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Digital marketing Small Concept

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Hari Haran

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DIGITAL MARKETING
INTRODUCTION
HISTORY OF DIGITAL MARKETING
 The term 'digital marketing' was first used in the 1990s. In the 2000s and the
2010s, digital marketing became more sophisticated as an effective way to create a
relationship with the consumer that has depth and relevance.[4] [5] While the term
'digital marketing' may not have been used until the 1990s, digital marketing itself
has roots to the mid-1980s when the SoftAd Group, now ChannelNet developed
advertising campaigns for several major automobile companies, wherein people would
send in reader reply cards found in magazines and receive in return floppy disks that
contained multimedia content promoting various cars and offering free test drives.
 The rapid evolution of digital media has created new opportunities and avenues for
advertising and marketing. Fueled by the proliferation of devices to access digital
media, this has led to the exponential growth of digital advertising.[6]
 In 2012 and 2013 statistics showed digital marketing remained a growing field.
 Digital media growth is estimated at 4.5 trillion online ads served annually with
digital media spend at 48% growth in 2010. An increasing portion of advertising
stems from businesses employing Online Behavioural Advertising (OBA) to tailor
advertising for Internet users. Though an innovative resource, OBA raises concern
with regards to consumer privacy and data protection. Such implications are
important considerations for responsible communications. Digital marketing is often
referred to as 'online marketing', 'internet marketing' or 'web marketing'. The term
'digital marketing' has grown in popularity over time, particularly in certain
countries. In the USA 'online marketing' is still prevalent, in Italy is referred as 'web
marketing' but in the UK and worldwide, 'digital marketing' has become the most
common term, especially after the year 2013
INTRODUCTION
DEFINITION
 Digital marketing is an umbrella term for
the targeted, measurable, and interactive
marketing of products or services using
digital technologies to reach and convert
leads into customers. The key objective is to
promote brands, build preference and
increase sales through various digital
marketing techniques.
DIGITAL MARKETING FUNCTIONS
DIGITAL MARKETING FUNCTIONS
 THE NINE FUNCTIONS OF MARKETING
 In order for the marketing bridge to work correctly --
providing consumers with
 opportunities to purchase the products and services they need
-- the marketing
 process must accomplish nine important functions.
 The functions are:
 BUYING -
 people have the the opportunity to buy products that they
want.
 SELLING -
 producers function within a free market to sell products to
consumers.
 FINANCING -
 banks and other financial institutions provide money for the
production
 and marketing of products.
 STORAGE –
 products must be stored and protect ed until they are needed. This
function
 is especially important for perishable products such as fruits and
vegetables.
 TRANSPORTATION -
 products must be physically relocated to the locations where
 consumers can buy them. This is a very important function.
Transportation includes
 rail road, ship, airplane, truck, and telecommunications for non-
tangible products such
 as market information.
 PROCESSING -
 processing involves turning a raw product, like wheat, into
something
 The consumer can use -- for example, bread.

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Digital marketing Small Concept

  • 2. HISTORY OF DIGITAL MARKETING  The term 'digital marketing' was first used in the 1990s. In the 2000s and the 2010s, digital marketing became more sophisticated as an effective way to create a relationship with the consumer that has depth and relevance.[4] [5] While the term 'digital marketing' may not have been used until the 1990s, digital marketing itself has roots to the mid-1980s when the SoftAd Group, now ChannelNet developed advertising campaigns for several major automobile companies, wherein people would send in reader reply cards found in magazines and receive in return floppy disks that contained multimedia content promoting various cars and offering free test drives.  The rapid evolution of digital media has created new opportunities and avenues for advertising and marketing. Fueled by the proliferation of devices to access digital media, this has led to the exponential growth of digital advertising.[6]  In 2012 and 2013 statistics showed digital marketing remained a growing field.  Digital media growth is estimated at 4.5 trillion online ads served annually with digital media spend at 48% growth in 2010. An increasing portion of advertising stems from businesses employing Online Behavioural Advertising (OBA) to tailor advertising for Internet users. Though an innovative resource, OBA raises concern with regards to consumer privacy and data protection. Such implications are important considerations for responsible communications. Digital marketing is often referred to as 'online marketing', 'internet marketing' or 'web marketing'. The term 'digital marketing' has grown in popularity over time, particularly in certain countries. In the USA 'online marketing' is still prevalent, in Italy is referred as 'web marketing' but in the UK and worldwide, 'digital marketing' has become the most common term, especially after the year 2013
  • 3. INTRODUCTION DEFINITION  Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers. The key objective is to promote brands, build preference and increase sales through various digital marketing techniques.
