Marketing trends in competitive environment Jul-13 - 10 -
  15. 15. Digital Marketing trends in competitive environment Jul-13 - 11 - 4. Old Spice "Smell Like a Man, Man."
  16. 16. Digital Marketing trends in competitive environment Jul-13 - 12 - Old Spice spokesman Isaiah Mustafa was popular in TV commercials, but what really made this campaign an interactive hit was the recent Web-based element with Mustafa responding to questions submitted by fans on Twitter and other social media outlets in as many as 180 Web videos. But the best bit is it didn’t need celebrity endorsement of a super expensive campaign. It’s estimated to have cost a modest $250k to run. Objective- Generating engagement through direct response questions submitted by fans on social media by famous celebrity like Isaiah Mustafa. Results- Apart from the comedy value factor, total video views took just one week to hit 40 million and short term sales doubled on the back of that.
  17. 17. Digital Marketing trends in competitive environment Jul-13 - 13 - Activity (Customer Engagement) and digital media: Engaging customer in the campaign activity has proven to be the best way in the success of digital media and advertising campaigns. The reason of this method is being so popular is that customer become aware of the product attributes, new launches, new schemes and about company as well. This not only helps in building the repo and trust for the company but increases the numbers in sales also. Example: 5. Tourism Queensland | The Best Job in the World (2009) In January 2009, Tourism Queensland hosted a somewhat unorthodox contest, the winner of which would be put up in a posh hotel. The participant’s only responsibility was to tour the islands of the Great Barrier Reef and blog about it for six months. Also they would pay $150,000. Billed as “The Best Job in the World”, the campaign generated massive amounts of attention and thousands of applicants participated in the campaign. Eventually a Brit named Ben landed the coveted position. Going off the latest numbers, he now makes $149,998.00 more than the average blogger. Objective- Create international awareness of the Island of the Great Barrier Reef. And execute a global tourism campaign on a classifieds budget. Methodology – (Why it Went Viral) They decided to offer something priceless- A prize that would capture the imagination of people all over the world. A prize that isn’t a prize it’s a job. The best job in the world… The average “Come Visit Sunny” campaign runs into the millions of dollars. Tourism Queensland simply fired two or three marketing experts, put their salary up for grabs, and generated more attention than any star-studded California tourism ad. It succeeded because even a lottery of $150,000 doesn’t tap into the fact that most people will hear about this job, stare lustily at it and promptly apply. Afterward they will read the blog. It wasn’t just an ad about how awesome this place you will never have the money to visit is… it was about how much your job sucks. This campaign extended far beyond the web to effectively become the world’s greatest PR stunt – generating more than £50m of equivalent paid-for ad space.
  18. 18. Digital Marketing trends in competitive environment Jul-13 - 14 - Are you looking for work… you may want to consider for work moving to Australia. This can be your new office …Queensland needs a caretaker… Duties include … …feeding ocean fish… …cleaning a pool… …collecting the leverage of nature… …It comes with a rent free three bedroom villa with pool… …All this at a salary of about $8800 a month…
  19. 19. Digital Marketing trends in competitive environment Jul-13 - 15 - …All you have to do is write a weekly blog Or send a Video applications… { submit a 60 second video to Islandweekjob.com}…  Dream job website crashed after the overwhelming response…  1.4 million People have applied for the job… Results (at the end of the app stage - 6 weeks):  Islandreeljob.com received 4 million hits an hour on day one of the campaign  3,412,275 unique visitors to the website  28,584,465 page views  34,684 video applications from 201 countries  Over 6000 news stories worldwide  Media coverage valued at over $80 million
  20. 20. Digital Marketing trends in competitive environment Jul-13 - 16 - Social Message and digital media: (Social Message, Social Causes etc.) Digital media is widely used to contact, inform, and mobilize a group of concerned people around an issue or cause. This is also called digital advocacy. The purpose of digital advocacy is to galvanize supporters to take action. This advocacy can be focused on a single issue or part of an ongoing effort. To use social media as part of a Direct Action Campaign, it is helpful. No matter where you are in the process, you can use social media to help support your cause. Many nonprofit organizations are also working based on this platform. The digital dashboard below is showing the use of social media in cause related marketing or promoting social causes.
