DIGITAL MARKETING
Manohar Prasad
Agenda:
• Importance of the Internet and Digital Marketing
to Business
• Where are the opportunities?
• How Digital Market...
Digital Marketing
“Internet marketing is
achieving marketing
objectives through applying
digital technologies.”
“eMarketin...
Why go Digital?
• 89% of Internet users regularly use a search engine
for products and services
• Usage of Internet across...
What is Digital Marketing?
Digital marketing involves the promotion of products
and services using digital distribution ch...
Digital Marketing by Manohar Prasad
Digital Marketing Tactics
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
•Internet - Email, banner ads, dedicated websites, pop-
up ads, sponsored content, paid keyword search,
podcasts, social n...
Types of Digital marketing
Two different forms of digital marketing are:
• Pull
• Push
Digital Marketing by Manohar Prasad
Pull Digital Marketing
• The consumer actively seeks the marketing content,
often via web searches or opening an email, te...
Digital Marketing by Manohar Prasad
Push Digital Marketing
•The marketer sends a message without the consent of
the recipients, such as display advertising on...
Digital Marketing by Manohar Prasad
Additional Types of Digital Marketing
•Mass marketing is a marketing method that broadcasts a
message to a large audience....
Digital Marketing by Manohar Prasad
Effect on Traditional Marketing
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Who’s Using Digital Marketing?
Small to Medium Businesses increasingly rely upon
online digital marketing techniques and d...
Where are the opportunities?
• Incremental Revenues
• Reduced Cost of Marketing and Promotion
• Comprehensive Exposure
• E...
Incremental Revenues
• Lower cost of sales
• Easily attract new customers through very
targeted and measurable marketing e...
Reduced Cost of Marketing
• Digital Marketing basically requires an attractive
and user friendly website
• Provides lowest...
Brand Image and Exposure
• Improving business’s visibility to a very targeted
audience for long term relationship
• Build ...
Driving Incremental Revenue
• Various marketing opportunities available
• Advantages of each approach/tactics
• Return on ...
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
The Marketing Opportunities
For creating an effective marketing plan, consider
various stages on customer interaction in t...
Site Conversion: The Key to Success
• Perfect and Optimised Website provides better
conversion
• Best Investment Scenario:...
Measuring Website Conversion
Conversion
• Regular website conversion and performance
analysis to ensure optimum site perfo...
Measuring Website Conversion
Conversion
Digital Marketing by Manohar Prasad
Driving Incremental Traffic
New and Incremental
Customers
• SEO
• SMO
• PPC
• Banner Ads
• Listings
Existing Customers
• E...
Digital Marketing by Manohar Prasad
New and Incremental Customers
Search Engine Optimisation
• Improving Keyword Ranking in Search Results
• Improves the volu...
New and Incremental Customers
Pay Per Click
• Delivers targeted traffic instantly
• Delivers significant returns and quick...
New and Incremental Customers
Social Media Marketing
• Most interactive digital marketing tactics
• Creates an everlasting...
Existing Customers
• Never overlook existing customers in the fervour to
find new ones
• Manage existing customers effecti...
Result and Measurement Analysis
• Digital Marketing offers unparalleled ways for result
measurement and performance analys...
Result and Measurement Analysis
Site Performance Analysis
 Where are customers are coming from?
 How long are they stayi...
How well defined is your plan?
Digital Marketing by Manohar Prasad
How have you assessed your capabilities?
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Are our customers different now?
11/29/2015 Digital Marketing @ maestro
Digital Marketing by Manohar Prasad11/29/2015 Digital Marketing @ maestro
New Media, Old Habits!
11/29/2015 Digital Market...
Do you have the right resources?
% of marketing headcount who are digital specialists?
You: (a) 0-20% (b) 20-40% (c) >40%
...
Do you have the right team structure?
“No perfect way to organise structure. A single team has benefit
they’re 100% digita...
Digital Marketing by Manohar Prasad
Resources needed for
large digital team!
Digital Marketing by Manohar Prasad
How automated is your optimization?
Web analytics (WA)
Purpose: Analyse customer
website behaviour and marketing
outcomes ...
How refined is your SEM capability?
Digital Marketing by Manohar Prasad
Analytics capability maturity
Digital Marketing by Manohar Prasad
How refined is your site conversion optimization ?
Digital Marketing by Manohar Prasad
How refined is your email marketing capability?
Digital Marketing by Manohar Prasad
Why Use Digital Marketing?
Digital Marketing by Manohar Prasad
p
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
•Digital marketing methodology is designed to drive
company’s online success.
•We start by understanding what winning mean...
Thank You !
CONNECT WITH ME
manoharprasad01
Manohar Prasad (500+)
Manohar Prasad (2200+)
Digital Marketing by Manohar Pras...
