Urmimala Chakraborty
♦ What Is Digital Marketing?
♦Why Go Digital?
♦ Types Of Digital Marketing
♦ Sketching Digital Marketing Plan
♦What Digita...
Marketing that makes use of electronic devices such as computers,
tablets, smart phones, cell phones, digital billboards, ...
89% of Internet users regularly use a search engine
for products and services
Usage of Internet across the world increasin...
PULL DIGITAL MARKETING The consumer actively seeks the marketing content,
often via web searches or opening an email, tex...
PUSH DIGITAL MARKETING The marketer sends a message without the consent of
the recipients, such as display advertising on...
Reach

• The goal is to find which method will
allow you to reach the largest targeted
audience within your budget

Act

•...
Online Banner Advertising

Search Engine Optimization (SEO)
Email Marketing and Blogging
Wireless Text Messaging
Pay Per C...
What Is Online Banner Advertising?
 A rectangular graphic display that stretches across the
top or bottom of a website or...
What is search engine optimization(SEO)?
• SEO simply increases the chances of your Website to be be
founded through searc...
 Email marketing is a form of direct marketing that uses
electronic mail as a means of communicating commercial or
fundra...
PPC is pay per click
PPC is a type of sponsored online advertising that is used on a
wide range of websites, including sea...
TV Ads

Mobile
Marketing

Internet
Marketing

Social
Media
Marketing

Radio Ads
Small to Medium Businesses increasingly rely upon
online digital marketing techniques and distribution
channels

Digital c...
100%
80%
60%
40%

50%
36%

20%

6%

4%

4%

COMPANY
WEBSITE

OTHERS

0%
TV

MOBILE

SOCIAL MEDIA
Incremental Revenues
Reduced Cost of Marketing and Promotion
Comprehensive Exposure

Enhanced Brand Image
Better Customer ...
Type

Private

Industry
Founded
Founder(s)

Clothing
1853
Levi Strauss

Headquarters

San Francisco, California, U.S.

Num...
MARKET SHARE OF LEVIS
5.60%

Japan

8.80%

41.20%

China

14.60%
Rest of Asia
Pacific

India
29.70%
South Korea
100%
80%
60%

40%
20%
0%

33%

27%
5%

15%

8%

12%
41.44%

NO

58.55%
YES
100.00%

75.00%
55%

50.00%
28.80%
25.00%
9.20%

7%

0.00%

TV

MOBILE

INTERNET

OTHERS
Type
Industry
Founded
Founders
Headquarter
Number Of Locations
Key People
Products
Services
Revenue
Employees
Website

Pub...
EUROPE
7%
ASIA PACIFIC

13%

29%
CHINA

14%

MIDDLE EAST &
AFRICA

LATIN AMERICA

10%

27%
NORTH AMERICA
100.00%
75.00%
50.00%

46.87%
26.56%

25.00%

9.37%

7.81%

9.37%

0.00%
TV

MOBILE

SOCIAL
MEDIA

ECOMPANY'S
COMMERCE WEB...
40%

NO

60%
YES
100.00%

75.00%
42.85%
50.00%

28.57%
17.85%

25.00%

10.71%

0.00%
TV

SOCIAL MEDIA

E-COMMERCE

COMPANY
WEBSITE
 Potential to reach mass
amounts of people in less time
 Welcomes interaction from your
audience
 Provides additional b...
 Lacking an actual presence
 Risky
 Uncertain
 Needs a relatively strong
technological knowledge
 Time Consuming
 Ex...
Companies needs to balance between traditional
marketing and digital marketing.

Digital marketing would grow in terms of ...
Digital marketing reach is 82% -85% of Levi’s
and Nokia respectively.
Levi’s needs to increase its presence on TV.

Nokia ...
Digital marketing
Digital marketing
Digital marketing
Digital marketing
Digital marketing
Digital marketing
Digital marketing
Digital marketing
Digital marketing
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Digital marketing

