Marketing 2.0 Challenges and opportunities<br />
Internet….accepted widely as one of the most promising marketing tool<br />In spite of its wide reach and low cost , restricted to online companies only.<br />Traditional offline methods – Still the first choice of offline businesses<br />Online Marketing<br />
Advertisement expenditure on internet<br />vs<br />Offline media expenditures (e.g. TV , Print advt.)<br />Online Marketing<br />
Online Marketing<br />IT Sector <br />Leading supporter of online marketing channel <br />Spends highest on online advt.<br />FMCG, Consumer durables & Consumer utilities<br />Account for 70% of the total ad expense account<br /> but……<br /> for a share of mere 30% in online ad expenditures.<br />
Customers<br />Internet users & Non-internet users<br /> Targetting just any one of the above is losing the other<br />Survey by iProspect showed that,<br />67% of online search users are driven to perform searches as a result of exposure to some offline channel <br /> and<br />39% of them bought the product they were seeking<br />
Customers<br />68% of people use a part or full name of the company/product/service in search engines to find the desired result.<br />Most of the company’s offline materials don’t help customers to find company’s website.<br />People who,<br />already search online and <br />take the pain of looking for the product on net (w/o guidance)<br /> can be made easy target by companies upon providing explicit instructions.<br />
Mismatch: Need of integrating efforts<br />Tradition brick and mortar cos’ advertising their online proposition - limited to incidental advertising.<br />Web based companies clearly neglect the potential of offline marketing. <br /> (exceptions like shaadi.com, monster.com,yahoo.com etc.)<br />Offline marketing still most effective – additional cost can be justified by no. of online traffic & increased awareness<br /> But, amount of info. provided is enormous compared to a 20sec commercial<br />
Solution…..Optimal mix of both<br /> “Gang of Girls” initiative by Sunsilk, started in 2006<br /> Had 30,000 gangs by 2007 and has 7.5 lac by today.<br />As per HLL, this initiative had resulted increase in both sales and market share<br />
What and how to do?<br />Retailer can encourage customer to visit site<br />To :<br />discussvalue offerings with other consumers,<br /> provide feedback,<br /> be informed of the latest products<br />Main focus of website not restricted to sales but,<br />to drive customers towards the physical shop.<br />Also helps in making new customers online, through <br /> socialization and word of mouth publicity.<br />
Ineffective integration<br />Issues<br /> Advt. fail to direct the viewer towards correct URL<br /> or,<br /> Effort wasted due to lack of info. on the website<br />Common mistakes<br /> Product website more of a trend than a tool<br /> URL published with advt. not properly highlighted<br />Discontented consumers owing to poorly designed website<br /> Using URL just to count the no. of visitors for measuring ad <br /> effectiveness<br />
Ineffective integration<br />Mistakes in proper integration <br /> (like improper info. on website ) may:<br />Largely impact integrated marketing and<br />Push the customer towards alternatives<br />
“One of the Internet's strengths is its ability to help consumers find the right needle in a digital haystack of data”<br />
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