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Digital Marketing Project, e-marketing Project, Internet Marketing Project

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Digital Marketing is an alternative terms for online marketing or e-marketing. There is no difference between online marketing and digital marketing but a few experts also make a few difference between both type marketing as they have said that digital marketing bears of virtual products but online marketing carries virtual and physical products. Business and marketing has been redirected to online presence either physical or digital products because World Wide Web has become common household name around the globe. Normally customers and clients check their needs online either physical products or digital products.

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Digital Marketing Project, e-marketing Project, Internet Marketing Project

  1. 1. DIGITAL MARKETING Manohar Prasad
  2. 2. Agenda: • Importance of the Internet and Digital Marketing to Business • Where are the opportunities? • How Digital Marketing impacts the bottom line? • Strategic approach to Digital Marketing • Building an Digital Marketing Strategy • Value of Measurement and Performance Analysis Digital Marketing by Manohar Prasad
  3. 3. Digital Marketing “Internet marketing is achieving marketing objectives through applying digital technologies.” “eMarketing is achieving marketing objectives through use of electronic communications technology.” Digital Marketing by Manohar Prasad
  4. 4. Why go Digital? • 89% of Internet users regularly use a search engine for products and services • Usage of Internet across the world increasing exponentially • Internet is no longer a niche marketing channel worthy of investment for the future • Most Economical Marketing Medium to reach a large, astute and knowledgeable audience Digital Marketing by Manohar Prasad
  5. 5. What is Digital Marketing? Digital marketing involves the promotion of products and services using digital distribution channels that reach consumers in a timely, relevant, personal and cost-effective manner. Digital channels can have several categories, such as the internet, mobile, digital outdoors, and any form of interactive digital media. Each category has multiple digital tools / sub-channels that can support digital marketing. Digital Marketing by Manohar Prasad
  6. 6. Digital Marketing by Manohar Prasad Digital Marketing Tactics
  7. 7. Digital Marketing by Manohar Prasad
  8. 8. Digital Marketing by Manohar Prasad
  9. 9. •Internet - Email, banner ads, dedicated websites, pop- up ads, sponsored content, paid keyword search, podcasts, social networks, blogs, wikis, widgets, RSS, virtual worlds, and online games. •Mobile - SMS, Mobile web, Mobile applications, and Mobile video. •Digital Outdoors - Video digital display, Interactive Kiosks. •Interactive digital medium – Interactive Television Channels. Digital Marketing by Manohar Prasad
  10. 10. Types of Digital marketing Two different forms of digital marketing are: • Pull • Push Digital Marketing by Manohar Prasad
  11. 11. Pull Digital Marketing • The consumer actively seeks the marketing content, often via web searches or opening an email, text or message. •Websites and blogs are examples of pull digital marketing. • Users have to navigate to the website to view the content. • Search engine optimization is one tactic used to increase activity. Digital Marketing by Manohar Prasad
  12. 12. Digital Marketing by Manohar Prasad
  13. 13. Push Digital Marketing •The marketer sends a message without the consent of the recipients, such as display advertising on websites and news blogs. • Email and text messaging can also be classed as push digital marketing when the recipient has not given permission to receive the marketing message. • Push marketing is also known as spam. • Push technologies can deliver content as it becomes available and can be better targeted to consumer demographics, although audiences are often smaller, and creation and distribution costs are higher. Digital Marketing by Manohar Prasad
  14. 14. Digital Marketing by Manohar Prasad
  15. 15. Additional Types of Digital Marketing •Mass marketing is a marketing method that broadcasts a message to a large audience. The marketing message is not addressable, and is not easily tracked and measured. •Online marketing is a marketing method that uses Internet tools such as email, search engine optimization and banner ads to send marketing messages to consumers. •Mobile marketing is a marketing method that allows marketers to send marketing messages to consumers through the technologies found on a consumer’s mobile device. Consumers opt in to receive messages. •Email marketing is a marketing method that uses email to send a marketing message to a targeted audience. Digital Marketing by Manohar Prasad
  16. 16. Digital Marketing by Manohar Prasad Effect on Traditional Marketing
  17. 17. Digital Marketing by Manohar Prasad
  18. 18. Digital Marketing by Manohar Prasad
  19. 19. Digital Marketing by Manohar Prasad