  • 5. DIGITAL MARKETING FUNCTIONS  THE NINE FUNCTIONS OF MARKETING  In order for the marketing bridge to work correctly -- providing consumers with  opportunities to purchase the products and services they need -- the marketing  process must accomplish nine important functions.  The functions are:  BUYING -  people have the the opportunity to buy products that they want.  SELLING -  producers function within a free market to sell products to consumers.
  • 6.  FINANCING -  banks and other financial institutions provide money for the production  and marketing of products.  STORAGE –  products must be stored and protect ed until they are needed. This function  is especially important for perishable products such as fruits and vegetables.  TRANSPORTATION -  products must be physically relocated to the locations where  consumers can buy them. This is a very important function. Transportation includes  rail road, ship, airplane, truck, and telecommunications for non- tangible products such  as market information.  PROCESSING -  processing involves turning a raw product, like wheat, into something  The consumer can use -- for example, bread.
  • 7.  RISK-TASKING -  insurance companies provide coverage to protect producers and  marketers from loss due to fire, theft, or natural disasters.  MARKET INFORMATIONS -  information from around the world about market conditions,  weather, price movements, and political changes, can affect the marketing process.  Market information is provided by all forms of telecommunication, such as television,  the internet, and phone.  GRADING AND STANDARDIZING -  Many products are graded in order to conform to  previously determined standards of quality. For example, when you purchase US No. 1  Potatoes, you know you are buying the best potatoes on the market.
  • 9. DIGITAL MARKETING STRATEGY MEANING: A common practice when working in a digital agency is defining a marketing strategy based on specific goals, targets, budget and timeframe. This is one of the reasons why I wanted to make a chart which would easily demonstrate the process and metrics you can use for measuring performance and what channel works best for specific goals. This is the first in a series of plans, but in short it is an overview of the strategy process. In future posts I plan to breakdown each section in further detail, allowing for a more in-depth understanding of digital marketing strategies. I hope you will find this useful as an overview or a reminder of possible additions to define, track or include in future strategies.
  • 10. PERCENTAGE OF B2C MARKETERS WHO HAVE A CONTENT MARKETING STRATEGY 27 50 15 8 0 10 20 30 40 50 60 Category 1 Category 2 Category 3 Category 4 Unsure 8% No 15% Yes, but it is not documented 50% Yes and it is documented 27%
  • 11. THE 5 BEST NEW DIGITAL MARKETING TOOLS AND TECHNIQUES 1. Content marketing techniques: One of the most frequently dropped buzzwords in digital marketing, content marketing is essentially storytelling for your brand. “Content” can be virtually anything with a clear message: a series of attention-grabbing images, videos, blog posts, or news items. Content marketing differs from traditional marketing tools in its resistance to overt calls-to-action or purely product- or service-based ads, and smart consumers have developed a nose for sussing out quality content from gussied-up advertising. Like a good story, good content is original, dynamic, and shareable. Truly effective content marketing uses an accessible voice to tell genuine stories that gain the trust of the consumer and build a positive reputation for the brand. Content marketing is also inherently flexible. Consider ways to reframe your story or message to target different consumer groups with whom you may not have an instinctive one-to-one relationship. Once your content is in play, tools like Outbrain Amplify can help you distribute that content to a larger audience. Regardless of how wonderful your content is, it simply won’t be truly effective if it isn’t being widely seen.
  • 12. 2. Tools for social networking: You’re likely already using at least one form of social media as a way to connect with your customers - and if not, what are you waiting for? Social media is one of the best marketing tools for humanizing your brand and connecting with your customers in real time. A strong digital marketing strategy incorporates all social media forums appropriate to your organization, including Facebook, Twitter, LinkedIn, Google+, Pinterest, and Instagram. These tools have different purposes: Twitter has become a virtual telephone, a way for customers to lodge complaints or ask questions, whereas image-driven social media - such as Instagram and Pinterest - are a great way to get viral with visual storytelling. It’s also vital to stay connected to new trends, such as LinkedIn’s recent Influencers program, which promotes industry insiders as thought leaders and offers them a forum to share wisdom.
