Digital Media Marketing - Fundamentals & Career Opportunities
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Digital Media Marketing - Fundamentals & Career Opportunities

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Digital Media Marketing - Fundamentals & Career Opportunities is a slide deck I had originally prepared for a lecture by my boss in a B-School. This covers the basic topics - definition, what it is ...

Digital Media Marketing - Fundamentals & Career Opportunities is a slide deck I had originally prepared for a lecture by my boss in a B-School. This covers the basic topics - definition, what it is made of and its importance to brands. It also gives a brief introductory into the landscape of Digital Marketing - SEO, Search & Display Advertising, Social Media, Analytics etc. Finally I had concluded the ppt with the career options available in Digital Marketing for the management graduates. This is more like an intro into the subject rather than a fully comprehensive material. Please post your comments or suggestions.

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    Digital Media Marketing - Fundamentals & Career Opportunities Digital Media Marketing - Fundamentals & Career Opportunities Presentation Transcript

    • Digital Media PRADEEP GOVINDARAJU ALL RIGHTS RESERVED October 2013
    • Digital Media: Building the Basics © PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED October 2013 2
    • An Acceptable Definition Business dictionary defines Digital Media as: Digitized content (text, graphics, audio, imagery and video) that can be transmitted over internet or computer networks. © PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED October 2013 3
    • Building Blocks of Digital Media People Store / Retrieve Process Publish / Read Protocols Engage / Respond Technology © PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED October 2013 IT Infrastructure – Servers, Networks etc. 4
    • What’s in it for Brands & Corporates? Internet is an important influence on consumers interested in buying new products across most categories – Nielsen Global Survey © PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED October 2013 5
    • What’s in it for Brands & Corporates? PEOPLE Significant share of the Global & Indian population had adopted Internet & Digital Media Digital goes Online World India Internet Users 2.4 Billion 137 Million Mobile Internet Users 2.1 Billion 79 Million 1 Billion 44 Million Smartphone Users Social Media Users World India Facebook 1.15 Billion 78 Million Twitter 500 Million 33 Million LinkedIn 238 Million 20 Million Instagram 130 Million 4 Million Pinterest 70 Million 5.5 Million Sources: Internet World Stats, Mobithinking, Medianama, Trak, Digital Insights, Business Today © PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED October 2013 6
    • How People in Digital Media are relevant to Brands? Industry Leaders Employees Suppliers / Vendors Competitors Brand Fans / Followers Detractors We are connected to brands in more ways than we realize in Digital Media Customers Prospects © PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED October 2013 7
    • Brands & Corporates Acknowledge the importance of Digital Media Corporates today invest Time, Money & Resources in multiple Digital Media Initiatives:  Digital Branding – Brand building & engagement in web; communication focused  Digital PR – Transforming static news into opportunities of online conversations  Digital Marketing – Attract target audience to the digital media assets © PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED October 2013 8
    • Digital Marketing – Attract Target Audience to Digital Assets © PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED October 2013 9
    • Digital Marketing Landscape STRATEGY Search Display Advertising Social Media Email Marketing Content Marketing Organic Contextual Targeting Monitoring Transactiona l Digital PR Paid Behavioral Targeting Marketing Direct Mails Blogging Re-Targeting Engagement ANALYTICS © PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED October 2013 10
    • Digital Marketing is now Mainstream in India Indian Digital Media Spending (INR Crores) Spending by Top Digital Marketing Categories (INR Crores) Category FY 2010-11 FY 2011-12 FY 2012-13 30% 2,938 1,140 FY 2010-11 FY 2011-12 FY 2012-13 FY 2013-14 (Est.) 557 595 662 Social 1,750 850 NA 175 300 90 123 230 Video 54% 718 Display 2,260 493 Mobile 29% Search NA 88 150 Email NA 53 68 Industry is need of competent professionals to manage this massive spending Source for Digital Marketing Spending: IAMAI © PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED October 2013 11