  20. 20. Who’s Using Digital Marketing? Small to Medium Businesses increasingly rely upon online digital marketing techniques and distribution channels. Digital communications and multimedia technologies are significantly changing the way SMBs communicate with their customers to promote products and market services. Digital Marketing by Manohar Prasad
  21. 21. Where are the opportunities? • Incremental Revenues • Reduced Cost of Marketing and Promotion • Comprehensive Exposure • Enhanced Brand Image • Better Customer Relationship Management • Better Measurement and Performance Analysis Digital Marketing by Manohar Prasad
  22. 22. Incremental Revenues • Lower cost of sales • Easily attract new customers through very targeted and measurable marketing efforts • Global reach is easily possible • Segmentation and reaching Target Audience is easy and effective Digital Marketing by Manohar Prasad
  23. 23. Reduced Cost of Marketing • Digital Marketing basically requires an attractive and user friendly website • Provides lowest cost of sales • Enables easy reach to very large audience • Low cost of acquisition per customer Digital Marketing by Manohar Prasad
  24. 24. Brand Image and Exposure • Improving business’s visibility to a very targeted audience for long term relationship • Build a community around your business to improve its brand value • Help enhance offerings and delivered value preposition Digital Marketing by Manohar Prasad
  25. 25. Driving Incremental Revenue • Various marketing opportunities available • Advantages of each approach/tactics • Return on Investment for various approaches • Focusing in the right direction Digital Marketing by Manohar Prasad
  26. 26. Digital Marketing by Manohar Prasad
  27. 27. Digital Marketing by Manohar Prasad
  28. 28. The Marketing Opportunities For creating an effective marketing plan, consider various stages on customer interaction in the marketing process. Conversion • Website Design • Content • UI • Offerings Acquisition • SEO • SMO • PPC • Ads Retention • CRM • Customer Service • Facilities Analysis • Web Analysis • ROI • Analytics Digital Marketing by Manohar Prasad
  29. 29. Site Conversion: The Key to Success • Perfect and Optimised Website provides better conversion • Best Investment Scenario: Increasing the conversion ratio of visitors to customers Conversion Digital Marketing by Manohar Prasad
  30. 30. Measuring Website Conversion Conversion • Regular website conversion and performance analysis to ensure optimum site performance • Measuring Visits, Conversions and Persuasion will give an accurate picture of Returns on Marketing Investments Digital Marketing by Manohar Prasad
  31. 31. Measuring Website Conversion Conversion Digital Marketing by Manohar Prasad
  32. 32. Driving Incremental Traffic New and Incremental Customers • SEO • SMO • PPC • Banner Ads • Listings Existing Customers • Email Campaign • Newsletter • Customer Service • Offers Acquisition Digital Marketing by Manohar Prasad
  33. 33. Digital Marketing by Manohar Prasad
  34. 34. New and Incremental Customers Search Engine Optimisation • Improving Keyword Ranking in Search Results • Improves the volume and quality of traffic through organic search result listings • Most important online marketing activity • Strategic Activity with long term benefits • SEO can take up to 6 - 12 months to deliver significant results • SEO is an iterative process requiring careful analysis and modifications • Ensures high-quality, targeted and incremental traffic Digital Marketing by Manohar Prasad
  35. 35. New and Incremental Customers Pay Per Click • Delivers targeted traffic instantly • Delivers significant returns and quickly to become an ongoing activity • PPC campaigns compliment SEO and SMO activities • Running SEO and PPC ensures best returns Digital Marketing by Manohar Prasad
  36. 36. New and Incremental Customers Social Media Marketing • Most interactive digital marketing tactics • Creates an everlasting value preposition • Enhances your brand value • Develops a community closely associated with your organization and offerings • Helps audience to communicate in a healthy way across various verticals • Creates awareness, spread the word , improves participation, keep audience engaged and helps in getting a genuine opinion from target audience Digital Marketing by Manohar Prasad
  37. 37. Existing Customers • Never overlook existing customers in the fervour to find new ones • Manage existing customers effectively • Improve customer loyalty and value through long term association • Synchronize your online proposition with your offline environment • Regular interaction with existing customers will enhance loyalty and reinforce the brand value Retention Digital Marketing by Manohar Prasad
  38. 38. Result and Measurement Analysis • Digital Marketing offers unparalleled ways for result measurement and performance analysis • Measuring Visits, Conversions and Persuasion will give a better picture on returns on marketing investments • There are three key areas to measure  Website Conversion Rate  Website Performance  ROI on Marketing Investment Analysis Digital Marketing by Manohar Prasad
  39. 39. Result and Measurement Analysis Site Performance Analysis  Where are customers are coming from?  How long are they staying on the website?  Which keywords are driving them to website?  Which platform is delivering best traffic?  Which activity is giving better results? Analysis Digital Marketing by Manohar Prasad