  21. 21. Digital Marketing trends in competitive environment Jul-13 - 17 - Source- http://www.mdgadvertising.com/blog/2012-it-was-a-very-good-year-for-social-giving/
  22. 22. Digital Marketing trends in competitive environment Jul-13 - 18 - Example: 6. Melbourne Transit Authority – Dumb Ways to Die:
  23. 23. Digital Marketing trends in competitive environment Jul-13 - 19 - The public transit authority in Melbourne, Australia launched an extremely successful viral campaign earlier this year, when they release a cutely animated and catchy song “Dumb Ways to Die,” promoting safety tip around their public transportation system. As of typing this blog post, the video already had over 34 million views on YouTube. Without any media spend, the transit authority was able to get huge exposure to their campaign by using clever social tactics. In addition to making sure the song was very catchy, the transit authority used multiple platforms to spread their message – originally posting the video on YouTube, offering the song for download on SoundCloud, creating a separate Tumblr and launching an interactive site. While it’s difficult to measure the results of the campaign (behavior change is not an easily measurable target – there is no conversion rate, and only time will tell if it is effective), there is no doubt that the campaign got a lot of attention and views without dedicating budgets to media spend. (Blakley, 2012) Objective- promoting safety tip around their public transportation system Methodology- Promoting the video through funny and cute characters by showing public the crazy ways by which people can die. Results: YouTube Views- 44,687,420 (on 24 April 2013) Likes- 458140 (on 24 April 2013)
  24. 24. Digital Marketing trends in competitive environment Jul-13 - 20 - Digital Media and Spice Spice Global Spice Global began operations as Modi Corp in the early 1980s, then Mcorp Global and later Spice Corp. It has an annual device volume of over 9 million comprising an exhaustive series of smart phones, 3G and Wi-Fi enabled phones. It has a direct customer reach through its 1000 retail stores and VAS services spanning over 20 countries across the world. (SpiceGlobal) The company has many other firsts  First photocopier in India  First facsimile in India  First floppy drive in India  First GSM call in India  First Indian Brand of Handsets  First dual SIM phone in India  First 3D Phone in India  First dual SIM Android phone in Malaysia  First tablet running on Android OS in Malaysia  First local brand mobile with “messenger” service in Indonesia Spice global has a combined net worth in excess of USD 2 billion. S Mobility An integral part of the Spice Group, S Mobility Ltd. began its journey in the Communication & Entertainment sector by introducing new age mobile phones in the Indian market. S Mobility has 3 categories under its umbrella
  25. 25. Digital Marketing trends in competitive environment Jul-13 - 21 - 1. Spice Mobile With a customer base of over 15 million and an annual volume of over 6 million devices, the BSE/NSE listed company has a market share of nearly 4-5% of the Indian mobile devices market. (SpiceMobile) With business operations spanning across India, Nepal, Bangladesh, Uganda, Tanzania, Zimbabwe and Sri Lanka, Spice is expanding its geographical presence from Ivory Coast to Indonesia. Spice Mobile currently has Sonam Kapoor as its brand Ambassador. Spice Mobiles was the first Indian company to have introduced a 12 mega pixel camera phone with optical zoom. Spice Telecom (Mobile Service Provider) - Founded in 1997 Spice Telecom was the brand name of Spice Communications Limited, which is a mobile phone service provider in India. Spice Telecom is currently operating in the states of Punjab (India) and Karnataka i.e., in 2 circles of 23 Telecom Circles of India. Spice Communications Limited is now a subsidiary of Mumbai based Idea Cellular Ltd. (an Aditya Birla group company). Idea Cellular owns more than 80% equity in Spice Communications. Idea Cellular acquired the company from Modi Wellvest and Telekom Malaysia (TMI, now Axiata) in March 17, 2010. Spice Telecom now has a customer base of 4.46 Million subscribers in both circles. (SpiceTelecome) 2. Spice Hotspot: Spice Retail made its beginning in the year 2005 as Hotspot with a team of 15 people. (Hotspot) In the year 2009, Hotspot acquired Cellucom's India operations and the combined entity is now known as Spice Retail Limited. Spice Retail Limited is the new face of Hotspot Retail Ltd. and Cellucom India. Spice Retail’s objective is brings best in Mobility at the best of prices for its customers. Product range includes latest smart phones, Tablets, trendy mobile phones, Bluetooth devices, accessories & memory cards, to the latest in laptops. Recently Bangalore's Global Access chain of stores was acquired by Spice Retail Limited, pushing the total count of stores to over 850. Each Spice Hotspot store is equipped to provide a solution to customer’s service needs be it recharging, paying mobile phone bills, buying a new mobile phone number or even buying a new phone.
