This is a guide on how we can use digital marketing to enhance the our market reach. The talk is over how to create a blue ocean of untapped opportunities using right digital marketing strategies.

1. CREATE YOUR BLUE OCEAN
THROUGH DIGITAL MARKETING

2. BLUE OCEAN MARKETING STRATEGY
 Developed byW. Chan Kim and Renée Mauborgne
 Focuses on creating blue oceans of untapped new market spaces
ripe for growth
 Key Points
 Data driven
 Low cost and ROI driven
 Taps uncontested market space
 Maximizes opportunity while minimizing risks
 Step-by-step (given you the opportunity to adopt Plan B)

3. BLUE OCEAN MARKETING

4. RED OCEANVS. BLUE OCEAN MARKETING
 Red ocean – where boundaries are defined and companies try to outperform their rivals to
grab a greater share of the existing market
 Blue ocean – the unknown market space, unexplored and untainted by competition

5. FUTURE WITHOUT BLUE OCEAN STRATEGY
Future of Red Ocean Strategy Future of Blue Ocean Strategy
 On January 12, 2012, Kodak filed for Chapter 11 Bankruptcy Protection. It was delisted from NYSE. [On September 3, 2013, Kodak
announced that it has emerged from Chapter 11 Bankruptcy
 On April 9, 2012, Instagram was acquired by Facebook for US$ 1 Billion

6. NOWWE KNOW ABOUT BLUE & RED OCEAN
MARKETING,WHAT’S NEXT?
HOW DOWE CREATE OUR OWN BLUE OCEANS?
BEFOREWE DISCUSS MORE ABOUT IT, LET’S GETTOTHE DIGITAL MARKETING BASICS

7. DIGITAL MARKETING BASICS FOR 2017
 Existing Digital Marketing Channels
 What to expect in 2017
 Planning for digital marketing

8. EXISTING DIGITAL MARKETING CHANNELS
 Email marketing
 PPC (Pay-Per-ClickAdvertising)
 SEO (Search EngineOptimization)
 DisplayAdvertising
 Social Media Marketing

9. EMAIL MARKETING
 Email marketing is used by 82% of B2B and B2C companies
 95% of companies using marketing automation are taking advantage of email marketing
 About 53% of emails are opened on mobile devices
 75% of Gmail’s 900 Million users access their accounts via mobile devices
 One out of every three clicks within an email occurs on a mobile device
 Email is 40 times more effective at acquiring new customers than Facebook orTwitter.
 A message is 5x more likely to be seen in email than via Facebook
 Email marketing has an ROI of 3800%
 The average order value of an email is at least three times higher than that of social media

10. EMAIL MARKETING – CTOR 2016

11. PPC (PAY-PER-CLICK ADVERTISING)
 Provides the most precise audience targeting and reporting
 Every $1.12 spent on Adwords PPC generates $2.33+ in small business revenue
 Average CTR of a PPC advertisement is only 2%, ads that show up on the top of SERP get 7.94% CTR
 Search ads can increase the brand awareness by 80%
 At least 96.4% of Google’s total revenue comes from digital and display paid advertisements
 The top 3 paid advertising spots get 46% of the clicks on the page
 36% of searches on Google are associated with location
 Mobile devices account for 53% of paid-search clicks
 The keyword “insurance” is the most expensive keyword, “loans” and “mortgage” are the next highest in CPC

12. SEO (SEARCH ENGINE OPTIMIZATION)
 One of the most important channels of Digital Marketing
 SEO in Inbound Marketing
 The most cost effective but time consuming
 Major Activities
 Having a website (not mandatory for all businesses)
 Content promotion through blogs
 Location based optimization
 Brand building
 Use of web data analytics

13. DISPLAY ADVERTISING
 Appropriate for specific niche (ecommerce, travel, hospitality, entertainment, etc.)
 Ideal for branding
 Gives you control over placements
 Cost effective if you aim to get featured on platforms who offer costly advertising space
 Platform specific display ads are more relevant
 ROI is more if we use retargeting

14. SOCIAL MEDIA MARKETING - REACH
 More than 2.3 billion active social media users
 More than 1.9 billion active mobile social media users
 Social media can be used to reach out to this huge pool of potential customers
 748 million Facebook accounts (Accessible via Desktop of Laptop)
 1259 million Facebook accounts (Accessible via smartphones)
 66% of mobile web browsing via Android & 19% via iOS

15. SOCIAL MEDIA MARKETING – ENGAGEMENT STATS
 95% Online adults aged 18-34 are most likely to follow a brand
 71% of consumers who have had a good social media service experience with a brand are likely
to recommend it to others
 In 2015 Facebook influenced 52 per cent of consumers’ online and offline purchases, up from 36
per cent in 2014
 There are 40 million active small business pages in Facebook and 4 million pay for social media
advertising on Facebook
 78% of people who complain to a brand viaTwitter expect a response within an hour

16. THAT’S ALL,YOU NEED MORE….
PLEASE HANG ON

17. WHATTO EXPECT IN 2017
 Mobile dominance
 Marketing KPIs will change (boom in CRO)
 Data analytics and visualization trends (Use of big data & artificial intelligence)
 Enhanced use of video marketing
 Increased focus on paid advertising
 Voice searches will increase

18. PLANNING FOR DIGITAL MARKETING
CREATINGYOUR OWN BLUE OCEAN

19. CREATE BLUE OCEANTHROUGH DIGITAL MARKETING
To create your blue ocean you need to do the following:
Look at the past (Analyze your marketing efforts, cost, sales & profit
Learn about your competitors (their marketing strategy and results)
Identify prospects (based on above analysis)
Identify marketing channels to target
Build a completely new marketing/ sales/ customer service framework
Create a plan B (corrective or reactive measures based on the results)
Let’s have a goal specific discussion over relevant digital marketing channels

20. WHAT ISYOUR PRIMARY GOAL?
•Brand Awareness
•Sales Generation
•Lead Generation
•Educate Potential Customers
•GenerateTraffic

21. DIGITAL MARKETING FOR BRAND AWARENESS
 Social media channels particularTwitter, Facebook and Google+
 Engaging with targeted audience through social channels
 Channels that promote visual elements like Instagram and Pinterest
 Channels that promote video materials likeYouTube andVimeo
 Promotional campaigns with coupons
 Joint venture marketing projects with other online businesses
 Participating in online and offline events

22. DIGITAL MARKETING FOR SALES GENERATION
 Amazon Resellers
 Facebook Storefront
 Google Shopping Feeds
 Google Search Network
 Google Display Network
 Affiliate Marketing Networks

23. DIGITAL MARKETING FOR LEAD GENERATION
 Search EngineOptimization (SEO)
 Pay-Per-ClickAdvertising
 DisplayAdvertising
 Google Search Network
 Blogging and other content marketing channels
 Email marketing

24. DIGITAL MARKETINGTO EDUCATE POTENTIAL
CUSTOMERS
 Blogging
 Press releases
 Email marketing
 Social media

25. DIGITAL MARKETINGTO GENERATETRAFFIC
 SEO
 Content Marketing
 Social Media Marketing
 Content Outreach

26. THANKYOU! SHOOTYOUR QUERIES NOW 
 References:
 https://www.blueoceanstrategy.com/
 http://www.smartinsights.com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/
 https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/
 http://www.ppcstatistics.com/stats/ppc-statistics-2016/
 http://www.powertraffick.com/ppc-trends-and-statistics
 https://www.dreamgrow.com/21-social-media-marketing-statistics/
 http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/