This Presentation Consist and Covers all the topics Which Satisfies Syllabus of Subject Digital Marketing's Unit-4 Given in AKTU University - As Updated in 2017 Send Your Feedback on mukulguptahr@gmail.com

1. By,
Mukul Gupta
(Management Faculty & Corporate Trainer)
Digital Transformation – Unit 4

2. Digital Transformation
• The term Digital Transformation is in
often Use these days.
• As Per Wikipedia – It is something going
Paperless to the application of Digital
technology in all aspects of human
society.
• With wide implication of Digital
technology is making work implication
easier, there is a big confusion in the real
meaning of the term “Digital
Transformation.

3. Digital Transformation
• Transformation is fundamentally about
Change.
• Organizational Change is the
Foundation of Digital Transformation.
• Traditional Working Methodology in
terms of everything is becoming
obsolete, so there is a wide requirement
of adopting digital methods.

4. Digital Technology & Business Models
• Earlier transformation drivers were Political,
Social, Cultural or Economic Shifts.
• Digital Drivers in the era of Digital
Transformation are dynamic in nature and so
are not fixed in nature.
• Analytics tools and application are using Big
Data System.
• Use of Mobile Tools and Application
• Platforms upon which to build shareable digital
capabilities like cloud solutions and app market

5. Digital Technology & Business Models
• Use of Social Media Tools and Application.
• Work on Smart Wireless Networks
• Internet of Everything (IoE) is the new
profound term in the era of digitalization and so
is the base of New-Technology enabled business
models.
• A Good Model Focuses on –
• Why Do We Need to Transformation
• What Do We Need as Transformation
• How Should We Make Transformation

6. Digital Leadership Principles

7. Digital Leadership Principles
• Understanding Why You Lead
• From Mandate to Conversation (Persuasive
Powers are Increasingly Required)
• Fewer Managers More Leaders
• Leaders with More Digital Communication
along with Physical Interaction
• Authenticity Development
• Take Risk
• Empower Staff

8. Digital Leadership Principles

9. Online P.R and Reputation Mgmt.
• Online Reputation Management (or
Monitoring) is the practice of
Monitoring the internet reputation of a
person, brand or business, with the goal
of suppressing negative mentions
entirely, or pushing them lower on
search engine results page to decrease
their visibility.
• A Big fact in Digital world is 70%
Consumers Trust Other Consumer’s
Opinions posted Online

10. Online P.R and Reputation Mgmt.

11. Negative Effect of Bad Online Reputation

12. Negative/Positive Effects of a
Bad/Positive Online Reputation
• Could Lose Existing Customers
• Difficulty Getting New Customers
• Business Can suffer Financial Loss
• Retain Existing Customers
• Easier to Get New Customers
• Maintain a Positive Brand Image

13. Ways To Manage Online Reputation
• Be Proactive instead of Reactive
• Monitor Online Conversation about your
Business
• Respond and Interact with Consumer Online
• Create and Distribute Positive Content
Regulation
• Offer an Incentive in Exchange for Reviews
(Coupons, Discounts, Free Samples)
• Ask Customer to Review your Products.
• Send Customers to Your Listings on Internet
Platforms.
• Link Your Business Listing Profiles to your
Website.

14. Ways To Manage Online Reputation
• Flood the First Page of Search Engine with
Positive, Branded Content
• Well-Ranked Website
• On-Going SEO
• Articles, Videos, Press Releases, Photos etc
• Tips, Tools, Helpful Tutorials and other
Useful Content

15. Monitor Online Conversation
• Do Google Search for your business name –
• What Comes up
• Check Articles, Blogs, Forums and Customer
Review Sites
• Frequently Check your Own Blog/Website for
Comments
• Pay Close Attention to the Social Network Sites
• Listen what your customer are saying
• Respond to both positive and Negative
comments.
• Display Friendly Behavior
• Resolve Problems Promptly

16. Value Addition Through Digital
Marketing
• Digital Marketing adds value to the
entire Value Chain of any Business these
days.
• Role of Intermediaries
• Value Pricing
• Brand Differentiation/Loyalty
• E-Procurement
• E-Fulfillment
• Value Nets

17. Measure ROI of Digital Strategies
• Here are some key performance indicators
• General Performance – Traffic, Leads, Reach
• Channel Based – Website, Blog, Social
Networks, Search Engine
• Source Based Performance – Direct Traffic,
Organic Search, Referrals, E-mail, PPC
• Campaign Based Performance – Lead
Generation, Click Through, Conversion Rates
• Monitor Your Goals through Google analytics
or insights tools
• Marketing Automation Strategies Improve ROI
• Tracking Software & Analytics

18. What To Measure?
• Traffic Generation
• Who is Visiting
• Who is Coming Back
• Where are they coming from
• Click Through Rates
• Conversion Rates
• Cost Per Click
• Cost Per Lead
• Social Metrics
• Bounce Rate
• Customer Acquisition Cost

19. Evaluation of Cost Effectiveness of Digital
Strategies
• Pay Per Click
• Pay Per Impression
• Customer Acquisition Cost
• Per Unit Mailing Cost
• Per Unit Social Media Click