Digital marketing

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Digital marketing

Digital marketing

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  • 1. DIGITAL MARKETING
  • 2. OBJECTIVE The main objective of this presentation is to understand the concept of digital marketing along with understanding the scope of digital marketing and how it integrates with overall business and marketing strategy The study has been structured along the following lines:  Introduction Overview Major Channels and Players  Marketing Strategy
  • 3. DIGITAL MARKETING – An Introduction
  • 4. OVERVIEW ‘Digital marketing is marketing that makes use of electronic devices such as computers, tablets, smart phones, cell phones, digital billboards, and game consoles to engage with consumers and other business partners’ - Wikipedia Leveraged traditional marketing areas such as direct marketing by providing the same method of communicating with an audience but in digital fashion Promoting products and services using digital distribution and social media channels to reach consumers in timely, relevant, personal and cost effective manner Digital Marketing Delivered via internet, mobile text messaging, display/banners ads and digital outdoor signage
  • 5. WHY USE DIGITAL MARKETING ….(1/2) • Increase website traffic • Increase brand recognition • Improve search engine rankings • Generate leads • Increase online sales conversions • Improve Internal communications
  • 6. WHY USE DIGITAL MARKETING ….(2/2)
  • 7. DIGITAL MARKETING- PUSH AND PULL CONCEPT • Digital Marketing is a combination of Push and Pull Internet technologies used to execute marketing campaigns. • Digital marketing provides for immediate reporting and feedback while using the internet to both Push and Pull marketing content Texting on Mobile, and Voice Broadcast are used to push a message Push Digital Marketing Pull Banner ads and Pay Per Click (PPC) searches Pull viewers
  • 8. DIGITAL MARKETING- ASSOCIATED COSTS
  • 9. IMPORTANT DIGITAL MARKETING CHANNELS iPhone Apps Proprietary Website Facebook Linkedin WordPress MediaWiki Campaign-Focused Marketing Pages
  • 10. MAJOR VENDORS BY KEY PROCESS
  • 11. HOW IT DIFFERS FROM TRADITIONAL MARKETING Traditional Digital Uses established market research (focus group and samplings) Business models and demographics are fluid A campaign is generally a Message A campaign is generally a Conversation Campaigns not optimised immediately Sponsored searches has +-70 clicks to entice click through Marketers controls message lengths Visitors uses exact search items Data is collected long afterwards Campaign tweaked instantly with immediate feedback Costs are relatively high Costs are relatively low
  • 12. Digital Marketing - Strategy
  • 13. DIGITAL MARKETING - STRATEGY • Clarify and finalize Campaign objectives • Define the target audience(s) • Identify the online and Mobile channels available and appropriate • Develop a strategy with unique tactics for each digital asset • Maximise SEO and Audit Page Tags to maximize the number of viewers • Define success through industry specific and relevant metrics • Know the landscape and benchmark results against competitors
  • 14. STRATEGY - A RATIONALIZATION
  • 15. “Strategy is an important step across every phase of a campaign. Phases are not always sequential and may be iterative as content is tweaked. “ DIGITAL MARKETINGFOUR BROAD PHASES
  • 16. • Scoping • Plan on how content stays current and accurate • Develop appropriate technology or solutions • Integrate online digital data • Define key performance indicators • Customize visitors Engagement • Measurements by IMPLEMENT BENCHMARKS Industry Facilitate reporting and Distribution of data & Analytics • Use behavioural targeting of potential viewers • Analyse Digital Campaign to remain relevant & engaging • Convert website visitors into customers more quickly and at a relatively lower costs OPTIMIZE
  • 17. THANK YOU !!!