  40. 40. How well defined is your plan? Digital Marketing by Manohar Prasad
  41. 41. How have you assessed your capabilities? Digital Marketing by Manohar Prasad
  42. 42. Digital Marketing by Manohar Prasad Are our customers different now? 11/29/2015 Digital Marketing @ maestro
  43. 43. Digital Marketing by Manohar Prasad11/29/2015 Digital Marketing @ maestro New Media, Old Habits! 11/29/2015 Digital Marketing @ maestro
  44. 44. Do you have the right resources? % of marketing headcount who are digital specialists? You: (a) 0-20% (b) 20-40% (c) >40% Research: 1 in 3 Ratio: 2 Acquisition: 4 Conversion: 2 Retention: 8 IT Digital Marketing by Manohar Prasad
  45. 45. Do you have the right team structure? “No perfect way to organise structure. A single team has benefit they’re 100% digital, breathing digital, risk is there is disconnect with offline world” Campaign manager (Email & DM) Database Executive Customer Development Customer Acqusition Search engine marketing Partner marketing & advertising Customer experience & merchandising Content & creative Web Sales Sales or web Analyst IT Director Finance (& IT) Director Buying & merchandising Operations (incl service) Managing Director Sales and marketing Director Example of team structure for small-medium retailerDigital Marketing by Manohar Prasad
  46. 46. Digital Marketing by Manohar Prasad
  47. 47. Resources needed for large digital team! Digital Marketing by Manohar Prasad
  48. 48. How automated is your optimization? Web analytics (WA) Purpose: Analyse customer website behaviour and marketing outcomes related to referrer segments Vendors:Google Analytics, Omniture,Visual Sciences, Webtrends Email Service Providers Purpose: ESPs broadcast and track emails as part of campaigns or automated contact strategy Vendors:Email Reaction, Email Vision, Exact Target Silverpop, Responsys, Vertical Response Website experimentation Purpose: AB testing and multivariate testing of alternative pages and journeys Vendors: Google website Optimizer, Maxymiser, Offermatica, Omniture and Optimost Website personalisation Purpose: Automated and rules- based recommendations and merchandising based on referrer, products browsed and/or customer data Vendors: atg, Fredhopper, Omniture Touch Clarity and Wunderloop Ad tracking & optimisation Purpose: Serve display ads and optimise yield for advertisers and publishers. Also track other media channels such as affiliate and search to understand customer journeys Vendors: Atlas, Doubleclick Dart plus WA vendors Behavioural ad targeting Purpose: Serves relevant ads based on content consumed and audience profile. Also re- targeting of ad viewers potentially on advertisers site. Vendors: Advertising.com, Blue Lithium, Revenue Sciences, Tacoda Enterprise analytics Purpose: Provide analysis tools for creating dashboards and in- depth analysis Vendors: Business Objects and Cognos plus WA vendors e.g. Omniture Discover Paid search optimisation Purpose: Serves relevant ads based on content consumed and audience profile. Also re- targeting of ad viewers potentially on advertisers site. Vendors: Atlas Search, Efficient Frontier, Google conversion optimizer, Search Works Marketing Optimisation Purpose: A hub to manage and automate performance improvements across customer contacts of acquisition, conversion and retention. Provide integration with E-CRM systems Vendors: Omniture, Web Trends, Visual Sciences. Digital Marketing by Manohar Prasad
  49. 49. How refined is your SEM capability? Digital Marketing by Manohar Prasad
  50. 50. Analytics capability maturity Digital Marketing by Manohar Prasad
  51. 51. How refined is your site conversion optimization ? Digital Marketing by Manohar Prasad
  52. 52. How refined is your email marketing capability? Digital Marketing by Manohar Prasad
  53. 53. Why Use Digital Marketing? Digital Marketing by Manohar Prasad
  54. 54. p Digital Marketing by Manohar Prasad
  55. 55. Digital Marketing by Manohar Prasad
  56. 56. Digital Marketing by Manohar Prasad
  57. 57. Digital Marketing by Manohar Prasad
  58. 58. Digital Marketing by Manohar Prasad
  59. 59. Digital Marketing by Manohar Prasad
  60. 60. Digital Marketing by Manohar Prasad
  61. 61. Digital Marketing by Manohar Prasad
  62. 62. •Digital marketing methodology is designed to drive company’s online success. •We start by understanding what winning means to your business and where your current challenges lie. •Our approach is customized to bring together the power of Search Engine Optimization (SEO), Pay Per Click (PPC) advertising, and Social Media Marketing (SMM) to create remarkable, results-driven marketing programs. Conclusion ! Digital Marketing by Manohar Prasad
  63. 63. Thank You ! CONNECT WITH ME manoharprasad01 Manohar Prasad (500+) Manohar Prasad (2200+) Digital Marketing by Manohar Prasad Thank you! Presentation By: Manohar Prasad www.tutorialvidya.com 12,000 + followers 1,100 + followers 12,500 + followers 1,000 + followers Email: manoharprasad01@gmail.com Ask your queries?
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