  1. 1. Urmimala Chakraborty
  2. 2. ♦ What Is Digital Marketing? ♦Why Go Digital? ♦ Types Of Digital Marketing ♦ Sketching Digital Marketing Plan ♦What Digital Marketing Comprise Of ♦ Tools Of Digital Marketing ♦ Users Of Digital Marketing ♦ Opportunities Of Digital Marketing ♦ Digital Marketing Of Levis ♦ Digital Marketing Of Nokia ♦ Advantages And Disadvantages Of Digital Marketing ♦ Conclusion ♦ Recommendations
  3. 3. 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. Internet Marketing is a major component of digital marketing.
  4. 4. 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
  5. 5. 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
  6. 6. 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.
  7. 7. Reach • The goal is to find which method will allow you to reach the largest targeted audience within your budget Act • How are you going to achieve interaction with these customers and prospects in order to get them to buy your products, use your services? Engage • Customer acquisition and retention are the overarching goals of the ENGAGE phase.
  8. 8. Online Banner Advertising Search Engine Optimization (SEO) Email Marketing and Blogging Wireless Text Messaging Pay Per Click(PPC) etc.
  9. 9. What Is Online Banner Advertising?  A rectangular graphic display that stretches across the top or bottom of a website or down the right or left sidebar  Banner ads are image-based rather than text-based and are a popular form of website advertising  The purpose of banner advertising is to promote a brand and/or to get visitors from the host website to go to the advertiser's website
  10. 10. What is search engine optimization(SEO)? • SEO simply increases the chances of your Website to be be founded through searching in Search engines Like google,Ping etc. • When they search about which You provide in your website
  11. 11.  Email marketing is a form of direct marketing that uses electronic mail as a means of communicating commercial or fundraising messages to an audience  It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness
  12. 12. PPC is pay per click PPC is a type of sponsored online advertising that is used on a wide range of websites, including search engines, where the advertiser only pays if a web user clicks on their ad. Hence the title, ‘pay per click’
  13. 13. TV Ads Mobile Marketing Internet Marketing Social Media Marketing Radio Ads
  14. 14. Small to Medium Businesses increasingly rely upon online digital marketing techniques and distribution channels Digital communications and multimedia technologies are significantly changing the way Small & Medium size Businesses communicate with their customers to promote products and market services
  15. 15. 100% 80% 60% 40% 50% 36% 20% 6% 4% 4% COMPANY WEBSITE OTHERS 0% TV MOBILE SOCIAL MEDIA
  16. 16. Incremental Revenues Reduced Cost of Marketing and Promotion Comprehensive Exposure Enhanced Brand Image Better Customer Relationship Management Better Measurement and Performance Analysis
  17. 17. Type Private Industry Founded Founder(s) Clothing 1853 Levi Strauss Headquarters San Francisco, California, U.S. Number of locations 470 company-operated stores Area served Worldwide Key people Stephen C. Neal, Chairman of the Board Chip Bergh, President and CEO Products Revenue Operating income Net income Jeans $1,099 billion (FY 2013) $119 million (FY 2013) $48 million (FY 2013) Owner(s) Descendants of Levi Strauss Employees 16,200 (FY 2013) Website Levi Strauss Homepage
  18. 18. MARKET SHARE OF LEVIS 5.60% Japan 8.80% 41.20% China 14.60% Rest of Asia Pacific India 29.70% South Korea
  19. 19. 100% 80% 60% 40% 20% 0% 33% 27% 5% 15% 8% 12%
  20. 20. 41.44% NO 58.55% YES
  21. 21. 100.00% 75.00% 55% 50.00% 28.80% 25.00% 9.20% 7% 0.00% TV MOBILE INTERNET OTHERS
  22. 22. Type Industry Founded Founders Headquarter Number Of Locations Key People Products Services Revenue Employees Website Public Company Telecommunications equipment 1865 Fredrik Idestam & Leo Mechelin Finland Worldwide Risto Siilasmaa ,Chairman Mobile phones Maps and navigation, music,messaging & media,software. €30.176 billion (2013) 97,798 Nokia.com
  23. 23. EUROPE 7% ASIA PACIFIC 13% 29% CHINA 14% MIDDLE EAST & AFRICA LATIN AMERICA 10% 27% NORTH AMERICA
  24. 24. 100.00% 75.00% 50.00% 46.87% 26.56% 25.00% 9.37% 7.81% 9.37% 0.00% TV MOBILE SOCIAL MEDIA ECOMPANY'S COMMERCE WEBSITE
  25. 25. 40% NO 60% YES
  26. 26. 100.00% 75.00% 42.85% 50.00% 28.57% 17.85% 25.00% 10.71% 0.00% TV SOCIAL MEDIA E-COMMERCE COMPANY WEBSITE
  27. 27.  Potential to reach mass amounts of people in less time  Welcomes interaction from your audience  Provides additional branding and promotion for your company or product  Less expensive than traditional marketing campaigns  Easy to measure the success of your campaign
  28. 28.  Lacking an actual presence  Risky  Uncertain  Needs a relatively strong technological knowledge  Time Consuming  Expensive
  29. 29. Companies needs to balance between traditional marketing and digital marketing. Digital marketing would grow in terms of size and value. Social Media is cheapest and easiest way to attract the customer. Both nokia and levis should continue innovating and adopting new and modern methods and technologies to maintain their position and to remain in this competitive market.
  30. 30. Digital marketing reach is 82% -85% of Levi’s and Nokia respectively. Levi’s needs to increase its presence on TV. Nokia should try to innovate further in order to attract more customers Nokia needs to increase its presence in social sites to reach out more customers

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