  26. 26. Digital Marketing trends in competitive environment Jul-13 - 22 - 3. Spice Digital: Spice Digital Ltd. started in year 2000 is VAS (Value Added Services) companies in the Telecom arena. (Spice Digital) Part of the Spice Global Group, it offers innovative solutions for Telecom Operators, Enterprises and Government agencies using different mobile connectivity media of Voice, IVR, SMS, USSD, WAP, 3G & Mobile Applications. It has partnerships with most of the telecom service providers like Airtel, Vodafone, IDEA, BPL, BSNL, Reliance, MTNL and other corporate. Spice Mobile and Digital Media- Spice Mobile’s digital media agency Dapple Consulting Pvt. Ltd. has achieved tremendous success in spreading out the digital media campaign for Spice Mobile. The theme used for digital media campaign was Customer Engagement. Spice mobile’s social media presence was increased and maintained by agency for that purpose. For each new product or scheme launched by Spice Mobile a poster was designed by the agency. The idea was to encourage people to like that particular poster and making them aware of the new products and services offered by Spice Mobile. For that purpose agency actively participated in discussion through comments under each post. Each customer’s queries and issues were resolved by replying them back. This system not only helped in building trust in consumer’s mind but also helped in making people actively participate in discussion and hence make them aware of Products/Services/Schemes/New Launches etc. The campaign was started in February 2013. And FB page has a total of more than 85000 fans till date.
  27. 27. Digital Marketing trends in competitive environment Jul-13 - 23 - Facebook Page- Page likes before February- 5118 Page Likes (Now) - 85648 (on March 9, 2013)
  28. 28. Digital Marketing trends in competitive environment Jul-13 - 24 - Posters Designed
  29. 29. Digital Marketing trends in competitive environment Jul-13 - 25 - Chart showing “likes”, “comments” and “People talking about this” Post vise- Videos uploaded- 1. Cappuccino - SPICE Mobile Latest Ad YouTube views- 7215 Link- http://www.youtube.com/watch?v=k5z1H4U9VIQ 2. Spice Popkorn Projector Mobile Ad Campaign YouTube Views- 8931 Link- http://www.youtube.com/watch?v=SwfQ6i9-F4g
  30. 30. Digital Marketing trends in competitive environment Jul-13 - 26 - 3. Funny Indian advert for Spice Mobile- FIFA YouTube views- 12096 Link- http://www.youtube.com/watch?v=mMwC4LmYrDs Popular Contests 1. Know the Steller Pinnacle Contest- The objective of this contest was to make people aware of the new and amazing features of new Spice Stellet Pinnacle. Customer had to prove that he/she really know the Spice Steller Pinnacle by answering some simple questions, liking and sharing after watching its Stellar Pinnacle unboxing video. The consumer also had to pick his favorite Pinnacle feature. Just submit the form and share the custom referral link with friends for additional chances to win. Winners were selected through a random selection from eligible entries with the correct answers. Successful referral from friends who join the contest through custom link, gives consumer additional chances to win the sweepstake. The Grand Prize was the Spice Stellar Pinnacle! 2. Spice Fan of the day contest- The objective of this contest was to increase the regular visits to spice page and actively engage users by giving them reasons to buy Spice products and increasing the likes and share of each post posted on its Fb page. Consumer had to join the Spice Mobiles community by logging in
  31. 31. Digital Marketing trends in competitive environment Jul-13 - 27 - with the Top Fans application Booshaka. (Booshaka ranks the most passionate people and communities on Facebook. Page owners can install the Top Fans tab to recognize their best supporters. Fans can login to participate and see where they rank in relation to friends and top fans. So the more a fan participates, the more higher rank he or she will get) After that customer was able to:  See his points and rank on leaderboard.  Recognized for his contributions to the community  Received gifts, perks, offers and more