    • Digital Marketing Workforce In Need STRATEGY Crowded CHANNELS ANALYTICS Dearth  Digital Marketing spectrum is abuzz with Experts that has technical know-hows & operate across various channels  Digital Marketing needs Business Professionals to make it more relevant to Businesses   For instance, Marketing Managers are needed to Strategize, Sales Managers to device action plans, Business Analysts to extract insights from the abundance of Digital marketing data Analytics – a high potential, yet under sourced space of Digital Marketing © PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED October 2013 12
    • Digital Marketing Analytics Analytics, when rightly done:  Shreds insights that can be implemented Online & Offline  Contributes to the business bottom-line – increase revenue  Proves the value of digital marketing existence of a brand Wise minds are needed to:  Convert Data into Information  Turn Information into Knowledge  Churn Knowledge into Wisdom © PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED October 2013 13 13
    • DIKW Model for Digital Marketing Analytics D I K W Data Information Knowledge Wisdom Extraction: From multiple channels Action: Act upon the data Explanation: What are the results? Experience: What is best? Doing the right things Doing the right things DIKW PAST © PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED October 2013 FUTURE 14
    • Digital Marketing Analytics – Practical Applications Mobile traffic report of a fashion website -> Singles out the mobile platform where the retailer should launch their first ecommerce mobile app Analytics of the iOS app will answer the What, Why & How questions for the Android app © PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED October 2013 15 15
    • Digital Marketing Analytics – Practical Applications Ecommerce Traffic Report -> Singles out the source / medium that has the highest Per Visit Value; Effort should be taken to increase the traffic from this source © PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED October 2013 16 16
    • Digital Marketing Analytics – Practical Applications Location Report -> Suggests the locations where the brands can open their next retail outlet © PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED October 2013 17 17
    • A Snapshot of Career Options in Digital Marketing Digital Marketing Roles Titles Setup and / or handle Digital Marketing practice in organizations; Accountable for P&L of the practice GMs / Directors/ AVPs &VPs / CXX Handle large enterprise clients with managing digital marketing spends around hundreds of crores Account Directors / Sr. Account Directors Account Managers / Sr. Account Managers / Client Managers Client Partners (Digital Marketing) Manage relationships with Digital Marketing clients Brand representative who, in liasion with third party agenicies, ensure that the Digital Marketing objectives are achieved Brand representatives who ensure consistent and optimal messaging, promotions, pricing, and advertising Brand Managers (Digital Marketing) of brand & its products / services Develop & Execute scalable solutions across Digital Marketing landscape - SEO, Paid Ads, ORM etc. Digital Marketing Managers Develop, Oversee and execute the communication/marketing strategy in Social Media, which includes Social Media Managers advertising and promotions plans Collect and analyze data on website visitors patterns, customer voice in digital media talking about brands, Marketing Researchers (Digital product features, competition and other areas that inform marketing business decisions Marketing) Gain first hand knowledge in Digital Marketing techniques before taking great leaps © PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED October 2013 Analysts – Web / Social Media / SEO / SEM / Digital Marketing 18
    • Great to gain exposure to these prominent Digital Marketing Tools Search • Moz • Raven Tools Ad Campaigns Social Media / ORM Email Marketing Web Analytics • Kenshoo • Radian6 • iContact • Google Analytics • IgnitionOne • Brandwatch • Pinpointe • Adobe SiteCatalyst • Adobe AdLens • Unmetric • GetResponse Few Digital Marketing Programs•&Sysomos Certifications are available to gain Digital Marketing exposure:  Advanced Online Advertising Program - Google India (through NIIT Imperia)  Professional Diploma in Digital Marketing (NIIT Imperia)  Certificate / PG Certificate Course in Digital Marketing (Certified by IAMAI)  Advanced Program in Digital Marketing – IAMAI (through NIIT Imperia) Certification for Digital Marketing Platforms  Google Analytics, Google AdWords, Adobe Omniture, Adobe AdLens, Kenshoo © PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED October 2013 19
    • Thank You PRADEEP GOVINDARAJU ALL RIGHTS RESERVED October 2013