  • 13. 3. Go mobile More and more of us are accessing information on- the-go. Having a website that uses responsive design for various mobile formats - smartphones, tablets, etc - gives your company a competitive edge. Many marketers are now taking mobility a step further by using location data garnered by customer check-in tools like Foursquare or Facebook, or data provided by Adwords and GPS, to target marketing campaigns and build an ever more complete picture of who your customer is, where she goes, what she wants, and when she wants it. Understanding the context of your customer’s desires and behavior is key to targeting your offerings to maximize what is actually needed. These mobility marketing techniques allow you to work outside of the in-office “vacuum.”
  • 14. 4. Retargeting: One of the most interesting new marketing techniques, retargeting (or remarketing) tracks customers through cookie placement and continues to show them ads for products they’ve viewed in the past across a network of websites. Since only 2% of traffic converts on a first visit, retargeting is a simple, powerful way to keep your brand and product in the minds of potential customers and requires little effort on the part of the company. As the technology for retargeting improves, flexible brands will stay on top of the trend to find ever more organic ways to raise brand profile.
  • 15. 5. Community building: The common thread in these best new digital marketing techniques is the need for brands to cater to the desire of consumers to be seen as individuals, and not just as a number. Consider the recent viral WestJet campaign that secretly fulfilled fliers Christmas wishes. With this campaign, WestJet managed to give an airline a warm & fuzzy personality (no easy feat), and to demonstrate responsiveness. Brands need to prove a genuine interest in the personalities of their dynamic customer base, and to treat communication as a way to build an authentic, like-minded community. As we grow more digitally-driven, the physical community of neighborhood commerce is giving way to more fluid and larger communities online. Even brick and mortar companies are now global participants. Digital marketing offers a way to move beyond your field and into the world at large.
  • 18. DIGITAL MARKETING CHANNELS  Affiliate Marketing  Display Advertising  Email marketing  Search Marketing  Social Media  Social Networking[
  • 19. AFFILIATE MARKETING Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.
  • 21. DISPLAY ADVERTISING MARKETING  Display advertising is a type of advertising that is located on websites. It is represented by a wide range of different formats and contains items such as text, images, flash, video, and audio
  • 23. E-MAIL MARKETING  Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. 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. Email marketing can be done to either sold lists or a current customer database. Broadly, the term is usually used to refer to sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and adding advertisements to email messages sent by other companies to their customers
  • 25. SOCIAL MEDIA MARKETING Social media marketing is the process of gaining website traffic or attention through social media sites.[1] Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it across their social networks. The resulting electronic word of mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites, social networks, instant messages, news feeds) about an event, product, service, brand or company.[2] When the underlying message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself,[3] this form of marketing results in earned media rather than paid media
  • 27. SOCIAL NETWORKING A social network is a social structure made up of a set of social actors (such as individuals or organizations) and a set of the dyadic ties between these actors. The social network perspective provides a set of methods for analyzing the structure of whole social entities as well as a variety of theories explaining the patterns observed in these structures.[1] The study of these structures uses social network analysis to identify local and global patterns, locate influential entities, and examine network dynamics. Social networks and the analysis of them is an inherently interdisciplinary academic field which emerged from social psychology, sociology, statistics, and graph theory. Georg Simmel authored early structural theories in sociology emphasizing the dynamics of triads and "web of group affiliations."[2] Jacob Moreno is credited with developing the first sociograms in the 1930s to study interpersonal relationships. These approaches were mathematically formalized in the 1950s and theories and methods of social networks became pervasive in the social and behavioral sciences by the 1980s.[1][3] Social network analysis is now one of the major paradigms in contemporary sociology, and is also employed in a number of other social and formal sciences. Together with other complex networks, it forms part of the nascent field of network science.
  • 29. DIGITAL ADVERTISING MARKET IN INDIA OF GROWTH CHART BETWEEN 2011-2015 IN CRORES HAS BEEN ESTIMATED