Introduction to Digital Marketing with examples. Includes a blueprint on creating a digital marketing strategy for a firm. Aim: To provide insights on digital marketing to

1. Digital
Marke,ng
101
Maheshwar
R
Twi,er:
@maheshwar_r
Contact:
mahesh.discover@gmail.com

4. Agenda
• Introduction - Building blocks of Digital marketing
• Customer Lifecycle
• HOWTO: Plan a digital marketing strategy

5. Digital Marketing
Social Email
Media Marketing
Mobile Display
Search Advertising
SEO / SEM
Analytics

6. Digital Marketing
Social Email
Media Marketing
Mobile Display
Search Advertising
SEO / SEM
Analytics

7. Social Media
People ‘following’ Brand
Tweets
Brands increasingly use Social Media to connect with customers more
than engaging with them.

8. An Example where Canada Bell created social portraits to engage social
fans

9. Social Media
Tips to be successful on Social Media
• Never plug a brand’s products directly in social media
• Instead, Ask provocative questions that incite responses
• Eg: Success in motor sport depends on driver or machine?
• Be sure to ask “closed” questions with 1-2 word replies
• Measure, measure, measure
• Analytics is crucial in determining success / failure of campaign and next
steps
• Take your time to react to social media crises
• Be sure to respond decisively
• Good Example: FedEx: http://www.youtube.com/watch?v=4ESU_PcqI38 in
response to http://www.youtube.com/watch?v=HvnrsZUnWNE

10. Social Media Strategy
Setup and Growth (Awareness)
Campaigns (Get Interest)
Monitoring / Key
Metrics
Engagement (Desire)
Participation (Action)

11. Digital Marketing
Social Email
Media Marketing
Mobile Display
Search Advertising
SEO / SEM
Analytics

12. Mobile
Samsung
Potential of mobile ads has multiplied with the advent of
smartphones, creating better engagement and higher visits.

13. Mobile
Nissan LEAF Mobile Ad

14. Digital Marketing
Social Email
Media Marketing
Mobile Display
Search Advertising
SEO / SEM
Analytics

15. Google Search Engine Marketing and Optimization still provide the
highest conversion rates for companies’ ads
Sponsored Results
Organic Results
with Ratings, Locations

16. Digital Marketing
Social Email
Media Marketing
Mobile Display
Search Advertising
SEO / SEM
Analytics

17. • Citi Bank Display Ad
• Interactive
• Sole purpose not selling
• Increases interaction time w/o leaving the
page
Sheraton creates animation enables users to have a pillow fight online
with the ad itself. High on engagement, High on awareness.

18. Digital Marketing
Social Email
Media Marketing
Mobile Display
Search Advertising
SEO / SEM
Analytics

20. Digital Marketing
Social Email
Media Marketing
Mobile Display
Search Advertising
SEO / SEM
Analytics

21. Analytics Usage by Industry
Tertiary Education Telecom Banking Hotels
7%
2% 6% 5% 11%
34%
44%
39% 48%
47%
6% 48%
91% 11%
Google Analytics + Omniture Google Analytics
Omniture No Tool

22. Power of Analytics
• Tibco’s Analytics Engine + iPad Application
• Provides stewards with real-time, 360-degree view of Harrah’s
customers
• Connects key places within Harrah’s premises
• Restaurants
• Slot Machines
• Entry gate
• Connects multiple touch points and provides info on each
• Allows for recommendations such as:
• “Sir, the slots are full, the moroccan restaurant you prefer is also
booked, why don’t you attend a Jazz concert (that you prefer) at
Conference Room A, and I shall alert you when the restaurant and
slots become available?”

23. Agenda
• Introduction - Building blocks of Digital marketing
• Customer Lifecycle
• HOWTO: Plan a digital marketing strategy

24. Customer Lifecycle
AWARENESS
ND
EV
AL
BO
UA
TE
AD
SE
VO
HA
CA
RC
TE
PU
USE

25. Customer Lifecycle
Discover
Learn
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Experience
Good / Bad
Tasks that customers perform at each stage
in the lifecycle

26. Customer Lifecycle
Get Attention /
Spread Awareness
on ive
e
ts at
lin
Discover
en bor
Learn
nm olla
ty
In
vi e c
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ase at
en eat
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t,
Good / Bad
re
Sp
Ensure seamless,
satisfying experience
Customer’s Lifecycle mapped to a company’s digital strategy

27. Agenda
• Introduction - Building blocks of Digital marketing
• Customer Lifecycle
• HOWTO: Plan a digital marketing strategy

28. Digital Media Strategies
Blogs
Expert Opinions
Pull
Press Releases
Online forum
Email, SMS
Social Media
Push
Display Advertising
Referrals

29. Plan Digital Marketing Strategy
Conversions
CE
Roadshows Convert
RIEN
XPE
Activity 2
Create
ED E
Activity 1 Engagement
RAT
Facebook Page
G
INTE
Create
Facebook LinkedIn Google+ Site Awareness
Digital Marketing

30. Plan Digital Marketing Strategy
• Activities 1 & 2: Could refer to online games and
contests
• Theme: Ensure theme aligns with campaign goals
and strategy
• Active, dynamic website is always a must - faces
the customer at all times

31. Always remember...
• Online marketing campaigns should always be run in
coherence with an offline strategy
• Having a roadshow / event at the end of the digital
campaign is a must in order to promote a product /
company
• Ensure campaign is in sync with the product attributes
• Follow a consistent theme or message throughout the
campaign

32. Thank You!