by Vinaytosh Mishra

1. -Vinaytosh Mishra
B-Tech (Electronics), IIT-BHU (Varanasi)
MBA (Marketing & Operations), Institute of Management, Nirma University
Post Graduate Diploma in Statistics & Computing (ISc. BHU)
Specialization in Digital Marketing, University of Illinois, Urbana Champaign
SESSION-1

2. Agenda
• What is digital marketing?
• Permission Based Marketing
• The Long Tail Theory
• Rethinking the Marketing
• Branding in Digital Age
• Consumer Decision Journey
• Case Study: Nike Digital Strategy

4. Digital marketing is the promotion of products or brands via one or
more forms of electronic media. Digital marketing differs from
traditional marketing in that it involves the use of channels and
methods that enable an organization to analyze marketing campaigns
and understand what is working and what isn’t – typically in real time.
Marketing is the science and art of exploring, creating , communicating
and delivering value to satisfy the needs of a target market at a profit.
Digital Marketing
Why Digital ?

5. Why ad agencies don’t work to solve the problem
• What about the ad agencies? With so many talented people, why
aren’t they working to solve this problem?
• Unfortunately, the clutter wars are taking their casualties at the
agency side as well. The big agencies, the ones who could afford to
take the lead in this challenge, are faced with two major problems:
1. First, clients are giving the agencies a much shorter leash.
2. The stock market has been conducive to agency consolidations.
The best way to make money in advertising today is to buy ad
agencies and take them public. As a result, some of the best minds
in the business have been focusing on building agencies, not
brands.
Who are Seth
Godin,
Anderson?

6. INTERRUPTION MARKETERS FACE A CATCH 22
• Human beings have a finite
amount of attention
• Human beings have a finite
amount of money
• The more products offered, the
less money there is to go around
• In order to capture more attention
and more money, Interruption
Marketers must increase spending
• But this increase in marketing
exposure costs big money
• Spending more and more money in
order to get bigger returns leads to
ever more clutter
• Catch-22: The more they spend,
the less it works. The less it works,
the more they spend.
Interruption marketing is promoting a
product through continued advertising,
promotions, public relations and sales. It is
considered to be an annoying version of the
traditional way of doing marketing whereby
companies focus on finding customers
through advertising.

7. The Long Tail Theory
As the costs of
production and
distribution fall,
especially online, there is
now less need to lump
products and consumers
into one-size-fits-all
containers. In an era
without the constraints
of physical shelf space
and other bottlenecks of
distribution, narrowly-
targeted goods and
services can be as
economically attractive
as mainstream fare.

8. They have turned their back towards
Ads!
Intrusive Vs Permission based Marketing…

9. End of Advertising as we know…
Traditional Media challenges
• Telemarketing
• Trade Show
• Direct Mail
• Email Blasts
• Print Ads
• TV/Radio Ads
• SMS
• Do not disturb list
• Costly …
• Who reads?
• Spam Filtering
• Too costly
• Ad blockers/TIVO
• SMS sending Limit

10. Rethinking Marketing…
Traditional Marketing Inbound Marketing
• Telemarketing
• Tradeshow
• Direct Mail
• Email Blasts
• Print Ads
• TV/Radio Ads
• SEO/SEM
• Blogging
• Social Media
• RSS
• Free Tools/Trials
• Viral Marketing

11. Attention Economy
• Attention has become the most valuable
currency in the media world, and new
platforms are taking the place of the old
media giants.
• Content Blindness: To grab the attention too
much content is being created .
• Catch 22.

12. Companies are in publishing business
Now !

13. Content Creation Guidelines:
• Content should be CORE..
• Concise: web user is restless
• Original: it is unethical but ….
• Relevant :customer will not return back
• Exemplary: me too content doesn’t work

14. Content is the currency ..
• Rewrite your content to display clear benefit statements that will connect with your audience’s
need
• How can you help them realize a return on their investment from working with you?
• Assess the value you provide to customer,readers,fans and clients
• Can you create an experience? Anything that has a visual or auditory aspect can be used to develop
another meaning of reaching new customers and enhancing the experience of your current
customer
• Do you have a process that can be explained or used as education in order to show the difference
of your company as compared to others. Are there resources within your company that you can use
in explaining benefits more clearly or in different ways?
• Do you make a living in providing information based on a news cycle or timely events? Do you
analyze the market and provide a response ? How can you develop content based on these areas to
provide both education and a means of entertainment, value or necessity?

15. Content Propagation…

16. TCEO Model

17. Think
Digital Marketing Strategy:
Digital Marketing Strategy tackles how the Internet has changed and challenged
the world in which we market, and how best to use digital tools and tactics for
effective marketing strategies.
Market Research:
Market Research unpacks how to use the Internet to understand audiences and
campaigns.
Content Marketing Strategy
Content Marketing Strategy lays out the building blocks for effectively using
content, not advertising, to reach audiences.

18. Digital Marketing Strategy
1. Understanding Environment
2. Understanding the Business
3. Understanding the Customer
4. Understanding the Competition
5. Understanding the Consumer Decision
Journey(CDJ)
6. Understanding the Strength & Weakness
7. Understanding the Marketing Mix

19. Steps in Digital Strategy
1. Context
2. Value Exchange
3. Objectives
4. Tactics Evaluation
5. Ongoing Optimization
Objective
Tactics
KPI
Targets

20. Brand Pyramid Template

21. Consumer Decision Journey

22. Marketing Mix in Digital Era
• Product
• Price
• Placement
• Promotion
• People

23. Case Study
• Nike Digital Strategy

24. Thanks