  32. 32. Digital Marketing trends in competitive environment Jul-13 - 28 - Digital Marketing Terminology: Pay Per Click (PPC) - advertisers pay the publisher (typically a website owner) when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. PPC "display" advertisements, also known as "banner" ads. Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser's keyword list, or when a content site displays relevant content. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to, above, or beneath organic results on search engine results pages, or anywhere a web developer chooses on a content site. Among PPC providers, Google AdWords, Yahoo! Search Marketing, and Microsoft ad Center used to be the three largest network operators, There are two primary models for determining cost per click: flat-rate (determined by the rate card that lists the cost per click (CPC) within different areas of their website or network) and bid-based. Pay Per Impression (PPI) - with the online pay per impression method, advertisers bid how much they are willing to spend for their ad to show up 1000 times. Types of Internet marketing4 Internet marketing is broadly divided in to the following types  Display advertising: the use of web banners or banner ads placed on a third-party website or blog to drive traffic to a company's own website and increase product awareness.5  Search engine marketing (SEM): a form of marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion, or through the use of free search engine optimization techniques also known as organic result.6  Search engine optimization (SEO): the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. 4 http://en.wikipedia.org/wiki/Online_advertising#cite_ref-19 5 "Define Online Marketing" (http://reference.yourdictionary.com/word-definitions/define-online- marketing.html ). Yourdictionary.com. Retrieved 9 January 2012. 6 "What Is SEM / Search Engine Marketing?" (http://searchengineland.com/guide/what-is-sem ). Search Engine Land. February 1, 2012.
  33. 33. Digital Marketing trends in competitive environment Jul-13 - 29 -  Social media marketing: the process of gaining traffic or attention through social media websites such as Facebook, Twitter and LinkedIn.7  Email marketing: directly marketing a commercial message to a group of people using electronic mail.  Referral marketing: a method of promoting products or services to new customers through referrals, usually word of mouth.  Affiliate marketing: a process wherein a product or service developed by one entity is sold by other active sellers for a share of profits. A marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's own marketing efforts.  Inbound marketing: involves creating and freely sharing informative content as a means of converting prospects into customers and customers into repeat buyers.  Video marketing: This type of marketing specializes in creating videos that engage the viewer into a buying state by presenting information in video form and guiding them to a product or service[citation needed] Online video is increasingly becoming more popular among internet users and companies are seeing it as a viable method of attracting customers.8 Revenue models 9 The three most common ways in which online advertising is purchased are CPM, CPC, and CPA.  CPM (Cost per Mile) or CPT (Cost per Thousand Impressions) is when advertisers pay for exposure of their message to a specific audience. "Per mille" means per thousand impressions, or loads of an advertisement. However, some impressions may not be counted, such as a reload or internal user action.  CPV (Cost per Visitor) is when advertisers pay for the delivery of a Targeted Visitor to the advertisers website.  CPV (Cost per View) is when advertisers pay for each unique user view of an advertisement or website (usually used with pop-ups, pop-unders and interstitial ads). 7 ^ "What Is Social Media Marketing" (http://searchengineland.com/guide/what-is-social-media-marketing ). Search Engine Land. Retrieved 9 January 2012. 8 Pattison, Kermit (2011-03-17). "Online Video Offers Low-Cost Marketing For Your Company" (http://www.nytimes.com/2011/03/17/business/smallbusiness/17sbiz.html?_r=1 ). The NY Times. Retrieved 2012-07-03. 9 http://en.wikipedia.org/wiki/Online_advertising#cite_ref-19
