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Introduction to digital marketing

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Introduction to digital marketing

  1. 1. Digital marketing and eCommerce An exploration into emerging digital and internet technologies and their potential as marketing tools A Course Framework © Dr. A V Ramana, 2014
  2. 2. Few logistics arrangements for the course Making of course groups – 12 groups – with specific learning responsibilities Joining a blog site called: www.ripplesofdigits.blogspot.in Use of resources and communication as announced from time to time on the blog for this course
  3. 3. Objectives To learn the essentials of Email Internet and Mobile technology platforms for marketing of products and services To learn the frameworks of electronic commerce To identify the inter-linkages in technology applications for media usage and trade facilitation through the web sites, mobile apps and related platforms
  4. 4. Specific learning objectives Essentials of principles of convergent technologies of internet, telecommunication and television and radio Basic tools of: Electronic mail based marketing search engine marketing Social media marketing Mobile marketing Websites and blog based marketing e-commerce and internet based business Essentials of analytics and metamarketing research
  5. 5. Modules of learning Module 1: How to align internet with business of a firm How to develop customers for an online interface What to offer as internet experience and what to offer as a business product or service How to link overall marketing plan with digital marketing elements
  6. 6. Module 2: the search engines How google and other search engines work What is the focus while developing a web page from search engine perspective What are the essential elements of a web page What are the elements of marketing through search engines? Tags Meta tags Text Multi media and Links and hyperlinks
  7. 7. Module 3: What is the concept of PPC Business model of pay per click How to develop a pay per click campaign How to create customer base for a PPC campaign What are the challenges in PPC campaign
  8. 8. Module 4: email marketing domain Methods of using email for marketing Creating email marketing campaigns Managing data bases for email campaigns Building links between customer base, email platforms and brands of firms
  9. 9. Module 5: Digital Display Media Types and categories of DDM Methods of DDM aplications and their functions in a marketing plan Developing DDM products – banners, marquees etc and their role Developing a DDM based ad campaign
  10. 10. Module 6: mobile marketing Functions of mobile devices Forms and technologies within mobile domain and their effect on marketing plan Geo-targeting and gadget targeting based marketing plans Apps - marketing of apps vis-à-vis marketing through apps
  11. 11. Module 7: Planning social media marketing Social media networks and their role in marketing Tools for use of social media Social media promotion and linkages with business processes Social media as business delivery platforms Social media for customer engagement and interactive product development
  12. 12. Module 8: web site analytics Tools for web analytics Understanding and measuring KPIs Marketing process reengineering using web analytics
  13. 13. A Curtain Raiser The internet is a tidal wave. It will wash over nearly all industries drowning those who don’t learn to swim in its waves Bill Gates
  14. 14. What are the e-marketing considerations? How important is branding on the internet compared to the physical world? What role can internet play in product development? How easily does internet lend itself to the sale of non-homogeneous goods What impacts have internet technologies had on pricing levels and strategies both offline and online? What efficiencies have the internet brought on supply chain? Have customer delivery expectations changed? Has the internet eliminated any intermediaries? How have the new channels affected purchase behavior? How much of the promotional spend be devoted to online communications? What is the most important communications tool in e-marketing? Do traditional methods of communication still have a role in the connected world?
  15. 15. How de we define Marketing? Marketing is the management process, which identifies, anticipates and supplies customer requirements profitably. The thrust of this philosophy should also drive online marketing activities!
  16. 16. Ponder over… To manage a business well is to manage its future: and to manage its future is to manage information Alfred Sloan, GM
  17. 17. Few e-definitions At the beginning, we shall examine these five definitions: E-commerce E-business E-marketing M-commerce M-marketing
  18. 18. E-commerce Technology mediated exchanges between parties (individuals or organizations) as well as the electronically based intra- or interorganizational activities that facilitate such exchanges. The emphasis in most e-commerce definitions has been on digital transactions facilitated at every stage (e.g., inventory, ordering and payment processing etc.) by technologies such as Electronic data interchange (EDI).
  19. 19. E-business E-business a the application of information technologies for internal business processes as well as activities in which a company engages during commercial activity. These activities can include functional activities such as finance, marketing, HRM, and operations. Lou Gerstner of IBM extols the potential payback from ebusiness saying that… “it is all about time cycle, speed, globalization, enhanced productivity, reaching new customers, and sharing knowledge across institutions for competitive advantage
  20. 20. E-marketing Institute of Direct Marketing describes e-marketing as…”the use of internet and related digital information and communication technologies to achieve marketing objectives Mohammed et al (2001) define internet marketing as…”the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties.”
  21. 21. E-marketing (cont’d) Strauss (2003) suggest that e-marketing covers a wide range of IT related applications with three main aims: Transforming marketing strategies to create more customer value through more effective segmentation, targeting, differentiation and positioning strategies; More efficiently planning and execution the conception, distribution, promotion, and pricing of goods, services and ideas; Creating exchanges that satisfy individual consumer and organizational customers’ objectives
  22. 22. E-marketing…3 Smith and Chaffey (2002) emphasize the importance of the database in e-marketing ad the utilization of a wide variety of ‘e-tools’ to generate a dynamic dialogue, which goes beyond a purely transactional process.
  23. 23. M-Commerce A concept which prompts companies in using the mobile devices for customer engagement on the go! Initially, the emphasis was on secure, personal and simplified ecommerce using one’s mobile cellular connection, Subsequent unfolding of technologies help use of WAP/GPRS/EDGE/HSPA/LTE for faster, seamless and fulfilling service on a handheld Access to wifi through a mobile device eases the challenges related to mobile bandwidth and signals and data transfer Mobile devices promise a better ecosystem of safety and personalization to all electronic business opportunities
  24. 24. M-Marketing A concept that takes a leaf out of internet marketing, using mobile devices as the channels through which firms can reach out to their target customers and also offer a unique, customised experience of engaging with their choice brand providers Its potency gets multifold what with social media networks customizing their own services on specially designed handsets on oneside and coming up with both APPS and mobile versions of their websites to make it more motivating to the users to engage through them on the go!
  25. 25. The focus of the course Will be to meet the four goals spelt out in the posts on the course at the blog www.ripplesofdigits.blogspot.in Actively engage with each one of you in achieving these goals and thereby develop a command over these technology centric tools

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