  34. 34. Digital Marketing trends in competitive environment Jul-13 - 30 -  CPC (Cost Per Click) or PPC (Pay per click) is when advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market. Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website. CPC differs from CPV in that each click is paid for regardless of whether the user makes it to the target site.  CPA (Cost per Action or Cost per Acquisition) or PPF (Pay per Performance)10 advertising is performance based and is common in the affiliate marketing sector of the business. In this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays only for the number of users who complete a transaction, such as a purchase or sign-up. This model ignores any inefficiency in the seller's web site conversion funnel. The following are common variants of CPA:  CPL (Cost per Lead) advertising is identical to CPA advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale.  CPS (Cost per Sale), PPS (Pay per Sale), or CPO (Cost per Order) advertising is based on each time a sale is made. (HomePageBrickMarketing)  eCPM: Effective CPM or eCPM calculated through other conversion events such as Cost per Clicks, Cost per Downloads, Cost per Leads etc. for example when an advertiser getting $2 per download and for 100,000 impressions you received 10 downloads worth $20, in this case your effective CPM or eCPM will be 2*20*1000/100,000= $0.4  Fixed Cost: Advertiser paying fixed cost for delivery frame by campaign flight dates without any relevance to performance  Cost per conversion describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad campaign by the number of conversions. The definition of "Conversion" varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase. 10 http://www.whyaffiliatemarketing.com/#affiliate
  35. 35. Digital Marketing trends in competitive environment Jul-13 - 31 - Works Cited Blog.sironaconsulting. (2012). Retrieved February 3, 2013, from sironaconsulting: http://blog.sironaconsulting.com/.a/6a00d8341c761a53ef016767bafa2c970b-pi Digital Buzz. (2012, January 3). Retrieved February 3, 2013, from DigitalBuzzBlog: http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/ Recent Posts. (2012). Retrieved February 16, 2013, from Uberly: http://uberly.com/facebook-statistics- 2012/ Social. (2012, July 17). Retrieved February 4, 2013, from burson-marsteller: http://www.burson- marsteller.com/social/PressRelease.aspx Social Media Marketing facts. (2012). Retrieved February 3, 2013, from JeffBullas: http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and- statistics-for-2012/#eGEdTtCFV4YEzCCh.99 Statistics. (2012, February 13). Retrieved February 2, 2013, from TheSocialSkinny: http://thesocialskinny.com/100-more-social-media-statistics-for-2012/ Blakley, J. (2012, December 31). Blog. Retrieved from POSTANO: http://www.postano.com/blog/12- best-social-media-campaigns-of-2012 Cohen, D. (2012, May 8). Mobile InfoGraphic. Retrieved February 3, 2013, from AllFacebook: http://allfacebook.com/socialbakers-mobile-infographic_b88216 HomePageBrickMarketing. (n.d.). Retrieved February 2013, from BrickMarketing: http://www.brickmarketing.com/define-cost-per-order.htm Hotspot. (n.d.). Retrieved 2013, from si2imobility: http://si2imobility.com/spicemobiles/spicehotspot.php Jhally, S. (2005). ADVERTISING & THE END OF THE WORLD. p. 11 of 19. Jorgensen, K. (2012, September 24). Social News. Retrieved February 3, 2013, from Business2Community: http://www.business2community.com/facebook/facebook-marketing- statistics-you-need-to-know-0289953 Lafferty, J. (2012, October 16). AllFacebook. Retrieved February 3, 2013, from AllFacebook: http://allfacebook.com/pinterest-facebook-bizrate-insights_b102245 Nicholos, J. (2012, September 18). Resourse Connection. Retrieved February 3, 2013, from IMediaConnection: http://www.imediaconnection.com/content/32706.asp Spice Digital. (n.d.). Retrieved 2013, from si2imobility: http://si2imobility.com/spicemobiles/spicedigital.php SpiceGlobal. (n.d.). Retrieved 2013, from spiceglobal: http://www.spiceglobal.com/aboutus.html
  36. 36. Digital Marketing trends in competitive environment Jul-13 - 32 - SpiceMobile. (n.d.). Retrieved 2013, from si2imobility: http://si2imobility.com/spicemobiles/smobility.php SpiceTelecome. (n.d.). Retrieved 2013, from Wikipedia: http://en.wikipedia.org/wiki/Spice_Telecom

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